Category Archives: SEO

.attorney vs .lawyer vs .com domains. What Should Small Law Firms Do?

There are a couple of new top level domains that are opening up for registration in the next few weeks, and the announcement has attorneys wondering what, if anything, should they do?

What’s the deal?

Well first, let’s talk about what the change is.  Around 2006, ICANN, the governing body for domain names on the internet started taking bids for new generic top level domains (gTLDs).  Since most lucrative and/or useful domains have been taken up by domain squatters and the occasional legit business, folks welcomed the opportunity to get a branded domain name that was relevant to their business.

So, they offered companies and investors the chance to own and manage new top level domains.  Some of them are innocuous (.ceo, .bike, .directory, .beer), some are scandalous (.sexy, .xxx), and some are just industry specific (.plumbing, .attorney, .lawyer).

What makes the .attorney and .lawyer gTLDs interesting, is that they are intended to act like the .gov, .edu, and .mil “sponsored” top level domains.  Sponsored TLDs act as a signal of trust since not just anyone can get one of those domains.  You need to meet a managing body’s criteria. In the former, you need to prove you’re an attorney (or attending an accredited law school), and in the latter, you need to be a government, educational institution or branch of military service.

That’s the theory anyways.

Without going into the threat this imposes on existing ethics regulators (a threat that Carolyn Elefant covers in depth in her post “Should Lawyers Mark A Spot With With a Domain Dot – And Will Ethics Regulators Say Yay or Not?“) it’s important to note that even if regulators embrace the new gTLDs, the real question is whether potential clients will.

I’ve always considered sites with the newer TLDs as somewhat suspect.  It’s not a perfect system, but the fact that you need to pay a decent amount of money for a great .com domain is such a good filter that it tends to cloud my judgement when it comes to trusting other domains.

At least, that’s my bias.  But I’m not one to assume that everyone is like me.  I’m a computer nerd by trade, and as such have a fairly biased opinion when it comes to technology in general.

Enter real data…

Instead, I ran an experiment to find out for real, whether the regulated TLDs accomplish the task of inspiring trust in normal, everyday folk.

Here’s how it worked.  Using Google’s awesome Consumer Surveys tool, I asked a simple question of 100 people.  If you were looking to hire an attorney, based only on the domain name, who would you choose?

  • www.john-smith-law.com
  • www.johnsmith.lawyer
  • www.johnsmith.attorney

The idea for those three is based on the following scenario.  Let’s assume you’re trying to find a domain for your solo firm.  And let’s say you have a fairly common name where you can’t get the exact johnsmith.com or johnsmithlaw.com (because if you can, you should do that right now and stop reading.)

You might then consider, do I get my exact match domain with .attorney or .lawyer instead?  Will that get more clients to trust me?

Well, survey says…

Overall, I was surprised by the results. I thought the .com would absolutely trounce the gTLDs and that appears to be absolutely wrong.

.attorney and .com lead the way.
Turns out, while almost noone prefered the .lawyer domain, .attorney actually appears to hold roughly equal to slightly more trust than .com when you take into account the error margins in the survey.

Here’s the preliminary result:

.lawyer vs .attorney vs. .com trust

Younger folks prefer .com, older folks, .attorney
While that’s the general population, it’s interesting that there are fairly heavy splits when it comes to the age of the recipient. Something that might be useful to know for all your elder law folks out there.

age_split

Upper income clients still prefer .com
If your clients tend to be wealthier, or you hope to get more wealthier clients, it’s interesting to note that upper income individuals still prefer the .com.

Upper income folks seem to prefer .com dmoains ober .attorney and .lawyer

Upper income folks seem to prefer .com dmoains ober .attorney and .lawyer

Want to analyze the data for your target clients?
If you want to comb through the data to see what your target clients might prefer, head on over to the Google survey results page and tinker to your heart’s content.

And if you think this data is bunk, or if you want more info for your own purposes, this survey is set for 100 responses and only cost $10. You can set one up yourself and target the results by geographic region and income, and you’ll have the results in a few days.

I see the data, so what should I do?

Well first, don’t panic. It might seem like there’s a great gold rush out there for these domain names, but the population that uses them is tiny (relative to other TLDs) and an even smaller fraction will actually purchase the domains. And since switching and/or deciding on a domain is a BIG deal, don’t make the decision rashly.

Should I switch to a .attorney domain?
Probably not, definitely not right away, and MOST DEFINITELY, not without some professional help.

There are a number of things to consider when considering a domain switch. You’ll need to consider the cost of replacing any marketing collateral you own like business cards, pamphlets etc.

You’ll need to perform an audit of your existing site to make sure any and all pages on your site are redirected to the new domain properly (for any site with more than 5 pages, seek professional help with this).

You’ll need to update all of your DNS records to match the old domain so things like email will still work… in other words, it’s not as simple as just changing your domain.

Should I register my existing domain with the .attorney and .lawyer TLDs?
If you have $35-$100 burning a hole in your pocket and it would make you feel better to have them just in case, go ahead and buy them. But remember, if you buy both at $35, that’s $70 every single year you own them.

But what if I want to prevent someone else from registering them?
Unless you’re a giant brand with money to spare, this is generally a false worry. First of all, as a small law firm, you’re not big enough for most squatters to care about.

Second, unless the squatter commits to building content in your niche, search engines will never find the squatter’s site anyways.

And thirdly, if you’re concerned about someone coming along and registering a domain just to bad mouth you or your firm, well, the only way to prevent that is to buy up every gTLD out there, and that’s going to cost you a whole lot of money just to prevent a hypothetical.

However… one case where I’d consider squatting is if your firm is hyper personalized and your name is reasonably common. For example, if you own “marystevens.com” or “marystevenslaw.com”, consider picking up “marystevens.attorney” and “marystevens.lawyer” as building a little moat around your personal brand is important when you have a common name.

I am just starting out, should I go .com or .attorney?
Based on the data, it looks like we can rule out .lawyer. And if you can get a decent .com with no dashes, go that route for sure.

But, if you found a really nice .attorney domain in a competitive niche, like say “nydefense.attorney” or “thepersonalinjury.attorney” go for it! Given that it appears that the trust is there, it can’t hurt.

But, one thing to consider is whether having the singular “attorney” or “lawyer” as a domain name will be limiting if you want to grow your firm. The domain seems to imply a single individual, and that might become an issue down the road if you suddenly have a couple of associates or additional partners.

I already registered the domains, if I don’t switch, what should I use them for?
First, redirect them to your existing site by using a CNAME or URL record with your DNS provider. I know that’s really techy, so if you need help, just email me.

Second, if you’re not changing your primary domain, do not use your new domains for things like email or other branding materials. Besides confusing your clients, it also confuses google into thinking there really are two sites and that hurts your SEO.

Should I buy up domains for multiple practice areas?
Not unless you’re creating separate sites for each and have the time to maintain them.

Just owning the domains and pointing them all at your existing site won’t really make a difference for your site traffic. Google will only recognize those domains if you actually have content on them and have links coming in using the new domains. And since it’s highly unlikely that any consumer is going to type “newyorkpersonalinjury.attorney” into their browser bar without some sort of marketing material to prompt them, you won’t get any additional direct traffic either.

But what if I’m squatting, hoping to sell the domains to other attorneys?
Well, sorry to be the one to say it, but you’re the reason we can’t have nice things (like reasonable .com domains.)

That’s it! Any more questions?

If you like this kind of no-nonsense marketing advice for solo and small firm attorneys, sign up for our marketing bootcamp where you’ll get one email every week with easy to digest marketing plans that let you get back to being a lawyer.

Join the Small Firm Marketing Bootcamp


by Marketing, SEO

SEO For Attorneys

Attorney Search Engine Optimization (SEO) requires strategic planning, careful techniques and smart tactics to attract more prospective clients to your law firm.

