Areas Of Law: Do Lawyer Specialties Need Their Own SEO?
Sorting Out Lawyer SEO Strategies For Different Law Firm Client Goals
Law firms cater to various concerns with the law. May it be personal injury, employment law, real estate, or family. Hence, you'll need to target various potential clients for different areas of law. So, how do you implement Lawyer SEO strategies that could split among the different target audiences?
Let's talk about the vital optimization factors to address this concern.
Can You Attract Different Target Audiences At Once?
Yes. As an example, our site 1000Attorneys.com (a lawyer referral service) optimizes for different areas of law, such as Business Law, Civil Litigation, Criminal Defense, Family Law, Employment Law, Real Estate, Personal Injury, and many more. We target different audiences for every area of law, dedicating keywords, content, and links to different targets.
This means you can definitely run a law firm website that attempts to attract different target audiences simultaneously, as long as you have the correct planning, site structure, and tools to implement the strategy.
How Can You Optimize For Different Areas Of Law?
There are several ways you can work this into your entire Lawyer SEO strategy. Here are the essential steps you need to plan and implement:
1. Have Dedicated Landing Pages For Every Area Of Law
Send different audiences to separate landing pages. If you're targeting several areas of law, having only one landing page could cause adverse effects on your rankings and conversions. For one, you won't be able to target specific keywords related to your target areas of law. Instead, you'll end up optimizing that one page with general keywords that might be too competitive to rank for.
Not to mention, people might not stick around to scroll to the content of your landing. Of course, you can try to remedy this by reducing your content to make it easy to skim through, but you also sacrifice keyword opportunities and content quality.
On the other hand, having a dedicated landing page can speak to your target audience more than a general one. For example, if someone is looking up Personal Injury, they'll be more appreciative of a landing page solely dedicated to what they're looking for. Since you're giving them the most relevant content, they're also finding it more valuable and will be more likely to convert.
2. Find Specific Lawyer SEO Keywords
You need to find keywords for every dedicated landing page and area of law. This means doing keyword research for optimizing SEO for personal injury, SEO for employment law, and so on. For example, if you're targeting personal injury and family law, you should find the best keywords for personal injury lawyers and family law attorneys respectively.
Remember: The way you optimize these keywords should be strategic. You need to have a solid keyword plan based on your landing pages, site structure, and linking plan.
To keep up with all these different keywords, you should put them on a spreadsheet and take note of them. Then, categorize these Lawyer SEO keywords and make sure you have everything: main keywords, long-tail keywords, and so on. If you hire lawyer SEO services, this will be one of the first things they'll tackle.
3. Create Dedicated Content For Each Target Area Of Law
Content marketing for attorneys is a great way to attract your target audience. The easiest way to do so would be to run a legal blog and start making dedicated content for each area of law you're targeting.
Each new blog post is an opportunity to implement your area-specific keywords. If you rank high in several keywords at once, you'll get more traffic.
Of course, you need to make sure your keywords are strategically in place. Avoid stuffing keywords, using irrelevant ones, or causing keyword cannibalization.
Hire The Best Lawyer SEO Company For Your Law Firm!
LawyerLeadMachine provides Law Firm SEO Services and content marketing services for attorneys. With years of experience in digital marketing for attorneys, our Law Firm SEO agency can handle the unique aspects of law firm marketing. We also provide local optimizations for Los Angeles Lawyer SEO (and other states)!
If you want to learn more about lawyer SEO and marketing, check out our law firm marketing blog.
If you own or manage a law firm, LawyerLeadMachine can help build the best strategies for law firms. Review our Law Firm SEO services here.