Every lawyer knows that the most compelling cases aren’t necessarily the loudest; they’re the ones that leave an indelible mark on the jury’s mind.

In the vast and bustling digital metropolis, law firms aren’t just competing for a verdict; they’re vying for visibility in a landscape where billboards have been replaced by browser windows and town criers by tweets.

Amidst this digital hustle, even the sharpest legal minds can feel lost in the crowd, their messages submerged in a relentless sea of online chatter. But what if your law firm could break through this digital din? We’re here to help you do just that today!

Join us as we let you in on the top search engine optimization (SEO) strategies for lawyers. We’ll delve deeper into the importance of SEO for lawyers, reveal our cards, highlight the importance of professional SEO services, and help you make the right move to give your law firm a power-packed boost in online visibility.

The gavel’s about to drop; let’s make sure it’s in your favor!

1. The Power of Keywords

Venturing into the vast expanse of the internet without a focused strategy is akin to a ship setting sail without a compass; both are bound to drift aimlessly in the vastness.

Think of keyword research as a compass for lawyers aspiring to carve out a digital presence. It’s a great way to pinpoint the exact phrases and terms potential clients are plugging into search engines.

Keywords are specific words or phrases people use to find information, products, or services on search engines like Google.

Here’s an example.

Let’s say someone’s facing a complex family law issue and requires legal assistance. They may type in a search query like “divorce attorney for child custody” or “how to navigate divorce proceedings with children.”

These search phrases reflect the user’s specific needs and concerns. Lawyers specializing in family law can incorporate these relevant keywords into their websites to start ranking for these search results.

This is an integral part of every successful law firm’s SEO plan. Let’s test it! We entered “divorce attorney for child custody” into the Google search bar and stumbled upon the following search results:

This is the Google Local 3-Pack; it displays the most reputable, reliable, and trusted businesses that provide the requested products/services in the requested region (often automatically detected based on the user’s location).

This is where understanding the human psyche becomes imperative. Web users love convenience and speed. They want accurate, reliable, and relevant search results in the shortest possible time.

And they trust Google!

When Google displays certain businesses at the very top, people don’t bother scrolling all the way down; they directly explore the topmost options.

If you’re not visible on the first page or in the Local-3 Pack, forget it, you’ll fail to reach your target audience.

This is why keywords are critical. When used correctly, they pull you to the top search results. The outcome? A robust online presence. And we all know what that means: more calls, more cases, more victories, more revenue!

Let’s delve deeper into the intricate art and science of keyword research for the legal domain.

1.1. Why General Isn’t Always Great

The allure of general keywords is undeniable. At first glance, terms like “lawyer” or “legal advice” appear very attractive due to their high search volumes. But the internet isn’t just a numbers game. When it comes to SEO for lawyers, it’s about quality over quantity.

By opting for general keywords, lawyers risk getting lost in the vast sea of search results, vying for attention among a plethora of unrelated listings. Broad terms mostly fetch unqualified traffic, i.e., people who bounce off your website as quickly as they arrive. Why? They may be seeking a different specialization or even a different jurisdiction altogether.

Contrast this with a targeted approach. For a family lawyer in Miami, terms like “family law expert in Miami” or “divorce attorney in Miami” will reduce competition and fetch visitors who genuinely require your expertise in their locale. Work with law firm SEO providers to master this approach.

1.2. It’s All About Research

Nothing holds a candle to the sheer importance of keyword research. Nothing.

When done right, comprehensive keyword research uncovers the obvious terms your clients may use and the nuanced, sometimes less obvious phrases they type into their search bars.

Lawyers get a bird’s eye view of the digital landscape. You’ll shed light on critical areas like search volume, competition, and even user intent. This isn’t just about knowing the most popular terms; it’s about understanding your audience’s language and tailoring your content accordingly.

For instance, a lawyer may instinctively come up with a keyword like “top lawyer in New York.” However, comprehensive research may reveal that potential clients are more interested in “best family attorney for divorce cases in Manhattan” or “trusted legal advice for child custody in Brooklyn.”

These long-tail keywords (often less competitive and more targeted) could be the golden tickets to connecting with a niche audience looking for specialized services. And while intuition plays a role, there’s no substitute for genuine data to guide these insights!

Your best call? Opting for professional SEO services that include comprehensive keyword research. This is a great way to ensure you cover as much ground as possible.

SEO experts use advanced tools to uncover the most relevant keywords for each lawyer’s niche. You’ll end up with a robust set of monthly keywords that help you claim the top search results.

In the meantime, however, you can also play around with Google Keyword Planner. This is a foundational tool that provides data on search volume, competition, and forecasts on future trends.

While it lacks the robustness of cutting-edge tools used by expert SEO service providers, it’s a good starting point. Use it to learn the ropes until you upgrade to professional SEO services.

1.3. Clever Keyword Incorporation

While keyword research is important, it’s not enough. You can’t simply compile a list of relevant keywords and call it a day. You must learn the right way to incorporate them into your website for greater online visibility, stellar search engine rankings, high traffic, and maximum conversions.

Keywords should be strategically placed in key elements of your website. This includes titles, headings, subheadings, and the main content.

For instance, if you’re a criminal defense attorney specializing in drug cases, you may use keywords like “drug crime defense” or “drug possession lawyer.” These keywords should be included in your homepage title, relevant service pages, and even blog headers.

Keyword stuffing (stuffing your content with keywords) can negatively impact both user experience and SERP rankings. Avoid it at all costs. Instead, incorporate keywords naturally, seamlessly, and evenly into your content. Create content that flows smoothly, provides value to the reader, and aligns with their search intent.

If you want to claim the top Google SERP spots, start diversifying your content. FAQs, for one, are a goldmine. Consider compiling a list of questions potential clients commonly ask. Craft detailed answers that incorporate relevant keywords.

For instance, a bankruptcy attorney may address questions like “How does Chapter 7 bankruptcy work?” or “Can I keep my house if I file for bankruptcy?” See what we mean?

Case studies are another great move. Sharing success stories through case studies is an excellent way to highlight your expertise and demonstrate your ability to handle complex legal situations. Each case study can be optimized with keywords related to the specific legal issues involved.

And, of course, the importance of local keywords cannot be ignored. Unless you run a multi-million law firm, chances are you target a couple of towns, cities, or states. Perhaps an entire nation or two, at best.

Since your reach is “local,” your keywords should also be local. Incorporating local keywords into your content is an excellent way to capture and convert local search traffic. We’ll dive deeper into local SEO later in this blog.

2. Content Creation

Search engines favor websites that produce relevant, high-quality content. Content updates signal to search algorithms that your website is a valuable resource.

The outcome? Stellar online visibility and greater chances of securing a coveted spot in the top search rankings.

Content goes beyond mere words; it sparks conversations, fosters sharing, and cultivates communities around your legal expertise. Engaging content transcends legal jargon; it delves into relatable narratives, addresses common concerns, and participates in broader conversations within your practice area.

How can you master this art as an up-and-coming lawyer? Let’s show you the way!

In the realm of law, reputation is everything. When an attorney walks into a courtroom, their past cases, manner of argumentation, and even the respect they command from their peers play a substantial role in their current case.

In the digital domain, especially when it comes to content creation, a similar principle applies. Demonstrating authority isn’t just about showcasing credentials or a list of cases won; it’s about earning audience trust, building credibility, and positioning yourself as a thought leader.

When you demonstrate authority through your content, you tell prospective clients that you know your field, you’ve navigated its complexities, and you have the expertise to guide them.

This is particularly vital for lawyers. Why? When individuals seek legal advice or representation, they’re not just looking for information; they’re looking for expertise they can rely on during some of the most challenging moments of their lives.

Demonstrating authority, however, goes beyond merely claiming it. In content, it’s exhibited by a thorough understanding of the topic at hand. This could mean delving deep into case laws, understanding the intricacies of legal processes, and presenting well-researched, articulate arguments on various issues.

Citations from landmark cases, references to established legal theories, and real-life examples of your experiences can further bolster your authority.

Additionally, the way you address commonly asked questions or widespread misconceptions about legal matters can set you apart. By providing clear, concise, and insightful answers, you’re not just offering information, but you’re showcasing depth and expertise.

The end game of demonstrating authority is audience trust. This is the deciding factor between a potential client choosing your services over another attorney’s.

How can you solidify your online reputation? By consistently delivering authoritative content, being thorough in your research, staying updated with legal trends and changes, and providing value to your audience.

In the courtroom, a lawyer’s reputation precedes them. On the internet, your content becomes your spokesperson, advocating for your authority in every line and paragraph.

Sanocki Newman & Turret is an excellent example. Their rich blog is filled with engaging, informative, and relevant blog posts structured around their practice areas. Their team routinely dissects complex legal theories, sheds light on the penalties for different crimes, discusses effective defense strategies, outlines the right course of action to take in diverse legal scenarios, introduces new perspectives on existing laws, and does so much more.

Their latest “Know Your Rights” series is nothing short of brilliant. It sends a clear message to readers that they have rights they may not be aware of. This instills a sense of empowerment. Before they even delve into the intricacies of the topic, readers already feel valued and seen.

While the overarching theme remains consistent, the diverse range of topics ensures that a wide net is cast. Whether someone is grieving an unexpected loss or facing the aftermath of medical negligence, there’s a dedicated space for them tailored to their specific ordeal.

Mary Beth Harrell’s blog is also a masterclass in exceptional content. Their diverse topics, comprehensive knowledge, and consistency help them win over their audience and stay in Google’s good books.

Instead of providing run-of-the-mill information, the law firm delves deeper into the local crime scene: news, cases, charges, penalties, defenses, tips, and so much more. Their all-encompassing approach has helped them build a wide audience and, of course, loyal clientele.

