The Most Efficient Way To Rank For Your Chosen Keywords
Lawyer SEO involves a lot of moving parts. However, one of the main goals of SEO is to get your pages to rank high in the search results. Doing so boosts traffic, generates leads, and eventually expands your clientele. To rank in search engines, you must rank for a keyword people use to look up law-related pages. While there are several ways to do so, let's talk about the simplest way to optimize your pages for your chosen keywords.
Fortunately, the way to organic search ranking for a keyword is a repeatable procedure. Of course, you won't always get the results you want—especially if you're a new website competing with other established firms—but if you take content marketing and Lawyer SEO seriously, you can start to see results.
Here are 8 simple steps your law firm can take to rank in Google for a specific keyword.
1. Optimize Your Domain Before Adding New Pages
Before you can accomplish anything with Lawyer SEO, you'll need a solid website that follows SEO best practices. Here are a few things that you should have already optimized:
Internal Linking Structure
Grammar and spelling
It's also beneficial to have pre-established networks, like a blog following, social media platforms, an email database, and so on. If you're really new and still don't them, you can start with basic social media accounts like LinkedIn, Facebook, and Twitter, even if you don't have too large a following.
2. Keyword Research
Even if you've done keyword research before, it's a good idea to double-check your findings. You can use a variety of keyword research tools to find a list of the most popular keywords along with their search volumes.
Remember: How you get found is to use keywords that a lot of people already use to look up your industry. Avoid coining new terms and optimizing for them.
The most essential characteristics of target keywords are that they are related to your marketing strategy and have an appropriate search volume.
Don't forget to consider long-tail keywords, which are relatively lower in volume, but are more specific. While it sounds like you want to go for keywords with the highest search volumes, short-tail keywords tend to be very, very competitive. If you're a new website, you might find it difficult to rank among more established competitors.
3. Watch Out For Searcher Intent
When you're identifying searcher intent, you're looking to know what users expect to find when they use a keyword. This means that if the contents of your page match the user's intent, then you're providing them with the most relevant content to their search queries.
Take these into consideration:
What type of content is the user looking for?
What areas of law do they want to read about?
Are they looking to hire, or do they just need a legal guide?
So, keywords like "personal injury attorney", "car accident attorney", and "accident attorney contact number" are all related to each other in some way; but, they are all asking search engines for different information.
4. Content Creation
You'll need to come up with a content strategy. Not just for creating content, but content that will rank for the keywords you've picked. Blogs, articles, law firm websites, lawyer directories, legal guides, infographics, or videos are all common things found in search results.
You'll also need a strategy, including deciding who will create the content and when, a budget if you plan to outsource, and what tools you'll need.
Remember: If you're new at this, try legal blogging first. Blog content can be created by any law firm size—and yes, it is possible for one or two people to keep them running.
5. Optimizing Your Pages For Chosen Keywords
Pull out your list of keywords and incorporate them into the text of your page. However, you shouldn't do it to the point of making your pages look spammy. Keyword stuffing—or using too many keywords in hopes of getting your page to rank higher—is often considered by site crawlers as spam. Search engines might even penalize you for doing so.
You can use keywords in any of the following:
After that, double-check your keyword relevance before hitting "publish." Sometimes content changes as you write it, so you want to make sure the keywords and the searcher intent behind them are still relevant to your post or page. If not, change them out for something that fits your content better.
It's time to get your blogs and pages out there. Timing isn't as critical when posting evergreen information. But, if your content is seasonal or trendy, you should think about timing. This is very important when it comes to covering current events, news, and internet trends.
Remember: You should also inform your team that fresh content is available to share. Request that your colleagues share the most recent content on social media with their own professional networks.
You want to get as many eyes on your fresh content as soon as it's uploaded. Share your new content across your social media accounts, add sharing buttons or widgets to your site, and link them when you can.
Remember: Don't just leave a link. Instead, write intriguing blurbs to tease and encourage readers to check it out. Additionally, your readers also need an incentive to read your content, so explain how your new blog or page will help them.
8. Audit And Test
Don't just leave your pages to do their thing after they go live. When it comes to Lawyer SEO, making more content isn't always your only. If you have a blog or page that has the potential to rank high, refresh and improve them instead.
This is why you need to check up on how your pages are doing after publishing them. Check rankings and use tools to determine which keywords your content is genuinely ranking for.
If you aren't ranking for your desired keywords after a few weeks, revisit your content and consider whether what you published is actually high-quality, SEO-friendly, and original. Of course, it's also possible that the keyword you wanted to target is simply too competitive, in which case you'll need to back off and attempt some more sensible alternatives.