Updated: Jul 29
Let your law firm's Facebook page start to get more potential clients if you do a few simple things.
Businesses from all industries use Facebook to promote their brand and boost traffic. Like every other social media platform, law firms can optimize their Facebook Pages for Lawyer SEO and Content Marketing improvements.
Below is a quick Facebook Page Optimization Checklist to better promote and market your law firm on the platform.
1. Use Keywords
Keywords are one of the most important elements of Lawyer SEO, so you should also incorporate them into your Facebook SEO strategy. Facebook is primarily used for branding and promotions. So focus your keyword research on your industry, law practice, and offered legal services.
Adhere to basic keyword do's and don'ts, like:
Avoid keyword stuffing
Use only relevant keywords
Use both short-tail and long-tail keywords to maximize the optimization
You can use free tools like Google's Keyword Planner to find appropriate keywords to use for your Facebook page.
Remember: The most effective keywords for Facebook may not be the same as those you use on other platforms. So as a general rule, when you try creating an account for a new platform, try to first learn about how it works, how its users interact, and which types of users it attracts.
2. Add Your Contact Information
Don't forget to include your office address, contact number, and business hours on your Facebook page.
By inputting your office address, Google will index your law firm for local search. Local SEO is especially important for law firms because most of your clients will be locals in the state you practice in.
Remember: You can leverage your NAPs (Name, Address, Phone Number) to increase your local and overall search rankings by providing complete, correct, and consistent contact information on every social media outlet, internet business directory, and website.
3. Optimize Your "About" Section
The About tab is where you can tell page visitors who you are, what you do, and what services you offer. Because this is the first place your new visitors go, it is one of the most important factors of your Facebook SEO. People want to learn more about your law firm before deciding whether or not to like it.
Remember: You only have 155 characters for your About tab, so make sure to keep it brief, concise, but impactful.
4. Claim A Vanity URL
Facebook allows pages to claim a personalized, branded URL. In other words, "Vanity" URLs are custom URLs of your choosing that replace the default one you started with. To be eligible to change your default URL, a Facebook Page only needs 25 likes.
Remember: Keep it simple; ideally, the name of your law firm. URLs that are easy to read and memorize can encourage direct traffic.
5. Optimize Your Facebook Notes
Facebook Notes are usually meant to provide important information, updates, and news, but they should not be overlooked in Lawyer SEO.
The reason for this is that Google's crawlers follow all your links—in your domain, other websites, and your social media accounts—crawling into every piece of information you upload. This means that even your Facebook Notes are being assessed for relevancy and indexed.
So use your keywords, optimize your images (i.e., add alt texts, captions, etc.), and respond to commenters with relevant keywords.
6. Create High-Quality Content
Another standard Lawyer SEO rule for ranking high is high-quality content—and it still applies to your Facebook Page. Carefully draft and write your updates and optimize them to appeal to your page visitors and search engines.
Remember: The first 18 characters of your update will be automatically used as the meta description of your post, which appears in search results and tells readers what your post is about.
You can also use your Facebook Page to promote the content you publish on your website and other platforms. For example, you can link new posts from your legal blog or promote your Twitter or Instagram account.
Don't forget other types of content (i.e., infographics, photos, and videos) can also generate traffic. So don't dismiss them as possible options to market your Facebook Page.
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