5 Tips to Know if Your Law Firm’s SEO Is Working
Having a sound SEO strategy is important when trying to navigate search rankings and gain leads. Continuously monitoring and updating your SEO strategy can help maximize your reach and potential to attract both new and previous clients. Not sure if your SEO strategy is cutting it? Here are five tips to ensure you are maximizing your law firm’s SEO potential.
What Should You Expect With SEO?
It’s nearly impossible to predict how your SEO will perform due to the constant changes in algorithms, Google, and customer behavior. Researching keywords and understanding your customers’ motivations for searching is crucial when developing an SEO strategy. Making educated and research-based decisions can help you stay ahead of the SEO curve and give you a basis for formulating your strategy.
It’s important to note that SEO is not a one-time fix. Monitoring and tracking the performance of your SEO strategy is the only way to maximize its potential. Simply going in once and looking at how it is performing will not change the trajectory of your SEO strategy. Continuously going into the metrics and looking at data over time will give insight into how your SEO is performing and what you should change to reach your goals.
Tip #1: Monitoring your Organic Traffic
Organic traffic means the number of potential clients that visit your site from search engines without advertisements or pop-ups.
The amount of organic traffic you receive is a good indicator of how your website ranks on the search engine results page (SERP). For example, if you specialize in criminal defense, look at keywords such as “criminal defense lawyer,” “criminal lawyer,” and “domestic violence lawyer” to see where you rank among competitors. Ensure that your organic traffic has grown since implementing your SEO strategy.
Tip #2: Understanding Your Conversion Rate
Understanding your conversion rate in comparison to the clicks you are receiving on your website can show you how many leads you are gaining. A conversion rate is when a user completes a desired action that you want them to take.
For law firms, your main goal should be to entice potential clients into a free consultation. Tracking the amount of consultations you receive based on search engine results can help you understand what part of your strategy is working and what isn’t. Even outside consultations, tracking the conversions for each piece of your website is crucial to ensure you match the numbers you were expecting.
Tip #3: Know Your Keyword and Search Engine Rankings
Keyword ranking is the spot you are listed in for a particular word on the SERP. Overall, the higher you are ranking on a keyword, the more site traffic you will likely receive. Users don’t want to scroll continuously when conducting a search. The higher you are on the results page, the higher the likelihood that a user will click on your website.
When choosing keywords for your website, make sure you are paying attention to location as well as the services you offer. If you operate a law firm in Houston, Texas, consider adding Houston to your base keywords. For example, “Houston criminal defense lawyer,” “car accident lawyer in Houston,” etc.
Tip #4: Track your Domain and Page Authority
Having high page and domain authority can help place you higher on the SERPs than your competitors. These scores are determined by the quality of your content, backlinks, and the age of your website. Creating quality content such as blogs and other resources can help you establish trust with your customers. The more a customer trusts your site, the more they will visit it.
Tracking both page authority for a single webpage as well as domain authority for your whole site gives you a full picture of how you are tracking in the minds of your customers. The higher the domain authority, the easier it is for you to rank higher on search engines.
Tip #5: Track your Call Volume
The goal of SEO strategies is to gain more leads for your website and company. You should be monitoring your call volume to see if you are obtaining quality leads once you implement the strategies in your campaign.
Whether you’re a family lawyer and you receive a call about divorce, or if you’re a criminal lawyer receiving calls about a specific case, tracking your call volume is crucial in determining if your SEO is bringing in quality leads.
Tools to Utilize When Tracking Metrics
There are many tools you can use to monitor the tips we have outlined above. Here is a list of some that we recommend for a full look into your SEO strategy.
- Organic Traffic Tools: Google Search Console, SEMRush, and Moz
- Conversion Rate Tools: Google Analytics and CallRail
- Keyword and Search Engine Tools: SEMRush and Ahrefs
- Domain and Page Authority Tools: SEMRush, Moz, and Ahrefs
- Call Volume Tools: Callrail and Call Tracking Metrics
Depending on your budget and preferences, take a look at these platforms outlined above to track your results numbers against your overall goals.
Work With BluShark Digital for a Customized Legal SEO Strategy
When implementing an SEO strategy, it can be hard to know if it’s working. Try out these steps today and see if there are changes you need to make in your strategy. Do you need help with the process? Contact us today and see how we can take your SEO strategy to the next level.