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5 tips for search engine optimization in the legal profession
No industry can escape the tech revolution. Even though the law is steeped in history and precedence, law firms these days must stay abreast of the latest tools in order to remain competitive. With the proliferation of the Internet, clients can now search for an attorney in drastically different ways. Search engines like Google have become a primary source of discovery, which has heralded the need for websites to include search engine optimization (SEO). As described by Forbes, “SEO is the practice of configuring on-site and off-site elements of a website so it ranks well in search results for keyword terms or phrases.”
Nearly every industry has adopted SEO practices for their websites, however, those strategies must be geared toward the legal profession in order for them to be effective and also adhere to specific regulations. Violating those regulations could result in fines or legal action.
Here are 6 tips to remember if you are looking to optimize your firm’s website.
1. Make use of keywords
Keywords are words or phrases someone might use when searching for a product or service online, whether it’s a new car, a book, or an attorney. According to a digital marketing design firm, “In order to choose the right keyword, you need to do some research with the help of a keyword tool to discover keywords which (a) have a high search volume, (b) have a low competition rate and (c) match your area of service.”
Some tips to follow in your research according to the Forbes article mentioned above:
- Find terms related to your practice area
- Compare variations of your target keyword phrases
- Use phrases with high search volume but moderate competition
- Find low competition keywords that can be targeted
- Use phrases and terms related to your main target keyword phrase for a page (words that are synonymous)
- See what phrases your competition is ranking for and try to make your content better than theirs
2. Have unique page titles and meta descriptions
Metadata is basically content that tells the search engine what a webpage is about. Title pages and meta descriptions are two types of metadata. “The titles and descriptions should be unique for each page. If you have the same metadata on every page, you decrease your chances of ranking well in search results for any of them.”
3. Use schema properly
Schema refers to HTML code that is used for website content to make it machine- understandable. This allows search engines to determine the relationships between different pieces of content. The legal profession has a specific set of schema so that search engines understand that content should be applied to law firms and attorneys. Apply schema to phone numbers, addresses, email, reviews, as well as attorney names and bios. Doing this will increase click-through rates.
4. Organize your website logically
Google is very methodical in the way it does searches. Customers like a website to be “user friendly,” and so do search engines. Organize firm websites with a page for each area of practice. Have one overall theme throughout (such as personal injury, real estate, workmen’s comp, etc.), and then whittle down to subtopics that revolve around that central theme.
5. Create a strong CTA
A call to action (CTA) should compel a customer to do something, such as pick up the phone or place an order. Your website needs a strong CTA that includes a phone number. The number should appear on every page of the site and be placed before the point at which the user would have to scroll down in order to keep reading for prime visibility. It’s best to have multiple ways to make contact, so in addition to a phone number, include an electronic contact form and a direct email. The point is to make it easy for the customer to contact you.
One more tip … Make sure your website is mobile friendly.
These days, a majority of people use smart phones and tablets to do Internet research, so make sure your website is optimized for these users. In other words, it should be “mobile friendly” so that it is easy to read the content on a phone or tablet screen.
Use this Google tool to see if your website is optimized for mobile users.
You can also find out what percentage of traffic to your website comes from devices other than computers. If you find that more users come via a phone or tablet, you definitely need to redesign for these devices.
See in Google Analytics > Audience > Mobile what portion of your traffic comes from non-desktop devices.
These are just some of the ways SEO can help grow your legal practice. Implement changes now in order to create more visibility online and drive traffic to your website.
At Boss Certified Realtime Reporting, we’ve been providing nationwide court reporting services for trials, depositions, mediations and more since 1995. If you’d like help or more information, you can call us at 954 467 6867 or complete our contact form to let us know how we can assist.