How To Rank Your Law Firm Website in 2022

Law Firm SEO Tips

Organic search traffic is an important marketing source that is frequently overlooked by law firms wanting to build their client base. However, research suggests that increasing law firm SEO should be prioritized. These law firm SEO tips outlined below will help your firm stand out in the Search Engine Results Pages (SERPs).

Understanding how and why consumers choose which law firm to hire will provide critical information that will help you get a leg up on your competition. As professional digital marketers, we use these key insights to create effective law firm SEO tips that will help direct users to your website and increase conversions.

SEO can be challenging to grasp, especially if your law firm has never invested in this sort of marketing before. Furthermore, it is not a simple procedure, and there is no one-size-fits-all approach. Nonetheless, it should be an important part of your law firm’s core marketing approach.

We’re a seasoned digital marketing firm that has spent years honing our knowledge of customer buying habits. Putting these law firm SEO tips into action will help drive traffic to your website. This will free up your time to focus on providing your clients with world-class legal services. 

Let’s get started.

Creating an Effective Law Firm SEO Strategy

Before we get into our tried-and-true law firm SEO tips, let’s take a look at why your website matters. Your website is much more than a digital business card to which you can refer your clients. 

A well-designed and SEO-optimized law firm website can be one of your most effective marketing tools. Creating a comprehensive SEO strategy for your law firm is essential for attracting the right clients. 

You should provide them with high-quality content that is both valuable and engaging to your users. This will be critical in increasing the conversion rate and SEO quality of your website. 

This is especially true considering that 75% of internet users seldom scroll past the first page of search results, according to research. As a result, appearing on page one of search engines can give law firms numerous advantages, including:

  1. Increasing your website’s organic traffic
  2. Maintaining competitiveness in the legal industry
  3. Boosting your return on investment (ROI)
  4. Increasing the number of visitors to your legal firm
  5. Increasing lead generation

Law Firm SEO Tips To Increase Your Lead Generation

To be successful in recruiting new clients, law firms must focus on developing high-quality lead generation tactics that drive visitors to their website. Your organization cannot afford to overlook optimization in the face of such severe competition on the internet. 

Here are some of our favorite law firm SEO tips to help you stand out.

Look up the most relevant keywords for your law firm

The quality of keywords has a significant impact on the effectiveness of our law firm SEO tips. Begin with your core practice areas and broaden your keywords to related topics, as a general rule.

You can use SEO tools to help you find, track, and optimize keywords. Fortunately, there are several well-known premium SEO tools, such as Moz and SemRush, that can assist you in achieving excellent results when used properly.

If you’re looking for free options, you’re in good hands. Although tools like Google Trends and Answer the Public are free, even the best digital marketing agencies use them. The Google Trends tool can provide valuable insights into keyword search trends. Answer the Public, on the other hand, can assist you in identifying relevant searches and questions. 

That being said, learning how to use SEO tools effectively takes time. Not only that but the digital landscape is constantly changing. What worked last year might not work as well this year. 

Furthermore, there’s a good chance that no one on your in-house team has the time to devote solely to implementing law firm SEO tips. Working with a professional digital marketing agency that can handle all of your SEO needs can make a huge difference in this situation.

Keep an active blog

These days, having an active blog on your law firm’s website is a must. Blogs allow professionals in the legal industry to discuss important issues that affect their target audience. The more you blog about these important and valuable topics, the more you’re able to distinguish yourself as an expert in your field. 

Over time, this will attract even more people who keep coming back to your site to consume great content. The increased engagement on your website will signal to search engines like Google that your content is valuable and worth looking at. As a result, it can lead to improved ranking in the SERPs. 

Remember those important keywords that you were able to identify during your research process? Use them in your blogs to create relevant and high-quality articles.

Having said that, any legal professional can sit down at a computer and begin typing away on topics in which they are well-versed. It’s also likely that it’ll be a good read!

Keep in mind that unless you can incorporate SEO elements into your content, it is unlikely to rank well in the SERPs. Remember that you can be an expert in your field and write an excellent piece of content. But if no one can find it through organic search, your time, effort, and expertise will be in vain. Your content might as well not exist at all!

Of course, sitting down to create quality content and optimizing it for search engines takes time. That’s the time and effort you could be putting into other areas of your business where you can have a bigger impact.

Don’t let your hard work and knowledge go to waste. Work with a seasoned digital marketing firm to handle your content writing requirements.

Off-page citations and backlinks

There’s no denying that one of the most important aspects of SEO is content. However, the internet is a vast ocean of never-ending content that extends far beyond the horizon. It’s natural to wonder how Google decides which content to display on the first page of search results.

The quantity and quality of backlinks are important considerations. Backlinks are referral links that are placed on other websites and direct traffic to your website.

Backlinks act as a popularity contest for SEO. If your law business receives a large number of links from other popular websites, these links are seen as votes, suggesting that your website provides people with useful legal content. 

