SEO for Lawyers: Why and How to Implement a Search Engine Optimization Strategy for Your Law Firm

Part IV: Content & SEO for Attorneys

Last Updated on July 8, 2021 by Amy Geldean

Part IV: Content & SEO for Attorneys

If technical on-page optimization is the bones of SEO, then your content is the muscles making your website move and attracting more visitors to it.

While numerous marketers thought that content marketing and SEO don’t go hand in hand, this is no longer true. Search engines and websites have come so far that content and SEO work together perfectly to improve rankings and provide valuable, readable content.

Long gone are the days of keyword stuffing when the sole purpose was pleasing the bots.

Today, great content serves its purpose in numerous ways:

  • It provides information
  • It motivates leads to take action
  • It shows bots how thoroughly a subject is covered
  • It attracts backlinks due to its quality and increases a law firm’s (foot) traffic

Blogging is no longer just for writers and journalists. It’s time for legal counsel’s 15 minutes of fame.

While we mainly talk about blogs when we talk about content, the truth is that there are different content formats that you can use to improve your law firm’s search engine visibility:

  • Practice area pages
  • Blog posts and articles
  • Case studies and white papers
  • Roundup posts
  • Infographics
  • Checklists
  • Interviews
  • Podcasts
  • Videos

And so much more!

However, some work better for lawyers than others.

Here’s what you need to know to make the best out of your content and SEO efforts:

Legal Blog Posts and Articles

Blog posts and articles are natural link beacons.

After all, search engines serve blog posts most often, and they’ve been used ever since the internet rose to prominence.

However, that doesn’t mean you should write just any old blog post for your law firm’s blog.

When written properly, blog posts can send you a lot of traffic. However, if you’re not choosing the right subjects, your reputation may be harmed in the long run.

Topics

It’s always good to start thinking about content in terms of keywords your leads search for.

 The more specific you can be, the better.

Aim to identify the intent behind each keyword and build your blog posts around informational keywords (e.g. “How to file a personal injury lawsuit”).

When it comes to legal blog posts, how-tos still work best. You can use your practice areas pages for direct sales. Keep informational subjects to posts that will demonstrate your expertise.

People search because they want to solve problems, which is why tutorials and how-tos work perfectly for law firms.

Make sure you don’t mistake the wrong keywords for right ones and create wrong content.

For example, someone searching for “bus accidents Nebraska” is probably not looking for legal counsel, but news websites. If they come to your law firm’s website, it’ll be just wasted traffic. This is why you shouldn’t write about accidents in news style format. You can reference them, but don’t make them the core of your article.

You can find topics by:

  • Browsing search results for your target keywords
  • Analyzing your competitors
  • Using a tool like Answer The Public
  • Browsing social media

The Skyscraper Technique

Analyzing your competitors is especially beneficial for topic ideation (and attracting backlinks) if you use the Skyscraper Technique.

Originally coined by Brian Dean of Backlinko, the Skyscraper Technique relies on identifying gaps of knowledge in existing pieces of content and then creating content that fills them.

For example, if your competitors (websites ranking higher than you for your target keywords) are only covering statute of limitations and applicable laws for personal injuries, you could create content that also covers other factors such as examples, case studies, and a step-by-step guide to filing a personal injury claim.

Similarly, you could also go through that article’s comments to see what other questions people are posing – what do they wish was covered in the text?

Maybe your competitors’ posts are outdated. Have there been any new developments, changes in laws?

Sometimes a better way of putting things can also be beneficial for law firm marketing.

Maybe your competitors are writing about the subject in typical lawyer style that doesn’t sit well with the majority of your shared leads.

You could get much better results if you adapt your tone of voice, or put the information differently.

Then, go ahead and create more comprehensive content than your competitors.

Google will recognize that you’ve covered the subject in greater depth, improving your rankings directly and by way of more people staying on your site (dwell time).

You can even use a tool like BuzzSumo to identify key pieces of content in your niche that are being shared and engaged with most often. This way, you can build onto it.

However, don’t plagiarize. Add value.

Tone and Style

Your leads are not attorneys or legal professionals.

Your leads are regular people. They use colloquial words, speak conversationally, and like legal concepts to be put in layman’s terms so they actually understand what to expect from your law firm.

The main problem with legal blogs is that they’re written by professional attorneys who use a very formal, legal style of writing. This is not a good fit for blog writing.

Instead, it’s much better to hire a writer or talk about law as you would to a friend who’s not a lawyer.

