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SEO for Business Lawyers

If you want your business law firm website to appear at the top of the Google rankings page, you need to invest in your SEO strategies.

Gone are the days of simply out-ranking competition by producing more content than them or by having more reviews. Now, there are multiple criteria your law firm website has to meet to rank highly on Google.

This guide will outline the essential requirements your business law firm must address to see success with a legal SEO campaign and how to achieve those criteria.

For any additional support with your legal SEO success journey, you can get in touch with Gladiator Law Marketing today and learn how we can help you achieve your objectives. Much like you are experts in legal services, we specialize in Google search engine optimization for law firms just like yours.

What We Will Cover for Business Lawyers to Improve Their Law Firm SEO

Before we get started, let’s look at what will be covered. From reading this guide on SEO for business lawyers, you will learn:

  1. The four main aspects that influence your firm’s Google SEO ranking.
  2. Effective ways to implement keyword research and how to identify the top search terms that will help your law firm rank.
  3. The value of building links from reputable websites and how to source valuable backlinks.
  4. How basic technical SEO techniques can have a major impact on your ranking.

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What is Business Law Firm SEO?

Search engine optimization (SEO) is the term used for techniques and strategies that increase a website’s ranking through various technical and content-based tactics.

If successful, business law firms will find their website appearing at the top of the search page for relevant local searches, which in turn will lead to more people clicking through to their website, and more potential prospects to convert into clients.

A business law firm’s ranking is based on several factors, and each website is given a score based on those aspects. Generally speaking, search engine ranking scores are set based on how helpful, easy-to-use, reputable, and relevant the content is.

Why Business Law Firm SEO is Essential

Before discussing the key factors that determine how search engines rank your law firm’s website, let’s look at why business law firm SEO is so crucial.

As the digital era has well and truly kicked off, this has had a major impact on potential clients’ search for a business lawyer. Rather than spending time working through phone books and searching for a number to call, most people now head online to search for the best business lawyer in their area.

In fact, a study from National Law Review showed that over 95% of potential clients search for legal support online, including advice on business law. And, as you would expect, most of these searches take place on the Google search engine. While other search engines are available, Google is the most popular by far.

Therefore, ranking on the front page of Google is vital to get your business noticed. As Backlinko found in a recent study, less than 1% of people click past the first page of Google and click on a website.

It is clear from this information if you want people to find your business law practice online, your law firm must implement an effective SEO strategy to rank on the first page on Google.

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How Google Ranks Business Law Firm Websites

When you start to dive into all the different aspects that play a role in determining the SEO ranking of your business law firm, it is easy to get confused and demotivated.

To make things simpler, we like to break down Google ranking into four main factors. If you master the aspects that make up these four primary factors, you can be sure that you will achieve success and beat other business law firms in the rankings.

  1. High-Quality Content
  2. Reputable Backlinks
  3. Technical SEO Aspects
  4. Website User Experience

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High-Quality Content for Your Business Law Firm Website

First, let’s focus on the importance of high-quality content for successful SEO performance for law firms.

The term “content” covers several aspects of your law firm’s website, such as:

  • Blog content
  • Imagery and videos
  • Resource pages.

Essentially, content refers to every form of media you use on your website to convey information to potential clients. When done correctly, high-quality content can have a significant impact on your SEO ranking, but there are a few steps that must be followed.

The Value of Keyword Research

While your business law firm’s site content should be high-quality, an SEO campaign must be built around specific keywords or phrases.

There are several tools you can use to identify relevant keywords and phrases for your business law firm, such as SEMRush, AHREFs, RankMath, and many more. With the help of tools like these, business law firms can identify opportunities to rank well where the competition might be slacking. The more often your law firm ranks on the first page of search results, the greater the impact will be for other pages of content on your website.

Optimizing Content to Meet the Requirements of Search Engines

Search engine optimization has evolved significantly in recent years thanks to advancements in technology. Google now scans business law firm websites for keywords, relevance, and positive signals that the website is reliable and reputable.

From there, it can identify the information that people are searching for and serve them the websites that answer those questions in the most relevant way.