Here’s a peek at their engaging, information-packed, and useful blog posts:

But, wait. How exactly does content boost your online visibility? Yes, you end up engaging your audience, but how do you put a metaphorical smile on Google’s face?

Here’s how.

When you create authoritative content, Google starts viewing you as an industry leader. While a lot of lawyers are creating content out there, very few are providing exceptionally high-quality, comprehensive, authoritative, and trustworthy content that doesn’t miss the mark.

Once you start checking this box off the list, Google will take notice and start elevating your rankings.

Let’s test this, shall we? The law firm we mentioned above, Mary Beth Harrell, is known for its crisp content. The firm is primarily based in Texas. If we type “best lawyers in Texas” in the Google search bar, guess what shows up!

See how this works? Quality content never misses. When you feed Google with the crème de la crème of legal content, the content-loving platform will reward you with enviable rankings.

But this is easier said than done. Authoritative content requires exceptional research, planning, writing, and editing skills. Instead of handing this critical task over to your in-house team, hire SEO services that include SEO content writing.

Additionally, opt for law firm SEO over regular SEO. This is a great way to ensure your content writing team comprises professionals with a background in law. Lawyer SEO means your SEO team specializes in both SEO and law; you’ll get the best of both worlds. And that’s exactly what you need to stand out online.

Recommended Read: What Type of Content is Best for SEO?

3. Quality Backlinks to the Rescue

In the realm of law, a referral is gold. It’s an endorsement from one trusted professional to another. The digital world has its own version of these commendations: backlinks.

When a reputable website links to your law firm, it gives you a nod of approval and vouches for your content’s credibility and value. By now, you should already know that Google trusts its biggest players.

The domain authority (DA) score plays a critical role here. This score determines how authoritative, trustworthy, reputable, and reliable a website is. The higher the score, the greater their credibility!

For instance, Forbes has a DA score of 95 (pretty impressive). If Forbes gives a shoutout to a law firm in their content, Google will trust the firm by virtue of association.

It’s like if Meryl Streep raved about an up-and-coming actor. You’d definitely give the newbie some attention, wouldn’t you? Perhaps you’d even watch their debut movie!

This is how the online world works. When Google’s favorite websites applaud other websites, Google definitely takes notice and elevates their rankings. And what makes all this happen? You guessed it. Backlinks!

3.1. Building a Strong Backlink Profile

The art of building backlinks mirrors the intricacies of establishing a reputable legal practice. Just as a fledgling attorney wouldn’t want to be associated with questionable figures in the legal community, a website must be wary of the type of links it earns.

Building a robust backlink profile requires strategic vision, due diligence, and unwavering commitment to quality. Here’s a detailed breakdown of how to construct this digital edifice:

1. Commitment to Quality Content

The Bedrock: Like a solid legal argument, your website’s content is foundational. Before venturing out for backlinks, make sure your site boasts valuable, well-researched, and up-to-date content that others would naturally want to reference.

Specificity: Lawyers understand the value of specificity. Instead of producing generic legal advice, create content that digs deep into niche legal areas. This can make your content the go-to reference point for specific legal queries.

2. Guest Posting with Intent

Showcase Expertise: Offering guest posts to authoritative legal publications or blogs is an excellent way to tap into their readership. It’s akin to a lawyer guest lecturing at a law school. The authority of the school (or, in this case, the website) lends credibility to the lecturer (or guest blogger).

Avoid Over-Saturation: As tempting as it may be to guest post everywhere, be selective and target platforms that resonate with your expertise to ensure your links hold more value.

3. Foster Digital Relationships

Engagement: Engage with fellow legal bloggers or influencers. Share their content, engage with their posts, and initiate conversations. Much like building relationships in the legal community, this goodwill often results in organic link-sharing and mutual promotion.

Collaborations: Partner with other legal experts for webinars, podcasts, or joint articles. These collaborative efforts often lead to natural link exchanges. It’s like feeding two birds with one scone; both parties benefit immensely.

4. Leverage Visual Content

Infographics: The legal world is rife with data, statistics, and trends. Convert these into compelling infographics! Visual content tends to be shared more. The outcome? A steady stream of backlinks.

Opt for professional infographic design services to wow your audience with clean, crisp, engaging, and visually satiating infographics. It’s possible that infographic design is already a part of your lawyer SEO plan. Speak with your SEO service providers to confirm.

Videos: If your firm conducts seminars or workshops, consider making them available online. Encourage others to embed your videos on their sites.

5. Local Directories and Associations

Visibility: Ensure your law firm is enshrined in prominent legal directories and associated with bar associations. These are great ways to earn authoritative backlinks and cement your firm’s position in the local legal landscape.

Reviews and Testimonials: Encourage satisfied clients to leave reviews on platforms like Avvo or Martindale-Hubbell. Positive reviews can increase your site’s visibility and, in turn, the chances of acquiring backlinks.

6. Competitive Analysis

Spy the Friendly Way: Use competitor analysis services to analyze where your competitors are getting their backlinks from. This can offer insights into potential backlinking opportunities you may have missed.

Gap Analysis: Find content gaps in your competitors’ strategies and create superior content to fill those gaps. This will bolster your content quality and make your site more link-worthy. Win-win!

3.2. Avoiding the Pitfalls

Crafting a compelling legal argument requires more than just a good understanding of the statutes; you must also possess the ability to foresee potential counterarguments and pitfalls.

Similarly, while cultivating a strong backlink profile offers numerous benefits, it also presents several traps that the uninitiated may fall into.

Let’s take a closer look at this treacherous landscape and identify the hazards that await:

1. The Temptation of Quick Wins

Paid Links: Like a tempting but unethical shortcut in legal practice, buying links may seem like a quick way to enhance your profile. However, search engines, especially Google, have become adept at identifying and penalizing these actions. Remember, there’s no substitute for authenticity, both in law and SEO.

2. Spammy Links

Quantity Over Quality: A rookie mistake is chasing the number of backlinks without considering their quality. One quality backlink from an authoritative legal site is worth more than a dozen links from unrelated or low-authority sites. It’s akin to having one expert witness testimony over multiple unreliable statements in court.

3. Over-Optimized Anchor Text

Avoid Red Flags: Continually using exact-match keywords as anchor text can raise flags with search engines. This practice is very similar to a lawyer using too much legal jargon in a public plea; it can seem insincere and overdone.

Aim for natural distribution of anchor text; mix branded terms, generic terms, and various keyword permutations.

4. Ignoring Relevance

Stay in Your Lane: A link from a renowned culinary blog may be authoritative, but it doesn’t make much sense for a legal site. It’s like a tax attorney trying to represent someone in a criminal trial. While they’re both lawyers, the expertise doesn’t translate. Stick to your niche.

5. Neglecting the ‘NoFollow’ Attribute

Balance Your Portfolio: In the world of backlinks, ‘nofollow’ links tell search engines to disregard the link in terms of ranking. While they may seem ineffective, they add a layer of naturalness to your link profile. It’s similar to a lawyer taking on both high-profile and pro-bono cases; it showcases versatility and authenticity.

6. Stagnation

Avoid Resting on Your Laurels: Even if you’ve built a fantastic backlink profile, the internet is dynamic. Links can break, sites can lose authority, or links can be removed.

As a lawyer, would you ever stop updating yourself on the latest legal precedents? You wouldn’t. Similarly, never make the mistake of failing to regularly review and update your link profile; it can lead to stagnation.

7. Not Considering User Experience

More than Just Links: The ultimate goal is to provide value to your audience. A link should add context or offer additional information to the reader. If it feels forced or unrelated, it detracts from the user’s experience.

Much like in law, where every citation or reference should add value to the case, every link should enrich the user’s journey.

4. Local SEO

Legal practices are jurisdiction-bound. Similarly, local businesses, including law firms, should be ‘search-bound’ to their physical locations.

A potential client in distress after a car accident isn’t going to look for an attorney three states over. They’ll search for a lawyer nearby, one familiar with local regulations and nuances. Local SEO ensures you’re the attorney they find first.

4.1. Google Business Profile (GBP)

Think of the internet as a sprawling city with countless billboards. Google Business Profile (GBP) is your personalized, prime-location billboard that does more than just advertise; it engages, informs, and converts. It’s the digital equivalent of a law firm’s physical office placed right in the heart of the city!

Creating and optimizing a GBP listing is akin to designing an inviting office space. The exterior, i.e., the listing details, must be immaculate. This means ensuring your firm’s name, address, and phone number (NAP) are accurate.

Photos act as the interior décor; they give potential clients a glimpse of your firm’s ambiance, team, and the environment they should expect. Consistent updates, posts, and event announcements are your open-door days. This is your chance to welcome the local community to interact and engage!

GBP reviews serve as personal testimonials. Positive feedback will boost your firm’s credibility, and even negative reviews, when addressed professionally, will showcase your commitment to client satisfaction.

The more information you provide, the better. Let’s be honest: Google’s algorithms are modern-day gatekeepers. They decide who gets seen and who gets lost in the digital wilderness. By feeding them accurate and detailed information, you’ll give them all the evidence they need to rank you higher in local searches.

Keep up with the evolving GBP landscape to make changes over time. A power-packed Google Business Profile plan is a part of any successful local law firm marketing plan. A little fine-tuning here, a little fine-tuning there, and your GBP will become a common sight in the Local 3-Pack!

4.2. Local Content

Creating content isn’t just about disseminating information. It’s about connecting with your local audience in a language they understand and meeting their specific needs.

