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How SEO (Search Engine Optimisation) for your Law Firm works & how to increase the return on your investment.

Jun 25, 2019 | Legal Marketing

Good SEO for your law firm website will mean that you get more, good quality potential clients to your firm’s website, who can then in turn, become new clients.  Whilst SEO is an ongoing process, the beauty is that once your SEO is working well, the traffic that you are driving to your website is all organic – unlike a PPC (pay-per-click) campaign where you are having to pay each time that you bring a new prospect to your website.

SEO is a long term investment, but definitely worth that investment considering that an increasing number of your new clients will come in via your digital marketing and as the law industry becomes increasingly competitive, the cost per click for PPC campaigns is only going to increase.

SEO is an increasingly complex process that changes constantly as new competitors enter the market to compete against your keywords in your location and as Google continues to modify its search algorithm.  So SEO really is an area that you not only want to outsource to an SEO professional but preferably a professional that has experience within your industry.

SEO for your Law Practice Website is dependant on two broad areas:

  1. On Page SEO, and
  2. Off Page SEO

Both are essential to rank well.

1. On Page SEO for your Law Firm – these are things that are done directly on your site, on your website pages.

So this takes into account, not just your ‘home page’ but all the pages of your site as if someone is searching for a specific area (that you offer within your practice) such as someone looking for information about ‘parenting arrangements for my children’ which is one common topic around Law, then you want to ensure that your ‘page’ on this subject is optimised so someone who is searching for this subject will not only find your website, but they will find this specific page of your website, as if they do it will be the most relevant for them and as such is far more likely to lead to an enquiry.

So ‘on page’ SEO really should be viewed as a page-by-page process for your entire website. That way you can have many different pages on your website that are SEO’ed for different, specific phrases.

The trick here is to a) include content on each page (and also in the page headers, meta titles, descriptions, keywords etc, that your SEO provider will take care of) that includes the relevant search phrases that you wish to rank for.  But also to take into account b) once a prospect makes it to your site, you want each page to make sense and be readable for your audience, not a page that is just stuffed full of ‘keyword phrases’ to get it to rank on Google.  As if that happens, you may then bring the traffic to your website, but you will not convert that traffic.

Other ON Page Ranking Factors That Google Take Into Account, Specific To Your Website:

  • Is your website secure and easy to access?  At the start of your website URL it may have http://www.  Or https://www.etc  Google (and the other search engines all prefer secure sites and having the https helps ensure that, it’s better for ranking and far more secure for you.
  • Your website page loading speed (on all devices) is becoming increasingly important and a number of steps can be taken to improve page speed.
  • Is your website mobile friendly?  This is not just a ranking issue, your users are increasingly using their mobiles, so this is a crucial factor.
  • Your domain name age.  You can’t do too much about this one, except thinking long and hard before you change a domain name.  The older the domain the more the search engines like it.
  • Your website’s structure and platform need to be optimised for SEO, this is something that your SE professional will work at.
  • Does your website give a good user experience?  Google wants relevance and sites with a high bounce rate (visitors visit and quickly leave) will suggest to Google that your site is not relevant for the keywords that people are finding you on.

2. Off Page SEO for your Law Firm – these are things that are done on other websites, that then link back to your website.

These ranking factors in short include:

  • Are there lots of links to the page from credible websites and directories?  You’ll often hear the term ‘link building’ which is what this refers to.
  • Has the page been shared frequently across various social media platforms?
  • Is it easy to discern verified information about the business’ identity, location and contact details?

Link Building:

Link building is a huge part of SEO. This is where your SEO team gets another website to link to specific pages on your website. These third-party sites include:

Business’ websites or blogs

Business directories


Bookmark sites

Social platform profiles

And many others

Link-building is a labour-intensive but valuable process, finding relevant sites to link to, your SEO agency will look for sites to link to that also rank well in Google as by linking to these authoritative sites it then passes on some of their authority to your site.

Sharing On Social Platforms:

The number of social shares a web page receives is influenced by:

How relevant or ‘shareworthy’ the content is, and

How easy it is for readers to share, which will be dependant on the social share widgets on your page.

Verified Business Information:

Your business listings on Google My Business and Facebook are very important, as are the reviews on both of these platforms. It’s a very common mistake that we see with Law Firms SEO where they have not properly completed their Google My Business account information. This is a free listing and also has a huge impact on your websites SEO, so it’s a big opportunity and you want to ensure that it is done right.  It’s important to get your contact details exactly correct (as Google match these against the details on your website and you want to ensure that they are exactly the same).  As a general rule we usually look at how your address name and address is presented in the ‘Yellow Pages’ and then ensure that it’s the same on your Google My Business Account and on your website as having all your directory listings matching will ensure maximum SE on your website and on your Google map listings etc.

Generating positive reviews is also important, for both SEO purposes and obviously for good social proof.  Set up a simple procedure to ask your satisfied clients to provide a review—as part of this procedure, provide them with the simple instructions and link to do so.

If your firm is in a place where you’re ready to grow digitally, complete your details below and we’ll walk you through our process in how we can produce your firm a complete digital audit – free of charge.  We’ll include how your site is performing organically, so how effective it is from an SEO point of view and what areas could be improved on for some quick wins – often you have keywords appearing on page two that could be moved up to page one relatively easily to provide a huge increase in traffic!

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Please complete your details and we’ll be in contact to get a few details that will enable us to produce a full digital audit for your organisation, completely free of charge.  This audit will include details that will allow you to make improvements to your current digital strategies.

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