Jul 13, 2023

6 SEO Tips For Law Firms To Boost Your Website Rankings

Suman Samal, Asst. Marketing Manager
Suman Samal
6 SEO Tips For Law Firms To Boost Your Website Rankings
Suman Samal, Asst. Marketing Manager
Suman Samal
Jul 13, 2023

6 SEO Tips For Law Firms To Boost Your Website Rankings

Looking to improve your law firm's online visibility and attract more clients? Check out these 6 SEO tips for law firms to boost your website's search engine rankings.
6 SEO Tips For Law Firms To Boost Your Website Rankings

Table of contents

As a law firm, it is essential to have a strong internet presence on search engines and various social media platforms that can attract potential clients and build your reputation. With the ever-increasing competition in the legal marketing industry, it's crucial to know the effective legal SEO tips for law firms and implement them so that they can give your firm an edge over others. 

In this blog post, we will share six valuable tips on boosting your law firm's website with the right law firm SEO tactics and taking advantage of the power of search engine algorithms. Whether you're just starting or looking to enhance your current lawyer SEO strategy, this complete SEO guide will help optimize your website for better visibility and lead generation. So let’s dive into some attorney SEO tips for law firms

Understanding Attorney SEO and Its Importance for Law Firms

Attorney search engine optimization is a crucial aspect of digital marketing that can help get your law firm's website in front of potential clients. In simple terms, attorney SEO refers to optimizing your firm's website pages to rank higher on search engine results pages (SERPs) with organic traffic when people search for relevant keywords.

Law firms need a robust online presence and visibility, as around 96% of the people seeking legal advice use search engines for help. Therefore, having an effective SEO strategy for your law firms can help bring more qualified leads, increase brand awareness, and establish trust with the audience.

However, implementing effective SEO tips for law firms requires extensive research and an understanding of how SEO algorithms work. It involves identifying the right keywords that potential clients are searching for related to their legal niche. Once you identify these keywords ( such as long-tail or short-tail phrases) through comprehensive keyword research techniques, it's essential to incorporate them strategically into your content optimization process.

Understanding attorney SEO tips for law firms is vital to attract new clients online effectively. Improving your website's relevance and authority through optimized content creation and link building tactics, such as building backlinks from high-authority websites or reviewing Google My Business account listings, will help enhance credibility with potential clients seeking legal services like yours.

Doing Comprehensive Keyword Research for Law Firm SEO Strategy

When it comes to SEO tips for law firms, comprehensive keyword research is one of the most crucial SEO metrics and ranking factors. This process involves identifying the specific words and phrases prospective clients are searching for when looking for legal services online.

Long-tail Keywords

One approach to keyword research is focusing on long-tail keywords. These are longer, more specific phrases that target your practice area within your law firm. For example, instead of simply targeting "personal injury lawyer," you could target "personal injury lawyer in [city name]." By using these more specific keywords in your content that also align with user intent, you can increase the chances of ranking on the first page of search engine results.

Google related search result of the keyword ‘car accident lawyer in Toronto’

The advantage of using long-tail keywords in your lawyer SEO strategy for lawyers is that they have less competition than short-tail ones. This means you can rank higher on search engine results pages (SERPs) for those terms and attract more targeted traffic to your website.

Since long-tail keywords are highly specific, they can also help you understand what your potential clients seek. By including them in your content, you're providing relevant information to the right audience and answering their queries effectively.

However, it's important not to overuse long-tail keywords as this may result in keyword stuffing - a black hat SEO technique that Google penalizes. Instead, incorporate them naturally into your content and optimize other on-page factors like meta tags, headings, alt text, etc., to improve visibility on SERPs.

Short-tail Keywords

One of the prominent SEO tips for law firms is to incorporate short-tail keywords. Short-tail keywords are phrases that contain only a few words, usually up to three. They are also known as "head" or "primary" keywords and tend to have high search volume but strong competition. These types of keywords can help your law firm website rank well in search engine results pages (SERPs).

When choosing short-tail keywords for your law firm SEO strategy for lawyers, it's important to focus on terms that reflect the intent of your target audience. This means understanding what potential clients may be searching for when looking for legal services.

For example, instead of using a broad term like "lawyer," consider more specific phrases such as "divorce lawyer" or "personal injury attorney." By targeting these types of short-tail keywords, you can increase the likelihood of ranking higher in SERPs and attracting more qualified traffic to your site.

A google search result of the keyword ‘divorce lawyer’

Keep in mind that while short-tail keywords can drive significant traffic to your site, they often require ongoing optimization efforts due to their competitive nature. It's important to continuously assess and adjust your keyword strategy based on performance data and changes in search trends.

