Personal injury law firms are always looking for ways to grow new marketing channels and improve the existing ones. Adopting the proper law firm SEO strategies is the perfect channel for personal injury lawyers seeking to compete with top firms in their market. SEO (Search Engine Optimization) is one of the most powerful tools that a lawyer can use to attract additional clients. SEO for personal injury lawyers is competitive but one of the most effective ways of building a large pipeline of new inquiries. Below are some SEO tips that personal injury law firms can use to improve their rankings:
- Analyzing the Competition
If a lawyer is considering a law firm’s SEO marketing, the first step should be analyzing the local market’s competition. SEO is very competitive in the personal injury sector. In addition, the competition in one city or locale will be different from that in another location. Important factors to consider while analyzing the competition include the keyword density and the estimated cost per click (CPC). Lawyers should do a thorough keyword analysis for all the areas they serve because one keyword comparison is not enough to gauge the competition. Check divorce attorney in houston.
- Optimizing Your Website for Speed, Mobile, and UX
Google aims to provide its users with the best experience, and this has an impact on the page rankings. Lawyers must address and optimize many options of their websites. The areas to focus on include making a website mobile-first. Currently, Google performs mobile-first indexing. Therefore, the search engine results on mobile devices are different from the results shown on desktop devices. Since the majority of people browse the internet on mobile devices, a law firm’s website should be designed for mobile devices.
- Implementing a Client Review System
The ability to solicit and acquire reviews, particularly on Google My Business listings, is crucial for a law firm’s SEO campaign. A lawyer can embrace the cloud practice management system to automate the review gathering process. A great way to gather reviews is by building a dedicated page that links to the main review profiles like Yelp, Avvo, Facebook, and Google.
- Building Authoritative Backlinks
Link building is a requisite part of any law firm’s ability to attain high rankings in a competitive market. A lawyer should strive to acquire and earn the right quantity and quality of backlinks that will make the firm’s site rank on page one for competitive keywords. Building authoritative backlinks is the most time-consuming and difficult task in search engine optimization.
- Creating Better Practice Area Pages
Other than backlinks, Google also considers their index for particular keywords in a page’s content. A web page content must match the search intent (what the searcher is looking for) for a page to rank high on the search engines. It’s not always easy to know what Google considers the search intent for a particular keyword. The best strategy is to create practice area pages that satisfy the search intents of multiple searchers. A good web page should provide all the information a user would want to know about personal injury law.
- Including Keywords Throughout the Page Content
Keywords play a crucial role in helping Google understand what a website is about. Using the right keywords throughout the content is important for Google rankings, but it is not advisable to engage in keyword stuffing. It is advisable to use a keyword in close variants like title tag, Page URL/Permalink, H1 tag, and Meta description, among others.
- Adding Schema Markup to Pages
Schema markup plays a vital role in helping search engines understand what a webpage or an organization is about. A law firm’s website should have either a LegalServices or LocalBusiness schema markup. It is advisable to use legal services markup because it is more specific and inherits the same LocalBusiness markup properties. Other notable schemas that law firms can use to make them stand out from search engine results are FAQ schema, Webpage schema, Author Schema, BlogSpot schema, and Review schema.
- Optimizing GMB Listings
Optimizing your Google My Business listing is a primary factor for your law firm’s listing. Lawyers can optimize their GMB listings by filling all the relevant fields and attaching high-quality images of the law office location and lawyer images. Both the primary and the secondary categories should be filled out. Several factors go into properly optimized GMB listings, and none should be overlooked.