Google is a key new business channel for legal firms.
93% of all digital journeys start with search engines, which should ring alarm bells for organisations that aren’t currently adopting SEO in their digital marketing strategy. But how does law firm SEO work and how do organisations secure those top spots on Google search pages?
Why does law firm SEO generate the most website traffic?
Google accounts for 94% of all search engine traffic and 96% of all mobile search traffic. So, when it comes to successful law firm SEO, we all have to play by Google’s rules to get the most website traffic.
33% of legal consumers start their search for a law firm online. which should signal to law marketers that that being visible on Google’s search results is paramount for law firm SEO. Realistically, how often do you continue your own searches onto the second page of Google? Not often? You’re not the only one, it’s claimed that 75% of users never click past the first page of search results.
Your legal clients are no different. The higher your website ranks for organic search, the higher the probability for increased website traffic.
How law firm SEO works
The key areas that affect ranking result for search are:
- Content that is relevant and engaging.
- Backlinks and marketing signals from relevant and credible sources.
- Mobile optimisation
- Technical factors.
Google loves content. Websites that are rich in relevant and updated content are more likely to find their way into those top-ranking spots. If law firms can identify which keywords or phrases their potential clients are using in their online searches, then optimising their content with these will also help Google to identify their website as a suitable result.
The content needs to be well written and engaging. A poor bounce rate signals to Google that the users aren’t finding the source useful and could rank it lower in search results.
Content doesn’t just refer to text either. Video content is particularly powerful when it comes to SEO results. It Is reported to be 50 times more likely to drive organic results than just plain text content. Video also makes landing pages more engaging.
Google tends to favour great content from authoritative sources. To succeed in SEO you have to make your law firm an authority in the digital space. The more links, from quality and relevant sources, which point towards your website the better.
Well-regarded websites like The Times or Oxford University have, what Google calls, a ‘high domain authority’. If a high domain authority website links to your website, Google sees it as being referred but a trusted source, which ranks your site higher on its search results pages.
The top 100 most visible websites are mobile optimised according to SearchMetrics. With more and more search queries now taking place on handheld devices, it’s essential that websites are responsive in their design. There are various tools available to ensure your website structure is optimised to rank well on these criteria which will aid your SEO performance.
It’s not just being optimised for mobile that contributes towards SEO, but an array of technical factors such as encryptions, headings and anchor text.
Law firm SEO has a huge impact on website traffic and overall digital performance.
SEO has a 14.6% conversion rate, significantly higher than the 1.7% for traditional methods like direct mail or cold-calling. Find out how to secure top Google rankings and increase website traffic for your organisation by contacting our SEO specialists today.