If you’re unfamiliar if SEO, this is the standard practice of configuring both on-site and off-site elements of your website. The purpose of SEO for lawyers is to push their website to the first page of search engines (e.g. Google, Yahoo, Bing, etc.). This is important.

In this article, you will get some insights on SEO for attorneys while learning a few skills to improve your website and increasing the likelihood of finding more customers online.

WHAT YOU SHOULD KNOW ABOUT ATTORNEY SEO

Before revealing some methods you can use to improve your website’s SEO, you should know a few things about the nature of search engines.

First, Google dominates the search engine industry. There are somewhere between 60 to 80% of searchers using their service. However, when it comes to SEO for lawyers, other search engines like Yahoo and Bing should be considered as prospective clients can be found there too.

Next, getting your law firm’s website ranked is both vital and challenging. Research on Google’s search results has discovered that about 91.5% of searchers make their choices based on what they find on the first page. Take a look at the remainder of the pages:

  • Page 2: 8%
  • Page 3: 1%
  • Page 4: 4%

There are paid methods of getting your website to the front page, (i.e. PPC lawyer campaigns), however to save on spending SEO allows you to drive more organic visitors to your website.

Did you know? Depending on your niche, industry and the keywords your web pages rank for, organic listings can receive up to 90% of clicks.

SEO FOR ATTORNEY: WHAT TO DO

 There is a critical thing to know about SEO for attorneys. Marketing online for lawyers and law firms must abide by the rules and regulations detailed by the state bar associations.

Careful considerations must be made when representing your law firm online. Performing ethical SEO will allow you to rank on the first page of search engines without any penalties. Here’s a few things you can do.

Lawyer SEO Keyword Research

Keyword research is always the foundation for any SEO strategy. You can optimize your website by focusing on keywords that have purchasing intentions. This means that you should use specific words people are searching for which will lead to them sign up for your services.

You will find that these search terms and phrases will have a high volume compared to others.

Also, slight variations in phrases can lead to a significant difference in the volume of traffic and click you receive. For example, if someone was searching for “NYC divorce attorney” they are likely to receive more searches than for “NYC divorce attorney.” The term “lawyer” tends to be used more frequently than “attorney.”

You can use Google’s keyword planner to get a basic understanding of which keywords are being used and which ones you should add to your website.

Here are some tips to guide your keyword research for effective attorney SEO:

  1. Make a list of terms related to your practice area (i.e. divorce lawyer, Family divorce lawyers, etc.)
  2. Compare multiple variations of your keyword phrases to find what people are actually searching for.
  3. Focus on high search volume keywords with moderate competition.
  4. Also, consider low competition keywords that can be easily targeted.
  5. Dedicate pages using phrases and terms that are related to your main keyword phrase (i.e. divorce lawyers in NYC, NYC divorce lawyers, etc.)
  6. Research the keywords your competitors are using and ranking for, then make better content that ranks higher.

Local SEO for Attorneys

Most law firms are operating from a single community which makes targeting prospective clients very competitive. In order to get your website noticed, local lawyer SEO allows you to target your website toward particular demographics in your area.

Here’s a few ways to improve your local attorney SEO:

  1. Sign up for Google My Business profile.
  2. Sign up for Bing Business Listings.
  3. Sign up for Yext and get your website listed on hundreds of local websites.
  4. Sign up for AVVO.
  5. Create a location specific page (i.e. Divorce Lawyer in NYC) using specific terms that get your page ranked.

Attorney SEO: Schema Markup

Schema markup is HTML code which makes the content on your website easily understood by machines. Schema’s are important as they allow search engines to figure out the real meaning behind the content being displayed on your website.

There is a dedicated set of schema you can apply to your website that lets search engines understand that your website is related to a law firm of legal profession.

You can apply this schema markup to content like:

  • Addresses
  • Attorney Biographies
  • Attorney Names
  • Client Reviews
  • Emails
  • Phone Numbers

Using schema is a great way to get your site to stand out in the search engines. When you use schema markup, your website will have additional visible features such as star ratings, business logo, and contact info.

SEO Attorney Strategy: Link Building

In 2016, Google announced that links were one of the major factors that influence how a page is ranked in the searches. To get your push your rankings toward the first page, you will have to dedicate a significant amount of time building links from other websites. However, not all links are the same.

You need to get your lawyer website on high ranking websites. For lawyers, these are websites like AVVO, Lawyers.com, Justia, Super Lawyers. Getting your website linked on these sites will add authority and can likely boost your rankings in the search engines.

Keep in mind, it takes more than one or two links to start seeing some changes. Getting quality backlinks is a tiresome and exhaustive effort. When building backlinks to your law firm, be sure not to put your links on too many bad sites. You don’t want your site to be penalize for unethical backlink marketing.

Summary of SEO For Attorneys

SEO for attorneys is a necessity in order to get your law firm or legal service to stand out in the search engines.

Start with researching the right keywords for your website. Once you have those, build pages and posts around those keywords. On a deeper level, add schema markup to help search engines understand what your website is all about. And finally, make as many high quality backlinks as possible.

by Local Search, SEO

The Biggest Mistakes Lawyers Make With Advertisements

Lawyers depend on advertisements to build an awareness of their legal services and attract new clients to their firm. While traditional methods are still in use, online marketing (via hiring the best Facebook Ads agency and the best Google Adwords marketing agency) are becoming the common trend for advertising.

If you’re considering to use advertisements for your law firm, here are some of the biggest mistakes lawyers make and what you can do to avoid them.

Unfocused Marketing Campaigns

You may have a large budget to spend on marketing your law firm, but if you don’t have a focal point you’ll be spending your money on nothing. You can create a generic “contact for a free consultation” marketing message and take anything that comes in the door.

Or, you can segment your marketing message and target the specific legal services you offer. Invest your time and money creating marketing messages related to the specific cases your law firm handles.

Once you concentrate your marketing efforts you can find the right prospects for your firm.

Poorly Written Content

The content you publish on your website is a representation of you and your law firm. The internet is filled with spammy websites and people know when they’re being sold to.

Your content should be informative, error-free, and relatable to the people you think will read it.

Also, to improve the effectiveness of your content, add logical and emotional reasons to hire you. People are searching for someone who can truly help them with their problems.

Use your content to tell people you understand what they are dealing with and that your legal services are here to help.

Asking For Too Much

Your advertising efforts may be effective and delivering high traffic to your website. However, you may find that no one is contacting you for more information or to start a consultation.

If you’re asking prospective clients too much information in your contact boxes, many prospects are likely to turn away. People are constantly concerned about their privacy and with the rise of identity theft, there is a hesitancy to sharing personal information online.

Nonetheless, lawyers require some information to begin evaluating their case and being able to respond to it. Only ask for as much as you need and after receiving their contact information you can begin to ask the questions needed to get their case started.

Complex Web Design

There’s nothing more frustrating for a visitor to a website than a complex and confusing web design. This is known as your bounce rate, which is the number of visitors that come to your website then leave right away.

When you’re putting your legal services online, consider your visitors. Ask yourself these questions:

  • What is the most useful information my visitors need?
  • Does my law firm web design have a clear call to action (i.e. call for a free consultation)?
  • Is my contact information easy to access or will a visitor have difficulty finding it?
  • Does my website invite visitors to join my social?
  • Would adding a pop-up lead capture improve my conversions from visitors to clients?

If you’re struggling to come up with an effective web design for your law firm, consider these best law firm websites from 2017.

Also, if you have analytics set up on your website (i.e. to monitor where visitors are coming from and where they are frequently visiting) find your best content and feature them in the sidebar of your content pages.