Localized content is tailored to reflect a specific geographical audience’s needs and interests. For law firms, this could mean writing about local legal news, recent high-profile cases in the area, or jurisdiction-specific legal guidelines.

Imagine a lawyer in San Francisco publishing articles about recent tech-industry-related legal disputes. This means their firm is abreast with local happenings and understands the importance of curating content for the city’s tech-savvy populace.

Embrace local vernacular and references to make your content more relatable. An article that highlights the implications of a recent change in state law becomes more impactful when supplemented with local examples or historical context.

This hyper-local approach is an excellent way to boost search visibility for local queries and foster trust among local clients. Sign up for professional SEO services that come with local content creation and optimization.

5. Technical SEO

While captivating content, backlinks, and keywords often steal the limelight, technical SEO diligently works backstage to ensure every element of your website performs at its peak.

Just as every courtroom requires a solid infrastructure (well-functioning microphones, clear acoustics, proper lighting, etc.) for the trial to proceed smoothly, a law firm’s website needs a robust technical foundation for seamless user experience and higher search engine rankings.

1. Site Architecture

Site architecture is the organization and layout of a website’s content (including how web pages are linked to and from each other). Well-structured site architecture enhances user experience and helps search engines understand the priority of content.

Effective site architecture is built around the user’s journey and needs. It streamlines navigation and helps visitors find the information they’re looking for.

Proper categorization, clear labeling, and a logical flow all contribute to a site’s architecture. The goal is to ensure users spend more time on the website, reduce bounce rates, and increase the chances of conversions.

Example: Consider the example of a law firm that specializes in multiple areas like personal injury, family law, and criminal defense. Instead of lumping all services under a generic “Services” tab, they could set up a dropdown menu under “Services” and carefully list each practice area. Each of these categories can then have sub-pages discussing specific cases or issues relevant to that domain.

This is a great way to ensure both users and search engines can easily navigate the services, understand their scope, and access relevant information effortlessly. The outcome? Enhanced online visibility.

2. Robots.txt and XML Sitemaps

Robots.txt is a standard used by websites to help web crawling and scraping bots understand which pages should not be processed or scanned. By defining these rules, websites can control which parts of their site are accessible to search engines. This is a great way to ensure irrelevant or sensitive pages remain private.

XML sitemaps, conversely, serve as a roadmap for search engines. They list a website’s essential pages and make sure search engines are aware of all the critical content that should be indexed.

Example: Let’s say a law firm has a “Staff Portal” or “Client Login” section on its website. Using the Robots.txt file, they can instruct search engines not to crawl these pages and ensure their private sections remain unindexed.

On the flip side, if they’ve recently added a series of articles or a new practice area to their portfolio, an updated XML sitemap submitted to search engines can expedite indexing.

3. Site Speed and Core Web Vitals

Site speed is an essential metric for user experience and SEO. If a website takes too long to load, people are more likely to abandon it, resulting in a higher bounce rate and poor rankings.

With mobile browsing surpassing desktop, the importance of a fast-loading site (especially on mobile devices) has never been more critical.

Core Web Vitals are a set of specific factors Google considers important in a webpage’s overall user experience. They measure web usability dimensions like load time, interactivity, and the stability of content as it loads. These metrics are increasingly becoming a deciding factor in how Google ranks pages.

Example: A law firm’s website may boast a comprehensive homepage with a video background, client testimonials, case studies, and a live chat feature. However, if these elements aren’t optimized, the page could become too heavy.

By compressing media files, leveraging browser caching, and implementing other speed-boosting techniques, the firm can ensure users access the content rapidly. Google will pick up on this and reward the site with better rankings.

Technical SEO isn’t fun and games; it requires a good grasp of the terrain. While you may feel compelled to take things into your own hands, hire SEO services to rest assured that the job will be completed to perfection without any errors or lapses.

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We don’t just dabble in SEO; we specialize in it. Our team is a fusion of SEO experts and professionals with a background in law. We understand the nuances of the legal landscape and the complex algorithms that govern online visibility.

By crafting a power-packed SEO plan for your law firm, we help you get seen online, get more calls, and get more clients; that’s the Global-marketing Inc. promise.

Start exploring our SEO services for lawyers to get started! When it comes to SEO for lawyers, Global-marketing Inc. is the gold standard. Let’s show you what a high-ranking, successful, and visible website looks like!

The post The Ultimate SEO Guide for Lawyers: Boosting Your Online Presence appeared first on Global-marketing Inc..

Imagine being the most skilled lawyer in town. You boast an unbeaten record of court victories. And yet the echo of your office phone seems to have taken a permanent sabbatical.

Let’s be honest. As the world becomes increasingly digitally driven, expertise and experience alone can’t woo clients. You may be a lawyer extraordinaire, but that doesn’t guarantee a queue of clients at your door unless you’re stellar at something else too: being visible online.

Let’s think of it this way. Joe has just been handed a parking ticket that he believes is unjust. He’s furious and determined to fight his case. But wait…he needs a lawyer. Panicked, he picks up his phone, types “traffic violation lawyer near me” on Google, and clicks on the first name that pops up. If your firm isn’t that name, Joe isn’t your client. It’s that simple.

SEO (search engine optimization) is the magic cloak that can transform your law firm into a visible, loud, and clear online business. The next time a Joe or Jane is in a pickle and turns to Google for help, your business will show up first.

The benefits? More calls, more clients, more victories, and a glossy reputation as a lawyer. Sounds like a plan? We’ll help turn it into reality.

Stick around for an A-Z breakdown of law firm marketing. If you’re new to marketing for lawyers and curious about the right way to leverage SEO for your law firm, this is it. The verdict is in; are you ready to hear it?

1. Identify Your Target Audience

Let’s say you’re a great lawyer who specializes in immigration law. You deliver an impressive speech about immigration rules, visa processes, and potential legal pitfalls. The room is packed, but there’s one hitch: the audience is full of teenagers more interested in the latest TikTok trends than immigration laws.

See the problem? This is exactly what happens when you don’t know your target audience. You end up delivering excellent content to the wrong people. While this may sound like something that rarely happens, it’s actually pretty common in the legal industry. When lawyers jump straight into SEO and skip this step, they end up targeting the wrong people who fail to convert. The outcome? Your legal marketing efforts will go down the drain.

While this is frustrating for legal businesses in general, it’s especially unnerving for small businesses just dipping their toes in the small law firm marketing waters. You’ll end up losing revenue and thinking SEO is just a silly waste of time. It’s not, provided you kick things off on the right note, i.e., identifying your target audience. This is a great way to ensure that your message reaches the right people at the right time in the right way. How should you go about this? Let’s break it down.

What is a Target Audience?

A target audience is a specific group of individuals interested in your products/services. In this case, it’s the group of people who would potentially require legal services from your law firm.

It’s important to note that your target audience isn’t “everyone.” While it’s true that, theoretically, anyone may need legal services at some point, marketing to such a broad audience is both inefficient and ineffective.

Your target audience isn’t static. It can change and evolve over time depending on various factors like changing laws, demographics, and the competitive landscape. Identifying your target audience isn’t a one-time exercise but rather an ongoing process that requires periodic reassessment and adjustment.

How to Identify Your Target Audience in 5 Steps

Step 1: Analyze Your Current Clients

Start with what you know. Look at your existing client base and pick up on common characteristics and trends.

• What type of clients tend to seek your services?
• Individuals or businesses?
• What kind of legal issues do they have?
• Any common demographic traits like age, location, occupation, or income level?

Understanding your current clients can provide valuable insights into who your target audience should be.

Step 2: Define Your Niche

Every law firm has areas of expertise or specialty services that set it apart from the competition. Maybe you excel at criminal law. Or perhaps your strength lies in family law. Defining your niche will help you identify the types of clients who need your services most.

Step 3: Understand the Market Needs

Conduct market research to develop a good grasp of potential clients’ needs and pain points. Use surveys, interviews, or focus groups to collect data. This can help you identify gaps in the market that your law firm can fill.

Step 4: Study Your Competitors

Look at other law firms in your area. Who are they targeting? What types of clients do they have? This can give you ideas for potential target audience segments you may have overlooked.

Step 5: Create Client Personas

Based on your analysis, create client personas, i.e., fictional representations of your ideal clients. These personas should include demographic information and details about their behavior patterns, motivations, and goals. They can guide your marketing efforts and help you tailor your message to the right audience.

Use Target Audience Insights to Your Advantage

Once you’ve identified your target audience, it’s time to put that information to good use. Tailor your marketing strategies to your target audience’s unique needs and preferences.

Let’s say your target audience largely comprises businesses that require legal help with contract law. In this case, you could create content about common contract pitfalls, what to look for in a legal advisor for contract law, and so on.

On the other hand, if your target audience comprises individuals who require family law services, you could create blogs about navigating divorce or child custody issues, share success stories that demonstrate your expertise in family law, and the like.

Understanding your target audience will also guide your decisions about where to concentrate your marketing efforts. For instance, if your target audience is younger, they’re likely to be active on social media platforms. Focusing your marketing efforts there could yield better results.

Identifying your target audience is only the first step. What you end up doing with that information will ultimately determine the success of your legal marketing efforts.

If you fail to check this box off the list, your law firm marketing plan will be haphazard; it’ll lack direction. A good grasp of your audience will help you tailor your marketing efforts accordingly. Instead of shooting in the dark, you’ll end up taking well-aimed shots that actually propel your business forward, not create the illusion of growth.

2. Understand Your Competition

Imagine a game of chess. Each move is calculated, every piece is significant, and the opponent’s tactics are closely scrutinized. It’s not just about moving your pieces across the board; it’s about anticipating, strategizing, and staying two steps ahead.

That’s a lot like understanding your competition in the legal landscape.

