It’s clear to see that marketing methods have somewhat transformed over the past decade. What was once considered an innovative marketing technique may seem dated in 2019. More recently, businesses have been turning to SEO to boost interest. So, how can you utilise SEO on your law firm website? Read on for more information.
Why SEO Can Be Better Than Traditional Marketing
Investing your resources and money into SEO can now be more beneficial than traditional marketing. When we talk about traditional marketing, we refer to mediums such as newspapers, direct mail, business cards, networking and even cold calling. However, this can be costly considering you can’t always control who sees your advert, nor can you accurately measure how it was received.
On the other hand, SEO can give you a more precise overview, helping you attract organic, relevant traffic from people who are searching for firms like yours. What’s more, it can be easier to stay on budget because you can tweak and optimise elements continuously.
If you’re a novice when it comes to all things SEO, then it’s best to start by seeing what your competitors are doing. Research other law firms in your area or field of speciality and see how they structure their website. Your research should look into what keywords they’re using, which sites are linking back to theirs and what locations they’re targeting at the bare minimum. Additionally, you should note the type of content they publish on their blog (indeed, if they even have a blog).
Conduct Keyword Research
Your next step is to conduct some in-depth keyword research. Get ideas for additional keywords you can use on your website. This means that when a potential customer searches for a keyword term, for example ‘personal injury law firm’, your business could rank for it.
To find which keywords are best, you can use Google’s Keyword Planner Tool, which will also give you a selection of search terms related to your initial keyword. Pay close attention to local keywords too, as this can drum up more business in your local area.
Fill Out Meta Titles and Descriptions
Meta titles and descriptions are the first thing that users will see when your company appears as a result in a search engine. Characters for each section are limited, and you’ll want to stick to these strict guidelines to avoid your meta being truncated. However, these limits are constantly changing so do a little research before writing your titles and descriptions. The general rule of thumb is to stick under 60 characters for the title, and 160 for the descriptions.
Google My Business Listing
You’ve already covered local keywords, so it’s time to boost your local SEO even more with a Google My Business listing. For example, if you’re a firm of corporate solicitors Manchester based, you’ll want to ensure that your listed when someone searches for your company in Google. To do this, you simply need to provide basic information such as your location, contact number, email, address and other relevant business info. After the verification process, your business will appear on the right hand side of the screen whenever a user searches for you.
Ask for Reviews
In a world of fake reviews, it can be important to ensure your firm is able to compete with genuine, honest reviews from real clients. Reviews are becoming increasingly important for anyone who runs a business, particularly those who provide a service. When users see positive reviews, they’re more likely to click through to your site over a competitor with no reviews.
Use Schema Markup
Structured data may sound a little intimidating at first, but there are various applications that can help. Essentially, structure data markup can help search engines better understand your site, allowing it to appear differently in some search engines. Instead of a standard meta title with description in search results, your firm could also include your rating, video and site links. This means you’ll automatically stand out from your competitors.
Start a Blog
Frequently posting a blog can have a positive impact on your SEO. It’ll help search engines crawl your website regularly, showing them you’re continuously publishing good quality content. What’s more, it can also go some way in helping your establish your expertise and authority with your readership who may be potential clients.
Optimise for Mobile
It’s not surprising that the majority of traffic coming into your site may be through mobile rather than desktop. Because of this, it’s crucial that you ensure your website works perfectly well on mobile. This may include aspects such as load speed, compressing images, and making sure all content is scrollable. You can use this Mobile Friendly Test to check how well your site performs on mobile.