Spending Your Entire Marketing Budget

Whether you’re using Facebook Ads, Google Adwords or and Instagram advertising agency, you have complete control over the duration and style of your marketing campaign. If you spend your entire budget without testing different ideas, you may end up with a lower return than you hoped for.

Start by setting your budget low and creating a series of tests to see which messages make the most impact on your target audience. The analytics offered in Facebook Ads and your Google account can help you determine which campaign is effective and could use more of your marketing budget.

Incongruent Landing Pages

In the world of advertising, having a congruent message is crucial. You’re marketing message and your landing pages should live up to the promise you’re making.

Advertising something like, “Steps to take after getting in a car accident,” then sending them to a landing page with a promotion to your service may not deliver the best results.

The purpose of proving valuable content online is to establish yourself as an authority in law as well as trustworthy.

Use your landing pages to capture leads in exchange for content that people are looking for.

Not Focused On Converting Visitors

You can spend thousands of dollars on advertising to get traffic to your website. However, if your website is not developed to turn those visitors into clients, you’ll be wasting your marketing budget.

The purpose of any website, especially a lawyer’s website, is to convert visitors into clients. There are many ways to do this. You can send visitors clicking on your Facebook Ads to a landing page requesting their email in exchange for valuable content.

Or, perhaps the most effective method of converting traffic, is by adding live chat to your website. Having the ability to communicate with visitors while they are live on your site allows you to address any questions they may have and arrange a consultation immediately.

The alternative would be to hope they find your contact page and send you an inquiry.

Not Having A Unique Selling Point

Having a distinct call to action is an important feature for any lawyer’s website. In addition to that, your website should have a unique selling point which differentiates your legal services from others online.

What makes you different from other law firms? How can you help more than other law firms with the same legal services?

Having case studies and client referrals on your homepage are one way of showcasing your legal abilities to prospective clients. However, you should take a moment and ask yourself what can you offer that differentiates you from your competitors.

Now that you know some of the mistakes lawyers are making with their advertisements, you may want to review advertising regulations from the State Bar.

by Branding, Business, Email Marketing, Local Search, Marketing, SEO, Social Media, Ultimate Guides

SEO Secrets for Lawyers

If your law firm has a website, you may want to have an understanding of SEO. SEO stands for Search Engine Optimization and this helps your website get placed on the first page of search engines.

SEO for lawyers requires techniques, strategies, and sometimes coding to get your website ranked and capable of bringing prospective clients to your law firm.

Getting on the first page of any search engine (like Google, Yahoo, Bing, etc.) provides your law firm with significant benefits. You can reduce the costs of ad spending by creating an SEO focused lawyer website that allows search engines to provide you with organic traffic.

This article reveals some SEO secrets specifically for lawyers.

Onsite SEO for Lawyers

If you’re don’t understand computer coding, at the very minimum you should try to grasp the concept of onsite SEO.

In order for search engines to do their job and showcase your website in their search results, you have to give them detailed information on your website.

In your articles and web pages, there are elements known as title tags, headers, meta descriptions, and URLs. Having a solid foundation in onsite SEO will deliver successful results in the other parts of SEO found here.

When it comes to your titles to articles, best practice suggests to keep them up to 70 words in length. Anything longer and they won’t b displayed in the search results.

For the meta description, use between 150 to 160 words.

Another important feature of SEO is including a keyword. This keyword is used as a primary identifier of the page or article. Use this keyword in the title, meta description, and URL.

Your article or page should also include the keyword in a readable and non-intrusive manner. Using a keyword too often, known as keyword stuffing, can actually have a negative effect on your site’s SEO.

For lawyers, keeping your keywords and content relevant to your readers while including the appropriate title tags and meta-descriptions will be of benefit to your search engine rankings.

Schema Markup for Lawyers

 

Since you may be busy with clients and other aspects of legal work, SEO on your website may not be within your scope to perform.

If you intend to outsource SEO to an expert, something you may want to be aware of is Schema Markup for Attorneys. Although this may not have a significant impact from an SEO standpoint, the added coding involved provides more informative results for people using a search engine.

Schema Markup allows you to add more details to your meta-descriptions which can be displayed in the search engines. From business hours to special events, these details will be coded in a way that engines can recognize and input in the results.

For more information, please see schema markup for attorneys to understand which markups to include on your website.

Local SEO for Lawyers

Local SEO is an effective strategy to get your law firm’s website noticed by those searching in your area. There are a variety of ways you can apply local SEO to your website.

To get started, add your website to business directories (i.e. Yelp, Foursquare, Yellowbook, Google My Business, Bing Places for Business, and more).

Once you have placed your website on these directories, especially those connected to search engines like Google and Bing, when a prospective client makes a search in New York…

… your law firm is in a better position of being ranked and discovered.

Here are some statistics about local searches from Business2Community and SearchEngineLand:

If you haven’t done so already, register your law firm’s location in Google maps and other mapping engines. Whenever a prospective client performs a search in your area, your law firm will pop up.

Link Building for Lawyers

Link building can be time-consuming, however, if done correctly, it can lead to a lot of traffic to your website and inquiries for a consultation.

There are all kinds of links you can have, the most important being links placed on another website that directs to yours.

These links can be in the form of text, images, or other pieces of HTML that include a hyperlink (i.e. “href” attribute) for your website or a specific page.

Getting your links out there can be as simple as providing quality content that people share and include in their own articles, new pieces, and blogs.

If you have a partnership with other lawyers, considering exchanging their links on your website with your links on their website.

Other ways to build strong backlinks to your website include:

  • Writing guest posts on other blogs and lawyer websites
  • Adding your link to online resource pages
  • Commenting on forums / online communities
  • Writing responses on Quora
  • Posting on Reddit
  • Set up a Wikipedia page for your law firm

These are just a few suggestions. Backlink building requires strategy and careful planning. If you use tactics such as hacking other’s websites to inject backlinks, hiding text on your page which cannot be read by visitors but found by search engines you may be negatively impacted by search engines.

Search engines use sophisticated ways to scan the internet and gather information about your website. It knows who has links to your website and where your website is linking out.

NoFollow vs. DoFollow Links

One thing you should keep in mind is that there are different kinds of links: follow vs. no follow.

Nofollow links are those that do not give you any boost in the search engines. They simply send traffic from that website to your website. That’s it.

DoFollow links are those that give you a boost in the search engines. These links are telling search engines to rank the site.

This reason this exists is to prevent spamming, however from a lawyer’s SEO point of view, you may want to know what kind of backlink you are building and whether that will provide a benefit to your search engines results.

by Local Search, SEO, Websites

Guide To Local SEO For Lawyers: Improving Your Google Rankings

Lawyers practicing law in either a small town or a busy metropolitan area can try these simple steps to improve their local search engine rankings. You don’t have to be tech-savvy to implement these steps. Instead, here is a simple approach to making a few changes to your lawyer online presence that can put you in front of more prospective clients in need of your legal services.

What is SEO?

Search English Optimization (SEO) is a method of increasing the visibility of your website allowing for it to be more readily discovered. Unlike paid options, like Google PPC, SEO is an unpaid process which results in organic or earned search results.

According to Google, many people are performing local searches to find the services and solutions they require. In regards to lawyers, people may be searching for the following:

  • Location of a lawyer’s office
  • Checking opening/closing hours
  • Looking for the cost of service
  • Shopping around for the best lawyer

Some of the research that Google performed to understand people’s search behaviors found that:

  • 4 in 5 people use search engines to find local information
    • 88% on smartphones
    • 84% on computers
  • 50% of people who made a search from their smartphone visited a store’s location on the same day
  • 4 in 5 people want ads to be customized to their local surroundings

Local searches allow for people to find the information they need to make important life decisions. As a lawyer, having your legal services listed and accessible makes it easier for people making searches to find and choose you over your other lawyers.

