SEO stands for search engine optimization, a form of digital marketing that involves optimizing a website to improve its ranking in organic (non-paid) search results. This can be achieved through a number of tactics including keyword research, content development, link building, and citation building.

The goal of SEO is to increase the visibility of your firm’s website on search engines like Google so that prospective clients can find your site when searching for a lawyer in your practice area. When done correctly, SEO can outperform other channels that clients use to find a lawyer, such as social media and word-of-mouth referrals.

Getting Clients to Your Site Through Organic SEO

Search Engines typically don’t display the home page of a website at the top of their organic results, instead directing users to the first page that lands on their results pages for the particular search query they used. This means that every page on your site needs to serve as a potential front door for visitors to the rest of your site and to your law firm.

Creating and promoting content that informs, engages and inspires people to hire your law firm is an essential part of your SEO strategy. This includes original, informative written and video content that’s optimized for keywords and relevant to your practice area and audience.

A good law firm SEO agency stays on top of the latest Google algorithms and can help you generate content that’s crafted to stand out from your competition. This can include blog posts, whitepapers, case studies and more.

The structure of your website is a critical factor in your law firm SEO strategy, too. Make sure your site is organized so that users can navigate to and learn more about your firm’s areas of expertise in a way that’s intuitive and easy to use. Read more

Each practice area should have its own dedicated page on your website. This page should be a hub of information about that specific practice area, with relevant links to related pages on your site, so that users can get an overview of the services you offer in a specific area and then contact you to discuss their needs.

This page also helps with SEO by providing a high-quality landing page that describes your practice’s services and the value they bring to clients. Moreover, it can help you build authority in your niche by linking to other reputable sites that are similar to yours.

Frequently Asked Questions are another great way to boost your site’s organic SEO. FAQs can be placed on the homepage or scattered throughout your practice area pages, as this example from Spectrum Family Law in Edmonton shows.

These pages should be aimed at answering questions that your target clients would normally ask before hiring a law firm, such as if your practice handles DUI cases or how much your fees are. This helps with establishing credibility and trust among your prospective clients, while also reducing the amount of time they have to spend on your website, which can help you retain them in the long run.