Category Archives: SEO

Local SEO 101: What You Need To Know To Dominate the Listings

Chances are, you’ve heard of SEO. SEO is short for search engine optimization, and it’s the practice of doing everything you can to get as high up in the search engine results page (SERP, for short) as possible.

You see, landing on the first page of Google (or Bing) is not an accident. It takes deliberate effort to catapult your lawyer website (and by extension, your law firm) to the first few results, and there’s a lot of stiff competition vying for that coveted spot.

Here’s a free checklist to help you boost your SEO. Subscribe to receive this extra checklist.

Being on the first page of Google (or Bing) is absolutely crucial to grabbing potential clients. These people are on the Internet right now looking for the very legal services you offer, but studies show that most people never click beyond the first page of the search results. If you want to reach them, you’ve got to be on that first page, too.

What is local seo?

Local SEO is slightly different from normal SEO. Local SEO is about getting your website to hit the front page for a specific location, i.e. your city or state.

For example, the results that pop up when someone searches for “law firms Tucson” have all been optimized for a local search.

Local SEO is important for businesses with physical locations. When Internet users search for a law firm online, they usually want to make contact immediately. They’re not going to spend an hour searching through hundreds of listings to find your contact information that’s nestled somewhere on page seven. They’ll likely go with one of the first few listings on the first page.

So, how do you dominate the local results? Let’s take a look at a few proven strategies.

A Word About Keywords

Before we go any further, let’s talk about keywords.

Keywords are words that you type into a search box to call up a particular topic.

To dominate local results, you need to use relevant and local keywords on your website. If your law firm specializes in family law in Birmingham, AL that’s exactly what phrase you should use to describe yourself on your website. An example of this would be in your About Us page where you describe your practice as “family law Birmingham, AL.”

This small effort makes it much more likely for you to show up in the search results when someone searches in Google for that very phrase.

key-words

Image Courtesy of Google

It would be a mistake to overlook your city name here and go generic. There are hundreds, thousands, or even millions of other websites that could turn up for a generic keyword like “legal advice.”

While Google can put together a list of local law firms, if you haven’t optimized your content to indicate that you’re local to that specific area, you’ll get overlooked in favor of your competitors.

The moral of the story? Make all of your websites optimized for local keyword search inquiries by adding your city name.

By the way, don’t go crazy with keywords. Your site’s ranking on the search engine won’t improve from keyword stuffing.

Keyword stuffing is when you list a whole bunch of keywords (usually at the bottom of your page) in hopes that the search engine will select your site when a specific keyword is searched for. While this was a common practice once upon a time, you can’t trick the search engine crawlers this way anymore.

The good news is there are plenty of ways to still optimize your online presence, and we’re going to delve directly into them right now.

Pay for Ads

You need a paid ad strategy if you’d like to dominate local search engine results. That’s because the very first search results on Google happen to be advertisements.

The ads look similar to regular listings except for the telltale orange “ad” icon. They get a lot of clicks. These ads compete with regular “organic” search results and usually win.

A round of ads are also displayed near the bottom of the page, too.

Paid advertising doesn’t have to be expensive or complicated. Here’s a simple overview of how Google’s paid advertising works:

  • You choose a keyword phrase you’d like to rank for. This means when someone types in this phrase in the search bar, your ad will return along with the search results, hopefully at the top of the page.
  • You decide how much you’re willing to pay. Google ads are pay per click. Every time someone clicks on your ad, your account will be debited the specific amount you agreed to pay.
  • You can determine how much you’re willing to pay each day. If your limit is $5.00 per day, your ad will disappear after meeting that quota until the next day.
  • You create an ad, paying special attention to making it relevant for the keyword phrase you’re bidding on. Be sure you link to a relevant page on your website that discusses that very keyword, or else visitors will feel like you’ve tricked them. (This will negatively impact your ad campaign and cause your ad to disappear from search results.)
  • You then bid on the ad. You’re not guaranteed to win the bid. Sometimes, other competitors are also bidding for that same keyword phrase. Google doesn’t automatically choose the highest bidder, either. Instead, Google uses a quality score to decide who should receive the coveted spot.