Here are a few more of Google’s findings regarding the selection process people go through when using local searches:

Inspiration Research Purchase Post-Purchase
i.e. realizing you require a service and looking for choices i.e. looking for information to make a decision. i.e. deciding which service to invest in. i.e. finding more information after they have invested.
Mobile 57% 53% 43% 37%
Computer 66% 83% 64% 40%

Lawyers using local SEO can add a competitive advantage to their services. One important point to remember is that people want to see directions and call buttons to guide them toward their solutions.

The remainder of this guide will show you different ways for lawyers to improve their local search engine rankings.

Business Listings / Directories

Getting your legal services on a business listing or directory site is a quick and easy way to improve a lawyer’s local SEO.

Start with putting your area of practice, contact information, directions, and a link to your website. It is important to keep your information consistent across all channels you decide to use.

Some of the most popular listings are those provided by the search engines themselves:

There are other directories dedicated to lawyers where you can also list your legal services for free:

Alternatively, you can add your website to a paid listing. While some of these may not be dedicated local listings, they can have a positive impact on your overall SEO:

Note: Some listings may require you to verify your practice before accepting your profile.

Keyword Research & Keyword Optimization

Keywords are the foundation of how the entire search engine system operates. Depending on the keywords you use, this will directly influence how your legal services get discovered. Let’s look at an example.

If you’re a criminal defense lawyer, you’ll want to use a range of related keywords in both your listings and throughout your website to improve your local SEO.

For help you find relevant keywords, you can use Google’s free Keyword Planner. To access this keyword research tool, you’ll first need a Google Ads account. You won’t have to pay for advertisement.

Setting up a keyword strategy will be effective for an SEO campaign. The more related words and search terms you can use, the better your rankings will be.

To understand the power of keywords, let’s split up their potential into two categories:

Research Keywords

Research keywords are those used by people whose intentions are to find information or to learn about a topic. These kinds of searches look like, “Do I need a contract for my business?”

These kinds of searches may not result in someone taking action. Instead, they are just performing research to gather the information they need for their situation.

Actionable Keywords

Actionable keywords are those used by people ready to take action. Action keywords could be in the form of contacting a law firm, setting up a consultation, or finding a location to visit your office.

For example, someone searching “criminal defense lawyer in New York” is likely looking for a lawyer to hire in their area. These are the kinds of keywords you want to focus on using within your website.

Website Optimization

Lawyers with a website should use both actionable and research keywords throughout their website. This is one of a few things you can do to improve your local SEO.

On the more technical side, here are a few more necessary steps you can take to improve the SEO of your website and where to use those keywords:

  1. URL. When you are creating pages and posts on your website, choose a primary keyword to be used in the URL (i.e. www.yourlawwebsite.com/primary-keyword).
  2. Headers. Headers are distinct sections within your pages that separate the content. When you input this information onto a website, it will be coded as tags: <h1>, <h2>, <h3>, <h4>, <h5>, <h6>. The most important tag to use is <h1> which tells search engines what the main information on the web page is about. In other headings, you can use variations of your keyword to make your page’s SEO stronger. All of AmazeLaw’s websites come optimized for Google SEO.
  3. Body. The body is the main content of your web pages. You are reading the body right now which, in code, is referred to as <p>. Here you’ll want to use the keyword throughout the body. Having pages with 200 to 1000 words are a great start to improving your local SEO.
  4. Meta Description. The meta description is a small piece of information that describes what a web page is about. This is another place to use your keywords. Try to keep your meta description under 140 words.

Conclusion

Understanding local SEO allows lawyers to improve their search rankings and find more clients. While there may be some technical aspects to SEO, putting your legal services on listings and directories is a quick and easy way to get started.

by SEO

Should Lawyers Buy .law Domains?

If you are considering a website or a blog to showcase your legal services and expertise, there are many different Top Level Domains (TLD) to choose from:

  • .com
  • .gov
  • .org
  • .law

This article will examine whether lawyers should buy .law domain and briefly review a few methods to succeed online.

What are Top Level Domains (TLD)?

Without going too in depth about the concept of domain names, here’s a simplified version of what domain names are.

Domain names are the important piece of information that provides a readable internet address of your website. The ending of the domain name is what is known as a Top Level Domain with the most common being .com, .org, and .net.

Overall, there are more than 1000 TLDs available.

Is There Any Significance In Having A .law Domain Name?

Having a TLD can be useful in marketing, search engines, and website optimization. When you consider the most common TLDs like .com, .edu, and .gov, these are recognizable, popular, and rank well courtesy of their authority.

They is some speculation that having these TLDs do not provide measurable proof that you will get ranked higher (such as with .edu and .gov domains).

Also, according to Matt Cutts, new TLDs, like .law, might not receive a boost in the search rankings. Your .law domain will not be treated much differently than other domain names already available.

“Sorry, but that’s just not true, and as an engineer in the search quality team at Google, I feel the need to debunk this misconception. Google has a lot of experience in returning relevant web pages, regardless of the top-level domain (TLD). Google will attempt to rank new TLDs appropriately, but I don’t expect a new TLD to get any kind of initial preference over .com, and I wouldn’t bet on that happening in the long-term either. If you want to register an entirely new TLD for other reasons, that’s your choice, but you shouldn’t register a TLD in the mistaken belief that you’ll get some sort of boost in search engine rankings.”

While Google may not rank a .law domain higher, from a personal point of view, there is significant value to be considered.

What Are The Benefits Of A .law Domain Name?

From a branding point of view, having a .law domain allows you to position yourself as a professional and a figure of authority.

Anyone who registers a new .law domain, must provide a phone number from the licensing of your agency or firm.

Having to go through this additional step during the registration process creates a trust factor for those searching for you.

Buying a .law domain name will provide an additional layer of credibility courtesy of the verification process required.

This is a summary of some the benefits you’ll receive when you buy a .law domain:

  • Brandable & Authority. Using this TLD allows you to create a strong and memorable brand. A .law domain can be descriptive and capture the core of your practice. When deciding on your domain name, consider using your own name, area of practice, or your target market.
    • Examples:law, NewYorkCity.law, StultzandBrinks.law, jones.law
  • Verified & Trusted. When you register your .law domain, you become verified and trusted by those seeking your services online. Only qualified lawyers can apply for this domain. Once approved, you will have a branded and trustworthy domain surrounding your legal profession.
  • Competitive & Professional. Your new .law domain will stand out amongst others. The .law is exclusive to lawyers and provides a distinct and official finish to your online presence.

If You Already Have Another Domain Name, Should You Transfer To A .law Domain?

As mentioned before, there may not be any considerable boost to your rankings in the search engines. If you already using a domain and it is working well, you may not want to transfer your website to the .law domain.

Consider .law as an investment in your practice but only if you don’t have a domain name already. When you transfer a website over to a new domain, you may lose traffic and potential clients.

Getting a new .law domain is an ideal choice for those starting a new website.

Aside From A .law Domain, How Can Lawyers Succeed Online?

A domain name is only one of many factors to consider when putting your law practice online.

One of the most critical areas of getting noticed and finding new clients comes from the content you provide.

Here’s a few things you may want to keep in mind:

  • Offer meaningful, relevant and original content. Most search engines approve of original content. However, they should be written in a way that’s natural and connects with your target audience.
  • Create backlinks on authority sites. When you have published quality content, try to get your site linked with .edu or .gov sites as these have authority. Read law firm SEO Tips here. Note: Never buy backlinks — you could be penalized.

As an authority on the web and a professional of law, you have a responsibility to provide quality content that is relevant and informative to your visitors.

This update from John Mueller on Google’s Webmaster Central makes it clear that content is crucial and the domain name is not given “artificial advantage in search.”