Note: It is always good to use a combination of both long tail and short tail keywords while considering the best SEO tips for law firms because while long tail keywords have less search volume, they also have less competition and are more targeted. On the other hand, short-tail keywords have more search volume, but they usually have high competition. 

Focus on Content Optimization for Better Ranking

Clear titles on the homepage of the ilawyermarketing website 

Creating high-quality content is the backbone of any successful law firm SEO strategy, and it's no different for a law firm's website. Here are some key points to consider while optimizing your content according to the best SEO tips for lawyers: 

Titles, Headings, and Subheadings (H1, H2 and H3) for high-quality content

When it comes to optimizing your law firm website for SEO, titles, headings, and subheadings play a crucial role. These are the elements that make up the structure of your content and guide both users and search engines through your pages.

It’s important to understand the hierarchy of these headings. H1 is typically reserved for the main heading or title of a page, while H2s and H3s are used for subheadings within that content. It's essential to ensure you have appropriate headings throughout your pages so that Google can better understand what each section is about.

Here are some best practices to follow while creating your titles, headings and subheadings:

  • Craft engaging and informative titles that accurately represent the content of your pages.
  • Limit titles to around 55-60 characters to ensure they display fully in search engine results.
  • Ensure that the H1 tag contains the targeted keyword and provides a clear overview of the page's content.
  • Instead of repeating the exact same keyword throughout your headings, experiment with using variations and synonyms.
  • Beyond the primary keyword in the title, include secondary keywords or related terms in your subheadings.

Optimizing Meta Tags

When it comes to optimizing your law firm website for search engines, meta tags are an essential element that you shouldn't overlook. These HTML elements provide information about your web page to search engines and help them understand the content of your site better. Here's how you can optimize meta tags for improving SEO:

An image showing the meta title tag for a law firm with its primary keyword. 

Make sure that every page on your website has a unique meta tag describing the content of the page accurately. Your meta title tag should contain relevant keywords and be no more than 60 characters long.

An image showing the meta description tag for a law firm with its primary keyword. 

Add a concise description in the meta descriptions tag summarizing what users can expect when visiting this particular page on your website. It should be between 120-160 characters long and include relevant primary or secondary keywords.

Image Optimizations

Images play a crucial role in improving user experience and the technical SEO of your law firm’s website. However, using high-quality images alone is not enough; you need to optimize them for search engines as well.

Start by selecting the right file name that describes the content of the image without stuffing keywords. Avoid generic names like "image1.jpg" or "photo.png." Instead, use descriptive words that tell search engines what the image represents.

Next, compress your images without compromising their quality. Large-sized files can significantly slow down your website's loading speed, which can negatively affect user experience and increase bounce rates.

Alt tags are another essential aspect of image optimization, as they help search engines understand what an image represents when it fails to load on a page due to technical issues. Use concise phrases with relevant keywords to describe each image accurately.

Avoid overusing stock photos and instead invest in creating original visual content unique to your law firm’s brand identity. This strategy can boost engagement levels with potential clients while also increasing brand recognition through visual storytelling techniques.

Use Schema Markup for SEO

Schema markup is a type of code that you can place on your website to help search engines understand the content better. It provides context to the search engine about what your page or content is all about. Using schema markup will enhance your SEO strategy, making it easier for potential clients to find you online.

With schema markup, you can add rich snippets and structured data to your website, which helps boost its visibility in organic search results. Google loves websites with structured data because it makes crawling and indexing of web pages much more efficient.

Adding schema markup also improves click-through rates as users get additional information such as ratings, reviews, prices and other details directly from the SERPs without having to visit the site itself. This means that even if users don't click through initially, they are more likely to return later when they need legal services.

(We have a blog on the best schema markup testing tools for you)

Build Backlinks for your Lawyer SEO Strategy

52% of marketers believe that building backlinks can increase rankings on search engines. It refers to the process of acquiring high-quality links from other websites that point back or have citations to your law firm's website.

One way to build backlinks is by creating valuable content on your site that others find useful and want to link to. This could be blogs, whitepapers, or infographics that offer unique insights into legal topics relevant to your potential clients.

Another effective marketing strategy is reaching out directly to other websites in your industry and asking for a link exchange or guest posting opportunity. By building relationships with other players in the legal space, you can expand your reach and improve the overall authority of your website.

It’s important when building backlinks that you focus on quality over quantity. Links from reputable sites with strong domain authority will carry more weight than those from low-quality directories or spammed sites.

By taking a strategic approach and focusing on building high-quality links, you can boost both traffic and search engine rankings for your law firm's website while establishing yourself as a thought leader within the legal industry.