It may sound paradoxical, but knowing your rivals can help you stand out. Studying your competitors helps you identify market gaps, understand industry trends, and, most importantly, differentiate your law firm.

Before we delve into the how-tos, let’s clear the air about competitor analysis. It’s not about duplicating your competitor’s strategies or losing your firm’s identity. On the contrary, it’s about gleaning insights to help carve out your unique space in the market.

Here’s a step-by-step guide to understanding your competition:

Step 1: Identify Your Competitors

Start by putting together a list of your competitors. They can be direct competitors (firms that offer similar services to similar clients) or indirect competitors (firms that target your potential clients with different services). Include local, regional, and national firms venturing out into your area.

Step 2: Analyze Their Online Presence

Check out your competitors’ websites and social media platforms. How are they presenting themselves online? What kind of content are they producing? How are they engaging with their audience?

Step 3: Evaluate Their SEO Performance

Use SEO tools to assess your competitors’ digital performance. Which keywords are they ranking for? What is their site’s architecture like? How are they leveraging backlinks? If you’re starting off with small law firm marketing, chances are you won’t have access to the right tools. Work with an experienced marketing agency for lawyers to evaluate your SEO performance like a seasoned pro.

Step 4: Review Their Client Interactions

Online reviews and testimonials provide insights into a firm’s client relationships. Are there recurring praises or complaints?

Step 5: Understand Their Marketing Strategies

Are they using paid ads, content marketing, email marketing, or other specific strategies? Are they organizing or participating in events?

Step 6: Assess Their Service Offerings

Which services do they provide? How are they priced? Which additional benefits do they offer, e.g., free consultation, after-hour services, etc.?

Collecting this information may feel like detective work, but remember, it’s not about copying your competitors’ strategies but learning from them.

Once you’ve analyzed your competition, use this information to your advantage. Identify your firm’s strengths and unique offerings, work on areas where you lag behind, and identify potential growth opportunities.

3. Set a Marketing Budget

As the saying goes, “You have to spend money to make money.” But it’s not just about spending; it’s about spending wisely.

This is where setting a marketing budget comes in.

Allocating a specific budget for marketing is like defining the roadmap for your law firm’s journey towards growth. It serves as a financial framework and acts as a strategic tool that guides your decisions on which marketing avenues to pursue.

Let’s navigate the ins and outs of setting a marketing budget for your law firm.

Why is a Marketing Budget Important?

This may sound like an unnecessary step at first. Why can’t you simply dive into law firm marketing? Why should you spend a big chunk of your valuable time crafting a budget? Let’s explore the role of a robust marketing budget in detail.

Benefit 1: It Helps Prioritize Resources

The law of marketing isn’t “spray and pray.” It requires you to focus your resources on efforts that are likely to yield results.

A marketing budget is instrumental in this regard. It helps you determine which strategies and channels get the lion’s share of the resources and which ones should be relegated to a lower priority.

A budget gives you perspective on where to channel your funds: SEO, content marketing, social media marketing, traditional marketing channels, and the like.

Benefit 2: It Keeps Spending in Check

Law firm marketing is an exciting field with a myriad of opportunities. And it’s very easy to get carried away. Before you know it, your firm could be knee-deep in expenses with little to show for it.

A well-defined marketing budget acts as a necessary financial boundary. It sets a limit on how much you can spend on legal marketing activities. The outcome? Fiscal discipline and the prevention of overextension of resources.

Benefit 3: It Measures ROI

You can’t manage what you can’t measure. Assessing the return on investment (ROI) of your legal marketing activities without a budget can be challenging.

A marketing budget provides a clear cost-benefit analysis framework. By setting a budget, you earmark funds for each marketing activity. Combine it with tracking your outcomes, be it leads, conversions, or brand awareness, and you can efficiently measure your marketing ROI.

This neat little trick will end up fetching valuable insights into the effectiveness of your efforts.

Benefit 4: It Creates Accountability

A marketing budget doesn’t just deal with dollars and cents; it also deals with accountability. When you set a budget, you set expectations. You create a financial blueprint that projects the anticipated costs and expected results.

This brings a sense of responsibility. Every decision made and dollar spent can be traced back to its return. This encourages careful planning, disciplined execution, and data-driven adjustments.

Benefit 5: It Facilitates Performance Tracking

Without a marketing budget, you’re essentially operating in the dark. You may be overspending on underperforming tactics or underspending on strategies that could yield significant results.

A defined budget aids in performance tracking and gives you the ability to swiftly and effectively adjust your strategies based on real data.

How to Set a Marketing Budget

Step 1: Define Your Goals

This is the cornerstone of your marketing budget. What are your marketing objectives? Are you aiming to increase brand visibility? Enhance online presence? Generate leads? Attract new ones? Retain current ones?

Each goal requires different strategies, resources, and levels of funding. Obtaining a clear picture of your goals will give you marketing direction and help you allocate your budget wisely.

Step 2: Review Your Financial Status

Your budget should reflect your law firm’s financial health. Look at your revenue forecasts, profit margins, and cash flow. How much can you afford to allocate to marketing without jeopardizing your firm’s financial stability? Your marketing spend should be an investment, not a financial burden.

Step 3: Benchmark Industry Standards

While your firm’s unique needs and goals should primarily drive your marketing budget, industry benchmarks can provide useful guidance. Law firms typically spend between 2% and 10% of their revenue on marketing. This range can be a helpful starting point, but remember; it’s just a guide. Your firm’s specific circumstances may necessitate spending above or below this range.

Step 4: Consider Your Marketing Channels

Not all marketing channels are created equal. They have different reach, engagement rates, costs, and ROI. Some channels may be more effective than others depending on your target audience and marketing goals.

Understand the cost and potential returns of each channel, be it social media, SEO, email marketing, or PPC. This will help guide your budget allocation.

Step 5: Estimate Costs

This is where you’ll start getting into the specifics. List all potential expenses related to your marketing efforts. This could include costs for SEO tools, social media advertising, content creation, website maintenance, email marketing software, hiring a marketing agency for lawyers, and so on. Getting a handle on these costs will help you allocate your budget more accurately.

Step 6: Monitor and Adjust

A marketing budget isn’t just a static document; it should evolve with your law firm’s needs, market dynamics, and campaign performance.

Regularly track your spending and the results of your marketing efforts. This is a great way to collect insights into what’s working, what isn’t, and where you may need to reallocate funds.

Example of a Law Firm Marketing Budget

What should your marketing budget look like? There are no set rules. The numbers ultimately vary depending on factors like your firm’s size, location, practice areas, goals, and more.

However, we’ll give you a general idea of what your budget could look like. Keep in mind that these are only potential items; your firm may not need all of these or may need more based on your specific legal marketing strategy.

Follow our lead? Work with a legal marketing firm that can take the reins for you. They’ll set a budget based on your unique requirements and goals.

4. Optimize Your Website Using the Right SEO Strategies

In the courtroom of the digital world, your law firm’s website stands in the dock. Instead of being judged by a jury, it’s judged by search engines and web users.

The charge? Being invisible in the vast expanse of the internet. The consequence? Lost opportunities, overlooked potential, and a silent phone. And the staunch defender? Search engine optimization (SEO).

Much like a compelling closing argument always sways the court, a well-optimized website can swing the online verdict in your favor. But how do you plead your case in the eyes of Google and prospective clients? We’ll show you the way. But before we do that, let’s delve deeper into SEO and its importance for law firms.

What is SEO for Law Firms?

SEO is the strategic utilization of techniques to boost your firm’s visibility in search engine results.

When someone finds themselves embroiled in a legal tangle, their first instinct is to pull out their phone and key in “lawyer near me” or “best [specialty] lawyer in [city name].” They’re not going to sift through countless pages of results; most users stick to the first page (typically the top five listings).

When your law firm ranks on the top search engine result pages (SERPs), it goes without saying that more potential clients will find you, call you, and work with you. This is the power of SEO in a nutshell.

SEO has several components (and we’ll dive into them in just a bit). A well-crafted SEO plan is designed to make your law firm more “attractive” to search engine algorithms and provide value to potential clients who visit your website.

You’re not just pleasing Google or web users; you’re feeding both birds with one scone. This makes SEO even more powerful; it helps you check two critical boxes off the list in one go.

How Can I Optimize My Website?

Step 1: Web Design and User Experience (UX)

In the bustling digital marketplace, your law firm’s website is your digital storefront. It’s the first point of contact for many potential clients; as we all know, first impressions matter. A lot.

A well-designed website offering superior user experience (UX) can be a powerful catalyst in transforming visitors into clients.

Start by focusing on visual appeal and branding. The aesthetic design of your website should echo your firm’s professionalism and credibility. Clean lines, an uncluttered layout, and a sophisticated color palette can all contribute to creating a visually appealing digital space.

In addition, your branding elements (your firm’s logo, color scheme, typography, etc.) should be consistent across all pages to foster recognition and familiarity.

Pardalis & Nohavicka is the epitome of modern, appealing, and exquisite web design. Their website compels web users to keep scrolling and ultimately schedule a consultation, not “bounce” off the site (something that a lot of legal websites are guilty of doing).

The clean, sleek, and minimalist website is a visual treat through and through!

What’s next? User-friendly navigation. Your website should be easy to navigate and boast a clear and intuitive menu structure. Visitors should be able to effortlessly find essential pages like your practice areas, attorney profiles, contact information, client testimonials, and the like.

A well-thought-out navigation menu reduces user frustration and increases the chances of visitors exploring your website more deeply.

This brings us to mobile optimization. There are a whopping 6.8 billion smartphone users across the globe. Out of this astounding number, 50.9% of web users use their smartphones to shop online at least once a week.