As a result, you must ensure that each of your website’s pages highlights the target keywords in a clear manner to allow Google to identify what topic is covered on that page.

Building Content Pillars as Part of Your Business Law Firm SEO Strategy

While focusing on a specific keyword or phrase is important, it is also critical to remember that everyone has their own way of searching online. While one may choose to search “Ohio business law firm near me,” another may type “when should I contact a business lawyer?”

That is why creating content pillars is so important. Writing content that not only utilizes a primary keyword but also adds in secondary keywords is likely to outperform competitor content on a similar subject.

As you can imagine, content is not always cheap to create and can be time-consuming. Gladiator Law Marketing offers extensive law firm SEO services, to help law firms take their website content to the next level. If you’re looking for SEO for lawyers from specialists, get in touch today.

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Reputable Backlinks for Your Business Law Firm Website

Perhaps you have created incredible content, but without any reputable backlinks, Google will struggle to identify whether it is valuable to your audience or not. Backlinks offer Google that digital tick of confirmation that your information is legitimate, insightful, and useful and that they should promote it on their front page.

The more reputable backlinks you can gather for your website, the more Google will see your website as a trustworthy source of information. Backlinks are deemed reputable based on several key factors:

  • Anchor links are relevant to the content on your website.
  • Anchor links are within the content rather than in the footer.
  • The website backlinking to your site has a high domain authority.

Low-quality backlinks are deemed spammy by Google, and consequently adversely affect search rankings for your firm’s website.

The Impact of Link Building on Local SEO for Lawyers

One effective way to improve search engine rankings is by link building for your website. By accumulating links from platforms and websites that contain your company contact information, you increase your chances of showing up within the Google Maps search results.

Great examples of useful links include:

  • Google Business Profile
  • Legal Directories
  • Review Pages Like Trip Advisor
  • Social Media Platforms.

Technical SEO Aspects That Impact Your Business Law Firm

Technical SEO is another essential element of SEO for business lawyers and focuses on making certain that your firm’s website is set up in the perfect manner for Google to crawl. The more optimized your website is, the easier Google finds it to crawl. Making a page easy to crawl ensures that Google correctly understands content topic.

Some of the basics of technical SEO include:

Business Law Firm Website User Experience

Finally, we have user experience, the fourth primary factor in your Google rank. User experience is vital. The smoother and easier your website is to navigate, the longer potential clients will stay there, the more they will engage, and the better your SEO ranking will be.

User experience has three major factors: how visually appealing your law firm website is, how easy it is to navigate as a first-time user, and how fast each page loads.

Ensuring Your Law Firm Website Is MOBILE-FRIENDLY

Much like when the digital era took the law industry by storm, so too is the mobile era. Ensuring your website is mobile-friendly and offers an excellent user experience on all platforms is essential.

If you are unsure, you can take the Google Mobile Friendly test to see where you might need to make improvements to your mobile offering.

HTTPS is Non-negotiable

This might seem like an obvious step, but you would be amazed at how many websites are not served over HTTPS. You can verify your website to be served over HTTPS here.

By verifying your HTTPS, you show Google that your site is safe and secure, and this will improve your ranking score.

Avoid Pop-Ups and Distractions

One of the main distractors from excellent user experience is the intrusive nature of pop-ups. Pop-ups can cover key information on the website and can frustrate your audience if they are in the middle of reading some essential information on business law.

This interaction can have a negative impact on how your audience perceives your brand and will lead to them to go to a competitor’s website.

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Frequently Asked Questions About SEO for Law Firms

Does SEO work for law firms?

When executed well, SEO can have a major impact on law firms. The higher you rank on Google, the more organic traffic your business will receive.

Why do law firms need SEO?

After a while, PPC marketing can begin to become costly and less impactful. For continued results you must rank highly on Google organically. Law firms often then turn to lawyer SEO in an attempt to continue driving more traffic to the firm’s website.

What does SEO bring to my business law firm?

Correctly implemented SEO for lawyers brings more organic search traffic to your law firm, which is significantly cheaper than paid advertising in the long run.

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