Bing works similarly to Google.

While you’re never guaranteed a spot in the top results, optimizing your content and making sure the ad links to a relevant location will increase your chances.

Utilize Google My Business

We’ve talked extensively about Google My Business in this post: Pick Me! Your Beginner’s Guide on How to Attract Local Clients via the Internet. If you’d like to really understand how to list your law firm with Google, definitely check it out.

While I won’t rehash what we discussed there, I will say that getting listed on Google My Business is one of the smartest things you can do to influence where you land in the local search results.

Studies show that clients are more likely to visit a business with a completed Google My Business page.

google-my-business

Image Courtesy of Greg Gifford, DealerOn

Make it a priority to list your business on Google My Business today. In fact, you can do it right now. I’ll wait. It’s that important.

Get Reviewed

In that previous post on attracting local clients, we also talked about the importance of getting reviews, with heavy emphasis on Yelp. Be sure to check that post out, too.

While reviews on third party sites like Yelp are important, you should also actively seek reviews on Google.

These reviews help Google determine whether to display your listing in its Google My Business local results. Because an initial trio of listings feature prominently on the search results page (it’s located right underneath the ads and before the organic search results), you need to do whatever it takes to get a spot on this list.

get-reviewed

Image Courtesy of Google

Encourage your clients to leave a review of your law firm with Google. Unfortunately, there isn’t a straight link you can give them, but you can provide a series of short instructions along with a visual reference like this:

get-reviewd2

Image Courtesy of Google

Create a Blog

If you don’t have a blog already, consider creating one. Websites with active blogs rank higher in search results. Why?

Search engines love to see a freshly updated website. While you’re probably not going to change the core information on your website very often (this includes the content on your About page, your Contact Us page, and your Services page), you can provide fresh content on a blog.

This is also another opportunity to appear in local search results for a specific keyword phrase. You can write about topics that your potential clients are likely to search for. An example of this may be “applying for a K-1 visa in Portland, Oregon.” Your blog post can rank near the top because it contains relevant keywords.

create-a-blog

Image Courtesy of Google

This is the most important thing to remember when writing your blog:

Focus on local keywords (i.e. city, state) everywhere especially in:

  • Your blog post title
  • Your meta description
  • The alt tags on your images

Final Thoughts

Local SEO sounds a lot more complicated than it is. Your law firm can totally dominate the local search results if you follow this advice. Ask any questions you have in the comments below and we’ll be sure to help you.

Here’s a free checklist to help you boost your SEO. Subscribe to receive this extra checklist.

Avvo For Beginners: What It Is And Why It Will Benefit Your Practice

Love it or hate it, Avvo, along with other third party lawyer review sites, is an inescapable part of the Internet landscape. Clients (past, present, and possibly imaginary) can leave reviews about your service that can either mar or bolster your law practice, and there’s nothing you can do about it.

Or is there?

Like the old adage says, if you can’t beat ‘em, join ‘em. In this post, let’s discuss how you can use Avvo to attract more clients, build your brand authority, and win at life.

What is Avvo?

Avvo is a service that provides legal resources. In addition to its function as an online legal directory, Avvo makes it possible for users to review and rate attorneys.

Lawyers can easily interact with the Avvo community at large, either through Avvo’s premium-level Advisor service or through the free Q&A forum.

Avvo is one of the most popular and well respected services of its kind.

Why should I be on Avvo?

If you’re a lawyer, you’re probably on Avvo anyway. It’s suggested that 95% of all US-based attorneys are listed on Avvo– whether they want to be there or not. This is because Avvo populates its site using public information obtained from the State Bar Association.

That said, you don’t really want to leave it with just that basic information, do you? Especially since it’s free to claim your Avvo listing, why not optimize it with the type of information that will win you leads?

Check out our tips for creating a winning profile on Avvo!

