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SEO for Law Firms - The How-to Guide

Do you have a law firm website, but it is struggling to generate leads? Perhaps you’ve thought clients are ignoring your site, or maybe it is not good enough for them! But it is not entirely true. Most internet users don’t turn to page two of their search results. If your website doesn’t make it to the first page of searches, users can’t find it. So, potential clients can’t just see your site, or they don’t even know it exists. That’s where SEO for law firms comes in handy.

There are two ways you can appear on page one. First, you can buy your way there using pay-per-click (PPC) ads. Alternatively, you can use SEO and let your content market your site. The latter is a potent marketing strategy. That is what we look at in this how-to guide. Your firm can get to the top of the search results organically through simple law firm SEO tips and tweaks. With an outstanding online presence and increased visibility, your phones will keep ringing. It would ring more than it ever would, even if you had gone for outdoor and print ads. Sounds interesting, right?

Now that we have your attention, let’s go over the basics of SEO and best SEO strategy for your law firm.

What is SEO?

SEO is the abbreviation for search engine optimisation. In essence, it means improving the efficiency of retrieving and processing information from your website. You do this by making the content on your site discoverable by the search engines for specific keywords. SEO for law firms ranks your site high for keywords relating to law. So, your website pops up on the first page whenever someone uses Google, Yahoo, Bing, and Yandex to search for terms related to your services.

SEO is a free digital marketing practice, which, if used well, pays off for years by increasing the organic search traffic to your website.

How Do You Implement SEO for Law Firms?

To nail SEO, you need to optimise your website content and off-site properties to communicate through the search engines. If your site isn’t bringing in leads, it means you are not talking to anyone.

Below are ways to optimise your online presence for search engines:

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Law firm’s keywords

Keywords are what drives SEO. You position your website based on a keyword group. But picking these words itself is a science. Do keyword research to find the right keywords and phrases to optimise your content for; otherwise, you might get it all wrong.

As an SEO strategy for law firms, when picking keywords, have your target audience in mind and what they would search for online. And before you settle on the keyword for a specific article, know its monthly search volume. You can use Google’s Keyword Planner and Keywords Everywhere for this purpose.

Go for specifics rather than general words. A criminal lawyer near me is better than just a lawyer or criminal lawyer because of keyword competition. Single words are more competitive. So, don’t go for a lawyer or attorney. Instead, you can work with terms like a family attorney, civil rights lawyer, etc. You can as well add a location to be more specific, like criminal lawyers in Ashburton Grove.

It may sound overwhelming, but it is worth the energy. There are tools to help you with this selection. You can use Moz and SEMRush to generate general lawyer keywords and see their competition and search volume.

Create and Optimise Content of your Keywords

Once you have your batch of keywords, now optimise your web content of these keywords. You can develop a content creation strategy around the terms you have selected as well as optimise the existing content. The best practice is to have a piece of content for each different keyword phrase. Don’t reuse a keyword because you may end up competing with your own content for rankings.

When optimising content for a keyword, ensure it forms part of the headline and sub-headers, and also call to action. It should also be in the content itself. Be sure to include it in the images, title tag, and meta description, as well as these features, play a critical role in your SEO.

The same SEO principles you use to create the content reflect them on your web pages as well. Each page should be relevant and user-friendly to visitors. Your site will rank higher if it has relevant content about a topic. For example, for family law, the web pages would include divorce, child custody, and child support. Picking your keywords and optimising your page around these would rank you higher in family law searches.

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Website Technical Improvements for SEO for law firms

You have the right keywords, your content conforms to SEO principles, but still, you don’t get the desired results. Then, it must be your website. You need to carry out an SEO analysis of your site and clean up your website. It means fixing all the technical issues, including:

  • Security: Make sure you use the right security protocol as no one would comprise their security knowingly to visit your site. That’s where the HTTPS vs. HTTP comes in.
  • Speed – Make sure your site takes no longer than 2 seconds to load.
  • Mobile-friendliness – Your potential customers browse using their hand device. Thus, making your site mobile friendly expands your target base.
  • Schema – Integrate schema local business to help search engine users by allowing Google to predict what they intend to search and match it with the content on your web page.

On already written content, enhance backlinks and optimize images and increase the length of your web pages.

Conclusion

SEO is not a one-time thing! Instead, it is an ongoing process, continuously changing and evolving. What works today may not work in the future. But you need to maintain your page rank to create stability in your business and ensure gradual business growth.

Before you dive in, though, SEO is a professional field, just like law. Don’t spend thousands of pounds on a pretty website, but which doesn’t bring you business. Yes, your web design matters, but so does its SEO properties. If you don’t have the technical know-how, you can always seek help from our team with the best SEO tips for lawyers and solicitors.

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