If your legal website isn’t mobile-friendly, you’re leaving an enormous chunk of your audience unengaged. Your website should boast a responsive design that adapts seamlessly to different screen sizes. This little trick will help you reach a wider audience and bag more conversions.

Site speed is an essential component of web design and UX. In the fast-paced digital world, speed is king; no qualms about it. A slow-loading website can send your bounce rate soaring and negatively impact your search engine rankings. Optimize your images, use efficient coding, and consider using a content delivery network (CDN) to ensure that your site loads swiftly and smoothly.

Your website should also be accessible to all users, including those with disabilities. Accessibility features should include things like alt text for images (which also helps with SEO), keyboard navigation, and transcripts for video content.

Another critical aspect of web design and UX? Calls to action (CTAs). Each page on your website should have a clear objective and encourage users to take specific action. This could be filling out a contact form, calling your office, downloading a resource, or scheduling a consultation.

CTAs should be visually prominent and compelling in language. While CTAs benefit law firms by turning visits into conversions, they also help web users understand what to do next.

When people open legal websites in a pickle, they want action-centric information that guides them seamlessly. Clear, bold, and straightforward CTAs that encourage web users to call you, schedule a consultation, or fill out the contact form act as a big helping hand. They cut through clients’ panicked state and provide relief in the form of immediate action.

This makes CTAs all the more important for law firms. Gayle Law Group is known for its punchy CTAs in brand colors.

Follow their lead!

Step 2: Keyword Optimization

Keyword optimization is the process of researching, reviewing, and shortlisting the best keywords to drive qualified traffic from search engines to your website. In simpler terms, it’s about figuring out the words and phrases potential clients are punching into their keyboards or voicing on their smartphones.

Once you get your hands on these keywords and start incorporating them into your website, you’re in for enviable SERP rankings, impressive traffic, and dreamy conversions.

Keyword optimization acts as GPS; it helps potential clients find your website. When a person in need of legal assistance looks for “family law attorney in [your city]” or “how to file for bankruptcy,” and your business appears among the top search results, that’s the power of keyword optimization at work.

How can you check this box off the list? Start with keyword research. Use tools like Google Keyword Planner to identify the words and phrases your clients use when seeking legal services.

Focus on long-tail keywords, i.e., longer, more specific, less competitive phrases that can drive highly targeted traffic to your website. For instance, instead of the highly competitive keyword “divorce lawyer,” you may focus on “high-asset divorce lawyer in [your city].”

This doesn’t mean that you chuck out short-tail keywords. Instead, aim to strike the right balance between both short-tail and long-tail keywords to reach the right people.

Once you have your list of targeted keywords ready to go, it’s time to integrate them organically into your website’s content, page titles, URLs, meta descriptions, header tags, image alt text, etc.

Avoid keyword stuffing, an outdated practice that can lead to penalties from search engines. The integration should be natural and effortless; it should provide real value to your audience.

Here’s a brilliant example.

See what we mean? Russell & Hill manages to sneak in two critical keywords, “personal injury lawyer in the Pacific Northwest” and “personal injury attorneys,” without making it seem too obvious (or even remotely obvious).

The content reads effortlessly and organically. Talk about getting the job done without leaving a trace behind!

Keep in mind that SEO isn’t a one-and-done process. You’ll have to continually monitor your keyword performance using tools like Google Analytics. This will help you understand what’s working and what isn’t. Over time, trends and algorithms change, and so should your keyword strategy!

If you’re looking for a more robust keyword research plan, work with a legal marketing firm. At Global-marketing Inc., we provide SEO keyword research services to lawyers. Our experts will provide a list of high-ranking keywords for your industry and audience. We’ll also incorporate the keywords into web content and copy for stellar results.

Whether you take the reins yourself or turn to a law firm marketing agency for help, make sure keyword relevance, quality, and accuracy are prioritized at all times.

Step 3: Technical SEO

Like the behind-the-scenes legal clerks who keep a law firm running smoothly, technical SEO often goes unnoticed. Yet, it plays an integral role in your website’s visibility and performance.

This critical component of SEO involves the optimization of your website and server. The outcome? Search engine spiders can crawl and index your site better. As a law firm, you’ll walk away with higher organic search rankings.

Pretty sweet, right?

Let’s start with the basics.

Imagine if you had to navigate a bustling city without a map or GPS. It would be pretty chaotic, right? That’s exactly how search engines feel when trying to crawl a website without an XML sitemap.

An XML (extensible markup language) sitemap is a file that lists all the relevant URLs (pages) of your website. It acts as a roadmap for search engines and expertly guides them to all the important pages on your site that you want to be indexed.

In the context of a law firm’s website, your sitemap may include pages like your practice areas, attorney profiles, blog, contact information, and case studies. By providing search engines with this roadmap, you’re helping them find, crawl, and understand your content more efficiently.

How do you create one? Many content management systems (CMSs), like WordPress, offer automatic sitemap generation. For custom solutions, online sitemap generators can create one, which you then upload to your website’s root directory.

Once you have your sitemap, don’t forget to submit it to search engine webmaster tools (like Google Search Console) to inform them of its existence. It’s like personally handing over your roadmap to Google’s crawlers so they don’t miss any important pitstops!

The robots.txt file acts as a traffic controller for your website. It tells search engine spiders where they can and can’t go. Located at the root of your website, this simple text file instructs web robots which pages on your site to crawl and which to ignore.

For example, you may want search engines to ignore a page that’s under construction or a page that has duplicate content, e.g., print versions of webpages.

For a law firm, you may use the robots.txt file to keep search engines away from private client data or sensitive case information that’s stored online. This basic information includes “user-agent,” which specifies the search engine robot, and “disallow,” which lists the URLs you don’t want to be crawled.

For instance, to block all robots from crawling a specific page, your robots.txt file may look something like this:

Creating and maintaining a clean, accurate robots.txt file is critical for efficient site crawling and indexing.

However, be cautious. An incorrect command in your robots.txt file could block search engines from accessing your site entirely.

When it comes to managing your site’s traffic, the robots.txt file is the trusted traffic officer who ensures everything runs smoothly and according to plan. Work with a legal marketing firm that specializes in technical SEO. They’ll take care of the legwork for you and ensure your site runs smoothly, seamlessly, and systematically.

HTTPS protocol is up next. At a time when privacy and data security aren’t just important but indispensable, HTTPS protocol acts as a vigilant security guard for your law firm’s website.

HTTPS, which stands for hypertext transfer protocol secure, encrypts data transmitted between a user’s browser and a website. It provides a secure online experience for your audience.

Think of it this way. You wouldn’t leave sensitive client files out in the open in your law office, would you? Of course not. You’d secure them behind locked doors or in locked file cabinets. HTTPS is that security measure for your online ‘office’.

Here’s how it works. When a site uses HTTPS, the data sent between the user and the site is encrypted. This means that even if someone intercepts the data (like a cybercriminal), they wouldn’t be able to decipher it because it’s encoded.

This is especially critical for sites where sensitive information is transmitted, e.g., legal websites that may handle case details, personal client details, or payment information.

This brings us to structured data. Let’s pretend search engine result pages (SERPs) are a black-tie event. Everyone is dressed up, looking their best to attract attention. Imagine showing up in a vibrant, beautifully tailored suit or dress. You’d stand out, right? In the world of SEO, that’s what structured data does for your law firm’s website.

Also known as schema markup, structured data is a type of code that helps search engines understand your website’s content and present it attractively on SERPs. It’s like providing search engines with a cheat sheet that explains what your content means and how it should be presented!

Pretty cool, right?

Using structured data, your website’s listing on SERPs can be enhanced with additional information, often referred to as ‘rich snippers’ or ‘rich results’. For example, a standard SERP listing typically includes the page title, URL, and meta description.

Something like this:

But with structured data, you could add elements like ratings, reviews, FAQs, breadcrumbs, and specific business information (operating hours, location, etc.).

Here’s an example:

Why is all this important for your law firm? It’s all about visibility and click-through rates (CTRs). Enhanced listings take up more real estate on SERPs. As a result, your website is more noticeable.

Additionally, rich results provide users with immediate value and potentially increase the likelihood that they’ll click through to your site.

Implementing structured data involves adding the appropriate schema markup to your website’s HTML. It may sound complicated, but various tools and plugins can help simplify the process. Google’s Schema Markup Testing Tool, for instance, can help you validate your markup and ensure it’s correctly implemented.

And lastly, let’s talk about URL structure, one of the most important aspects of technical SEO. Have you ever found yourself lost in a new city because the street signs were confusing or non-existent? That’s how a user or search engine might feel when trying to navigate your website if your URLs are messy or unclear.

A good URL structure is akin to a clear, straightforward street sign; it guides users and search engines effortlessly through your website’s neighborhood.

URL, short for uniform resource locator, is the address of a webpage. URL structure refers to how these addresses are organized; the clearer and more readable, the better.

A clear, well-structured URL should ideally be readable. This means it should be concise and logically organized. It should also make sense to a human reader. For instance, www.yourlawfirm.com/family-law/divorce is far more readable than www.yourlawfirm.com/pg?id=123.

We also recommend sneaking keywords into your URL. This will help web users and search engines understand the content of the page. Using the previous example, the terms “family law” and “divorce” clearly indicate the topic of the page.

If your site has multiple pages or layers, the URL should follow a logical hierarchy. For instance, www.yourlawfirm.com/services/criminal-defense/dui indicates a clear path from services to criminal defense to DUI representation. In URL convention, hyphens are typically used to separate words (not underscores or spaces). This is because they’re recognized by search engines as word separators.