Avoid blocks of text if you’re writing a legal blog post.

Instead, keep your lines simple, and your paragraphs short. Remember that 8 words is the ideal sentence length.

The longer the paragraph, the more your leads will have to struggle to stay focused. People naturally skim through content, trying to find parts they are interested in.

Use headlines and different styles (bold, italics) to keep your leads engaged when reading your content.

Leads love bullet points and lists. They are a great way of organizing complicated information.

Avoid passive voice,as well.Law texts are full of it, but it doesn’t sit well with blog readers.

Try to address people with the second person singular (“You”) whenever possible. It creates a sense of directness and stimulates conversions.

If you’re unsure about your blog post, use Hemingway Editor.

It offers suggestions for spelling, long sentences, adverbs, word choices, and even grades your blog posts based on readability.

Finally, the tone of voice matters most when you’re writing a law firm blog.

Often, leads feel like attorneys are unapproachable. They’re hesitant to schedule a consultation.

If you make your blogs personable and understandable, you’ll help your leads develop a sense of trust in you and your law firm.

How to Structure a Legal Blog Post

Longer posts perform better. Not because of the word count, but because they cover subjects in greater depth.

Google and leads value comprehensive resources.

A 2,000-word blog post covering all aspects of a practice area will always rank better. More people will click and dwell on that content. Consequently, Google will perceive it as more valuable.

The best way to structure your post is to look at typical search queries and pose them as questions in the headlines.

Not only will that make it easier for people to consume the content and find the areas they’re particularly interested in, but it will also help you rank for Featured Snippets.

For example, if your law firm specializes in car accidents and personal injuries, you could run a quick keyword search.

Then, you can take related queries and organize them into a blog post such as:

Title: What to Do If You’re in a Car Accident in Florida?

Topic 1: What to Do After a Car Accident in Florida? [A Checklist]

Topic 2: What Are You Entitled to in a Car Accident in Florida?

Topic 3: Filing a Personal Injury Claim in Florida

Make sure your law firm blog post covers all the questions potential customers have about your practice area.

It’s the best way to reach the top spot on SERPs and earn more conversions than ever before.

Keep Things Local

If your law firm is working in one area, don’t shy away from local references.

If there have been a lot of car accidents in your area lately and you’re a personal injury attorney, reference it in your blog.

Show that you’re local.

It goes a long way towards leads building trust in your law firm enough to schedule a consultation.

Finally, referencing your area in your blog posts is great for link building.

You can pitch your blog post to local media outlets as it’s highly specific to your area, instead of being generalized for the entire country.

E-A-T Scores

One area of SEO content lawyers should be particularly careful with are EAT scores, i.e. EAT quality guidelines.

The acronym stands for:

  • Expertise
  • Authoritativeness
  • Trustworthiness

It’s not a well-known fact that Google actually uses human raters to train their machine learning algorithms. Recently, these human raters realized that there is a lot of content being written by people who are not professionals. This is especially true for medical and legal content.

To put it simply: Google thinks that professional content should be written by professionals.

But how can you prove you’re a professional?

Firstly, start including author boxes with your legal content.

In them, the attorney writing the content (or reviewing it for accuracy, if you’re using a ghostwriter) should state their credentials such as years of experience and degrees.

The attorney should also build up online reputation so there is no mistaking them for different people, especially when keywords like “law” are added to a Google search.

With EAT, it’s all about proving an attorney is truly who they claim to be: an expert at their field.

When it comes to general EAT score of a website, you should increase the number of your positive brand mentions. Even if there are no links leading to them.

For example, if there’s buzz about your law firm on social media, you should be keeping an eye on it. Google is, and it’s using that buzz to evaluate the reputation of your law firm.

Good reviews are paramount to increasing your EAT score. Even if you get a negative review, don’t forget to respond to it wanting to improve your service.

If possible, try to get a mention from a trusted news site.

Again, you may not be able to reach the New York Times from the get go, but you should start by reaching out to your local outlets and building up your online reputation. Google values mentions from trustworthy websites. Just like with links, if your law firm is being linked to from an authoritative site, its authority will grow as well.

The more your firm and your attorneys are being mentioned in connection with your practice areas, the higher your reputation will be in the eyes of both Google and your prospective clients.

Sometimes even more references to applicable laws and recent research within texts can go a long way towards helping you and your law firm website build online credibility and improving your rankings.

