Many law firms are looking to expand their reach to more clients across Ireland or across the world. I want to show you the 7 SEO strategies that will help law firms to achieve their goals through online marketing.
1. Incorporate long tail keywords with the location
2. Create content for each location
3. Multiple your Google Business Profile (GBP)
4. Build local citations and listings
5. Leveraging Google Reviews and Localize your Social Media Presence.
6. Optimize your website with technical SEO.
7. Tracking your website performance.
You need to choose a keyword to rank in your chosen location. Choose a low competitive long tail keyword in your desired location can help you rank faster.
For instance: The long tail keyword “Immigration lawyer for Chinese students in Ireland.” (This is an informational keyword that will attract Chinese students come to your website.
Or, the long tail keyword “best immigration lawyer for Chinese students in Dublin.” (This is a commercial keyword that will turn them into leads to your firm.
Remember to choose a topic that is highly relevant to the service people are looking for in the location.
You will need to create a dedicated page for the locations you want to rank for, and the topic should be closely related to the legal needs in the area. If you want to rank your service in a particular area, adding all your services to one page will not help you because you can only rank one keyword per page and its variations as well.
Duplicated content is not considered spam by Google; nevertheless, if you duplicate the same content in multiple locations, you are not providing an optimal user experience that will keep your visitors more engaged and help them decide to work with you instead of your competitors.
So, always prioritize your visitor experience and create the highest-quality content possible to help them with their problems. When you do that, conversion and ranking will naturally happen.
If you have multiple office locations, you should add more locations in your GBP to enhance your firm’s visibility in the local area. GBP is a free business listing, it will help your firm to be seen and found by hundreds and thousands of people, increase the possibility of your firm to be found by people who is looking for your service in the area.
The more location you have in GBP, the more visibility you will have for your firm. You can find out more about how to add more locations to your GBP in here.
GBP allows you to add multiple locations within one hour’s drive. However, if your physical office is based in Dublin, you will get the most visibility in Dublin and rank at the top for your keywords.
You will get a lot less visibility in other locations such as Co, Kildare, Wexford, etc. You are more likely not to rank at the top in that locations. Google will prioritise your competitors who have a physical office in that location.
List your firm in local directories for each location, acquiring local backlinks and legal directories. Local citation is very import in terms of building trust, credibility and visibility.
Some local business listing are free, some are charging a small fee per year. Whichever you choose to listing your firm, you will get a backlink from them, the link could be a do follow link or no follow link. The do follow link will help you build up your website domain authority, you need high domain authority to rank higher.
Positive Google reviews will help you build trust faster in your audience. I have another blog post specifically talking about how to grow your business by leveraging Google reviews. This infinite guide shows everything you need to know about Google reviews.
Creating social media posts for each your target location will help you to reach more people. Research for relevant topic in your target location and create as many pieces content as you can to reach more people.
Make sure your website is mobile friendly and loads in less than 2 seconds. Website speed is an important ranking factor, ensure your website loads fast and optimise it regularly.
Use structured data mark-up to get rich result on search results. I do not want to be very technical to law firms and solicitors, but I just want to mention it to you that, adding structured data markup is a way telling Google to show your website the way you wanted, and it is more detailed text and images in the search results.
Add multiple languages for non English speaking users on Google. For the law firms who wants to expand their business globally, you need to consider adding more language choices on your website for non English speakers. When you do that, you are helping them where their pain point is and resonate their needs.
There is no pain like reading a foreign language on a website and trying to find an immigration lawyer. If you can tackle that, the optins and conversions will take care themselves.
Use Google Analytics 4 and Google Search Console to keep an eye on your website performance. Know your key performance indicators and optimise your website based on your findings.
Google analytics 4 and Google Search Console are free tools from Google, it shows you all the key performance indicators in their metrics, all you need to do is to read them and understand what they are, and improve your website based on those numbers.
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