Ensure consistency across the board to keep both web users and search engines happy. Remember, URLs are a ranking factor. Ding, ding, ding! Search engines like Google use URL keywords to understand the content of a page and rank it higher (or lower) on Google SERPs accordingly.

A URL that reads www.yourlawfirm.com/family-law/divorce gives Google a clear context that the page is about divorce under the realm of family law. The outcome? Higher rankings for related search queries.

See how this works?

Play your cards well, and you’re in for terrific rankings. It’s all uphill from there: roaring traffic, neat conversions, and consistent law firm growth.

5. Create Valuable Content

Let’s play pretend. Imagine you’re not a lawyer for a moment but a client facing a legal challenge. You’re scared, confused, and seeking answers.

Now, you stumble upon two websites: one with generic, uninspiring content and another packed with insightful, clear, and expertly articulated information.

Which law firm will you trust your case to?

Exactly.

In the digital arena, your law firm isn’t just competing on legal expertise or client service; it’s also competing on content. The online content you create is the shining beacon that guides potential clients to your firm amidst a sea of legal offices.

It’s your ticket to transforming your firm from ‘just another office’ to ‘the legal authority’.

Let’s dive into how you can create valuable content that compels, convinces, and converts your target audience.

Your content portfolio should be a well-curated collection that demonstrates your breadth and depth of knowledge and caters to different stages of the client’s journey.

Instead of picking out content pieces at random, think strategically and smartly. Understand the different types of content popular among your audience and supply them in abundance. And develop a good grasp of the specific types of content that fail to resonate with your audience and toss them to the side accordingly.

Each content piece your law firm creates should serve a specific purpose and audience. Let’s explore the most popular and relevant content pieces for law firms.

Blogs

Blogs are the knights of your content chessboard: versatile, flexible, and capable of reaching places other pieces can’t. They serve multiple purposes: addressing frequently asked legal questions, discussing recent legal developments, or simply offering legal advice in a reader-friendly manner.

Blogs allow you to demonstrate your expertise in a less formal setting. When used correctly, this approach can help you make the law more accessible and your firm more approachable.

Write engaging, insightful, and value-added blogs that unpack complex legal topics. Sobo & Sobo is known for its comprehensive blogs that break legal complexities and intricacies down into bite-sized pieces.

Their blog titled “DUI, DWI & DWAI in New York: What’s the Difference?” is the perfect example of informative and digestible content.

Recommended Read: SEO Content Guide to Search Engine Ranking Factors

FAQs

FAQs are your pawns. They may seem small, but they’re mighty.

FAQs provide straightforward answers to common legal questions. This makes them an excellent resource for clients who are seeking quick information.

They also help improve your website’s SEO by targeting long-tail keywords. For instance, a potential client may Google “how to file for bankruptcy in New York,” a query you can directly address in your FAQs.

This is how your content will show up:

Sweet, right?

We also recommend creating a separate FAQs webpage. JL Carpenter’s FAQs page is a great example.

Cover as much ground as possible. Once web users land on your website’s FAQs page, they should be able to find answers to all their questions.

We recommend updating this page every two months to ensure comprehensiveness, accuracy, and relevance. You may have to update some answers based on the evolving legal landscape. And you may have to add new FAQs. Perhaps some of them need to be removed altogether!

Stay on top of your game to provide factual and updated information to your audience at all times.

eBooks and Whitepapers

eBooks and whitepapers are your rooks: strong and impactful. They allow you to delve deeper into complex topics and offer in-depth analysis that articles or blogs may not cover.

This detailed level of information can provide significant value to potential clients who are on the hunt for more substantial content.

Case Studies

Case studies are your queen: powerful and invaluable. By providing a real-life case that your firm handled successfully, you’re essentially providing a testament to your expertise and results.

This can be a game-changer for potential clients. It’ll help them understand how your firm handles cases, strategizes, and achieves positive outcomes.

Here’s how you could go about this:

And if you want to get more creative, take a page out of Russell & Hill’s book. Their case studies are visually presented in one of the most unique, engaging, and aesthetically appealing ways we’ve ever seen!

See what we mean?

Instead of playing it safe, think outside the box and experiment with unique presentation styles. This little trick will go a long way in helping you keep your audience engaged and convert casual visitors into clients!

Videos

Videos are your bishops; they move differently and catch attention. In 2023, the vast majority of web users are visual learners; they prefer watching a video over reading lengthy text.

Videos can offer a more personal touch. Whether you put together an explainer video that breaks down complex legal procedures or create a testimonial video that features satisfied clients, the right video will help you inform and convert a wider audience.

Video content also significantly increases the time spent on a website. This sends a positive signal to search engines. The outcome? Fantastic SERP rankings.

Recommended Read: Video SEO: Optimize for Visual Intent and Video-First Searches

JL Carpenter’s website features a webpage dedicated to video content. This is an excellent way to walk your audience through legal topics in a more conversational, relaxed, and effortless manner.

If you haven’t already, set up a YouTube channel. You can embed the videos on your website or upload them directly. At Global-marketing Inc., we offer professional video design services for lawyers. Walk us through your vision, and we’ll handle the rest!

6. Leverage Local SEO

Law firms no longer compete only on a city block or within court walls; they compete in the vast expanse of the online world. However, while global reach is a valuable asset, local presence holds the most importance for law firms.

After all, your clientele is predominantly local: people looking for legal representation in your city, neighborhood, and, sometimes, just around the corner. This is where local SEO enters the picture!

Local SEO is the process of fine-tuning your online presence to fetch more business from local queries on Google. As a law firm, this isn’t just a nice-to-have; it’s a must-have.

People who are on the hunt for lawyers typically look for professionals near them. Whether they’re facing a sudden legal issue or planning for a future need, they scan their vicinity for experienced lawyers who can build a strong case for them.

By leveraging local SEO, you’re ensuring that every time someone looks for “lawyers near me” or “lawyers in [your city]”, your law firm is the top result.

How can you pull this off?

Let’s show you the way.

Google Business Profile

Your law firm’s first point of contact with potential clients isn’t through your office door      but rather your Google Business Profile (previously known as Google My Business). Think of this as a concise snapshot of your business on Google, complete with your firm’s name, location, operating hours, and reviews.

A Google Business Profile is an indispensable tool for local SEO. When someone searches for a law firm near them, Google often provides a list of local businesses in a box known as the Google Local 3-Pack. The Local Pack, in short, appears above organic search results.

Here’s what it looks like for the search query “best lawyers in NYC.”

Catch our drift?

To make the most of your Google Business Profile (GBP), start by providing complete and accurate information about your law firm. This includes your firm’s name, address, phone number, website, and hours of operation. Google ranks complete profiles higher than incomplete ones.

All done? Categorize your business next. This helps Google decide which searches your listing is relevant to. Choose the category that best represents your law firm, e.g., “personal injury lawyer,” “divorce lawyer,” “criminal justice attorney,” and so on.

After setting up your GBP, you need to verify it. Google needs to confirm that your business is legitimate and that you’re authorized to manage the profile. Verification is pretty simple and straightforward; it can be done via postcard, phone, email, or Google Search Console.

Follow this up by filling in your GBP. Encourage your audience to leave reviews on your GBP. Positive reviews can significantly boost your GBP’s visibility.

Make sure you promptly respond to both positive and negative reviews. Google likes it when businesses interact with their customers. The more active you are, the better. This means Google will rank you higher in the Local Pack.

Keep filling your GBP with more content: updates, posts, photos, videos, virtual tours, and so on. Google allows you to post updates directly to your GBP; you can share news, promotions, events, or even legal advice.

Make sure you post high-quality, engaging, and enriching content that resonates with your audience.

Pardalis & Nohavicka is known for sharing high-resolution photos of their firm, team, and cases. Here’s a glimpse:

Similarly, Romano Law stands out for its frequent GBP updates.

And Antin, Ehrlich & Epstein steals the show by actively and gratuitously responding to customer reviews.

The more thought, attention, and care you pour into your GBP, the higher your SERP rankings. Google plays by the rules; it rewards law firms that provide quality content and a seamless experience to web users.

When you give Google what it wants, it’ll certainly return the favor.

If you’re having trouble with local SEO, work with a marketing agency for lawyers. They’ll dissect your current local SEO performance and craft a power-packed campaign accordingly.

While local SEO is essential for all law firms, it’s an especially integral part of small law firm marketing. If you’re just getting started and building traction, invest in local SEO to earn a much-needed boost in online visibility.

Online Directories

Long gone are the days when people would thumb through a physical directory to find a law firm. In 2023, online directories have taken the mantle. They’re essentially the modern version of Yellow Pages, only far more comprehensive, interactive, and accessible.

Online directories are a vital element of a well-rounded SEO strategy for your law firm. They offer a centralized platform for potential clients to discover, learn about, and contact your law firm. A robust presence across these directories can increase your online visibility, boost your local SEO, and improve your credibility.

Not all online directories are created equal. Some are more reputable and generate more traffic than others. Take some time to do your research and select the right directories.

Here are our top picks:

• Bing Places

Domain Authority: 52

• Yelp

Domain Authority: 94

• Avvo

Domain Authority: 71

• Justia

Domain Authority: 88

• FindLaw

Domain Authority: 71

• Martindale

Domain Authority: 63

• Lawyers.com

Domain Authority: 60

• Nolo

Domain Authority: 85

• Lawyer Legion

Domain Authority: 46

• Super Lawyers

Domain Authority: 66

• LawInfo

Domain Authority: 58

• LawLink

Domain Authority: 46

• HG.org

Domain Authority: 64

• LegalZoom

Domain Authority: 71

• Yellow Pages

Domain Authority: 91

• Local.com

Domain Authority: 60

• Foursquare

Domain Authority: 92

• BBB.org (Better Business Bureau)

Domain Authority: 91

• ChamberofCommerce.com

Domain Authority: 58

Keep in mind that while a higher domain authority score is generally better, it’s also important to focus on directories that are relevant and popular among your target audience.

