SEO Guide for Lawyers and Law Firms

Table of Contents

This guide, rooted in our extensive experience with Australian law firms, offers practical SEO strategies tailored for legal professionals. It’s designed to demystify SEO, making it accessible even to those without a technical background, and to reflect the unique challenges and successes we’ve encountered in the competitive legal landscape.

Avoiding Keyword Cannibalisation

Keyword cannibalisation happens when multiple pages of your site compete for the same keywords. This confuses search engines and dilutes your SEO efforts. For example, if you have two articles about ‘estate planning in Sydney’, Google struggles to decide which one to rank higher, potentially harming your visibility. By assigning unique, relevant keywords to each page, you make it clear to Google which page should rank for which term, improving your site’s overall SEO health.

Mastering Keyword Intent Mapping

Keyword intent mapping involves grouping similar keywords on a single page.

For instance, ‘family lawyers Sydney’ and ‘family law firm Sydney’ are likely to attract the same kind of client.

By targeting both these phrases on one page, you cater to a broader audience while avoiding redundancy. It’s about understanding what your potential client is looking for and making sure you’re providing it on one, well-organised page.

Optimising the Website Footer

The website footer is crucial for guiding users and boosting SEO. It should include links to important pages and integrate local SEO elements like Google My Business links and office addresses. For a law firm, this could mean listing services like ‘TAC claims’ or ‘work injury claims’ in the footer. This not only helps users navigate your site but also tells Google what your firm specialises in, potentially boosting your rankings in local searches.

Showcasing Expertise to Google

Google ranks websites that clearly showcase their expertise. For law firms, this means demonstrating knowledge in four key areas: cost of services, benefits of choosing your firm, responsibilities as legal professionals, and the types of services offered. For instance, a personal injury law firm should clearly articulate the different kinds of cases they handle (types), the benefits of choosing their firm (benefits), their ethical responsibilities (responsibilities), and an indication of costs.

Addressing Early Stages of the Client Journey

It’s important to engage potential clients early in their search process.

For example, a criminal law firm might provide guides on writing an apology letter to court or creating a good character reference or  a personal injury law firm help their potential clients understand the intricacies of different type of injuries, how to apply for serious injury certificate.

These type of content meets potential clients at an earlier stage in their legal journey, establishing your firm as a helpful and authoritative resource right from the start.

The Importance of Authorship in Legal Content

Having legal experts write your content or attributing articles to specific, qualified lawyers can significantly boost your website’s credibility. Therefore, …

  • Ensure that the articles published on your website is authored by one of the lawyers.
  • Choosing the right lawyer for the article authorship is crucial especially, when you have a recognisable lawyer in your firm.

Google tends to favour content that’s written by individuals with verifiable expertise, especially in law, which is considered a YMYL (Your Money Your Life) topic.

Articles with clear authorship signal to Google – and readers – that your content is trustworthy and reliable.

Building a Credible ‘About Us’ Page

Your ‘About Us’ page should do more than just provide information; it should establish your firm’s trustworthiness and credibility. This includes detailing your firm’s history, the number of lawyers you employ, any awards or recognitions, and notable cases or clients. Such details help substantiate any claims of being among the top law firms in your field.

The Impact of Social Signals on SEO

Social signals, like shares and engagement on social media, can indirectly influence your SEO. High social media engagement can indicate to Google that your content is valuable and relevant, potentially boosting your search rankings. For example, a well-shared article on a law firm’s website about changes in personal injury law might catch Google’s attention, leading to improved search visibility for that page.

Common Pitfalls to Avoid in Legal SEO

  • More Content Isn’t Always Better: Excessive content can lead to keyword cannibalisation.
  • Overreliance on Legal Jargon: Keep language clear and accessible.
  • Neglecting Mobile Users: Ensure your site is mobile-friendly.
  • Overlooking Local SEO: Local SEO is crucial for attracting clients in specific geographic areas.
  • Duplicate Content Issues: Avoid duplicating content; it can harm your SEO.
  • Ignoring Website Analytics: Use analytics to inform and guide your SEO strategy.
  • Stale Content: Regularly update your site with fresh, relevant content.
  • More Backlinks isn’t going to help: Focus on high-quality, authoritative backlinks for the best results.

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Article by Reinaldo

January 3, 2024

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