Today, with so many law firms vying for the attention of potential clients, creating and implementing a solid search engine optimization (SEO) strategy is the key to setting yourself apart and ranking high in search. When it comes to creating a successful SEO campaign for your law firm, what are the secrets to success?
At Bad Penny Factory, we always work to combine SEO strategies to website development. It’s not enough to have a pretty storefront – your target market has to be able to easily find you. Below are some proven tips and tricks to keep in mind as you build out your law firm’s SEO.
Create Law Hubs
A law hub is simply a hub of content for each major practice area in your law firm. On these pages, you should create articles that answer common questions, solve clients’ problems and educate users. Well-written law hubs carry the potential to be more widely shared and viewed as trustworthy resources, establishing you as a thought leader and driving more traffic to your site.
Feature Your Core Practices in the Main Navigation
Search engines will scan your site to understand the main focus of your business. By including your law firm’s core practice areas in your main navigation, you’ll establish your firm’s focus and increase your odds of ranking highly in search engine results for your practice content.
Conversely, if you bury important practice pages deep within your site, Google may deem that content as less important and rank it lower. Placing practice content front and center in the main navigation also helps boost usability – when potential clients visit your site, they’ll have no trouble identifying the services you offer. So, if you have specific areas, don’t just list “Practice Areas,” but rather, list your actual practice areas on a menu.
Include Keywords in Titles and Meta Data
Common placements of keyword phrases are in the title tags, meta description and even your alt tags. The title tag is the most important tag on your website and should include your keyword phrase once. Your meta description, while not used in the algorithm itself, can be used as a key reason to click on your search listing.
If you’ve never heard of an alt tag, then your SEO campaign is about to get a boost. Alt tags are text alternatives associated with the images on your site. Screen-reader users will be able to use the alt tag to understand which photos are appearing alongside your content. The alt tag is the perfect opportunity to seamlessly incorporate your keywords, helping your site get the attention it deserves. Just don’t get spammy by overusing alt tags, and be descriptive about what the image shows.
Integrate and Use Social Media
Instagram is the social media site that has experienced the most dramatic growth recently. This expansion is not something you want to overlook, as the platform can reach potential clients on a new level.
Using hashtags that are aligned with your SEO strategy can help clients find you more easily. Posting real-life photos can make your team more approachable and encourage clients to connect with you online. This might include posting images of the firm participating in charity events or team bonding activities. This goes for all social media platforms – photos get more clicks and likes.
Prioritize Long-Form Content
Content pages of 1,890 words or more are proven to rank higher in search results. Although it may take longer to write, long-form content is well worth the extra effort. Creating content that exhaustively covers a particular topic will capture users searching for that information and lead them to your site.
If your pages include useful information that is of value to your target market, long-form content will help establish you and your law firm as an authority in that area. You can even merge existing pages together to create a piece of long-form content.
Need more help marketing your law firm’s website? When you implement SEO strategies for your law firm’s website, you’ll be poised to see a dramatic impact in your search engine rankings. If you would like professional SEO help, the online marketing and SEO team at Bad Penny Factory can help! Get your free website audit, available on our site, to see exactly how you can improve your search engine ranking. Schedule a quick chat to learn more.