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Law Firm Search Engine Optimisation (SEO) - Top 5 Tips to ensure people are clicking on your website

Law Firm Search Engine Optimisation (SEO) - Top 5 Tips to ensure people are clicking on your website

With the ever increasing competition of law firms online, it’s important now more than ever to ensure your law firm is getting found. Stay one step ahead of your competitors by doing these 5 simple steps that will improve your law firm’s website rankings in Google.

1. Content

law firms content marketing

Does your Law-Firm’s website have enough quality content to keep the user engaged? Is the content relevant to the target audience? Google’s recent ‘Caffeine’ update favours recently updated content, especially for time-sensitive searches, so it’s important to not only have quality content but to keep it up-to-date regularly. Be careful that you’re not duplicating any content from anywhere else on your website or from anywhere else on the web as this will have a negative influence on your ranking on Google. It’s important that your content is unique. Read our Ultimate Guide to Content Strategy for Law Firms for more information on how content can improve your Law Firm’s Search Engine Optimisation.

2. Keywords

law firms keywords seo

First and foremost, it’s important that you do your research. What will your potential clients be searching for on Google? Find out what the most relevant searches would be. For example, ‘Family Lawyers Glasgow’. SEO keyword research is an ongoing process that is always evolving. It’s important to keep up-to-date with latest keywords that are relevant to your potential new client. Once you know what keywords you want to target, you should optimise your content with these keywords, ensuring that Google recognises these phrases within your site. The best positions to place these are within the title of the page, the URL, throughout the page copy, in the meta title’s and descriptions, within the image file name/alt-text and with anchor text links throughout the site. You can read more about keywords and other ways to improve your law firm website’s search engine optimisation here.

3. Mobile-friendly

law firms seo optimisation mobile

Not surprisingly, there are more mobile internet users than desktop internet users in 2016 with 52.7% of global internet users accessing the internet via mobile. That’s not even accounting for the amount of tablet internet users. Therefore, it’s more important now than ever to ensure that your law firm website is mobile optimised. A responsive website design simply means a website that has been designed so that all the content, structure, and core functionality will remain consistent over the widest possible range of internet capable devices, that includes desktop computer, a smartphone, a tablet or even a smart-TV. You would be surprised at the amount of website’s that still don’t have a responsive design. Back in 2015, Google released a ranking algorithm nicknamed, ‘Mobilegeddon’ that was designed to give a boost to mobile-friendly pages in Google’s mobile search results. Therefore, if your site is not responsive and ‘mobile-friendly’ then you’re missing out on potential new leads! Read more about the importance of a responsive website design here.

4. Location

law firms location optimisation


Local SEO is an important part of your law firm’s search engine optimisation. Most people will search for their services plus their location, ‘Employment Lawyers Edinburgh’. Therefore, it’s important that your law firm website is ranking well for the area it’s in as well as areas you want to target. When you search for your service and location, you might notice that Google pulls through 3 main websites that are in your area. The good news is, you can somewhat control this as Google will favour sites with more ‘prominence’ in search. You can read more how Law firms can rank higher in local search here. You can also read more about Local SEO and other factors that can help boost your law firm’s search engine optimisation. 

5. Audience

law firms optimisation audience

You could do all of the above and have your site ranking 1st on Google but if the content itself doesn’t look relevant or interesting to the user then they won’t click on your website. You have to ensure you know what kind of audience you’re targeting, what kind of content they’ll be looking for, what keywords they will be searching for and what kind of services they need. Therefore, it’s important to write quality, unique content but don’t just shoehorn lots of keywords in it and hope for the best. Think about user experience. Does the content flow? Does it help the user? Will they want to get in touch to find out more? How do they get in touch? Make sure it’s as easy as possible for the user to get in touch by writing clear calls to action – enquiry form at the sidebar of each page, a clear number to call at the top of every page and links through to other relevant pages such as a map of your firm’s address. Put yourself in the shoes of your client. You can read more about Conversion Rate Optimisation (CRO) for Law Firms here.

We can help your Law Firm’s Search Engine Optimisation

If you’re not sure where to begin with the above steps to improve your law firm website’s search engine optimisation, don’t worry, our legal and digital marketing experts are here to take care of it all for you. Feel free to contact us for a no obligation discussion on how we can help you: call 0333 130 5070 and ask for Chris.

Have we used some confusing, technical words in this blog? Sometimes our inner geek can get carried away, which is why we made this A-Z of Digital Marketing Translation to help you understand what we’re going on about.

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