What Is Law Firm SEO?
For starters, let’s discuss what exactly is SEO or Search Engine Optimization. Then we can talk about how it applies to Law Firms.
SEO stands for “search engine optimization.” It’s the practice of increasing both the quality and quantity of website traffic, as well as exposure to your brand, through non-paid (also known as “organic”) search engine results. Google is considered to be a Search Engine. SEO refers to the process of improving the visibility and ranking on search engines like Google.
Despite the acronym, SEO is as much about people as it is about search engines themselves. It’s about understanding what people are searching for online, the answers they are seeking, the words (keywords) they’re using, and the type of content they wish to consume. Knowing the answers to these questions will allow you to connect to the people who are searching online for the solutions you offer.
How SEO applies to Law Firms
Law Firm SEO refers to search engine optimization strategies that are specifically adapted for use by law firms and attorneys. It includes a set of techniques and tactics that improve the website rankings for a lawyer on search engines. In other words, SEO strategies help the website appear among the top results, increasing the number of clicks via attracting additional prospective clients.
A strong law firm SEO strategy is crucial since most people tend to look for attorneys via an online search, potentially supplementing this with word of mouth or other methods. The SEO process involves numerous different techniques, some of which serve more than one purpose. For example, producing high-quality content not only lets you incorporate keywords to directly affect SEO, but it also encourages organic link building, which would further boost your ranking.
The Importance of SEO for Attorneys
The methods potential clients use to find and research law firms have become increasingly reliant on the internet and search engines in recent years, so you cannot underestimate the importance of attorney SEO. To put the growth of Google into perspective, consider that at its founding in 1998, it only had around 10,000 queries a day. It reached 1.2 trillion per day by 2012. As of 2019, the figure was closer to 5.6 billion.
With so many daily searches, many of the new clients you attract will come from search engine results. This makes it crucial that you rank highly, so you do not lose potential clients to other law firms with better SEO strategies.
Why Law Firms Need Great Websites
Just like SEO, you should not underestimate the importance of an your law firm’s website. Using social media, from Facebook to LinkedIn, or relying on listings in directories like Google is not enough. This comes from the expectations that people have when looking for a lawyer.
In today’s world, potential clients expect attorneys to have a well-designed website that answers all of their questions. It must have contact details, services offered, and some sort of compelling content to encourage clients to choose the attorney in question.
Remember that your website will serve as the focal point of your SEO strategies. Your goal with SEO is to increase the ranking of the website, so that is what potential clients see. Your website is also your opportunity to help create your brand and convey a sense of knowledge and authority that encourages clients to choose your law firm.
Why Law Firms Need SEO
We already covered the importance of SEO to some extent, but to fully understand why it is so crucial for your law firm, take a closer look at some of the factors at play.
When you develop and follow through with an SEO strategy, you are essentially investing in the future of your law firm. The keywords in your content and organic backlinks that you encourage will be there forever, perpetually boosting your rankings with minimal future effort.
This advantage becomes particularly obvious when you compare SEO to PPC (pay per click) advertising or sponsored ads. In both of those situations, you will only receive the benefits as long as you pay for them. By contrast, the benefits of SEO last forever.
Most Traffic Is from Organic Searches
To further show the importance of SEO, consider that 51 percent of all traffic on websites is the result of organic searches. Just 10 percent is from paid searches and 5 percent from social sources. Other sources account for 34 percent.
Given that the majority of website traffic comes from visitors’ organic searches, it is crucial to rank highly on those search results.
Google Is the Choice for Organic Search
Although your SEO strategies should include techniques that boost your ranking on all search engines, Google is typically the focus since it accounts for 94 percent of the organic search traffic.
High Click-Through Rate for First Ranking
Looking at the Google search results, the first position has a whopping 34 percent click-through rate among desktop users and 35 percent for mobile users. That type of traffic is an undeniable method of attracting clients.
After the First Page, There Is a Dramatic Drop in Click-Through
Even if your law firm cannot reach the number 1 spot on search engine rankings right away, getting onto the first page will be a significant advantage. Studies indicate that by the second page, you only get about 2–3 percent of traffic from searches, and it gets worse on page 3 and beyond.
Almost All Mobile Users Use Search Engines Daily
With the increasing prevalence of smartphones, data indicates that 87 percent of people with smartphones use search engines a minimum of once per day. Given today’s busy society with people on the go, mobile users will account for most of your potential clients, so you do not want to miss out on this segment.
Attorney-Specific Statistics and Reasons
In addition to all the previous reasons to use SEO, consider that 96 percent of those in search of legal advice will research with a search engine. The same research indicates 74 percent of people visit the website of a law firm to take action.
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