Search engine optimization, SEO, is the process of getting a website to rank highly in search engines, like Google, to attract organic traffic to your website. SEO is a long-term strategy for your business that, when done correctly, will produce consistent value in the form of high rankings and increased traffic. SEO, along with other content marketing strategies, like email and social media, is an important piece to any successful inbound strategy. So, let’s look at how to do this for your law firm!
Think about the last time you typed a question into Google and actually scrolled past the first page looking for your answer. Chances are, you didn’t look past the first few results. You’re not alone, research shows that 75% of people never scroll past the first page. That’s why it’s so important to make sure your web content makes it to the first page of Google search results. There’s two main ways to do this: keywords and content optimization.
First, let’s discuss keywords. The majority of searches for lawyers are based on very specific questions as opposed to simple searches for lawyers. That’s why it’s important to use long-tail keywords when creating content for your website. If your goal is to use short-tail keywords like “lawyer”, you’re going to end up spending way more than you should to get on the first page because those words are very competitive. Additionally, this approach will result in a lot more clicks for your competitors. Therefore, it is smarter to select long-tail keywords that your competitors are not using and create your content naturally around those words.
That brings us to another method that should be used in conjunction with keywords: content optimization. This means creating valuable content around your keywords to increase your organic web traffic through search engines. Think about it, if a potential client finds your website through a search like “personal injury lawyer in Phoenix AZ” as opposed to “lawyer”, they are most likely a more qualified lead who will be more likely to convert into a client. By continually creating quality content that provides significant value to the searcher, you’ll be well on your way to creating content that search engines will love!
You may be wondering, how can I actually use keywords in my content? Here’s a few tips:
- Use keywords naturally throughout your blogs
- Create content that will likely answer your ideal client’s questions
- Publish new content regularly to improve the “freshness” (an SEO ranking factor) of your site
- Update and optimize old website content
Ultimately, it all comes down to consistently creating compelling, educational content that people love and share. If you want to learn more about how to maximize your law firm's inbound marketing strategy, download this FREE E-Book, "How To Use Inbound Marketing For Your Law Firm" below!