So, Should Lawyers Buy A .law Domain?

Getting a .law domain could be the strategic edge you need to have a competitive advantage online.

However, while a TLD like .law adds a professional touch your online service, providing good content that follows Google’s recommended practices will be much more powerful.

If you are preparing to settle on a .law domain name, remember to incorporate this into your website development:

  1. Publish high quality, original content on your site
  2. Provide relevant content to your potential clients and targeted audience
  3. Avoid SEO practices that could penalize your website (i.e. keyword stuffing, purchasing links, or other Google violations)

Achieving this will lead you to an authority site on the internet especially if you’re considering starting a blog.

by Business, Local Search, SEO, Ultimate Guides

Content Marketing vs. Link Building: Which Should SEOs Focus On?

Whether you run your own blog, eCommerce platform or business website, brand advertisement is a constantly looming question worth thinking about. According to 99 Firms, 44% of website referral traffic goes through Google as it is the biggest global search engine out there, with 72% of marketers stating that content relevancy is the biggest challenge when it comes to SEO positioning.

Content marketing and link building both add to the overall SEO ranking and general positioning of your brand in their own respect, to varying degrees. Given that the nature of this question is complex, we will go through several points in regards to both content marketing and link building to unearth which approach to SEO would suit your needs the most. Let’s start off with the basics and go through the most poignant questions on the matter.

Basics of SEO

Search Engine Optimization (SEO) is often considered the de facto deciding factor in a brand’s search engine relevancy. SEO trends are constantly shifting in favor of fresh topics, original keywords, and content relevant to individual search queries.

Technical optimization elements such as keyword density, content formatting, multimedia optimization, and link building are considered baseline requirements for brands that aim to reach the first page of Search Engine Result Page (SERP). However, balancing how much content you produce against how much attention you pay to link building (promoting your hyperlinks on other websites) is a matter of perspective.

Some businesses aim for split attention between the two while others (such as in the case of eCommerce sites) go for a totalitarian approach and place all of their resources into either one or the other. Both approaches are viable and neither is the wrong choice when it comes to search ranking optimization. With that said, optimal SEO will bring your brand certain perks that would otherwise not be available to you.

Advantages of SEO

When it comes to direct advantages related to SEO of your content and website as a whole, there are quite a few items to consider. According to Tech Jury, 93% of online experiences begin with search engine queries, while only 7% of users will go as far as the third page of SERP in order to find relevant content for their engagement.

This effectively means that businesses that don’t regard SEO as an important element of their online brand awareness strategy will effectively lose a tremendous amount of traffic to other brands. Applying the right combination of link building and content marketing to your website however can bring several advantageous points to your brand, including but not limited to:

  • Streamlined and accessible website User Experience (UX)
  • Higher engagement and conversion rates
  • Better brand positioning and industry authority
  • Better networking and affiliate marketing opportunities
  • High return on investment (ROI) in terms of incoming traffic and revenue

Without Content, There is No Link Building

An important point of discussion can be made in regards to choosing either content marketing or link building while completely disregarding the other side of the SEO equation. While possible, this type of approach to brand-building is ill-advised for several reasons.

For one, in order to practice efficient link building, you should have quality content available on your website, whether its blog posts, product pages or other forms of media. No platform, blog or business will promote your links or embed them in their content if there is no tangible value on the other side of the hyperlink. On the other hand, content marketing by itself might yield you positive SEO and traffic over time. However, without link building, your site will come off as very competitive and unfriendly when it comes to networking or cooperation with other businesses.

Without content, there is no link building to speak off in terms of organic SEO and traffic generation. Without link building, there is no high traffic or content engagement, leaving your site barren of leads or word of mouth. As we’ve mentioned previously, both of these SEO approaches offer valuable advantages – let’s dive deeper into each one to discover the minute details which will help you decide on the best combination of the two for your specific business and industry.

Content Marketing Gives your Site a Voice

In the proverbial sea of websites, having a distinct voice is one of the most essential aspects of brand positioning. Content marketing can give your website a voice in regards to how the audience perceives your products and services and differentiates it from others in your industry. Your business culture, long-term goals, company vision, and mission statement will all add to the effect of brand marketing for whoever decides to visit your website.

No amount of link building will ever manage to help your website “speak” to the audience through blog posts or creative product descriptions as content marketing is able to. Backing that content up with well-positioned links on competitive industry websites and aggregates will ensure that your site is reputable and professional in the eyes of stakeholders.

Link Building Promotes your Brand

Speaking of brand positioning, every industry is a competitive battlefield when it comes to vying for the customers’ attention. For better or worse, your website is one of many in a specific industry, with clearly positioned leaders, followers, and newly-launched businesses. Link building can ensure that your website is visible to potential customers, curious B2B clients, and individuals who might be interested in networking and collaboration.

You can spread your link building efforts to other, related industries and thus offer unique services to that website’s audience. For example, if you run a graphic design agency, positioning your links in the arts or photography blogging niches can do wonders for your lead generation. Find interesting niches to position your brand in and use existing content marketing materials as a precedent for those businesses to consider embedding your links into their pages for mutual benefit.

Content Marketing Boosts your UX

Once you attract an audience through your link building, it’s important to create some form of value for their time and (in case of products and services) money. Content marketing in the form of blog posts, detailed product portfolio descriptions and multimedia should be created to further cement your link building efforts. This will create an efficient loop for your SEO efforts and ensure that your visitors enjoy a well-thought-out UX as a result.

Link building without any relevant content or value to back the effort up will quickly deteriorate into your brand’s reputation as a spam website. Most importantly, your SEO ranking will drop as a result of link building which isn’t backed up by quality content in the placed hyperlinks. Strive for engaging UX on your website and work on your portfolio’s sales pitches, calls to action and other engagement opportunities before devoting your attention to outreach and link building.

Link Building is a Long-Term Gain

One notable factor to consider when it comes to link building is that it can provide your website, SEO and brand as a whole with long-term gain. Once your links are positioned on competitive websites and prolific industry portals, they will most likely stay there for the foreseeable future. Whether today, tomorrow or in two years, anyone who visits those particular pages will encounter your links and be tempted to follow up on them to see what value they hold for their interests.

Content marketing, on the other hand, leans more on current trends and what is considered a hot topic now as opposed to two years ago. If you write blog posts about topics which are stale and old news in everyone’s eyes, they won’t drive new traffic to your website and most certainly affect your SEO in a less than stellar way. In this aspect, link building holds a clear advantage but it should be noted that the content your links are embedded in will grow older over time, prompting you to seek new link building opportunities constantly.

SEO Mistakes to Avoid

To cap things off, it’s worth noting that not every SEO activity will hold net benefits for your website or ranking. Even too much of a good thing can become bad as a result of spam or overreliance on singular optimization activity. In that regard, let’s take a look at some of the most prevalent SEO pitfalls you should keep in mind in your content marketing and link building efforts going forward:

Poor Internal Sitemap

Your website’s internal structure will play a major role in the SEO ranking and visitor engagement efforts. In this aspect, you should categorize your links according to their content and role in your business. Gather all of your links into a sitemap and make the map accessible through your landing page for both your visitors’ and search engine algorithm’s benefit.

Content for Content’s Sake

There will always come a time of the year when content ideas simply run dry. When that happens, you shouldn’t start creating content for the sake of publishing “new” posts or pages on your website. Look for new trends to discuss, opinion piece topics to tackle and other forms of creative content marketing instead. Patience is a virtue in this regard; it will showcase that your brand is about quality more than it is about the sheer quantity of pages.

Content quality is another important thing search engine look at. It is always a good idea to work with a variety of usual tools, writing and translation services as well, such as TheWordPoint, Grammarly, Readability Score or Hemingway Editor, to ensure the relevance, high-quality and readability of their posts.

