Search Engine Optimization

Search Engine Optimization (SEO)

Search Engine Optimization (SEO) is a vital part of any digital marketing strategy. Through extensive keyword research and optimization, we improve your law firm’s website ranking in terms of relevance. The more relevant your website, the higher it will rank according to search engines such as Google or Bing. Google processes over 3.5 billion searches a day. Only a fraction of the results appear on the first page.

SEO For Law Firms

To law firms, search engine optimization has changed the way people browse to legal services — this is a whole new ballgame. The very great news is: Without investing a nickel on Google ads, even very small law firms that understand SEO will rank highly.
Google uses artificial intelligence ( AI) and algorithm sets to rate the Search Engine Results Pages. Google used to announce a new release of another, stronger algorithm, but now that’s gone. Google continues to believe in change. So, after 2016 no more advanced notice of algorithm changes.
Search Engine Optimization is deeply relevant for business-to-consumer (B2C) law firms that tend to have transaction-based work that clients pay out of their pocket (as compared to payment from large company accounts): family law, wills and estates, personal injury, residential real estate, plaintiff-side human/labor law, and criminal laws and regulations. Search Engine Optimization drives the all-important initial consultations (ICs) for B2C law firms that keep your work-in-process (WIP) high, and that keeps you and your associates busy. And of course, billable.

Facts about Law Firm Website Ranking on Google

• There are communication gaps in the words that you use on your website and what users are searching for when the website of your firm is not well defined (or even does not appear on a Google search). This is the first reason: a disconnection exists.

• The second fact may be that your web developer hasn’t checked out specific keyword analysis. Or, you haven’t filled in SEO boxes on your web site. We have found that for law firms, web developers, and law firms’ experts in search engine optimization are specialists. And they don’t necessarily communicate with each other.

• Another fact might be that the type of law you practice exists very competitively. Personal injury, criminal law, and residential real estate are very competitive and hard to rate.

Google Keywords

Google’s appropriate keywords are the way of good rankings for all web searches. Many people are seeking “divorce lawyers” instead of “family lawyers, for instance.”
Search Engine Optimization does not get entangled in the legal jargon for law firms. Occasionally we describe it to our clients: “you should use the right legal jargon. Or, on Google, you might not rank well”.
The good thing is that Google shows you the group of people searching for the services you are offering to your clients. Google also tells you the number of people searching for the type of law you practice and the terms of search.
In other words, the users type questions in their search engine and find the answers they need. Google is using a natural language search.

SEO – Things Law Firms Must Be Aware Off

• Google controls an astounding 92 percent of all Canadian web searches. Specific search engines like Bing, Yahoo, DuckDuckGo, Baidu, MSN, and Safari of Apple take up the balance. Canadians somehow believe that Google has the most powerful search engine; thus, it makes sense to implement Google’s  guidelines when creating a website.

• The large percentage – about 95% – do not click on page 2 of a web search. Which means, a large percentage of click-through traffic goes to law firms on Page 1 of SERP. Therefore, all law firms would like to be on page 1 of each Google search. Some searchers go further than page 1 if there are a lot of ads on Page 1. Your website marketing becomes twice complicated if your law firm does not find any space or your law firm placed on page 17 of Google Search.

• Google ranks particular pages of a website, not a whole site. Some of our marketing companies are rather underestimated. It is mighty to know that Google ranks individual pages but not the entire website. If one of your “high-quality content” pages can rank well, your entire website doesn’t have to rank well in Google. You need to rate two or three pages for the keywords you picked. Doesn’t that sound a lot easier?
“High-Quality Content” pages are pages that provide web visitors with lots of original, useful, and practical content. Pages of “High-Quality Content,” when it’s around 1000 words, work very well. Landing page can be the page that you can create for advertising a certain legal service, special service, or initial consultation.

• You must continuously improve your website from your potential client’s point of view, in order to maintain your law firm’s rankings. Your competitors are also improving their SEO in a continuous manner. It’s like a race in the lock-step.

How We Integrate SEO to Your Law Firm Website

Search Engine Optimization is a technique of making your web pages responsive to keyword phrases that could be used by potential clients to search for and locate your company. You start by defining which phrases we should target for keywords. Then we build a content strategy that addresses certain sentences. We also make an authority strategy to obtain backlinks, shares, and mentions from the authorities. We check your entire site for any required technical changes (key words, title tags, meta descriptions, rich samples, site speed, and more). Lastly, we meet for big ideas every month to develop each campaign.

Why ACE Legal Marketing?

Ace Legal Marketing works with talented web developers and content writers who understand:

  • How Google ranks websites;
  • The technical and security requirements of sites; and
  • The high quality, original content with on-page Search Engine Optimization (SEO) is needed when you want your website to rank well organically and generate client leads.