You can also improve your EAT score by:

  • Mentioning awards you’ve won
  • Adding customer testimonials
  • Creating attorney bio pages
  • Creating press pages
  • Discussing successful verdicts in target practice areas

While EAT as a measure of content quality that influences search rankings is still in its infancy, Google feels confident that they are able to algorithmically evaluate quality similarly to how human raters do it.

If you make sure you improve your EAT score now, your law firm’s rankings will improve and stay solid in the long term.

Pillar Pages

Previously, Google only understood content through keywords. If you added enough instances of your target keyword, it would pick up and display your content to searchers.

However, algorithms have improved since then. Nowadays, Google understands topics.

This is in part why keyword stuffing (overuse of keywords) is no longer a good idea.

Simply because you use enough keywords and LSI-keywords (related keywords) doesn’t mean your content will rank well if it’s not covering every keyword in depth.

You don’t have to cover your entire subject matter in great depth with a single blog post. You just need a pillar page.

The pillar page (also called topic cluster) is a principle of structuring content in such a way that a page on the main topic branches out into multiple pages about subtopics.

For example, if your law firm represents clients in personal injury cases, you could create one general page about practice areas. Then, you could link to specific practice areas. For example, personal injury laws page which links to applicable conditions, statute of limitations, and so on.

This method is similar to link equity method. You have one main page to which all the traffic flows, and then it’s funneled towards specific pages.

Similarly, if your law firm practices multiple areas of the law, you could have the main practice areas page (your pillar page) that leads to subsequent pages on each practice area, which then lead to details about the law and the topic.

There are two main benefits to using topic clusters AKA pillar pages:

  1. They improve user experience. Your leads can easily find the areas they’re most interested in, and then navigate to subsequent detailed explanations.
  2. They improve Google’s understanding of your site.

Again, SEO is essentially focused on improving user experience and providing value.

As an organized way of delivering content, pillar pages can be a great asset for your law firm marketing.

Optimizing Content for Position Zero

Earning the first place on your target keyword search results pages is great, but Position Zero is even better.

Position Zero pertains to all those featured snippets and additional SERP features that Google uses to streamline content delivery.

For example, People Also Ask and Knowledge Panels are two of the most well-known position zero features.

When your law firm’s content appears in them (or in other snippets), it’ll get more attention.

Consequently, you’ll get a lot more leads.

The trick is in getting there.

Optimizing Content for Position Zero

The first way to optimize your legal content for Position Zero is by providing straight answers to frequently asked questions.

In this particular example, you can see that the website answers the question succinctly.

If you navigate to their website, you’ll see that the answer is preceded by a heading denoting the question: “Typical Attorney Contingency Fees.”

the answer is preceded by a heading denoting the question:

Source: Moz

If you’re talking about statistics, use a table to organize your content.

Crawl bots can recognize tables, and they’ll prioritize serving content in featured snippets if it’s tabular and contextually relevant.

For example, if you’re discussing personal injury cases and car accident statistics, why not put them in a table?

You’ll get much more interested personal injury leads that way.

Finally, bulleted lists are still effective. This is especially true when it comes to processes and how-to questions such as: “How to file for divorce?” 

Bulleted lists for SEO

This example makes it pretty clear that if it’s you’re talking about a process and it can be ordered neatly, then it should be.  

You don’t have to mince words; Google will recognize starter words (if they include keywords) and simplify the list for searchers.

How to Optimize for Position Zero

Usually, Position Zero featured snippets appear for the following question types:

  • What (e.g. What is a personal injury claim?)
  • How to (e.g. How to file for divorce in Texas?)
  • How (e.g. How much do tax attorneys charge?)

If you answer these questions with your legal blog content, you’ll have a much higher chance of appearing in featured snippets.

Focus on topics that already have snippets.

If you rank well for pertinent keywords already, they’re a good choice for Position Zero optimization.

In the majority of cases, proper formatting (lists, tables, paragraphs) and some technical SEO magic (meta descriptions, structured markup, page titles, and H1-H5 tags) should do the trick.

And when you reach Position Zero, make sure you refresh your content with any new developments to stay there and get an incredible click-through rate.

Best Practices

You can have the world’s best content but if your titles and meta descriptions aren’t enticing enough, your content won’t attract the interest of your leads.

Make sure your headlines are intriguing. Use titles such as:

  • The ultimate guide to…
  • How to…
  • 7 Ways to…

Then make sure you create evergreen content. It’s content that doesn’t go out of style.

For example, a post on filing for divorce isn’t likely to change over time, and you’ll be attracting quality backlinks and leads with it steadily.