Lack of Website Auditing

Website audit is what is commonly referred to as “SEO spring cleaning”. Even though you should actively look for new opportunities for content marketing and link building, you should also tidy up your website on a semi-regular interval. Check your pages in regards to keywords, active links, ads and other content which will affect not only your SEO but the overall UX of your website. Don’t get caught with dead links, broken media or wrong keywords in your content by running an audit on your site every once in a while.

Best of Both Worlds (Conclusion)

When all is said and done, choosing between content marketing and link building shouldn’t be a mutually-exclusive choice. Find a healthy balance of both in regards to your brand’s marketing strategy, resources, networking and most importantly – product and service portfolio available for lead conversion.

Start with relevant content and look for link building opportunities that will be happy to work with you in terms of brand positioning going forward. Before you know it, you will settle into a routine of content marketing followed by link building in a production cycle which suits your staff and resources regardless of what popular trends or industry leaders might say on the highly subjective matter of either-or.

Author:
Erica Sunarjo is a communications professional with more than five years of experience. Erica runs her own blog BestWritersOnline and is proud of her an uncanny ability to explain the most complex subject in simple terms.

by SEO

Why Google’s Cracking Down On Non Mobile-Friendly Sites And What Attorneys Need To Do

You may have heard whisperings that Google is going to be cracking down on non-mobile-friendly websites starting April 21st.

That’s absolutely correct.

For a while now they’ve been keeping track of whether sites are optimized for small screens and slow data connections. Up until now they haven’t changed any of the rankings based on that information and instead, just show a little “Mobile-friendly” label on search results when searching from your mobile device.

But now, they’re taking the next step, and using mobile-friendly as a ranking signal when someone searches for your firm on a mobile device. We don’t know how much it will affect rankings just yet (but we’re watching closely and will report as soon as we can measure it), but we know that it will drop rankings for searches from mobile devices, and it’s expected to drop them considerably.

What does that mean for you?

Well, it depends on if your site is mobile-optimized. Here’s a link to check if your site is mobile-friendly. If it is, then you should be all set.

But if it’s not, come on back here and we’ll discuss the options you have for avoiding the Google hammer in a few weeks.

So here’s the link to Google’s mobile-friendly tester.

Go check your site and see if Google thinks it’s mobile-friendly. I’ll wait.

…

…

…

How’d you do? Did your site pass?

It passed!

That’s awesome. Gold star for you! You may want to read ahead though to see if one of the other options here might be a better option for you.

It didn’t pass?

Don’t worry all is not lost. Consider this a bit of a wake-up call. After all, you still have a little time to right the ship, so to speak.

First of all, these changes won’t affect your rankings when someone searches for your firm on their desktop. Which, is still somewhere around 75% of search traffic in the US depending on whose stats you use.

But, that still means you’ll start to lose out on 1/4 of your traffic.

A better way to think about this might be to consider the following scenario. Let’s say a potential client just got into a cab when they received an email from a friend referring your firm to fix their problem. The first thing they’ll do is google you or your firm.

If your site isn’t mobile-friendly, your firm website might not be right there in the first spot in their search results. Instead, they might see your Avvo profile (which you may or may not have done anything with). Or maybe they’ll see a complaint a bitter client left on a review site.

All that effort crafting your brand and your message, and it’s all for naught because your site wasn’t the first one listed.

Obviously, that’s not a great place to be in. So it begs the question…

“How do I make my site mobile-friendly?”

Well, you have two options. You can redesign your site, or you can create a separate mobile site that lives at mobile.myfirm.com.

Each has their benefits and drawbacks, but I’m going to strongly recommend a site redesign over creating a separate mobile version of your website.

The main reason is maintenance. With two different web properties to maintain, you’ll need to have a way of keeping them in sync. And what’s more, you’ll need to be diligent about telling Google which version of a page is ‘canonical’. Meaning, which version is the “one true version?” Fail to stay on top of that and Google will dock you for having duplicate content.

The second reason is just common sense. For the same cost it would take to build a mobile-specific site, you could redesign your site to be mobile-friendly and avoid the mess of maintaining two properties altogether.

No need to worry about whether the mobile site matches your desktop branding. No worrying about duplicate content. And hey, you get a fancy new desktop and mobile website for the same investment.

How large is that investment? Well, it depends on what you’re starting with.

I use wordpress or another CMS.

If you already use a content management system like WordPress, it could be as simple as finding a theme you like. A decent responsive theme can be had for peanuts on sites like themeforest.net. You might get lucky and be able to just swap in the new theme and call it a day and you’re done in ~$50.

More likely, you’ll want to find a developer to customize the theme in a few places to fit your brand. That could cost you ~$50-$100/hr for a few hours of work. A far cry from building a new site from scratch.

I had a custom site coded for me.

But if your site was a custom job, as we typically see with agencies or with one-off website designs, your options get a (little) bit more expensive.

You’ll likely need to go through that process again. Which is a pain, I know. This time through though, keep an eye on an ability to upgrade in the future. If you’re working with a developer or agency, make sure they’re using a commonly-used CMS that will be around for a while. WordPress would be my recommendation (outside of using AmazeLaw of course.)

For an idea of what a site should cost these days, check out our guide to How Much a Law Firm Website Should Cost.

But regardless of your starting point. This update is a good thing for your firm. Sure it requires some investment. But that’s exactly what it is. An investment that you’ll most definitely see returns on.

Again. This is a GOOD thing. Think of it this way.

Imagine you had a 20 year old car. It’s worked well for you in the past. Sure, it’s not shiny, but it’s gotten you where you’ve needed to go.

But, a lot has changed in 20 years. Technology has gotten exponentially better. While you might say “I don’t need my car to talk to me,” it’d be hard to argue against the safety, fuel-efficiency, and reliability improvements that have come along with it.

On the road, states incentivize adoption of new technology through car inspections. On the internet, Google is taking on that role by rewarding sites that stay current with better search placement.

So rather than lamenting the fact that it’s become necessary to upgrade your website, you should also feel excited. You can now take advantage of advances in technology that make marketing your firm much easier.

Does your site need a mobile upgrade?

Our sites are all fully-mobile-optimized. If you want to see what mobile magic AmazeLaw can do for your firm…

Schedule a Demo Today

by Marketing, SEO

7 Simple SEO Tips For Lawyers and Law Firms

You don’t have to be a computer programmer to understand the fundamentals of marketing your law firm’s website. To increase the number of clients inquiring about your legal services, there are a few easy steps to take. Let’s get started by laying a foundation for the basics of law firm SEO.

Some SEO Advice from a Google Expert

If you plan on getting your website on the front page of Google, it is important to know about Matt Cutts, an SEO Specialist and Engineer with Google.

To stay on top of your website’s optimization and attract new clients, here are a few tips from Google’s search engine expert:

As you can see in the video above, how your website is structured, the quality of your backlinks and the authority (or the importance) all play a part in whether your website shows up in the search results.

Now, let’s see if your attorney website is search engine friendly. Here are 7 SEO tips for lawyers and law firms:

SEO Tip #1: Improve Site Speed

Your website’s load time has a direct impact on both a visitors experience and your search engine rankings.

Think about this: a one-second delay in page load time could:

  1. Reduce page views by 11%
  2. Increase visitor dissatisfaction by 16%
  3. And, reduce client acquisition by 7%

The speed of your website can have a dramatic effect on your business. Prospective clients searching for a lawyer may not be patient to wait for your website to load before jumping back on Google to find a faster loading lawyer website.

To put this into perspective, Google has performed some research on the average site speed for websites in the United States:

To check the performance of your law firm’s website you can use Google’s free Page Speed Insights Tool. If we take one of the top search results for “California law firm” and put it into this tool, here’s what you’ll see:

Marshall Law Firm has a good score for the desktop version of their website and offers suggestions to improve its performance.

