If you have any questions, ask Google. This is the motto of people nowadays. Whenever you have a problem, all you need is a phone, internet or Wi-Fi, and there are people waiting to listen and answer all your questions. And this is the point that can be used as an advantage for doing business, which is online marketing to make people who search on Google find your business.
Many times when problems arise regarding legal matters, people turn to Google to help find answers because legal matters are sensitive and require expertise. If there is a lawyer or law firm that can answer those questions fluently and intelligently, it can be said that it has won the hearts of internet users completely. After this, those people may become one of your law firm’s clients.
Why SEO is important for legal businesses
SEO or Search Engine Optimization is the process of increasing traffic or access to your website without any cost through advertising (organic search results). The result of doing SEO is that your website is more easily found on SERPs, allowing more people to access your business and eventually become your customers.
In addition, using this organic channel will save you from having to spend on advertising and the cost when customers click on your website, especially for terms related to law, which have a relatively high CPC (Cost-Per-Click). SEO will help customers reach your business without spending any advertising. In addition, having your legal content website ranked high on SERPs without using advertising will also increase your company or office’s credibility.
This is why those in the legal business, lawyers, or law firms should prioritize SEO.
Building a Google presence for legal businesses
- Make the most of Google Local Pack
The Google Local Pack (or Google Map Pack and Google Snack Pack) is one of Google’s search page impressions that prioritizes location over other things. Many times, Google shows a search page that is a Local Pack because Google “thinks” that users want to find things related to location.
From the image you can see that Google ranks the Local Pack at the top of the search results, so people see your business name first. However, there is no guarantee that your business name will appear there if your competitors are doing the same thing, because there are only 3 spots available and only Google knows how the Local Pack ranking works. So, there are 3 theories that can definitely be done to get your business on the Local Pack page:
- Relevance – That is, how relevant is your business to what users are searching for?
- Distance – The distance here can be either the calculated distance from the searcher’s location or the location specified in the search (e.g. “Minburi Law Firm”).
- Prominence – Prominence here can be many things, such as “offline” reputation, online reviews, interesting business, or links to the website.
- Build your presence on organic results
Your website’s presence on Organic Results comes from various SEO processes. However, one thing you can easily do yourself without the help of SEO tools is to relevance the content on your website to what people are searching for. This is another core part of SEO called On-Page SEO. Let’s see what steps you can take to do it.
2.1. Provide service information
Whether you want to do SEO or not, providing information about your products and services on your website is essential. So if you are a law firm, be sure to include the full range of legal services that your firm offers. But if you want to be effective in SEO, be sure to do keyword research first. Another effective strategy is to create a content hub, or to include internal links in your content that will help people click through to the next pages on your website.
2.2 Provide information about the organization or office address.
By providing your office address on your website, Google will index your site for keywords that include location. Even though there may not be any location words, if Google still thinks people are searching for locations, it will still show your site. Here are some strategies for providing your office address to avoid duplicate content on your site:
- Create a Contact Us page that includes your company or office address, possibly including phone numbers and email addresses to make it easier for customers to contact you.
- Enter the address information at the footer of the Pages page, but if your office has multiple locations, you may want to include the name of the district and sub-district, or the district and province, and create an internal link to the page with details of the office location.
2.3 Create optimized pages
3. Create quality and up-to-date content.
Google places great importance on content, especially text content, because Google has been developing tools to understand what is good content and should be ranked high to be displayed on the first page of search results to be able to answer the questions that searchers want. Techniques for creating content suitable for SEO are as follows:
- Write in a way that is easy to read: People of all ages can understand it. However, for legal information, difficult words cannot be avoided. Just try to organize the content so that readers can easily understand it.
- Organize your text: Organize your text into headings, subheadings, and captions to make it easier for readers to read.
- Keep it current: This is especially true for stories about laws that are constantly being updated and changing.
- Write uniquely: Since your competitors may be using the same tactics, you need to be able to present information in a way that readers will enjoy and understand, as well as stand out in presenting interesting legal information.
And these are all the techniques for doing SEO for lawyers and law firms that we recommend. They are simple techniques that anyone can do. But for SEO to be successful, it still depends on many factors, whether it is in terms of taking care of the website or doing off-page SEO that requires knowledge and expertise to manage. If you want to do SEO to see the results and be as effective as possible, you may try looking for an online marketing company that has the knowledge and ability to help and give advice for making your legal website.