Format content for featured snippets.

If you’re answering frequently asked questions, place that question in one of the H-tags.

For example, you could preface a chapter on personal injury statute of limitations with a headline asking: “How long do I have to file a personal injury claim?

The more you can adapt to the natural language of your customers, the better will your SEO results be.

Use visuals to get more leads with your legal content.

Brains simply process visual stimuli faster (and better) than text.

If you have to discuss a lot of complicated information, turn it into an infographic with the help of a free tool like Canva.

This is especially beneficial for statistics or explanations of court processes.

If you’re not sure what your leads are like, conduct audience research.

You don’t have to be a marketer to understand who your clients are. If your clients are diverse in terms of demographics, make sure you focus on:

  • Channels they use (digital, social networks, websites, newspapers, etc.)
  • Questions they have
  • Goals they want to achieve

Understanding your clients will help you understand the kind of content they want to see.

For example, if the majority of your clients use Facebook for information and communication, you can research how they communicate and use that to create content they’ll be interested in reading.

Similarly, you should know what their main objections are to hiring you as their legal representative.

Maybe they’re worried about your charges, maybe they’re not sure what the process of hiring a lawyer looks like.

You can use that knowledge to adapt your content and come across as trustworthy and straightforward – always a good thing for a lawyer to be.

Finally, if you understand your clients’ goals, you’ll know how to motivate them to proceed with the actions you want them to take.

People rarely do something for the action of it.

Your personal injury leads aren’t filing a claim because they want to file a claim. They’re doing it because they want to get back on their feet or help their family financially as they recover.

Your goal is to understand your clients, and use it to market to them.

And once you’ve understood them, it’s only a matter of time before Google recognizes it and rewards you with improved rankings.

Practice Area Pages

If blog posts are your lead generators and information drivers, then your law firm’s practice area pages are the offer that seals the deal.

To put it simply: your blog content is there to generate interest, help you gain visibility in search engines, attract links, and introduce leads to your sales funnel.

Your practice area pages are your sales pages. They’re there to turn your leads into customers.

 As such, it’s important that your law firm optimizes your practice area pages for search engines and conversions.

The Hierarchy of Practice Pages

Since practice pages are so immensely important (especially for converting leads that are actively using search engines to find lawyers to hire), that importance has to be clear in your website hierarchy, as well.

In menus, make sure you place your practice pages first.

If you focus on different areas of law, make sure you have separate pages for each.

This way, leads will be able to find what they’re searching for immediately.

From the main practice pages (e.g. Personal injury), you can direct leads to specific pages (e.g. Car Accidents). It’s great for user experience, as well as SEO.

Clear Purpose

We may call them practice area pages, but they’re essential sales pages. And just like any sales page, your practice area page has to have a clear purpose.

Your practice area page has to be so single-minded about the action you want your lead to take that they have no other choice but take it.

But how does that work in practice?

Let’s imagine your page ranks for the “hire a personal injury attorney in Chicago” keyword.

Imagine your personal injury leads coming to it.

They’ve searched for that exact keyword, which is transactional in nature. Their intent is to hire a lawyer – not get more information.

Often, law firms forget about the intent behind the queries and dilute the momentum.

They offer additional information on personal injury claims. However, that’s unnecessary and it provides a distraction from the clear purpose the lead navigated to the site to achieve:

Hire a lawyer, plain and simple.

Nothing on your practice area page should distract the lead from scheduling a consultation:

  • Avoid external or internal links in the above-the-fold portion of your content
  • Avoid providing information other than information about your offer and the benefits of hiring you
  • Cover one area at a time
  • Match the lead’s intent by using keywords strictly related to the topic that your page is covering
  • Specify your location
  • Embed multiple CTAs (calls to action)
  • If you have to offer additional information, do it with a video (leads love it, and it improves your dwell time)

Writing Practice Area Page Copy

Since your practice area pages should be as distraction-free as possible, it’s good to stick to text.

Of course, you can (and in some cases, you should) add an image or two, but make sure they are contextually relevant and drive the lead towards conversion.

If it doesn’t add value, remove it.

Your practice area page copy should confirm your lead’s intent and give them motivation to click through and schedule a consultation with you.

Stylistically, writing convincing practice area page copy means that you should:

  • Use short sentences and paragraphs
  • Cover only one area/location at a time
  • Emphasize the benefits and the problems
  • Present your services as the solution
  • Leverage emotion
  • Use numbers whenever possible (e.g. number of cases won)
  • Use action-driven vocabulary and 2nd person singular POV (“You”) whenever possible

People are always emotional about their court processes, it’s unavoidable (unless you’re in corporate law).

