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Top 5 Tips for Law Firm Search Engine Optimisation (SEO)

If you're not getting found online, you won't win business. It's that simple.

As the online space for law firms becomes increasingly competitive, it’s never been more important to ensure your law firm is in a position to be found by your target audiences. Stay one step ahead of your competitors by considering these 5 simple steps that will not only improve your law firm’s rankings in Google and other search engines, but will also help you provide a better user experience to anyone visiting your online platforms, amongst other benefits.

1. Content

Do your law firm’s online platforms (such as your main 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 online platforms or from anywhere else on the web as this will have a negative influence on your ranking on Google and other search engines. 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.

Read on below for the next 4 tips.

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2. Keywords

First and foremost, it’s important that you do your research. What will your best potential clients be searching for on Google? Find out what the most relevant searches would be. For example, ‘Family Lawyers Manchester’ or ‘Probate Lawyers Liverpool’. SEO keyword research is an ongoing process that is always evolving. It’s important to keep up-to-date with the latest and most popular keywords that are relevant to your target audience. How do you perform such keyword research? While there are varying degrees of expensive SEO software on the market, such as some of the main tools our team uses, Google’s Keyword Planner can be a great place to start. 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. It’s important, however, to pay attention to your ‘keyword density’ (i.e. the percentage of times a keyword is used on a webpage compared to the total number of words on the page) – if you’re not careful you could easily overdo it!

3. Mobile-friendly

Not surprisingly, there were more mobile internet users than desktop internet users in 2016 with 52.7% of global internet users accessing the internet via mobile, a figure that continues to grow. That’s not even accounting for tablet internet users. Therefore, it’s more important now than ever to ensure that your law firm’s online platforms are mobile-optimised. A responsive website design simply means a website that has been designed so that all the content, structure, and core functionality will render effectively across the widest possible range of internet capable devices – and that includes desktop computer, a smartphone, a tablet or even a smart-TV. You would be surprised at the number of websites that still don’t have a responsive design. Back in 2015, Google released an algorithm update that many nicknamed ‘Mobilegeddon’ – an update that was designed to give a boost to mobile-friendly pages in Google’s increasingly popular mobile search results. Therefore, if your site is not responsive and ‘mobile-friendly’ then you’re at risk of being overtaken by competitor firms who have been investing in responsive online technology and you’ll be missing out on potential new leads!

4. Location

Local SEO is an important part of search engine optimisation for your law firm. Your clients will search for the legal service they require plus their location. For instance, instead of just aimlessly searching for ‘employment law’ they might search for ‘Employment Lawyers Newcastle’’. Therefore, it’s important that your law firm’s online platforms (including your main website) is ranking well for your local area as well as areas you want to target. When you search for your service and location, you might notice that Google usually pulls through online local listings for 3 law firms that are in your area (known as the ‘snackpack’). The good news is that 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 for law firms here – you may be surprised at the sheer volume of factors that can affect your rankings to help you gain increased online visibility to help your ideal clients find you.

5. Audience

You could do all of the above and have your site ranking 1st on Google for a variety of relevant target keywords, but if the content in your 'rich-snippet' (the content that appears with your search result enabling users to more easily find the information they are looking) doesn't appear, at a glance, to be relevant or interesting then they probably won’t click through to your site. If you get the click through and the content within your web pages doesn't look to be authoritative and insightful, they’ll probably bounce straight back off and onto a competitor’s site). You must 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 to provide value for your target audience, but don’t just shoehorn lots of keywords into your content 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 including clear calls to action in prominent positions. These can include, for instance, enquiry form in 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.

Moore Legal Technology – Helping law firms succeed

If your online presence isn’t currently contributing to your firm’s bottom line and you want to partner with an agency who is focused on helping your law firm grow, call Chris today on 03333 442 722 or email


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