58 million people in the US looked for an attorney last year 4
4 million of them used internet resources during their search process
75% of people don’t go past the first page of search results
How many customers are you delivering to your competitors simply because your firm website is not optimized for search?
When it comes to hiring an attorney, consumers are increasingly using more online resources during their decision making process. Search engines are becoming the most common online tool for finding, validating, and often times selecting an attorney.
That’s where SEO comes in. Some attorneys don’t know what SEO stands for, others are familiar with SEO but don’t know what it entails. The basics: Search Engine Optimization is a process of indexing and organizing the content on your site to appear within Google search results (through working with Google’s algorithm).
Step 1: Find out how your site is found
Before you can make any changes, it’s important to first understand how people are currently finding your site. Is it primarily from searching for your law firm name, a certain attorney’s name, or a certain practice area term? Learn what keywords your law firm site is ranked for.
Step 2: Learn what people care about
Using Google Analytics and Google Webmaster Tools, take a look at your traffic stats over time. Through looking at this data you can get these answers:
- If visitors like your website
- Look at how long visitors are on your site and how often they come back to browse.
- How far your reach is
- Learn which cities and countries the visitors of your site are searching from in the Audience section.
- What people care about
- Discover which articles, posts, and pages on your website are getting the most search results and visits
- Find out what the most common entry pages are on your site.
- Learn what people are searching for once they get to your site
- How people are viewing your site
- You can see the most common technology/ devices being used to browse your site (Mac, PC, tablet, iphone, android phone, desktop, etc.)
See if your firm is getting found: Consider a SEO audit
Step 3: Make sure your website is responsive
By making your website responsive, this means your website can be easily viewable on mobile devices. This is important for two reasons:
- Google penalizes for non-mobile sites
- Often times 45% of the traffic coming to your site can be from mobile devices, and that percentage is steadily increasing industry-wide.
Step 4: Create a targeted SEO content strategy
Once you have a strong understanding of who your site visitors are and what they search for, you can begin generating new content that they care about– and ultimately help rank your site higher for search.
Keep in mind that your prospective clients’ interests come first. While writing about cases can demonstrate your knowledge, it doesn’t necessarily help your SEO. Do you think a potential divorce client is going to be more interested in “No fault vs. At fault divorce settlements” or “recent divorce case law”?
Begin writing your own unique content. Add new blog posts and articles to your site, and publish them to other sites with a backlink back to your website. Test new keywords, monitor your analytics, and make tweaks to your content.
Easier said than done, I know.
Sources: Lexis Nexis Source