Law firm digital marketing can be challenging, especially in the constantly evolving world of search engine optimization (SEO). One of the main mistakes I see law firms making is that they write their content for a lawyer and not for the general public. For example, people rarely search for ‘family law’ instead they will search for ‘divorce solicitor Surrey’ or ‘Child custody solicitor’ etc. This is the difference between being found and not being found.
Having a page with the correct keywords is not going to drive traffic alone. There are 100’s of factors involved in performing well on Google including, the URL you choose, how your page is titled, the user experience and how the pages link together etc. There are also technical considerations such as schema which is a language used to communicate directly with search engines – speeding up the whole process of being found and indexed by Google.
Having enough content on the page is important because Google prioritises information over design and layout. If useful content takes up a minority of the space on a page – perhaps limited to a few short sentrences – Google is unlikely to rank it as an authority on any topic The main message when it comes to Google is there are no real shortcuts to success. Prioritising the real needs of browsers by genuinely answering their questions and concerns is the best way to score well in the rankings.
Law Firm Digital Marketing Needs to Prioritise Human Connections
What does this mean for law firms looking to improve their organic traffic and rankings? The first step is to create a genuinely helpful copy that’s tailored to your audience and demonstrates your expertise.
For law firms, this means writing about topics that are relevant to your clients and avoiding generic content that lacks focus or direct first-hand experience. Instead, write about specific cases or legal issues, providing valuable insights and actionable advice.
After reading your content, someone should feel they’ve learned enough about a topic to achieve their goal, had a satisfying experience and found an organisation they trust to help them in the future. This is the kind of copy that Google rewards in its ranking.
Our Best SEO for Law Firms
While getting traffic from organic search remains a major objective for law firm SEO, solely focusing on ranking and traffic could actually cost you in the long run. Google’s methods continue to move away from being entirely process-driven towards prioritising reader satisfaction. Google has recognised that content created primarily to drive traffic transparently full of spurious keywords is often dissatisfying to readers, and as a result, they’re penalizing unhelpful content. This is something to bear in mind when reviewing any website. Adopting a keyword strategy that steers users to information that isn’t helpful or valuable will always backfire.
So, how should a digital marketing strategy for a law firm use SEO to market themselves more effectively in the post-update world? Here are seven tips:
1. Answer common questions on your blog:
A blog that answers clients’ most common queries can help your firm to rank higher for your area of expertise. Make sure you avoid ‘legalese’ jargon and use language that is easy for clients to understand.
2. Become the go-to expert:
A blog that answers clients’ most common queries can help your firm to rank higher for your area of expertise. Make sure you avoid ‘legalese’ jargon and use language that is easy for clients to understand.
3. Build your personal brand on social media:
Use social media to build your online presence and engage with current and potential clients. Share your own content, demonstrate your knowledge, and add personality to your pages and posts.
4. Shout about your success:
Case studies, recommendations, and testimonials can help potential clients see that you have helped people with similar needs, making them more likely to contact your law firm.
5. Start building links:
Links back to your website included on other sites are vital for Google ranking. You can ask for a link when you provide a comment for a publication or guest post on other sites.
6. Comment on popular culture:
Commenting on legal issues in the news or on television – even in fictional dramas – can be useful. Try relating everyday life to law, comment on any news stories of the day with a hypothetical view or share your thoughts on relevant topics.
7. Try different content types and formats:
Experiment with different types of content such as videos, podcasts and infographics to engage your audience and keep your content fresh.
By leveraging these marketing channels, law firms can become trusted experts and win new business. Remember to measure the ROI of your campaigns to ensure they are effective, and always strive to stand out in a crowded market. If you need help, you can always turn to a digital marketing agency for law firm support like us. Contact us and arrange a meeting.
Summary of SEO Tips for Law Firms
The latest Google algorithms reinforce the importance of creating original, helpful content written by people, for people. Law firms must prioritise human readers over SEO performance and create content that’s tailored to their audience, demonstrates their expertise and is focused on a specific purpose. By following the seven tips above, law firms can improve their organic traffic and search engine rankings. They can also, as an additional benefit, become trusted experts in their field. Digital marketing for law firms is an ongoing process, so remember to always measure the effectiveness of your campaigns and adjust your strategy accordingly.
We would love to hear from you with any success stories or challenges you face along the way.
