(Author: Noreen Fishman)
local Search Engine Optimization (SEO) It is important for many companies, including law firms. In reality, 46% from all google Searches look for local information, and this number is likely to be higher for practices operating at a regional level. There also tends to be a strong correlation between organic website traffic and local searches. What does that mean for your company? This means that if you can improve your website traffic through local search engine optimization, you are more likely to gain more website traffic and leads in general. Here are some simple tweaks your law firm can make within your local SEO strategy to improve local visibility.
The benefits of local SEO
Local SEO refers to a search engine optimization strategy that focuses on improving search rankings in local search results. So, if someone searches for “law firm in Pennsylvania,” it indicates to Google that they are looking for a law firm in a specific location.
with all the information Google Web pages must be viewed, one of the important ranking factors is geolocation.
local Search Engine Optimization It is about marketing your company to those who are looking specifically at your site. If you are a law firm, especially a small or medium-sized business, local SEO is very important. For law firms that operate regionally, local SEO is essential, as it allows firms to reduce the advantage of larger national firms that can rank for more broad keywords, while gaining traffic from a more relevant audience.
15 Local SEO Tips for Law Firms
1. Take a look at the overall speed and performance
Before you dive into other methods, you need to be sure of everything you’re directing traffic to loads correctly. Website performance studies show that in order for your site to retain visitors, it must not exceed page load time Three seconds. Before you focus on getting more people to your site, make sure they don’t bounce back once they get there.
2. Make sure you are using the correct local keywords for your services
It is important to ensure that the descriptions of your services on your website reflect what people in your area are actually searching for. Use a keyword research tool like smrush or ahrives. These allow you to determine which search terms are most popular for law practices like yours – and how difficult it is to rank locally, too.
Follow the following steps:
- Choose what is locally appropriate Key words you want to target. You can use one of the above tools and try to type relevant keywords based on the position in Google.
- Incorporate keywords throughout your site, including relevant pages and blogs
- Optimize pages for keywords by including them in headings, in body copy, and in URLs
3. Claim and improve your Google My Business listing
Your law firm profile Google My Business It’s your local listing that appears in Google Maps, local results for Google Search, and even the right-hand dashboard in Google Search. As with websites and ads, Google ranks Business Profiles according to relevance to the search term and overall quality. This means that by optimizing your Business Profile, you can rank higher in local search, appear for more search terms, stand out from the competition, and even win more customers.
4. Make sure your site is mentioned in the main parts of your site
You should ensure that your homepage and any other important pages containing information about your services point to your location in four key places:
- title tag
- body copy
- Induction labeling
In addition, it is helpful to add the site in the URL where appropriate. For example, if you have offices in three different cities in New York, I would suggest creating three separate pages with three separate URLs. Keep in mind that each page must have a featured copy, as Google does not like duplicate content and can penalize it in search results.
5. Use geotags for the chart
This set of microdata was created as part of a collaborative effort of the major search engines: Google, Bing, and Yahoo. Schema is the basis for markup data that allows search engines to better understand location-based structured information, enabling them to produce richer search results. There are different ways to create and display a schema tag – check that out This article To go deeper into the schema coding.
6. Improved voice search
this job He was increase For the past two years, and will continue to do so. It allows people to search faster, in addition to the multitasking that users love. Think of keywords that are commonly used in voice search rather than just search engine queries. For example, it’s important to keep in mind that people often ask a question using voice search, such as “Is there a personal injury attorney in Jackson, Mississippi?” Think long-form keywords that use terms like where, when, and how.
7. Submit your site to high-quality local directories
Introduce your company website High-quality local directories can greatly boost your standing in the search results. Google indexes directory entries — and if the directory is reputable, it may re-enter the directory with a high search position.
So even if you struggle to rank high for a particular keyword phrase, you may still be able to get visibility for your law firm through search results from other directory sites.
8. Make sure your website performs well on mobile devices
Whether or not your law firm’s website is mobile friendly can greatly affect your local SEO. The majority of searches are now done on mobile devices; According to HubSpot, 88% From consumers looking for a local business on their phone, calling them every day. This means that if your site does not perform well on mobile, you lose a lot of potential customers. Google also prioritizes websites Works well on mobile phones too. So, if your website is not performing well on a smartphone, you will lose out when it comes to local SEO.
9. Incorporate local keywords into metadata
In addition to indicating your keywords in the titles, body text, and other relevant places mentioned above, be sure to also incorporate keywords into your metadata, including Meta descriptionsHTML code and URLs.
10. Create a website page
Your About Us page is the perfect place to state your site and include local keywords. Focus on including local information such as your address, your commitment and involvement in your community, and local news and events.
11. Local Link Building
Reach out to local organizations in your area and make connections. This is one of the easiest ways to get valuable backlinks that are credible and send powerful messages connection Signals to Google to ensure that your site is trusted by this site.
12. Get online reviews
Consider creating an online review campaign. Reach out to customers via email, a social media group, or in person, and ask them if they feel comfortable reviewing your company on Google. Consider giving something in return, like a gift card, so they’ll be tempted to leave a review. Or you can use a service like Bird’s eye who does this to you.
13. Effectively manage online reviews
Just getting reviews is not enough. You should also actively manage it. Make sure to monitor and respond to all reviews, good or bad. Pay more attention to negative reviewsAnd work to mitigate the problems raised in the review. We hope that your efforts will lead the reviewer towards deletion of the review.
14. Use geofence ads
With PPC ads on search engines, you can control who you target with your ads. Try targeting your audience based on location in order to drive local traffic.
15. Scan your site regularly for issues
Take two minutes to Do a free SEO audit of your site So you can know your position on the search engines and get a clear picture of the issues with the site that you might want to fix in order to get a higher ranking.
Since law firms tend to operate on a regional scale, it is critical that they have a local search engine optimization strategy. Using just a few of these techniques can be effective in getting your company found and driving more traffic to your company website. Put this list into action to show off to your local audience, and you might get a few new leads, too.
This post has been edited and republished as of September 22, 2021.