Search Engine Optimization, commonly abbreviated as SEO, has become incredibly important in this digital era. Every successful business knows what this term means, as it represents the roots of their visibility. In fact, search engine optimization is essential for traffic growth. To understand how this process works, we need to start from the beginning.
In simple terms, SEO consists of multiple strategies and actions which all share a common goal: improving your website’s position in search engines. As you receive better visibility in search results, you’ll be able to attract potential or existing customers to your business. SEO is commonly split into two categories:
- On-page SEO, which refers to everything you can control on your own website
- Off-page SEO, which refers to everything done on other websites that is able to influence your visibility
Examples of on-page SEO include your website speed, the quality of your content, headers and so on. Examples of off-page SEO instead include links to your page from another website, shares of your content or mentions of your brand. In fact, most of the time, off-page SEO happens through social media and influencer posts, as well as guest blogs that could mention your brand. By now it should be pretty clear that both credibility and optimization are the key for a successful website.
Why SEO Is So Important for A Law Firm
You might wonder how a law firm would be able to benefit from all this. It’s simple, improving your visibility will bring more potential customers. Nowadays, if someone is looking for a lawyer or legal services, an online search will be their first step. The way consumers choose a law firm has changed dramatically in recent years, as having a good local reputation now only plays a small role. You’ll be able to have far more success with a good website with the right keywords. Search engine optimization for lawyers is all about picking the right keywords so you can reach your target audience effectively. By making your law firm website rank higher, you’re showing that your law firm has an established position in the market.
Steps to Take into Consideration to Improve Your Law Firm’s SEO
The benefits of SEO should be pretty clear by now, but knowing where to start is not easy.
A good first step would be considering user reviews. Everyone looks at reviews when considering a product or a service, a law firm will be no different. By getting more positive online reviews, your ranking in search engines will likely receive a boost.
You could start by asking your clients for testimonials you can use on your website. This is good for traffic but also for credibility, as a lot of positive reviews will make people more likely to trust you as their lawyer. A lot of people judge a book by its cover, so a correctly optimized meta description is also fundamental. A meta description is the short description that would appear underneath your link in search results. If this description is a good one, your target audience will already have a pretty good idea on what they’ll be able to find by visiting your website.
By increasing traffic, you also increase the number of clients. An incredibly important step to also take in consideration is to have a blog where content is posted regularly. By constantly producing new content, you will improve your law firm’s SEO and you’ll be able to keep your position in rankings.
Keeping your position is even more important than improving it, as you don’t want to be that law firm that suddenly disappears after a few months. Just remember, good SEO is the key to your business’s success.