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The legal space can be very competitive. It would be advantageous to have an innovative and unified marketing effort to build organic and consistent traffic that can be converted into quality leads. One of the most tried and true ways to find the quality leads every business needs is through optimizing your site Search engine optimization (SEO).
Search Engine Optimization (SEO) should be seen as a long-term investment in your business. It may take some time to move the needle, but if done correctly, it can provide a permanent line of quality thread and help build Recognition of a trademark in your community. But the question is, how do you do that?
Related: How artificial intelligence is changing marketing in the legal industry
1. Start with the basics
When starting a comprehensive SEO review, you’ll want to start with a review of your existing content.
Your content strategy will mainly depend on specific keywords intended to be classified. Understanding how your content is written and optimizing it for specific key terms is crucial in optimizing your digital footprint.
You should begin your content analysis by focusing on your priority key terms by conducting market research. Google is a great resource to help with this.
Google trends The tool is a great way to check search data for key terms you might be interested in while viewing historical and demographic data about that term. For example, if you represent a company that specializes in personal injury, it may be important to see trends in your search data between auto accidents and auto accidents. Despite the similarity, your local customers will likely prefer one term over the other. In order to engage your local audience, you need to think like them, not necessarily like a lawyer.
In addition, there are vital terms adjacent to the term you are focusing on. If a potential client is searching for an auto accident attorney, they’ll also likely include terms like “near me” or will include the name of the local city before or after the key focus term. Defining these relevant key terms is essential to creating your digital marketing plan.
Optimizing your site for specific local terms will help it rank on the first page. intended to use these Key words Throughout the title and subheadings are your content. Be very careful, though, not to negatively impact your content.
Excessive use of certain keywords can have a negative effect, known as “keyword stuffing”. When crafting content, be careful to avoid this easy problem to fall into. In general, aim for your keyword to represent between 1-2% of the content.
Local Service Pages is a solid example of how to avoid keyword clutter. Lawyers will want to feature the city name and possibly a combination of keywords specific to their branch of law. Many law firms do this successfully and can display a wide variety of content on a page.
2. Look at your competitors
For each key term, a competitor Your space is currently ranked #1 on Google. If you still need to do a competitive analysis, it should be done by auditing your content.
If your competitor is already ranking by your desired keyword, they are probably doing something right. Learning from them is an excellent step in being competitive in the field you are aiming for.
If another company is constantly outsmarting you, you’ll want to know why you’ve gone to great lengths to craft content and edit your webpage.
using tools like ahrives or SEMRush It can be extremely useful in your competitive analysis, helping you decide which content or backlinks are an asset to your current SEO strategy and what needs to be retooled.
3. Don’t ignore reviews, Google My Business, and Apple Maps
If you still need to activate your Google My Business (GMB) and it is verified on both GMB and Apple Maps, you should do this right away. Getting your business listed is crucial in increasing the authority needed for Google to rank on the first page.
You need more than just creating your profile; You will need to update it regularly with posts. Ensure that all information is consistent between your Google My Business (GMB) listing and your Apple Maps profile. Your business name, phone number, address, and description must match.
In addition to your listings, you should encourage as many customers as possible to leave you a positive review. The number of positive reviews for your business is related to your Google ranking and local map rankings. The higher the better, the better the name of the game here.
4. Target relevant niche links
As noted above, for Google My Business (GMB) listings or Apple Maps, off-site SEO efforts are necessary to establish authority with Google. For lawyers, highly specialized sites with high authority on Google are an excellent option for improving your chances of ranking on the first page.
FindLaw, Super lawyersAnd Avfo These are just a few examples of highly trusted websites. Not only do they display your information and act as a way to advertise your business but they are powerful backlinks to your site.
Again, as with your Google My Business (GMB) profile or Apple Maps listing, make sure your legal card is compatible with all of your other online profiles. Uniformity is key across your many platforms/lists to gain authority with Google or other search engines.
5. Use the available Google tools
Expanding on an idea previously introduced with Google Trends, the search engine giant offers a variety of invaluable development/marketing tools to help you make informed decisions. This web application allows users to check page health stats via mobile and desktop. It will also show you suggestions to improve the health of your site.
This data is valuable in your efforts to improve your website. A better user experience on your site is likely to result Higher conversion rate. Google offers extensive guides and tutorials on understanding the more technical aspects of what goes into web design and maintaining a healthy website.
Through these efforts, digital marketers can help drive your company into an aggressive SEO strategy. Innovative companies will continue to challenge themselves with new campaigns to keep growing backlinks and posting new content regularly.
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