However, having only a few hyperlinks on your legal firm’s website indicates that your popularity and reputation are poor.

Keep in mind that search engines want to lead users to the most relevant information. Search engines will perceive your legal company as a trustworthy and respectable source if your material has a significant number of referring links from other credible websites.

Obtaining backlinks from locations where business contact information is provided is one of the best ways to receive more exposure from local SEO (i.e. citations). This is critical for your company’s long-term SEO success.

You’ll need to devote some quality time to your link-building strategy, just like you would to most other aspects of a successful SEO campaign. When done correctly, it can produce significant results and is an essential component of your SEO success.

Here are some ideas for obtaining backlinks from relevant sources:

  • Provide free legal advice or analysis to a local media outlet.
  • Create interesting blog posts about your legal abilities and invite your contacts to share them.
  • Make a presentation at a local event to raise brand awareness.

Hire Professional Law Firm SEO Services

As you can see, applying law firm SEO tips to your website can quickly become a full-time job. In a competitive field like law, you need a team that can support your digital marketing efforts in many ways.

When speaking with potential SEO specialists, they should at the very least acknowledge the fundamentals described in this book. Ask about the importance of keyword research, content, and backlinks, as well as case studies.

Finally, check their references, especially those from rival law offices. They must be familiar with the legal business as well as the specific pain points that potential clients face when seeking your firm’s services.

Here are some red flags that could indicate a subpar law firm SEO consultant:

  1. You should not expect an SEO specialist to guarantee your law firm’s performance. Look elsewhere if they do.
  2. An SEO expert who is eager to appeal to your need for clicks, traffic, or leads should be avoided. Additionally, identify someone willing to explain their method.
  3. Make sure you aren’t paying for paid search advertising, which is not the same as SEO.

Ramping Up the SEO of Your Law Firm

SEO is not a one-time fix for keeping your company competitive in today’s digital landscape. You shouldn’t expect your law firm’s search engine rankings to be at the top of the list. Maintain a long-term perspective and concentrate on the law firm SEO tips outlined below. 

You’ll be pleasantly surprised by the consistent progress your website will show in terms of SEO quality. Contact us today for more advice and strategies.

About The Author

Dustin Reed

Dustin Reed, is the owner and senior web technician for Innovative Solutions Group. He started working at Innovative Solutions Group in 2011 and took over as owner in 2016. He takes great pride in the fact that he truly enjoys doing what he does best, Building Professional Websites! During his 10 years working at Innovative Solutions Group, he has been responsible for many different aspects of the business ranging from creating new accounts/domains on Innovatives server to responsive(mobile-friendly) template creation. Some of his other responsibilities/strengths are WordPress website design, CSS/HTML coding, creating visual animations using Jquery, page layout, and troubleshooting many different types of problems that may arise. When he is not busy working at Innovative Solutions Group, he enjoys doing all of the great outdoor activities that the beautiful state of Montana has to offer. Such as, fishing, camping, hiking and enjoying a day at the lake during the summer.

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I have been a customer of Innovative Solutions Group since 2013. Dustin is so wonderful to work with. He is patient, professional, and very knowledgeable. Anytime I reach out to the office, they are extremely responsive and address my need VERY quickly. I can't recommend this company enough!!! I am so grateful that I am able to have a successful web-based business, because of them!!Diana FlutieJune 29, 2021
I've worked with Dustin Reed at Innovative Solutions Group now for 2 1/2 years, and am so happy I found them. I came to ISG so frustrated. I'd had my website rebuilt by guys in Pennsylvania, and they never listened to me about anything--from a logo they designed that I didn't like, but they plastered all over the site, to how the site would operate. Dustin and I sat down and within 4 minutes he'd dealt with my most important issues. He continues to be resourceful, making my site much more profitable, and if quick to respond to problems. ISG happens to be close to my home, but I would recommend them to anyone dependable, professional service.eileen ClarkeFebruary 19, 2021
Dustin is great. Quick to respond to any inquiries and reasonable pricing.Nobe Eyecare AssociatesApril 7, 2020
I have been with Dustin and Innovative Solutions for over a year now. Dustin and his company have taken my business to a whole new level. With what they have done with our website and how people find us is amazing. We have grown 10 times over because of Innovative. If your in need of the next level of success in marketing, your in great hands here. You will not be disappointed. Thank you Dustin and the team!!Troy KennettJanuary 15, 2020
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I used Dustin at Innovative Solutions to initially just host my website. After working with him I decided to do a pretty significant makeover on my site. He did a great job, was super responsive and has Fletcher in the Design Department to help with graphics and such. He answered inquiries after hours and is very reasonably priced. I have used quite a few web people over the years and Innovative Solutions is undoubtedly who I will continue to use.Gary GavinJune 9, 2017
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