A high page ranking on Google and other search engines is crucial for lawyers marketing themselves in competitive environments. Our guide, 40 Proven Marketing Ideas for Law Firms, presents comprehensive information about what you can do to succeed in the rankings.
Let’s take a look at five of the more advanced methods you can use to overcome barriers to high search engine placement.
1. Use Google Search Console
In order to appear in search results at all, your law firm website needs to be indexed by search engines like Google. Search engines will likely find your website anyway, but you can use Google Search Console to speed up the process. This is an especially good move for newly launched websites. Once Google indexes your website, the GSC tool will become an ongoing source of valuable insights about your website and search traffic.
According to Google, GSC gives you access to data about the search queries that resulted in your website appearing in search results. This information clues you into the phrases and subjects that are matching up with your content. GSC also supplies information that helps you resolve problems related to your website’s mobile experience.
2. Use Surfer to Create Data-Backed Content Outlines
Ranking high in search results requires more than writing about the right subjects for your audience. The Surfer tool looks at your competitors that are achieving high search result placement.
Surfer analyzes over 500 attributes within high-ranking content pages. It then produces a report based on hard data that includes a suggested topic outline for your new lawyer website content. Surfer essentially strives to reverse engineer what the top-ranking pages did that satisfied the Google ranking algorithms.
3. Create Supporting Content for Primary Pages
Search engines pay attention to the internal links within your website. These internal connections improve a search algorithm’s understanding of the content. Linking two or three additional pages to each primary page gives search engines more content to analyze within your website.
The supporting content for each primary page creates what are known as content silos. Think of these supporting pages as side conversations that are relevant to the primary content.
Although extra pages and more internal links may feel like a minor thing, they could make the difference between ranking low or ranking high in search results. When a search engine analyzes competing websites, every little thing can deliver an advantage.
4. Build a Funnel
You may have a great website with compelling content, but not all of your pages are necessarily the best entry points for cold leads. You want to construct a funnel that directs visitors interested in legal services through the process of first browsing for information to then making an appointment or joining an email list.
This is achieved with landing pages that include clear calls to action, like “Schedule a consultation!” or “Download our free guide to [legal topic]!” A social media post or advertisement might send prospects to a landing page that offers something free in exchange for an email address. For example, an estate plan checklist could be a good free offer for an estate lawyer.
5. Optimize Your Website for Speed
Search engines favor websites that load quickly. No one, yourself included, enjoys waiting for a web page to load. A slow experience could immediately sour someone’s opinion of your law firm or make them leave your site before they even learn your name.
Improving load speed involves technical configurations that correct the delayed loading of images and other content. Web caching tools store files so that they can be delivered quickly. Content delivery networks can store your site on optimized servers that eliminate loading delays.
If you enjoy do-it-yourself website projects, you could probably learn how to use these tools, but getting the settings right remains tricky. Outsourcing these technical issues to an expert can quickly resolve loading problems, especially on mobile platforms.
These higher-level SEO tactics are necessary to rise above the competition in search results. Although you have to slog through many details to fine tune your website, the effort will prove worthwhile. A continuous flow of leads coming from search traffic beats having to pay for advertising.