Review Google My Business Account for Your Law Firm SEO Tactics

A crucial step in improving your law firm's online presence through local SEO and PPC campaigns is to review and optimize your GMB account. This allows you to manage the information that appears when potential clients search for your law firm on Google.

iLawyermarketing google my business profile

First, make sure that all of your business information is accurate and up-to-date. This includes your address, phone number, website URL, and hours of operation. You can also add photos of your office or team members to give potential clients a better idea of what they can expect from working with you.

Next, encourage satisfied clients to leave reviews on your Google My Business profile. Positive reviews not only improve your online reputation but also increase the likelihood that potential clients will choose to work with you.

Regularly monitor and respond to any reviews left on your profile - both positive and negative. Responding shows that you value client feedback and are committed to providing excellent service.

Optimizing these aspects of your Google My Business account can help boost visibility for local searches related to legal services in your area.

Creating a Robust Site Structure

Creating a robust site structure plays an important role in improving the overall user experience and making your law firm's website search engine friendly. A well-structured website should be easy to navigate, with clear categories and subcategories that make it simple for users to find what they are looking for.

To create a strong site structure, start by organizing your content into logical groups based on topic or theme (Read our blog on pillar pages here to understand the strategy better). This will help ensure that users can easily find relevant information without getting lost in a sea of content.

Another key aspect of creating a solid site structure is paying attention to internal linking. Make sure that each page on your website has links pointing both to other pages within the same category as well as related pages across different categories. This helps establish topical relevance between pages which boosts the SEO success of your law firm’s website.

In addition, you want to ensure that all of your URLs are clean and concise - avoid long strings of numbers or irrelevant characters. Keeping consistent URLs by using categories and tags in them also helps keep everything organized while helping Google crawl through them more efficiently.

Taking the time to create a strong site structure can pay off big dividends when it comes to boosting SEO rankings and providing visitors with an enjoyable browsing experience.

How to Optimize Law Firm Website Speed and Make it Mobile-friendly?

In today's fast-paced digital world, page speed and mobile-friendliness are critical factors for any online business, including law firms. 

A slow-loading website can lead to a loss of potential clients and negatively impact your search engine rankings. 

To optimize the speed of your law firm's website, start by minimizing the size of all media files, such as images and videos. Large file sizes can significantly slow down page load times. Additionally, consider utilizing caching plugins or CDNs (Content Delivery Networks) to improve site loading speeds.

Another essential aspect is ensuring that your website is mobile-friendly. Do you know 40% of mobile users prefer to choose other search results if the one they are looking at isn’t mobile-friendly? With more people accessing websites through their smartphones than ever before, it's crucial that your site looks great on smaller screens. To achieve this goal, use responsive design techniques that automatically adjust the layout based on screen size.

Additionally, avoid using pop-ups or interstitials that may not be optimized for mobile devices. Ensure that all clickable elements are easy to access with large enough buttons placed in convenient locations.

By optimizing the speed and mobile-friendliness of your law firm's website, you'll not only provide a better user experience but also boost its chances of ranking higher in search engine results pages. You can track the performance of your website on google analytics. This allows you to know whether you are making efforts in the right direction or not. By using analytics, you can know how many people are visiting your profile on a monthly, daily or weekly basis.

How can Scalenut Help You with SEO Strategy for Lawyers? 

Scalenut is an AI-powered SEO and Content Marketing Platform that can help law firms with their SEO services to achieve higher search engine rankings and increased visibility online. It can help your law firm website improve its SEO efforts in several ways through its advanced tools. Scalenut’s Keyword planner will help you to create a detailed content strategy with targeted keywords and relevant topic ideas. 

Scalenut’s Cruise Mode AI writer tool enables you to generate high-quality, original, SEO-optimized first draft of the content effectively, so you don’t have to worry about writing every article from scratch now.

By taking Scalenut’s assistance, you can save time and effort trying to navigate the complexities of law firm SEO strategy while also ensuring that you are implementing effective techniques tailored specifically for the legal industry. Ultimately, this will help you to focus on what matters most - growing your business and serving clients - while leaving the SEO heavy lifting to the automation offered by Scalenut. So, why wait for it? Sign up for a free 7-day trial with Scalenut to unleash the tool's capabilities and delve into its wide range of functionalities.

Suman Samal
Asst. Marketing Manager
ABout the AUTHOR
Suman Samal
Asst. Marketing Manager

Suman Samal is a Asst. Marketing Manager at Scalenut. She is a technology enthusiast with a keen interest in content marketing and SEO. She truly believes that with the right set of tools every organization can improve the ROI of their content marketing campaigns. She spends her time managing content operations at Scalenut and ensuring that everything we publish is of the highest quality.

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