You may want to talk to your web developer to make the appropriate adjustments to your law firm’s webpage load time (i.e. reducing web coding and server response time).

However, according to Yahoo 80% of your website’s load time comes from the different images, videos, and design style to that page. If you can reduce either the size of these files or minimalize your site design, you can improve the performance of your load times.

SEO Tip #2: Focus on Visitor Experience

Google and other search engines want you to focus on user experience and site design. Their goal is to offer the best websites to provide only the best experience.

Your law firm’s website should be responsive which means it can be viewed on both a desktop and a mobile device. Since so many people are using their smartphones to find information, you don’t want to lose potential clients to a competitor staying ahead in the digital race.

Another feature about user experience includes the content on your pages. All your pages should have text and a few images, this is what search engines use to determine what your pages are all about.

Think about some of the best websites you enjoy. That’s the kind of experience you want to provide when someone visits your website or reads your law firm’s blog.

SEO Tip #3: Use Words People Search For

Understanding which words are being used in search engines is the most important part of your law firm’s SEO strategy.

Keywords, the words or phrases used in searches, should be used throughout your website and blog to increase your website’s search engine rankings and help you attract potential clients.

There are a number of free research tools you can use to find exactly which keywords people are using. Here are a few you can start using now:

  1. WordStream
  2. SERPS
  3. Google Keyword Planner
  4. Keyword.io (for longtail keywords)

SEO Tip #4: Create Keyword Specific Pages

Once you have discovered the keywords related to your law firm, the next step is to start building pages or blog posts with them in it.

Be sure to use specific keyword phrases and don’t be afraid to create pages from keywords that have low competition. For example, if a keyword phrase like “low price divorce attorney” only gets 10 to 50 searches per month, yours may be the only website specific enough to answer their questions (and potential business inquiries).

SEO Tip #5: Avoid Penalties

No one fully understands how a website is ranked by search engines, however, there are a few known penalties that can affect you. Here are a few you should know about:

  • This penalty occurs if your website is showing full content to Google and partial content to your visitors. For example, if you force users to sign-in, register, or log-in to see the full content.
  • Hacked Site. If your website has been hacked and its redirecting visitors to spammy sites, search engines like Google will quickly pick up on this and flag it. The results can lead to your website getting buried in the search engines.
  • Keyword Stuffing. From time to time, using keywords in your law firm’s blog is how search engines know which content to offer their searchers. However, if you use the keyword too many times, known as keyword stuffing, your website can be penalized for it.

Getting a penalty on your website can dramatically damage your standings on the results pages of search engines. Here, the best SEO tip for lawyers is to avoid these penalties and use search engine webmaster tools (such as Google Search Console) to monitor your website. If there’s ever a problem with your website, for example, if it gets hacked, Google Search Console will send you an immediate notification.

SEO Tip #6: Add Your Law Firm’s Website to Google My Business

Google My Business is extremely important to your website’s search rankings as it affects your local SEO. After you sign up, you have to wait for a postcard to be sent via mail to verify your business. As soon as you get it, verify your website so you can show up in localized and map searched.

Other search engines have their own local listings and directories which you should add your website to:

In addition to these popular business directories, you should also put your website up on these lawyer specific listings:

SEO Tip #7: Use a Strong CTA

Of all the lawyer SEO tips to help improve your website’s search rankings and attracting more visitors to your website, this is the one tip that matters most.

A call to action is a unique and noticeable statement telling visitors what to do when they arrive at your website. When potential clients are coming to your website you should have a dedicated page with a contact box, location, and other ways to reach you.

Additionally, you should think about how to make your number and contact information pop-off the page. Or, consider offering a free consultation if they schedule an appointment online. Whatever you do, after putting all this work into getting people to your website, contacting you should be obvious and easy to do.

by SEO

Guide To Law Firm SEO Strategy

Having an effective SEO strategy for your law firm will not only keep you competitive but also give you access to more prospective clients. If you already reviewed our SEO Tips for Lawyers and advanced SEO methods, we put together any missing pieces to the SEO puzzle right here.

Understanding SEO

Ever wondered why certain websites appear on the front page of Google when you search, “Criminal Defense Lawyer in Florida”?

This is made possible by SEO.

SEO, or Search Engine Optimization, is simply increasing your visibility in search results. There are many different ways to improve your search rankings such as backlink building, decreasing website load time, and more.

If your website is currently found on the 27th page of Google’s search results implementing just a few of the ideas in this article could see a significant increase in your search rankings.

Keep in mind, getting your website ranked on the top pages takes consistent effort because there are likely other law firms competing for the same position. However, by implementing an SEO strategy for your law firm you can take advantage of getting free traffic from search engines.

SEO Strategy #1: Know Your Search Words

The first step to improve your website rankings in the search engines is to understand the words people are using in Google, Yahoo, Bing, and other search engines.

In a Google Consumer Survey, it was found that 96% of people use search engines to find legal advice. They also found that 74% of them would go to a lawyer’s website and take action.

This makes search words extremely important so that your law firm is discovered by people looking for your legal services.

How to Find Your Keywords

There are a few free and simple tools you can use to find the keywords being used in the search engines.

Tool #1: Google Keyword Planner

Google’s Keyword Planner allows you to find all the keywords people use which are related to your law firm. The insights you get from this tool includes keywords, ad group ideas, historical statistics, competition, keyword, trends, bidding and much more.

To use Google’s Keyword Planner, you need an AdWords account. Don’t worry, you won’t have to add your credit card or purchase any ads to use their free keyword planner.

If you’re unfamiliar with Google Keyword Planner, follow these steps to get started.

Step 1: After you sign in or sign up, you’ll arrive at the AdWord dashboard.

Step 2: Click on the tool icon in the top right corner.

Step 3: Select “Keyword Planner”.

Step 4: Enter your search terms.

Example:

Let’s use “Divorce Lawyer California” for our example.

The results show some important stats like Avg. Monthly Searches, Competition, and ad-related details.

You can use these results to put together keywords your web pages and blog content.

To improve the effectiveness and accuracy of your law firm’s keyword research, be sure to adjust the location and the date.

Adjusting the Location

Your law firm SEO strategy may be to attract more clients from your local area. To do this, you can use the location settings to find all the keywords being used from within your city or town.

Use the location search to be as specific or as general as you want.

Adjusting the Date

What if there were higher rates or accidents at certain times of the year? Or you’re a tax attorney and caseloads tend to increase at certain times of the year?

If adjust the date settings, you can see keywords that are used during certain seasons, recent searches, or an overview of keywords used throughout the year.

Even though Google’s Keyword Planner is meant as a guide for setting up your Google AdWords PPC, you can take advantage of the statistic for planning the keywords for your law firm’s SEO.

Tool #2: Keyword.io

Keyword.io allows you to find longtail and other related keywords. Longtail keywords are more detailed phrases (up to 3 words) which can be used to target a smaller demographic of people.

Instead of focusing all your effort on popular and competitive search terms, longtail keywords can be used to find prospective clients your competitors might be ignoring.

With Keyword.io, you can create a strategic list of keywords for any search engine including Google, Bing, Yandex, and Yahoo.

You can use Keyword.io to research keywords for a PPC Campaign, SEO, or article writing (more about this later).

Example:

Let’s use the same search term from before, “Divorce Lawyer in California”:

With Keyword.io, you can see variations of how the keyword is being used in the search engines.

Combining these results with Google’s Keyword Planner, you can come up with a strong set of keywords to use for your law firm’s SEO strategy.

SEO Strategy #2: Write and Publish Quality Content

The purpose of your law firm’s website is to attract prospective clients. To achieve this, you should write and publish quality content.