If that’s not enough to convince you, here are a few other compelling reasons to claim your Avvo listing now:

+Avvo is great for SEO

If you’d like to get found via search engine (and who wouldn’t?), don’t overlook Avvo. Avvo frequently ranks on page one of search engine results for both individual and generic results, as you can see here:

avvo seo generic

avvo seo

That said, I wouldn’t recommend putting all of your eggs in the Avvo basket. You should also have a solidly built website that serves as your online hub. (We can help with that. Click here for more information.) This website should be search engine optimized and the definitive resource for your legal practice online.

However, actively maintaining a profile listing on Avvo will only help your search engine rankings, and may even drive more traffic to your website.

+Clients use the Internet for researching attorneys

While word of mouth is important, clients also turn to good ‘ole Google to find out more about an attorney before even the initial consultation. Clients don’t just look for your phone number and hours of operation online, they look for reviews, areas of expertise, and a winning smile.

This is why full representation on Avvo is a must. You need to be everywhere that your prospective clients are looking for you.

+Control the conversation

While you can’t exactly change what the reviews say about you, you can make it a two-sided conversation.

A lot of attorneys make the mistake of pretending like a bad review doesn’t exist and never responding. Ignoring an unfavorable review doesn’t make it go away. In fact, it reflects badly on you, making it look like you don’t care.

When you get actively involved on Avvo (and other review sites), you can add your response to a review, whether that review is good or bad.

When you respond, keep in mind the prospective client who will read what you’ve written. Choose words that are professional but warm, with a hint of appreciation and insight. Those are the responses that will win the argument every time compared to a “this client was horrible” type of response.

Here’s a Beginner’s Guide to Using Avvo

In order to reap the benefits of being on Avvo, you must actively participate. In fact, the more you participate, the more you can positively impact your Avvo rating. Here’s a rundown of how to use Avvo effectively:

Claim your listing right now for free, and then optimize it.

After claiming your listing, it’s time to optimize it. Be sure to subscribe to receive a list of our top tips for creating a winning Avvo profile.

avvoImage Courtesy of Avvo

Participate in Avvo’s legal Q&A section.

If you’d like to build authority and raise your profile with site visitors who are looking for answers, get involved with the legal Q&A section on Avvo.

Consider upgrading to Avvo Pro.

Use Avvo Pro to track important analytics, such as how many people are contacting you based on your Avvo listing. You’ll also receive a “Pro” sign next to your name, which indicates that you are invested in the Avvo community (quite literally).

Another benefit of Avvo Pro is the ability to remove your competitors’ ads from appearing on your listing.

Advertise with Avvo.

Speaking of showing up on a competitor’s profile, you can opt in to Avvo Advertising. This service allows you to create an advertisement for your service that pops up on another attorney’s free listing.

One of the benefits of going with Avvo advertising, aside from greater exposure, is the fact that you can also target your ads to a specific demographic.

Get as many reviews and ratings as possible.

Avvo offers two types of reviews: client and colleague. Urge your clients to leave feedback for you on Avvo after successfully rendering a service. Similarly, court peer endorsements by asking for them the same way you would on LinkedIn.

To clarify, your Avvo rating is not the same as a client review or peer endorsement. Avvo ratings are determined by how active you are within the Avvo community, along with professional achievements and other information. For a more detailed look at the differences between ratings and review, check out this post: What is the difference between the Avvo Rating, Client Reviews, and Peer Endorsements?

Join Avvo Legal Services.

Another feature that Avvo offers its customers is a fixed-fee advice session. You provide the service and Avvo works as a marketer. It’s offered only to those local to your geographic area, and it’s not available in all states.

Why should you care?

Participating in Legal Services gives you more opportunities to increase your ratings. And higher ratings means that you look better in the eyes of prospective clients.

For information about Avvo Legal Services, check out this page: Avvo Advisor.

Final Thoughts

If you’re an attorney, Avvo is an essential part of your online branding efforts. Your name’s on there whether you like it or not, so claim it and control how prospective clients are introduced to your brand.

Check out our tips for creating a winning profile on Avvo!

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.

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.