Search engine optimisation, or SEO as it’s more commonly known, is now one of the leading ways to generate new clients. According to the Office of National Statistics (ONS), the second most common internet activity in 2016 was finding information about goods and services; this survey was undertaken by 76% of adults and is up by 7% on 2015. In this blog, we take a look at how SEO can help you generate new business for your law firm.
There are two ways in which SEO can help your firm generate new clients:
1) Organic search: this involves web page listings that closely match the user's search query based on relevance. These results are determined by the search engine’s algorithm.
2) Paid advertising: this means you are bidding on certain search queries and results appear at the top of the page.
The main point of SEO is to help you acquire more leads through organic search results.
Targeting the right keywords
To be successful at SEO, you need to match your goals to those of your customers. To do this, you need to know what they are searching for and in order to find the right keywords to target you will need to do the following:
Keyword research: this is the first thing you need to do. To get started you can use tools like Google Keyword Planner and brainstorm ideas with your marketing team, it’s also a good idea to ask customers what terms they used to find you.
Refine your chosen keywords: once you have a broad idea of the terms used, you now need to refine your strategy. By using the Google Keyword Planner tool, you can find out search volumes and overall competitiveness for each of your keywords. Once you have this data in place, remove any keywords that are too competitive or low in search volume.
Implement: Once you have honed your keywords you need to devise a content plan based on your chosen keywords for both the front end and the back end of your website. For the front end, this will mean writing content that is relevant, interesting and useful for your customer base with your keywords in mind. When it comes to the back end, this includes elements such as page titles, headings and meta descriptions. Posting new content frequently helps to keep your ranking level up.
Chance are your law firm has a physical office, therefore thinking local can pay dividends. There have been many changes to local SEO in 2016, with the most notable being the reduction of highlighted businesses that makes it into the pack. Before the summer of 2016 seven businesses made it into the pack at the top of the search results page, whereas now only three do. Google have done this to make searching local more mobile-friendly, but having a strong local SEO strategy can help you rise to page one. Here are the most important elements to consider:
Reviews: encourage your clients to leave reviews after they have engaged with your firm. You can use a reviewing platform such as reviews.co.uk, like we have!
Business information: ensure your business information such as phone number and business addresses are consistent and up to date across your web pages.
Earn good links: earning relevant and reputable external links from highly-authoritative sites will help you get into the three pack.
If your firm would like some guidance on local SEO, contact our expert team today and find out how we can help strengthen your position in the search results!