Originally posted on the Colorado Women's Bar Association, The 1891 Blog.
Although pay-per-click (PPC) ads can quickly gain the attention of prospective clients, organic search engine optimization (SEO) traffic can fill the gap in your small law firm marketing efforts. PPC ads tend to be disruptive marketing, although not always, whereas SEO traffic brings in a highly engaged audience. After all, these clients are actively saying that they have legal issues and need answers or help. Cost per client acquisition expense is also lower since the return on investment (ROI) on SEO is tremendous. It is also an investment for your law firm since your content will primarily live on your website versus using other platforms. Ensure that your law firm website gets in front of competitors by investing in a robust SEO strategy.
Follow these eight simple SEO tips to grow your small law firm's website traffic.
Before diving into on-page and off-page SEO implementations, take a look at other lawyers and law firms in your area to see how they structure their website, which keyword terms they are using. SEO, in some ways, is relative to your practice area and geographic location. Capitalize on your competitor's efforts by monitoring what they are doing.
After establishing your competitors' strategies, it is time to research keywords you noted and obtain ideas for extra keywords you can use on your firm's website. Keyword research takes a little time and focus but is well worth the results.
Tools you can utilize to conduct keyword research for your law firm include:
Some of these tools may require extensive SEO knowledge to operate at full capacity. Before paying hundreds of dollars for keyword research tools, ensure that you will get the most out of your investment.
Areas of focus that often get excluded are the optimizations of your title and meta description tags. The page title is the most valuable on-page element, and your meta description lets prospects know what to expect from your website during their Google search. These elements are prime opportunities for occupying competitor keywords.
Claiming your Google My Business listing is critical to the success of your local SEO efforts. Your Google My Business listing is the standout card that shows up when someone searches your practice area and location.
Consistency is essential when it comes to SEO. Different spellings, unclear addresses, and multiple telephone numbers can confuse search engines and data aggregators. Establish how you want to list your name, law firm address, website address, and phone number, and then stick with these guidelines. Doing so will save you significant time and effort in the long run.
Read the full article at the Colorado Women’s Bar Association, The 1891 Blog.