Here are a few simple strategies to guide you toward effective SEO Content Strategy:

  1. Publish only compelling and quality content. You want to make sure that what you publish is both unique and useful to the people reading it. Ask yourself this, what value does your content give readers?
  2. Use keywords. You now know how to search for relevant and current keywords so put them into your content. Use different keywords for each piece of content you publish. This not only expands your reach but also prevents SEO issues with Google and other search engines.
  3. Share on social media. You’ll soon learn how popularity is important to improve your SEO. Start by sharing your posts after they are published and encourage others to share them as well.
  4. Keep your content fresh. When you are writing and publishing new content on your law firm’s blog, keep it fresh and up to date. Spend a few minutes researching current events and try to write something related to today’s trends.
  5. Obtain backlinks. You’ll learn all about this in SEO Strategy #3.
  6. Publish frequently. Don’t just publish one or two articles and think that’s enough. You have to publish frequently to remind the search engines that your site is live and your content is important.

To get started on your law firm’s SEO content strategy, you want to be optimizing content for discovery and conversion. This means using the keywords you found and writing in a way that turns website visitors into new clients.

Also, you also understand the intent of the search words being used in Google. If someone searches, “Divorce Lawyer Fees,” they are likely shopping around for the best prices. If that person chooses your website, which do you think would be more compelling?

Sample Content #1:

Our divorce lawyers fees start at $100 per hour. Contact us today for a consultation.

Sample Content #2:

We offer some of the lowest divorce lawyer fees in town. Contact us for a free consultation to get started.

Another example of keyword intent could be someone searching for, “My wife wants a divorce.” Here, the intent is for information, both emotionally and legally, that will help them handle their divorce. In this situation, you may not want to sell your service but instead, come across as a warm friend with helpful advice.

Remember this: when you write content for your law firm’s website, you should always put your audience first. Writing to satisfy the ever-changing algorithms of Google and other search engines could lead to a negative SEO. Instead, focus on providing quality content that comes from you and resonates with your current and prospective clients.

Implementing Longtail Keywords

Let’s take another look at the list of longtail keywords from before:

You’ll notice quite a few keyword phrases found that can be used to shape the type of content you create. Alternatively, if you’re out of ideas you can use this list of longtail keywords to write articles like:

  • 7 Reasons Not To Get a Divorce in California Without a Lawyer
  • Low-Cost Divorce Lawyer in California | YourLawFirm.com
  • 3 Simples Steps for Filing for Divorce Without a Lawyer

Creating Quality Content

You could have a blog talking about your thoughts and experiences as a lawyer or you could create content with a strategic plan and a specific goal.

Again, using the list of keywords you researched related to your law firm, you can create a long-term strategy to publish and share content related to the needs of your prospective clients.

For example, during the Christmas season, you may want to write a series on the consequences and outcomes of drinking and driving. Or, if you’re that divorce lawyer from California, you can write about divorce rates and actions to take if they’re considering divorce.

Take note of what Matt Cutts, Google’s software engineer, has said about creating content:

“You need to find some way to pull people in, to get them interested, to get them enticed to try to pick up whatever concept it is you want to explain. So I would argue, first and foremost, you need to explain it well, and then if you can manage to do that while talking about the science or being scientific, that’s great.”

SEO Content Calendar

Planning out your content in advance can make your marketing efforts significantly easier.

You should plan for one to two months in advance and prepare content that can be interlinked with each other. Interlinked content are pages linking to another page on your website (this adds SEO benefits and also keeps visitors on your website longer).

Once you have created an SEO content calendar, you can start to publish on your social media accounts, email newsletter and any other places you can think of. However, before you do, you should consider the best times to publish your content. Here’s what Hubspot recommends:

  • Facebook: 9 am, 1 pm, and 3 pm (with 1 pm getting the most shares) on Thursday, Friday, Saturday, and Sunday.
  • LinkedIn: 7-8 am, 12 pm, 5-6 pm on Tuesday, Wednesday, and Thursday.
  • Instagram: 2 am, 8-9 am, and 5 pm on any day.

You’ll have to test your own content to see which times get you the most traffic and the best results. Ultimately, here’s a few tips to follow for your law firm’s SEO content calendar:

  1. Post consistently (i.e. three times a week)
  2. Use multiple social channels
  3. Choose times that get the most engagement with your target audience

SEO Strategy #3: Build Your Backlinks

By now, you may notice that your law firm’s SEO strategy is quite complex. However, to keep things simple, the ultimate goal of SEO is to improve your popularity.

In order to boost your law firm’s “popularity” and get prospective clients coming to your website, you have to build backlinks from various online sources.

Search engines like google are looking for law firms with relevant and authority links pointing to its website. The way authority websites are measured is also based on the amount of traffic coming to that website.

Steps for Build More Backlinks

Building backlinks to your law firm’s website can be challenging. There are some methods you can try, but they could get you in a lot of trouble. For example, if you decided to purchase backlinks from an unreputable source, Google may put a penalty on your website which can block you from the search results.

To ensure your website doesn’t get blocked, here’s a few steps for building quality backlinks:

1. Publish quality content. If you’re producing great content that connects with the people who read it, there’s a great chance that they will share it with their friends and family. This is the best way to introduce your legal services to new people.

Take note of these blogs rated by the American Bar Association to be the best law blogs:

Clio offers incredible law firm management software and they use their blog effectively to share their knowledge and expertise.

Verdict is a magazine blog provided by Justia (an online resource where you can sign up, add your website, and find prospective clients) which has a blog full of content on every aspect of the law.

Overlawyered is one of the oldest law blogs exploring the American legal system. Take a look at the bottom of this blog, notice the comment section? Here is a great way to contribute to the discussion and sometimes share a link your website:


2. Network and help others. Expecting people to link to you is unthinkable. You have to reach out to others and show off your expertise. You should join various forums and online groups to meet new people and offer help when you can. Here are some examples:

Quora is an active community of people asking and answering questions. After you set up an account for your law firm, you can search for relevant questions related to your legal services. Here’s an example using our California Divorce Lawyer:

If you had an article titled “Low-Cost Divorce Lawyer in California | YourLawFirm.com” you could insert a link into your answer. Quora is an authority website and not only can you use it to send new visitors to your website but it’s also effective for your backlinking efforts.

Reddit is a community of news enthusiast sharing and reading the top stories in America. Before you start sharing your content here, you should know that direct marketing is often frowned upon by its community members. There are various discussion boards where people are seeking answers to their problems, however, the website uses a rating system to rate anything posted and commented. So, be careful.

In this example, you can see that people are sharing their experiences getting or considering divorce in California. Here’s your chance to make direct connections with a potential client by offering content related to their situation and sharing your insights in a response.

When selecting which posts to comment, choose the ones with more points as these are receiving active engagement and interest.

LinkedIn Pulse is one of many social channels you can use to publish your content related to law firm’s blog. Here’s an example of a law firm using LinkedIn to share direct links to their blog:

LinkedIn may not be best place to find new clients but it’s a great way to build links and increase your website’s authority.

Want more ideas for marketing your content? Read 30 Law Firm Content Marketing Ideas

3. Become an online authority. If you’re publishing great content consistently, you can expect people to start writing and linking back to your website. You can’t expect your online authority to change overnight. By following the previous two steps and consistently engaging with people online, you can start to see more of your links getting shared online and you may even get featured on top news channels (links from these sources carry a significant authority that can boost your website’s search rankings).

Summary

Creating the perfect SEO strategy for your law firm starts with knowing which words prospective clients are searching online. Once you research these terms and create incredible content, you can start to share links to authority websites to grow your online presence and increase exposure to your legal services.

by SEO, Ultimate Guides