Search engine optimization (SEO) is a vital component of a legal marketing strategy to establish authority and expertise, drive traffic, and attract new clients through precise, relevant, high-quality content designed to fit users’ needs and rank high among search engines. SEO is one of the most effective digital marketing strategies your firm can invest in over time.
When people search for legal services, 64 percent say they are likely to use search engines like Google or Bing to find law firms in their area. However, the legal industry is increasingly hypercompetitive. A 2017 AccuRanker study found that the legal field is the most competitive industry in terms of SEO. Through analysis of more than 300,000 search engine results pages (SERPs) across a wide range of industries, the study revealed that law firms encounter the most barriers to generating organic traffic to their websites.
For instance, search trends for “personal injury lawyer” increased 4,000 percent from 2015 to 2023, with over 60 million searches related to personal injury every year. Other practice areas have similar growth trends. This indicates that law firm SEO requires a precisely tailored approach to generating traffic with consideration of the unique struggles law firms have in attracting new clients.
Beyond increasing rankings in search results, highly targeted SEO is one of the most effective ways to increase traffic, generate leads, and improve conversion rates for law firms. Some other benefits of SEO include:
Outrank local competitors: There are limited spots in the search results, and if your firm does not appear on the first page – preferably the top three spots – click-throughs to your website decrease significantly. SEO optimizes your site for your target keyword strategies designed to outrank your competitors and drive traffic and leads to your site. Investing in SEO strategy and high-quality content attracts more potential clients than your competitors.
Target localized clients: Law firms tend to serve clients within the same city, county, or state where their offices are located, which means competing with other local firms. Localized SEO strategies allow firms to target users within a geographical location and gain higher ranking through localized geographical terms, such as “divorce lawyer in Toms River, New Jersey.”
Generate more blog traffic: Law firm blogs provide your audience with valuable information that can convert traffic into leads. The power of SEO identifies high-volume and low-competition keywords that can be utilized for engaging blog topics, attracting users searching for these terms.
Increase firm reputation: Users are not likely to click on search results for firms with negative or no reviews. Generating positive client reviews is vital in any successful legal SEO strategy to improve your firm’s reputation. Positive reviews demonstrate the firm’s trustworthiness, high-quality services, and industry authority.
Attract automatic high-volume traffic: Once SEO strategies are optimized and implemented by a reputable SEO agency, traffic can be generated with little effort. SEO functions long-term toward driving consistent traffic and leads to the firm website.
Traffic conversion: Reliable and targeted SEO strategies not only drive but convert traffic through optimized and engaging content, form fills, call buttons, and compelling calls-to-action, enticing users to contact your firm while also generating leads.
Establish authority: Improving your firm’s online presence with targeted SEO and high-quality content establishes your firm as an authority in the field, opening the door to new clients, opportunities, and partnerships. Search engines also prioritize sites with established topical authority, meaning your firm will rank higher in search results.
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