This is where directory research becomes non-negotiable. Work with a legal marketing firm to identify the best listings for your law firm and audience.

When listing your law firm on various directories, maintain consistent information across all platforms, especially concerning your firm’s name, address, and phone number (NAP). Inconsistent information can confuse search engines and hurt your local SEO efforts.

Just like with your Google Business Profile, ensure that your directory profiles are as complete and detailed as possible. The more information you provide, the easier it’ll be for potential clients to understand what your firm offers and how you can assist them.

7. Use Social Media

If you’re not leveraging the power of social media for your law firm, you’re missing out on a goldmine of potential clients; no exaggeration.

Social media is no longer a place where people just share their daily activities or cat videos (although we love those). In 2023, it has evolved into a powerful marketing platform that can substantially boost your law firm’s online visibility and reputation.

Just consider this. 4.9 billion people use social media regularly worldwide. That’s not an ordinary number. Let it hit you again: 4.9 billion people.

This means that your prospective clients are already hanging out on these platforms. By building a robust social media presence, you’re not only reaching them where they already are, but you’re also showing them a more relatable and engaging side of your law firm!

Start by choosing the right platforms. Not every social media platform is suitable for every business. For law firms, LinkedIn, Facebook, Twitter, and Instagram are usually the most relevant platforms.

LinkedIn is excellent for networking with other professionals and demonstrating your expertise, while Facebook, Twitter, and Instagram are great for engaging with your clients directly.

Since your social media profile is the digital face of your law firm, make sure it’s professional, comprehensive, and reflective of your brand’s identity. Use a high-resolution logo, write a compelling bio, and include a link to your website.

All done?

It’s time to get to work!

Your social media profile is only as good as the content you share. Instead of casually churning out run-of-the-mill content, be intentional with the process.

Share valuable content that informs and engages your audience. This is a great time to revisit the target audience insights you collected earlier. Carefully review your audience’s legal requirements, pain points, and interests.

What are the common legal questions they have? Which topics are they most likely to engage with? Answer these questions to determine a good grasp of the kind of social media content you should create.

Variety is key here; don’t limit yourself to a single type of content. Experiment with different formats to cater to diverse preferences.

Pardalis & Nohavicka is known for sharing engaging, diverse, and thought-provoking posts and stories. Their latest Instagram post is a slice of the perfect social media marketing pie for lawyers.

See what we mean?

They frequently share legal tips, polls, FAQs, surveys, legal news, updates, behind-the-scenes content, testimonials, live Q&A sessions, industry insights, and so much more. This is the perfect place to get creative! The more engaging and exciting your content, the better.

Your social media content should aim to educate and empower your audience. Instead of using a lot of legal jargon, simplify complex legal topics. Empowering your audience with palatable knowledge is an excellent way to build trust and position yourself as a valuable resource.

In 2023, user-generated content (UGC) is a treasure trove for your law firm’s social media strategy. UGC is any content created and shared by your clients, followers, or community members that showcases their experiences, testimonials, or interactions with your firm.

It’s a powerful tool that allows you to amplify your brand message, build trust, and foster a sense of community around your law firm.

Highlight real-life success stories from your clients. Ask them to share how your firm helped them overcome legal challenges, achieve favorable outcomes, and regain peace of mind. Share these stories on social media to demonstrate your firm’s expertise and the positive impact you’ve made in people’s lives!

Recommended Read: Social Media and SEO: How to Use Social Media to Improve SEO Rankings

8. Try Your Hand at Pay-Per-Click Advertising

In a profession where outcomes are uncertain, and courtrooms are filled with suspense, it’s refreshing to have a marketing strategy that delivers guaranteed results.

Pay-per-click (PPC) advertising is the surety you’ve been looking for. Unlike traditional advertising methods, PPC allows you to specifically target individuals who are actively looking for legal services online.

Here’s how it works.

It all starts with identifying high-ranking keywords that potential clients are typing into search engines when looking for legal assistance. As a law firm, you bid on these keywords and compete with other firms to grab the top SERP spots.

Once you’ve chosen your keywords, it’s time to weave spellbinding copy. Craft captivating ads that highlight your law firm’s unique selling points, expertise, and services. The goal is to use concise and persuasive language that entices potential clients to click on your ads and discover the magic you have to offer.

PPC advertising gives you the power to control your spending. Set a budget that aligns with your firm’s goals. The great thing about PPC advertising is that you don’t have to go overboard; you can stick to your budget through and through.

Simply determine how much you’re willing to bid for each click and the overall amount you’re willing to invest in your PPC campaigns. Once this amount is set, it’ll remain constant until you decide to tweak your campaign.

The sorcery of PPC lies in its ability to precisely target your desired audience. You can define your audience based on specific factors like location, demographics, search intent, and even the time of day. This ensures that your ads are seen by the right people at the right time.

Since you only pay when someone clicks on your ad, you’re not wasting your budget on impressions alone; you’re investing in actual engagement and potential leads. This cost-effective approach allows you to allocate your resources strategically and track the return on your investment.

Since PPC advertising is a complex marketing technique, it’s best left to experts. Instead of taking the reins yourself, work with an experienced legal marketing firm that takes care of all the legwork for you.

When executed to perfection, your PPC advertising strategy can put your law firm in the spotlight and help you gain a competitive edge in the digital landscape.

Recommended Read: PPC Management for Small Businesses: Tips and Tricks

Let Global-marketing Inc. Show You the Way!

In this blog, we walked you through the A–Z of law firm marketing. Now that the game plan is laid out in front of you, it’s time to make full use of it!

Global-marketing Inc. is here to show you the way.

As one of the leading legal marketing firms in 2023, we specialize in helping up-and-coming law firms get seen by their target audience online. Our goal is to ensure that your phone starts ringing, your meeting rooms buzz with consultations, and the courtroom is filled with the sound of your victory.

Sounds like a plan?

Explore our SEO services for lawyers to get started!

Whether you’re interested in small law firm marketing or looking for law firm marketing ideas for established firms, we’ll take the reins and steer your business in the right direction.

As an experienced, established, and reputable marketing agency for lawyers, we don’t drop the ball; that’s a promise.

For more information about our legal marketing services, give us a call today. It’s time to pull your firm to the top SERPs and fetch a roaring round of applause (and revenue) from clients.

The post Law Firm Marketing 101: A Step-by-Step Guide appeared first on Global-marketing Inc..

Great reputation? A steady stream of clients.

Not-so-great reputation? Crickets chirping.

Amping up your reputation, trustworthiness, credibility, and authoritativeness is your golden ticket to dominating Google SERPs and earning more clients. And how can you do that in 2023? By putting more high-DA backlinks into your SEO satchel.

Link building is almost like an elixir for lawyers; it puts their business in the limelight. When some of the biggest names in your industry hand you shiny new backlinks, your online presence will neaten up.

In this blog, we’ll help you get into Google’s good books and wow prospective clients. If you’re new to link building for lawyers, keep reading for a closer look at the top strategies for both novice and experienced attorneys.

Let’s fire up the link building cannon!

Link Building for Law Firms: A Quick Refresher

What is link building (also known as back-linking), and why is it important for your business? Our 3-minute video succinctly breaks everything down:

The goal isn’t just to build backlinks. Instead, strive to build high-DA backlinks that help you generate high-quality traffic.

When a high-DA platform like Bloomberg Law offers you a backlink, you’ll attract qualified leads that actually end up becoming clients.

The more high-DA backlinks you generate, the shinier and sturdier your online visibility.

The Top Link Building Strategies for Lawyers

1. Guest Posting

Guest posting is and always will be the best way for lawyers to build high-DA backlinks. We’re not a big fan of using superlatives, so if we’re flattering a link building technique, no holds barred, it must be good.

A guest post is an article that’s written for and posted on another website. That sounds… pretty odd, right?

Why on earth would you write an article for someone else when you could post it on your own website? This is akin to working tirelessly on another lawyer’s case. Pretty pointless, right?

Well…. not exactly.

Think of Google as rugged terrain. While some websites have an exceptional DA score, others lag behind.

If your website has a low DA score, say, 25, your blog will not do well. It’ll float around the lowest SERPs and generate very little traffic. This is because Google doesn’t deem your website credible, trustworthy, and authoritative enough yet.

On the other hand, if you write an article for a high-DA website with an 80+ score, the content will perform exceptionally well.

Why? Because the website enjoys high rankings and spectacular traffic, to begin with. When your work goes on their website, you’ll ride their coattails.

Writing a guest post is your golden opportunity to demonstrate industry expertise. Write masterful content, bring new ideas to the table, and seal the deal with a shiny backlink.

Here are some websites that accept guest posts from lawyers:

Keep their domain authority score in mind. The higher the DA, the better your rankings and traffic.

Your guest post should also be engaging, not boring and dull. Instead of handing this task over to your in-house writing team, recruit legal content writers who specialize in both content writing and law.

At Global-marketing Inc., we have a team of dedicated content writers with legal expertise and experience on board. They write masterful content with accurate insight and relevant statistics.

The right guest post on the right platform will fetch dozens of new clients for you. Play your cards wisely and get ready to reap the benefits of link building for lawyers. As one of the most effective link building services, guest posting will help you become one of the leading names in your local industry.

