SEO for Lawyers and Law Firms
How Does SEO Work in the Legal Industry?
How to create an elaborate SEO Campaign in the legal industry
We have been creating SEO campaigns for lawyers and law firms for over 10 years. Learn which elements are needed in order to create a successful SEO-campaign in the legal industry.
The website structure is critical to success for an SEO campaign in the legal industry. Especially for lawyers, it is necessary that the website presents the service areas and specialties of the lawyer so that Google lists these pages on top of its search result pages. For example, it is not enough for lawyers to list their service portfolio on the homepage or on another page and merely describe them.
The site structure is critical to success. Especially for lawyers, it is necessary that the website presents the focus areas and specialties of the lawyer so that Google lists these points on top of its search result pages. For example, it is not enough for lawyers to list their service portfolio on the homepage or on another page and merely describe them.
SEO for lawyers requires a special website structure that needs to describe each of their services on single pages created for SEO purposes only. For example, if the lawyer specializes in Traffic Law, an SEO Page must be created only for Traffic Law that complies with the SEO guidelines. In the SEO terminology, these pages are called “Landing Pages for Services”.
The necessity of such landing pages for lawyers is based on the following: due to the high level of competition, it wouldn’t be possible to capture traffic in short time for generic search terms like “best lawyer in my area”. Mostly law firms that have been involved in in SEO campaigns for more than 10 years and have invested a large amount in marketing campaigns, can capture such traffic. We call these kind of keywords “power keywords”, and they promise traffic and conversions after an SEO campaign has already matured. That’s why, another SEO approach is needed for lawyer to get ranked high on search engines within the first weeks of the SEO campaign.
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SEO Specialists in the Legal Sector
SEOs specializing in lawyers therefore have a different approach in order to position law firms on search engines, especially at the beginning of an SEO campaign. So-called SEO Category Pages need to be created, which describe the services of the lawyer. This way, users are directed to the page of the law firm looking for specific services, for example such as Family Law, Labor Law, Injury Law, and the like. Even with these main categories, subcategories need to be created. Looking at Injury Law for example, an elaborate SEO campaign would also create individual landing pages for Automotive Defects, Bicycle Accidents, Car Accidents, Dog Bites, Product Liability, and many more.
Finally, the goal of an SEO campaign in the legal industry is to create lots of relevant landing pages around the lawyer’s services to provide Google the signal that the website is an important resource for those areas and topics. That’s the only way to be listed on top of Google in the law firm’s location.
The SEO Power of Landing Pages for Legal Services
The power of having individual landing pages for law firms has enormous advantages. Since users are looking for specific services rather than for a lawyers in general, with such specific landing pages users will be able to find exactly that what they have demand for. There is no SEO campaign more successful than to direct a user to a very specific page with the service he/she has just searched for. This special SEO method in the legal industry promises to create much higher conversions than to present users a page that contains general information about the firm.
A conversion occurs for example, when a user fills out a contact form or asks for consultation because he/she was convinced by the content offered on the page. That’s why also these landing pages described above need SEO content that has to be created solely for the legal industry — SEO specialist in the legal branch already know what needs to be done to make these pages most successful.
How to Convert Users Seeking for Legal Services
In addition, in order to gain Google’s trust, these legal landing pages must contain certain SEO elements that work specifically with the legal industry. Every SEO specialist with years of experience in the legal industry should be able to tell which technical SEO elements would be necessary on a law firm’s Landing Pages for Services.
But the technical elements make up only for 50% of the success in SEO for lawyers. The other 50% are elements that are considered trust elements and are non-technical, but user-oriented. User Expectation and User Intent (UX/UI) are the two most important features when it comes to keeping a user on the page, and also motivate the user to engage on the website. This SEO concept is referred to as the Customer Journey in SEO and ultimately aims only to convince the user to contact the law firm. Only when these two SEO aspects are met — SEO technology and UX/UI (User Expectation/User Intend) — you will have created the groundwork for a successful SEO campaign in the legal industry.
Do you have questions about SEO for lawyers? Talk to an SEO specialist with years of legal experience in a free consultation.
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