If we go back to our example of the personal injury lawyer, it’s clear that he presents himself as a person his leads can trust – a person who is willing to fight for them to get reimbursement.

Depending on your practice areas, you should do the same. If you’ve researched your clients well enough, you’ll know what they’re motivated by.

For example, if you’re a personal injury lawyer and your leads are often motivated by wanting to help with their family’s financial issues caused by medical bills, you could start off with a heading such as:

Give your family the life they deserve.”

The fewer words you say (while including keywords), the better.

Make the intention of your copy clear.

Understand who is coming to your practice area page, and then use keywords for both SEO and to reaffirm the lead’s intent.

If you have to state a lot of information at once, use bullet points or lists.

They’re much more readable while still conveying important information.

Headlines are key to high-performing practice area pages.

You should aim to intercept visitor’s intent with your headline.

If they came to the page for personal injury counsel, state that you’re a personal injury attorney.

Then, describe the benefits of your service with the second headline. If you can offer them a free evaluation, put that at the forefront.

Finally, avoid complicated legal terms.

Always remember who you’re talking to, and speak to your clients in the same way they speak.

Compelling CTAs

Your CTA should reiterate your offer and motivate leads to take action; be that scheduling a free consultation, getting a case evaluation, or something else you’re able to offer.

If you have a long practice area page, you can embed multiple CTA buttons.

Make sure they’re contrasting the rest of your visuals.

For example, if your page is black text on white background, you can set your CTA to be red or blue. In any case, your CTA should visually stand out to catch the attention of your leads.

You can also experiment with forms and chat bots.

Forms can be great for nurturing your leads towards conversion with email marketing. However, chat bots convert even better.

Chat Bots

On average, chat bots have a 3x higher conversion rate than email marketing. And there are a lot of ways your law firm can use them.

For example, you could set up a chat bot to appear after a lead has spent more than ten seconds on your website.

It can prompt leads to share more details about their cases and problems, or collect their contact information.

Chat bots are completely automated, making them a perfect option for improving your law firm’s conversion rate.

Simultaneously you’ll also be improving your SEO results, as leads communicating with chat bots will improve their dwell time on your page.

Consequently, their prolonged dwell time will send a signal to Google that you’ve got a good page, making it serve your page to more searchers.

Your chat bot can also collect vital lead information, including their case specifics and their contact information. By providing their personal information, your leads will feel like they’re making a micro-commitment, making it much easier to convince them to make a significant commitment (hiring you).

You can create your chat bot with builders such as ChatBot or Landbot.  

Multiple Locations?

If your law firm operates in different areas, you should have separate practice pages for each location.

While it may seem simpler to create one page for all the locations, you’ll be getting a local SEO boost by giving each location a specific landing page.

Additionally, your customers will be more drawn to hiring you if they can see you’re serving their particular area, and you mention it in your practice area page copy.

The Anatomy of Your Practice Area Page

While you may want to say a lot with your practice area page, avoid the temptation.

It should be simple, providing only the most necessary and convincing information.

Follow the outline:

  1. Main headline that matches the title your leads clicked on (e.g. Hire a Personal Injury Attorney in Santa Barbara)
  2. Supporting subheading that clarifies (e.g. Law firm with over 10 years of experience)
  3. First call-to-action button
  4. Customer testimonials or credentials
  5. Simple copy clarifying your law firm’s practice areas, experience, and other relevant information
  6. Second call-to-action button
  7. Internal links for more information at the bottom of the practice page (if necessary)

Not all areas of law are a natural fit for emotionally-driven marketing.

When it comes to real estate, it’s best to emphasize the benefits just as this attorney does.

Note the hero image again.

The attorney looks trustworthy and nice, making people more likely to want to hire him.

Still, the main heading promises to eliminate the stress out of real estate transactions, which is a problem that the majority of this law firm’s leads can relate to.

The CTA is prominent (although it should be between the hero image and the benefits), and it follows the lead as they scroll down the page.

Landing Pages Lawyer

Source: Instapage

This is a great example that utilizes the recognition an attorney received.

Education, credentials, awards, and testimonials are powerful elements on a practice area page. They provide the social proof necessary for leads to turn into clients.

Notice how Gomez also uses video to introduce himself and reduce the length of copy on the page.

These examples are just one of many. There are as many types of practice area pages as there are lawyers.

