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Search Engine Optimisation (SEO) for law firms

According to a recent study by Smart Insights, 96% of people seeking legal advice start online.

SEO enables law firms to capture the interest of
potential clients who are ready to convert with keywords that reflect their search intent.

What is SEO?

Your website and all of its pages are “crawled” by search engines such as Google before they decide how to rank you on their search engine results pages (SERPs). Consequently, it’s vital that your content is produced in a manner that can both be enjoyed by the reader, and crawled by search engines. This is known as search engine optimisation.

The winning SEO strategy for law firms

When it comes to SEO, consistency is key. This is because of the compound effect. The law firm market leaders in terms of SERPs invest roughly the same amount into SEO every month but see progressively better results as time passes.

Law firms we work with enjoy page 1 results for all areas of law including:

Personal injury, clinical negligence, conveyancing, family, probate, corporate, commercial, debt recovery, employment, criminal and more.

CONTACT

On-page SEO is the activities performed by marketers to optimise individual pages to better rank them on search engines. We are available to develop a robust on-page SEO strategy designed to rank you above your competitors and drive more traffic to your web pages from the search phrases most important to your respective legal services.

Some tactics we would use include:

Producing regular and compelling keyword-rich content.
Using HTML headings (H1-H6) on each page.
Including relevant meta descriptions and title tags on each page.
Prevent issues relating to URL strings.

Your law firm’s position can be improved through an array of tactics that complement one another. The best results come from a full-mix integrated legal marketing strategy.

Technical SEO is the activities performed by web developers to optimise individual pages to better rank them on search engines. We are available to ensure your website is coded in a way that is favoured by search engines and more likely to rank well on them as a result.

Some common tactics we would use include:

Regular testing of website speed and fix any identified issues.
Ensure each webpage is optimised to display well on mobile devices.
Protect your website’s security and have a SSL certificate in place.
Perform site migrations that keep SEO in mind whilst mitigating potential for issues arising.

Law firms are inundated with sales pitches from SEO experts. A quick and free way to vet their, and our, SEO proficiency is to run a PageSpeed Insights test by Google. Simply enter a website’s URL and click “Analyze”. Repeat this several times for an accurate result. Page speed is one of the three most important factors when it comes to SEO. So, if an expert in SEO can’t deliver for themselves, how can they deliver for you and your law firm?

This is our own PageSpeed Insights results:

Off-site SEO is the activities performed by marketers to encourage search engines to rank you as a result of the activities of third parties. Often, other people and organisations, such as The Law Society, will link to or mention your law firm and this tells search engines that you are a trusted source of information. Off-site SEO also includes your own activities on social media platforms, directory listings and review collection websites. We are available to strategise and manage your off-site SEO in a way that leverages the best possible outcome of third-party’s activities.

Some common tactics we would use include:

Encouraging or creating back links to your website from third-party high authority trusted websites, including media outlets and legal directories (NAP citations).
Manage your Google My Business account.
Manage your social media accounts.
Introducing a social proof strategy that encourages clients to leave reviews that tell search engines you are a 5 star firm.

Researching the keywords and key phrases specific to a law firm’s practice areas and locations is key to a sound SEO strategy that leverages each word of webpage content. We know how consumers interact with search engines when seeking out legal services and we can provide a clinical and data-driven approach to a law firm SEO strategy.

Some common tactics we would use include:

Using Google Keyword Planner and Google Trends to estimate search frequency numbers on individual keywords and keyphrases.
Tapping into our existing knowledge base of consumer trends across all areas of law, including highly competitive areas such as personal injury, conveyancing and employment.
Performing a competitor analysis to identify which SEO strategies are and are not working for other law firms whilst identifying popular keywords and opportunities to outrank them.
Using accurate and well regarded third-party SEO research tools such as Moz, The Hoth and Neil Patel.

A common SEO mistake that law firms often make is assuming their prospective clients use the same terminology as solicitors to describe legal services. We keep on top of trending search terms in the legal sector. We’re available to advise on the keywords that you should be using and to perform competitor analysis on other law firms in your city, region and district.