Attorney SEO is not all about ranking

Instead focus your efforts on what really brings qualified leads

In the world of search engine optimization, it used to be that keywords were king. Stuffing website content with specific highly searched terms was the way to rank higher on search-page results and attempt to pull in more traffic to your website.

Not anymore. SEO is moving away from keywords as a primary ranking factor. Search engines are shifting priorities to a more complex and dynamic ranking system called semantic search — which determines the intent and contextual meaning for search queries. For law firm SEO, that means duping the system with keyword overload is done; now it’s the quality of your content that will serve your site best.

What’s critical is how relevant your content is. This creates both a challenge and an opportunity for law firms around the country. Yes, it will require modifying content on your website and digital marketing campaigns, but it could also create a leg up against the competition if you do an SEO overhaul right—and do it now.

Shifting from a keyword-concentrated to a semantic search content strategy requires a shift in thinking about SEO for law firms.

Try to ignore rank: Ranking may temporarily boost ego, but isn’t necessarily the end goal for attorneys. The end goal is using content marketing to generate more quality leads.

Add more meaning: If content is meaningful to the end user, Google now recognizes that value. This explains why keyword padding has gone by the wayside—it is of no significance to the end user.

Ratchet up relevancy: New semantic search algorithms can decipher entire phrases, or long-tail keywords, to serve up the most relevant information to the user. Your mission should be to add greater relevancy to the content you produce.

Account for humans: Just because you rank No. 1 for a vanity search term like “personal injury lawyer” doesn’t mean the user always clicks on the No. 1-ranked website. Humans click on what is the most personally pertinent.

Consider keyword variables: Google now leverages a user’s location, search history, demographic data, time of day and other variables for keyword ranking.

Prioritize conversion: Put ranking in the background and start to prioritize conversion. Are conversion rates going up? How many of your law firm’s leads are qualified leads?

The new story of attorney SEO is get relevant to get more business. You can have tons traffic and top keyword ranking, but if the traffic is not geographically focused or your content isn’t helpful to the user, then it won’t convert.

Interested in learning more about how your law firm can convert more cases? Network Affiliates SEO strategists can show you how.  Give us a call today 303-817-7313.

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