SEO for Lawyers: Three Steps to Better Law Firm Marketing

Inna Kraner, Esq., Managing Editor, The Expert Institute

As attorneys, we pride ourselves on our reputation and skill. However, word-of-mouth only goes so far in the digital age. A report by the American Bar Association Standing Committee on the Delivery of Legal Services notes that while 34% of adults utilized print directories such as the Yellow Pages to find lawyers, now only 8% of adults say they would turn to such sources for finding legal help.

LexisNexis reports that “3 out of 4 consumers seeking an attorney over the last year used online resources.”

Moreover, the ABA’s 2012 Legal Technology Survey reveals that more than 50% of small law firms and solo practitioners report “retaining clients directly or via referral as a result of their legal-topic blogging.” Yet, less than 13% of firms are actually blogging, demonstrating how SEO for lawyers is greatly underutilized.

Maximizing your law firm’s online presence does not have to be a complicated headache-inducing process. Below are three SEO-targeted steps that will help generate more business.

Create Value Rich Content

Promoting your reputation online translates to creating in-depth and valuable content that allows search engines to index and rank your website. Sharing content on your website that is informative and relevant to your prospective clients increases your company’s online visibility and boosts your organic search traffic. Moreover, it demonstrates your expertise and highlights the unique value of your services. Examples of value-rich content include helpful legal analysis, actionable advice, case summaries, in-depth litigation guides, and FAQs.

Optimize Your Content and Website

On-page optimization allows search engines to easily crawl, digest, and index your material. Consider these three important elements when organizing the layout of your content and developing your website:

  • Page Title: Place the relevant keyword within the title, preferably towards the beginning. This indicates relevance to search engines and your target audience.
  • Body Text: Including your target keyword within the body of your post is highly critical. This indicates that your material is relevant and comprehensive. But don’t overdo it! Search engines are highly intelligent and can spot unnatural and overuse of keywords.
  • URL: Place your keyword within your URL to further reaffirm to search engines that your material is specific to your intended topic.

Engage in Social Media

Promoting your content is just as important as writing it. Social media is becoming an increasingly significant factor in search engine ranking algorithms. Having many shares, likes, and re-tweets can boost an article to a top ranking and demonstrate your authority on a legal issue. Join groups on LinkedIn and communities on Goolge+, share your articles on Facebook and Twitter, and engage in conversations about legal issues relevant to your industry.

About the author:

inna-kranerInna Kraner is the Managing Editor of The Expert Institute, an innovative technology-driven company seeking to change how attorneys hire and work with expert witnesses.