The legal sector is more competitive than ever before, particularly when it comes to winning business online. Search Engine Optimisation (SEO) is an integral part of generating brand awareness and getting clients to visit your website. With more and more providers offering SEO services for law firms, it is important to understand why SEO for law firms is different than for other sectors.
Whether you are looking to work on SEO in your law firm, or you are conducting research into which is the best digital agency for your firm, this post can help you to understand why having an SEO strategy tailored for the legal sector is essential to online success.
Local and hyperlocal SEO
Despite advancements in digital communications, when people look for a lawyer, they assume that they may need to visit the law firm's physical address at some point in the relationship. As a result, they will generally search for lawyers in their area. Not just their city or town, but even in their neighbourhood. Law firms can take advantage of this in their SEO strategy by including local and hyperlocal keywords in their content plan. For example:
'Family lawyers, London' (local)
'Family lawyers, Mayfair' (hyperlocal)
In addition to helping you rank better in search engine results, using local or hyperlocal keywords can help you attract clients that are more likely to instruct you and use your services. Local and hyperlocal SEO strategies don't work for all businesses, for example, online retail companies.
Niche and longtail keywords
When looking at keywords and terms to target in SEO strategy, it is not only locations that can benefit law firms. Lawyers and law firms have the opportunity to use very specific and niche keywords, phrases and questions to generate traffic to their website.
When looking for a lawyer, or indeed to find out whether they need a lawyer, clients do a lot of online research around their specific problem. Don't be afraid of going 'too niche' when you create blogs or landing pages for your law firm. We recently blogged about easy ways to find out what your customers are searching for, and this can help you when creating a longtail keyword strategy.
Providing information and answers
Law is often a distress purchase. As a result, law firms have the opportunity to put their potential client's minds at ease by helping them to understand their legal problems and solutions. This is not true for all sectors and businesses, showing that the legal sector requires its own approach to SEO strategy to help win clients. You should look to create different types of content designed with the user in mind.
Search engines use several indicators to determine how useful site visitors find this content, including how long is spent on the page, and how many people link to the content. As a result, it is vital to ensure that your piece of content is excellent and provides value for potential customers.
Moore Legal Technology - Law Firm SEO Experts
We know SEO, but we also fully understand the legal sector. To discuss how Moore Legal Technology can help your firm to succeed online, get in touch with us today by calling 03333 442 722 or complete our online enquiry form and we will get back to you right away. To view our ultimate Law Firm SEO guide click here.