However, it’s important that your page matches the intent of your clients and that you address them the way they want to be addressed.

After that, booking a consultation becomes a routine.

Video SEO for Lawyers

Video is an up-and-coming format that’s quickly competing for the title of the most consumed content type. In fact, YouTube is actually the second largest search engine – right after Google.

So if your potential clients are watching video, you should consider making and optimizing it.

Law Firm Video Types

Turn Your Blog Posts into Videos

The easiest thing you can do is turn your blog posts into videos with Lumen5.

Your topics can stay the same, even though how-tos and explainer posts work best for videos.

For example, topics like the following perform best:

  • How to choose a lawyer?
  • How to file for divorce online?
  • What makes a good personal injury case?

The more specific you can be, practice area and location-wise, the better. Targeting the right keywords is the key to SEO success, even with video.

Additionally, since so few law firms are using video SEO for marketing, your videos could be displayed in SERPs even if you don’t have a strong domain authority.

Due to the way they’re displayed (as a featured snippet), you’ll experience a higher CTR.

Your legal videos shouldn’t be as long as your blog posts.

Instead, sum up the most important points and provide answers.

When your clients turn to video, they want answers and they want them now. Provide them in less than 3 minutes.

Testimonials

Video testimonials can be extremely beneficial, especially if you integrate them into explainer videos.

For example, when speaking about filing a personal injury claim, you could interview a few of your clients.

They can tell leads more about how the process went with your firm. Avoid promoting yourself from the get-go, instead opting for a subtle question such as: “How was your experience with [Law Firm XYZ]?”

In general, videos work so well because they allow your leads to see your personality.

They automatically feel like they know you more than they actually do.

And when you build onto that by providing testimonials from people just like them, you’ll win their trust and (hopefully) their case, too.

Website Videos

Finally, don’t forget about embedding videos to your website or creating them specifically for that purpose.

Numerous law firms use videos to allow leads to learn more about their firm, process, and attorneys who could be in charge of their case.

You can even acquaint your leads with statistics such as the number of cases won, awards, and so much more.

If you use website video for your law firm marketing, you’ll be increasing your dwell time.

People take a lot longer to consume video than regular written content.

Every minute they spend on your site signals to Google that you’re a high-quality resource for the searchers.

You can even use your videos on landing pages to supplement leads with more information.

If you wrote it, the landing page would be too long and it’d meander.

But with video, only the leads who need more information will click through and they won’t be distracted from their original intent.

How to Optimize Legal Videos for Search Engines

Video SEO works similarly to how regular SEO does.

Google has started including video in SERPs, and YouTube picks up on titles and descriptions when leads search for particular queries.

The same rules still apply to legal video SEO: start titles with keywords, and make sure you use LSI keywords in descriptions, closed captions, and in alt text.

The only significant difference is closed-captioning.

YouTube and Google value videos with provided closed captioning so much that they regularly prioritize them in results.

After all, not everyone can listen to your video. It’s much better to provide them with subtitles explaining the subject.

And in addition to improving your search engine visibility, you’ll also be reaching a greater number of leads.

If you’re uploading your videos to YouTube, don’t forget about tags.

They’re a great way of categorizing videos. Just make sure you use the keywords your leads use.

Finally, thumbnails matter.

Make sure they’re enticing and feature people in them, as well as the title of the video or at least the subject matter.

When you combine both written and video content for your law firm marketing, you’ll be reaching a lot more people. And you’ll see both direct and indirect results from it.   

Should You Promote Your Legal Content?

Yes.

In theory, social signals don’t directly affect your search engine rankings.

However, when you promote your legal content on social media and other channels, you have better chances of attracting quality backlinks and leads.

And with Google’s linkless future where they measure the sentiment about your law firm, promoting your legal content through other channels is a great way to attract reviews and positive mentions.

Even your EAT score depends on your online reputation.

You can promote your legal content by:

  • Repurposing blog content for social media (e.g. Pulling quotes from long blog posts, creating infographics, making short videos)
  • Using Facebook Lives to hold Q&A sessions and direct leads to your practice area pages
  • Implementing an email marketing strategy
  • Adding your law firm to reputable directories
  • Advertising it

There are many ways of reaching your leads. SEO is certainly one of the most cost-effective methods.

However, it’s a long game.

It’ll take a while to start seeing the results. Using social signals to attract backlinks and reach leads will speed it up, and help you get to that coveted position:

Number one – in the eyes of search engines and your leads.