The main goal of SEO (search engine optimization) is to generate organic traffic and to boost your page to the top of a search engine’s results. As a law firm, the primary objective of SEO in your case is to direct potential clients to your firm’s webpage. This will also lead potential clients to your practice area pages. These pages communicate what your firm does, how the lawyers at the firm can solve their problems, and other pieces of information about why they should contact the firm.
When you direct more traffic to these pages, you are generating more leads from search engines, but this doesn’t happen overnight. Here are 6 SEO techniques that can double your law firm’s search traffic.
- Have a Single Page per Practice Area
It’s tempting, but don’t put everything on one page. It is terrible for optimization as it makes a page look disorganized. Separate different practices into the appropriate categories and give them their own page. This makes it easier for users to find what they want and for search engines to read and understand what your different pages are saying. From here it can generate content-specific leads, multiple different ones for your firm.
- Create Practice Pages Using a Different Template
Your practice pages shouldn’t look the same as your home page or contact page. An optimized practice area page will have elements that differ from other pages on your site. Ensure that the template you use is completed with the following information:
- A clear CTA
- Reviews and/or testimonials
- Industry or association certifications or awards
- Rich content, eye-catching content (videos or a slideshow)
- Ensure That You Have High-Quality Content
Each practice area page should be rich with relevant and valuable content for your users and visitors. The better your content the higher your rankings in Google. Google follows the “E-A-T” algorithm as one of its criteria.
Search engine algorithms are more sophisticated now than ever before and have learned how to decide if the content has value to the searcher. This is why one must keep the intent of the searcher in mind. Keywords are an important thing to focus on within your writing. However, it can be tempting to keyword stuff. Keyword stuffing needs to be avoided at all costs as it makes something sound like a selling point. People don’t like to think they are being marketed directly. Once that happens, readers tend to click off and look elsewhere.
The right way to approach this is by anticipating potential questions and answering them on your page. Instead of writing about a broad law category, go into specific areas of that law that the lawyers at your firm specialize in and why that makes them the best. Link to case studies and articles that show your firm’s work. Make it feel like an experience rather than a sales pitch.
- Practice Local SEO
Local SEA uses a combination of keywords and geographic locations to boost your site’s traffic. One starts by figuring out where your firm falls in the local SEO keyword combination. Open a browser and type in your practice area and location. Several results will come up. These are your immediate competition. Now that you have seen how others advertise themselves, you need to find a way to make your firm stand out from the rest.
- Update Your Practice Pages Metadata
On your practice pages, the title tag and meta descriptions are key to increasing traffic. A keyword needs to flow naturally into the title of the page as well as into the metadata. Keep your title and metadata short and make sure that they are eye-catching.
- Remember to optimize images
The old saying, “a picture is worth 1,000 words” is truer than ever when it comes to SEO. Good quality pictures ensure fewer click-offs. Writing big blocks of text becomes overwhelming and boring. Breaking text up with some pictures and graphics makes reading content far easier. It is important that you use Alt text tags to describe the images on your web pages. At Consult-Webs.com they say that it is important that you “provide unique tags for each image.”This makes your site easier for Google to read and to suggest to others, and also makes it more accessible to people who use screen readers.
You can also optimize pages by leveraging links. This strengthens your content and website as a whole.
It is important that your firm’s practice area pages show why your service is unique as well as your expertise and that it provides an actual reason why someone should choose your law firm. Focus your optimization for these pages for your target audience as well as for search engines.