The digital marketing landscape for law firms and legal professionals is among the most saturated right now. A lot of legal professionals are turning to digital marketing as a way to achieve key objectives, including boosting their credibility and reaching potential clients.
Despite the crowded market, some digital marketing instruments are still very effective, with search engine optimization or SEO being the leader of the pack. If you are looking to boost your SEO performance as a legal professional, here are the tips and tricks you can use.
Restructure Your Navigation
The structure of your website is one of the first things search engine crawlers will crawl when indexing your site. It is also an important element that determines how your site appears in search results. To put emphasis on the structure of your site, you need well-designed website navigation.
One of the things you want to add to the site navigation is the practice areas. This may seem like a simple thing to do but adding practice areas – your core services – to the navigation menu allows potential customers to find you based on how you can actually help them.
The same is true with location details. Adding a complete address to the footer of your site helps with local SEO. You can position yourself as the best group of Boca Raton attorneys by fine-tuning the navigation menu to also include location details.
Short articles are great for certain types of business, but they are certainly not the way to go if you are a legal professional. Your site’s SEO performance can benefit a lot from long-form articles that are well-written and designed to deliver real value to the audience.
Another thing to keep in mind when it comes to the contents of your site is keyword density. Forget about stuffing as many keywords as possible to your articles; this will only lower your site’s SEO performance. Focus on writing readable articles that the audience actually loves.
Optimize Visual Elements
Tags are also great for optimizing parts of your website that aren’t text. Google and other search engines need help recognizing images, video content, and other site elements, and using tags is how you provide crawlers with the right (and contextual) information.
Alt tags for images, meta descriptions, and title tags are still the best SEO instruments to utilize. Adding Alt tags also make your site more accessible since users that rely on screen readers can understand the images you display on your site better.
One last tip – and perhaps the most important one – to keep in mind is the importance of staying relevant and contextual across the entire SEO campaign. For example, you want backlinks from pages that are relevant to your site rather than just any random site.
Relevance is now more valuable than ever, especially now that SEO algorithms are a lot smarter and more adaptive to your contents. One relevant backlink from an authoritative site is far more valuable than a lot of irrelevant links from popular sites.
Weave these tactics into your SEO strategy and you will see a substantial boost in SEO performance almost immediately. As you refine your site for better SEO performance, you can reach potential clients that are searching for legal services on Google and other search engines. That substantial boost in SEO performance will, in turn, help you lead the digital marketing landscape for law professionals and legal firms.