Legal SEO: Tips for Accident and Injury Lawyers
Even though word of mouth is still valuable, search engines are becoming one of the top methods for legal referrals. If you’re not working with Search Engine Optimization tools, you need to be. A strong legal SEO strategy will allow you to rank highly when new clients are looking for an attorney.
If you’re new to SEO, the number one thing you need to know is how it works.
Search engines are so fast because they have tools called “web crawlers” that index the whole internet in advance. They are able to assess how relevant a site is to a subject and how well structured it is.
If you’re looking to improve your legal SEO results, follow these 6 tips for strong SEO.
1. Do Your Keyword Research
Your site will come up as a result when users search for a keyword that relates to your law firm. That means that you need to use keywords in your site, in your metadata, and your image tags.
If you don’t know which keywords to use, start by trying to find yourself on Google. Enter a few terms into the search engine that you would use to find a law firm like yours. See how long it takes to find your own page.
Know that your potential clients may not be thinking of you when they perform a search, so you need to predict what they might search for. Google will also nudge results closer to where the search is coming from. That means if you’re in Seattle, you might want to mention that on your front page and in your keywords.
While you might be able to get great results from all around the world, that might not be valuable. See who comes up when you search “accident lawyer your city”. If you don’t come up on the first page, see what keywords competitors are using and try to top them.
See what results you get from different phrases. The phrase “car accident attorney” and “car accident lawyer” might give different results.
2. Calls To Action
A call to action is something that asks that the visitor responds in a specific way. This is different for lawyers than a commercial site. This would be either a strategically aligned “Call Now” button or a chat window that gets you connected to someone who can offer a consultation.
You should have a variety of ways for visitors to contact you. From chats, email, and phone numbers, you need to tell visitors that there are multiple ways to get in touch.
Have a contact form available if they prefer to write out their concern and have you respond via email.
3. How’s Your Markup?
Having the code on your website arranged the right way in HTML is important to getting good search results. Web crawlers put together related content so that they can index your site as a legal site.
Along with your main address information and email contact, you should include reviews that clients have written. Have every member of your legal team write up a bio that you can publish on the website underneath their names. If there are reviews about specific to attorneys, add those too.
Be sure you’ve included relevant links to other partner sites as well, if applicable. This will increase your brand authority and bump up your rankings.
4. Organize Your Content
The types of cases that you handle should be arranged in a logical way. This will help crawlers index your page methodically. It will also mean that you’ll appear in different types of searches.
Make one site that focuses on specific types of content like car accident claims or malpractice. Write about subtopics on this main topic and have pages that link to your main page.
Building content will make your site more valuable to search engines. Using strong site organization in your legal SEO strategy will build up your rankings.
5. Build Authority
One of the major things that you want to consider is how to build your position in the legal field. This can be done by adding a blog connected to your main site.
Giving advice for lawyers and paralegals. Giving away a few secrets from the workshop will tell people that you’re confident that there is more to law practice than knowing the basic rules. Figure out how you can generate content and show off your knowledge.
Also, write content for potential clients. Navigating a possible case following an accident is treacherous. Having an experienced voice to read can point them in the right direction and help work through their confusion.
If you don’t have the time or resources to devote to writing content, consider outsourcing this work.
6. Use Local Directories
An often overlooked aspect of legal SEO for small firms is maintaining local search visibility. Google doesn’t list businesses through their own impulses. They require businesses to sign up for a “Google My Business” account.
After you fill out a form, they will send you a postcard to confirm your street address. Enter the code they give you on the card and you’ll be able to start filling in information about your firm.
Add photos of partners and attorneys to seem more personable. Ask former or current clients to post reviews in exchange for a discount on fees.
Be sure to get reviewed on Yelp, Angie’s List, LinkedIn, and Yahoo! You want to be wherever potential clients will be.
Just make sure your reviews don’t jump from zero to 100 overnight. You’ll get flagged by search engines for faking the results. A small number of organic reviews and results are better than 1,000 fake ones.
Good Legal SEO Strategies Bring Clients
As more people find what they need from their laptops and mobile devices, be sure your site and search results look good from every angle. Double check that your site looks good on phones and tablets. Otherwise, you might want to contact a designer.
For more info on making the best legal SEO decisions, contact us with any questions.