Recommended Read: Why Your Guest Blogging Strategy Is Failing

2. Turn to Your Competitors

Whether you recently started your law firm or you’ve been practicing for years but haven’t “made it big” yet, it’s time to branch outwards.

Yes, looking inwards is important. As you identify your SEO shortcomings and undo them, you’ll make great progress. However, looking at your top competitors is also extremely important.

There’s a reason why they consistently make it to the top search results on the first Google SERP. Identifying the secret sauce is critical, and a trusty competitor analysis will help you do just that.

This is a white-hat link building technique, i.e., it’s completely legal and, in fact, recommended by SEO experts.

When you duplicate competitor backlinks, you get rid of the trial-and-error nature of link building. You already know what works for your competitors; you don’t have to do all the legwork, see if the risk is worth it, and proceed accordingly.

The action plan works well, and it’s all laid out right in front of you.

At Global-marketing Inc., we use cutting-edge backlink analysis software. It fetches comprehensive results, including complete backlink profiles for your top competitors.

We’ll help you understand which platforms are providing backlinks, what their DA score is, how many backlinks they have offered so far, and so on.

These results will help you connect with the right platforms and increase your link building prowess like a seasoned pro.

Make sure you hire backlink building services that include a competitor analysis. Inquire about the package beforehand to ensure that you benefit from a comprehensive, robust, and complete link building plan.

3. Jump on the Podcasting Bandwagon!

A podcast?

Why?

We grimaced at the podcasting trend, too, but it has proven itself time and again.

In 2023, a whopping 464.7 million people listen to podcasts. 22% of people listen to podcasts while driving. This isn’t a bandwagon that you can set aside; it must be leveraged!

Legal podcasts are wildly popular. Since Serial Podcast gained popularity, more and more lawyers have been launching podcasts and/or collaborating with popular podcasters.

Serial Podcast gained so much traction that it resulted in Adnan Syed’s freedom. His murder charges were dropped because of the evidence presented in the podcast and, of course, the clever dissection of loyal listeners.

What does this have to do with link building?

Stay with us, we’re getting there.

If you’re a guest on a famous podcast, they’ll offer you a backlink in the transcript or written recap of the podcast. This is where Qwoted enters the picture. As a PR platform for podcasts, Qwoted provides expert commentary to podcasters. Partner with a podcasting team that has signed up for media coverage from Qwoted.

A backlink is just the juicy cherry on top. At their very core, even without a backlink, podcasts are immensely beneficial. You’ll gain a lot of traction on Google SERPs and strengthen your firm’s brand identity.

There’s a reason why the Google search “attorney podcasts” fetches a plethora of results. Here’s a sneak peek:

Why?

People want to listen to more legal content!

Make sure you come off as friendly, approachable, and warm in the podcast. While people are looking for legal expertise, they’re also looking for empathetic, non-judgmental, and affable lawyers.

As you share expertise on the pod, offer a slice of your personality as well. This is a great way to convert curious listeners into clients.

While podcasting isn’t a professional link building service, it’s an indirect and roundabout way to build backlinks. Take your time, get comfortable with the podcasting niche, and start building your brand with insightful podcasts!

Recommended Read: How to Get Published on Yahoo News

4. Let Trusty Ol’ HARO Do the Trick!

Help a Reporter Out (HARO) is a popular platform that connects PR sources, bloggers, and journalists with experts.

It’s pretty simple. PR sources, bloggers, and journalists submit requests for expertise from professionals. HARO does this three times a day: 5:35 AM, 12:35 PM, and 5:35 PM (Eastern time).

When used cleverly, HARO can help lawyers become the go-to source for expertise on a legal topic. This is also a great opportunity to build rapport with PR sources, bloggers, and journalists. As your reputation becomes glossier with HARO, you’ll significantly increase the chances of earning a high-DA backlink.

This is a prime example of a mutually beneficial relationship. PR sources, bloggers, and journalists walk away with expertise, and you walk away with backlinks.

The goal is to ensure that your answer gets selected by the writer. If this happens, you’ll earn a backlink as a form of attribution.

In 2023, certain legal topics are ridiculously popular, including civil law, bankruptcy, DWI/DUI, divorce law, and the like. As an attorney, you shoulder the responsibility of submitting insightful, value-added, accurate, relevant, and unique responses to HARO queries.

Make sure you avoid mistakes like the plague. Even the slightest error can cost you. If you miswrite a penalty or law, your reputation will be tarnished.

Thoroughly proofread your response to avoid getting in hot water. When you submit stellar responses, you’ll become an authoritative source on HARO. This is one of the easiest ways to build shiny new backlinks!

Since thousands of qualified, experienced, and skilled lawyers actively share their responses on HARO, the competition is at an all-time high. If you want your responses to stand out, raise the quality bar.

Additionally, respond as quickly as you can. Faster responses are more likely to get quoted. Your responses should also be unique, not generic. Bring new insights to the table.

In the beginning, your success rate will be low by default. However, as you keep providing thoughtful commentary, you’ll start performing much, much better on HARO.

HARO is a great way to earn backlinks from some of the strongest domains out there. Use it wisely, and it’s all systems go.

Recommended Read: What is HARO and How to Use It for Backlinks

5. Answer Questions on Reddit and Quora

Reddit and Quora are filled with recommendations for qualified lawyers.

Here’s what we’re talking about:

Why?

Because people trust the advice shared on these platforms. Legal subreddits are incredibly well-organized and gatekept. The moderators show the exit door to anyone who breaks the rules.

Let’s understand how this works. Answering questions on Reddit and Quora will not result in a new backlink in your link building nest. That’s not how this works.

All the backlinks are “nofollow”, i.e., they get ignored by search engines. Since nofollow links don’t pass PageRank, they won’t do much for your SERP rankings.

Here’s a quick summary of the difference between dofollow links and nofollow links:

So how exactly will this benefit you?

When you provide insightful answers, your audience will take notice of your practice. Additionally, the top dogs in your industry will also become aware of your presence.

Yes, both Reddit and Quora are actively used by some of the biggest names in the legal industry. As you build trustworthiness through Reddit and Quora, you’ll increase your chances of earning dofollow backlinks.

We also recommend promoting your law firm on these platforms by creating new posts yourself. Try something along the lines of:

As you open the door to a free-flowing conversation, you’ll be able to provide a lot of valuable insight.

Make sure you don’t overdo it. While putting up an AMA-style post is acceptable, sharing a self-congratulatory post that runs along the lines of “I’m the best ABClawyer in XYZ. Hire me!” isn’t the best approach. It’ll put a bitter taste in the community’s mouth, and it’ll go against the rules.

Before you start posting on Reddit and Quora, understand the guidelines and review previous posts to get a better idea of the style and line of commentary. As always, avoid providing run-of-the-mill insight. If you can’t bring unique, valuable, and expert opinions to the table, you’d rather not say anything.

When you use Reddit and Quora correctly, you’re in for a power-packed boost in online visibility and credibility. If you’re not sure how to begin, consult reputation management experts who specialize in brand building with Reddit and Quora.

Recommended Read: 10 Types of Backlinks and How to Create Them

6. Make a Beeline for Directories

If you have a low DA score, you can’t aim for a link building partnership with high-DA platforms right off the bat.

Why would a 90+ DA website provide a backlink to a 20 DA website?

If you’re starting off slow, knock out the low-hanging fruit first. This is where directories come in handy. They’re free and, most importantly, they help put your name out there.

Turn to websites like Avvo, FindLaw, Justia, HG, and Yelp for help. You can also explore paid legal directories like Nolo, Lawyers, and Super Lawyers.

However, not every paid legal directory is worth exploring. Take your time, do your research, and hire link building services for guidance.

Let’s take a look at how this works. FindLaw helps people find lawyers near them for a wide range of legal issues.

Web users can specify their search based on their city, ZIP code, and country. You can also explore different areas of expertise, including accidents and injuries, criminal law, DUI/DWI law, and the like.

Let’s say you provide family law services in Cincinnati. If your listing is complete, updated, accurate, and comprehensive, it’ll appear whenever a person looks for family lawyers in Cincinnati. This is an excellent way to put the word out.

“Alright, great, but where’s the backlink?”

Right here.

The big “Visit Website” button is your backlink. If you take a closer look at this screenshot, you’ll also notice that the top three listings have “Ad” written next to them. These are paid listings. If you want your listings to appear among the top results, try your hand at directory advertising.

At Global-marketing Inc., we provide a list of relevant legal directories to clients as part of our backlink building services. You don’t have to manually find, review, shortlist, and finalize directories; our cutting-edge software will take care of it for you.

Make sure you build high-quality directory listings. One-size-fits-all techniques won’t work here. Write a unique, value-added, and insightful business description that doesn’t leave any further questions on the table. Comprehensiveness is your golden ticket to getting your listing indexed by Google.

Additionally, ensure NAP (name, address, phone number) consistency. When your NAP is consistent across your website, Google Business Profile, and directory listings, Google will deem your business credible, trustworthy, reputable, and authoritative. The outcome? You’ll make it to the Google Local 3-Pack.

The Verdict Is In…

The jig is up; we’ve been found guilty of launching power-packed link building plans for lawyers!

If you want to give your law firm a generous boost on Google SERPs, earn more traffic, and turn casual visitors into clients, turn to link building now.

At Global-marketing Inc., we’ll take the reins for you! Our SEO team specializes in link building for lawyers. We use actionable strategies to help your firm stand out and achieve staggering growth.

Explore our professional link building services to get started. In addition to link building, we also provide a wide range of additional SEO services for lawyers.

It’s time to give your firm the boost it deserves.

We’re ready when you are!

The post Proven Link Building Tactics to Boost Your Law Firm’s SEO appeared first on Global-marketing Inc..