The idea behind search engine optimization (SEO) is simple enough; Maximise your online presence
using tried and true techniques to rank high in search engine results pages. Ensuring good quality
SEO involves things such as creating the right content to having the proper website structure. As
important as SEO for law firms is, it also takes a lot of time and money to train in – and understand –
how it works. It’s worth your time and money to invest in SEO for solicitors’ services. Here’s how we
can take your SEO to the next level.

Keyword Research
Keyword research involves using professional tools to discover how people find your services online.
Some keyword tools offer a measure of how much people use specific keywords, but the more
comprehensive the analysis is, the more expensive it is. There are many free keyword research tools,
but you should consider using a paid subscription or hiring an SEO firm to manage your research.

The best keywords to use are targeted ones that generate plenty of traffic. It’s best to use terms
with commercial intent. These terms are easier to rank for, even if they generate less overall traffic.
These targeted terms are also more likely to convert because they attract people looking for
services, rather than those just looking for information.

Website Optimization
Website optimization is a massive part of SEO. It’s not just what you say, but how you say it. For
example, the site structure plays a role in how user-friendly – and search-engine-friendly – your
website is. Websites should be structured to make it easy for users to move from page to page to get
the information they need.

You might be tempted to have something like the About Us page first in the navigation bar. In our
experience, it’s better to have practice pages at the start. Those are the pages you want to rank for,
after all, so making them first in line is a good move. Take steps to improve the user experience (UX)
whenever you can. The more accessible your website is, the better it looks to customers and search

Running and maintaining an active blog is another essential part of SEO for law firms. Publishing new
blog content keeps your website “fresh” and gives you more chances to target your audience. You
can write a blog post with keywords in the title and create content that uses those keywords. Using
geographical tags such as “In London” or “of Manchester” is another good idea.

Creating fresh new content means you create an audience and ensures that Google spends more
time searching and indexing your content so that people can find it easier. Don’t forget to optimize
URLs when creating new pages, including new blog posts. Including keywords in page URLs can go a
long way.

Page speed is another website optimization-related ranking factor for SEO. The faster and more
responsive your website is, particularly across different platforms and devices, the better. Search
engine crawlers penalize websites that load slowly. That’s to say nothing of the lack of patience of
the average user. Not only will you not rank well with a slow loading website, but even if someone
visits your site, they are unlikely to stick around long enough for it to load.

How SEO helps law firms
Law firms should engage with SEO

Local SEO For Lawyers

Local SEO involves optimizing for a specific location. If you have several offices for your practice, you
should have an optimized page for each one on the website to connect to the local audience. One of
the most critical aspects of local SEO is having a Google My Business listing. This listing should be as
accurate and up-to-date as possible.

The name, address, and phone number (also referred to as NAP) are accurate across your business
pages. Business data is at the core of the local search algorithm used by search engines. Google
Maps, for example, relies heavily on address data listed on websites. This should highlight the
importance of accurate information.

A Google My Business page also gives clients an accessible place to find and leave reviews for you.
Reviews are a great way to reassure potential clients of the service they can expect to get from you.
People aren’t interested in dealing with service providers without reviews.

Link Building

Link building is the final piece of the puzzle when it comes to SEO for solicitors. Your website needs
high-quality links from other websites to rank well in search results pages. There are several tools to
give you a look at the link profile and domain authority for any website, including yours. The Domain
Authority Tool at Moz is a great way to see how your website ranks.

Check the baseline Domain Authority score for your website and the websites of your competition.
It’s best only to compare yourself to your direct competition, however. Don’t worry about that near-
perfect score that Amazon has. If you run a law firm in Greater London, compare yourself to other
law firms in Central London. Keep an eye on how your score changes as you make changes to your
SEO campaign. Does your score improve? Are you still missing out? Your DA score gives you a good
idea of how much – or how little – your efforts are paying off.

Hire the SEO Experts For Your Campaign

Most people turn to the internet when looking for a service, including those looking for attorneys. It
takes more than having the right keywords to get your website to the top five in search engine
results pages. Get in touch today to learn more about how we can help you get the most out of your
SEO efforts. People turn to you because you are an expert in your industry. People come to us
because we are experts in our industry. Our SEO experts are ready and waiting to hear from you and
would be more than happy to help you reach your SEO targets.