Search engine optimization (SEO) is the process of ranking a website higher in search engine result pages, thereby increasing the quantity of website traffic as well as exposure to your brand via non-paid organic search results.
SEO is an indispensable part of any digital marketing plan for attorneys. It is one of the most effective ways to drive high-converting traffic to your website. Visibility, credibility, brand awareness, and conversions are vital to any law firm.
The biggest benefit of developing a legal SEO campaign is that it brings in high-quality leads from potential clients that are actively searching for your firm’s services. Our proven ethical strategies include search engine research, on-page optimization, off-page optimization, citation building, technical SEO, link building, and content creation.
SEO for lawyers starts with keyword research. Finding the right search terms is the cornerstone of an efficient SEO strategy. We first identify the keywords for which your site currently ranks. Then, using a thorough competitor analysis process, we pinpoint frequently searched queries and create a cumulative strategy to be executed via content creation.
This strategy can be reworked in order to meet your needs and still keep its SEO value. To do this, we combine your knowledge of the law and past client experiences with our institutional knowledge of SEO and keyword research methods.
On-page optimization (aka on-site SEO) refers to the practice of enhancing specific web pages to improve a website’s search engine rankings and earn more traffic. This includes extensive coding, building an internal website structure, and content variables to rank certain webpages for specific keywords.
Well-written, informative, and engaging content works in tandem with on-page optimization. This joint process includes optimizing each webpage’s title tag, meta description, headings, alt text for images, building internal links, and more.
At Array Digital, we follow SEO best practices that are in compliance with Google’s standards. Your website will climb up in the search engine rankings and, in turn, drive more traffic and new cases to your law firm.
Technical SEO is the process of optimizing your website and its server to ensure optimal site health and security. A website with several technical SEO issues will experience ranking instability, especially after the release of a Google Core algorithm update. Technical SEO communicates crucial information to Google’s crawlers through the use of updated sitemaps, structured data, and site speed.
A healthy site breeds improved keyword rankings. The better your rankings, the more leads you can anticipate from your website. This is an ongoing effort in which our firm specializes.
Link building (or backlinking) is the process of getting other websites to link back to your website. This is still one of the most important factors in SEO because links are a signal to Google that your site is a quality resource. Google ranks websites with more backlinks higher in the search results.
We obtain high-quality, credible links from authoritative and niche websites to show Google that your site is trustworthy. This increases what is known as your website’s domain authority, and Google ranks sites with more domain authority higher in the results.
We also use an interlinking strategy, connecting pages on your website to one another. Interlinking allows users to more easily navigate your website, and it connects your content. It also helps Google’s crawlers identify the most important pages on your website (i.e., your practice area pages), which is an important ranking factor. Using the right internal linking strategy further boosts your SEO.
Citations are another key factor in local SEO. Citation building is the process of sending out consistent, accurate, and relevant information about your business to online listing directories and review sites so that search engines and potential clients know when, how, and where to find your firm.
Having your law firm listed accurately on numerous trusted websites sends signals to Google that your practice is a more credible, trustworthy result to deliver in search results to its users.
Search is an extremely important client acquisition strategy. That’s why every legal website we build is designed with your target audience in mind. We start with the high-intent keywords your potential clients use when they need legal services. Then, we drill down into more specific queries to cast a larger net in the search engines.
We structure your site to exceed Google’s SEO standards to ensure it is easily crawled and indexed. Then, we leverage the numerous behind-the-scenes complexities of technical and on-page SEO to build a site that is ready to be found often and high in search results when potential clients are seeking your services.
Content is another key factor in your online success. It has a direct effect on SEO, the effectiveness of your website, and your overall marketing campaign. Our team creates keyword-focused content that conveys your unique brand, persuades your visitors to contact your law firm, and ensures your website is found in search engine results. We report to you on keyword position changes frequently so that you have insight into our decision-making process.
We write content for practice area pages, location pages, blog articles, and more that are relevant, engaging, informative, and compel the user to take the desired action. These pages are all keyword-focused to achieve your law firm’s goal of being found in your desired Google searches and convert users into clients.