Personal injury law attorneys are always eager for new cases and therefore are looking for ways to grow new marketing channels as well as their existing ones. SEO is a perfect pathway for personal injury lawyers that are willing to compete with the top firms in their market.
As a modern marketing channel, Search engine optimization (SEO) is a very powerful tool that attorneys can use to fascinate more clients. Basically, an SEO campaign covers optimizing your website, content and online profiles so that your law firm website ranks higher in search engine results.
Though SEO for personal injury lawyers is highly competitive, it’s still one of the best ways to build a solid and large number of clients of new inquiries, calls and appointments that will result in signing up more cases.
Analyze Your Competitor
While considering search engine optimization for your attorney firm, the first thing you should do is to analyze your local market’s competition. SEO is getting much more competitive for the personal injury law firms day by day. In addition, the competition in a particular city, state or locale will not remain the same as another.
Run down a thorough analysis of all target keywords for the areas you serve. Of the groups of keywords you wish to rank for, highlight the average and highest scores and make those your targets for search engine ranking purposes.
Make your website mobile-friendly
Google prefers mobile-first indexing. That means that the search results shown on mobile are actually different from the results shown on Desktop. Your attorney or law firm website design should be designed considering smartphones and mobile devices first, and desktop screens second. This means putting particular emphasis on loading speed and user experience on mobile.
Optimize Web Page Loading Duration
Google’s Core Web Vitals, combindly turning out to be a crucial ranking factor in 2021. Reviewing PageSpeed insights, you will want to focus on all three Core Web Vital metrics. In order to get a boost for your website ranking, all three metrics must be within Google’s “Good” range.
These 3 core web vitals and the metrics you need to achieve are as follows:
- Largest Content Paint (LCP) must be 2.5 seconds or less of time duration.
- First Input Delay (FID) has to be within 100 milliseconds or less.
- Cumulative Layout Shift (CLS) score needs to be less than or equal to 0.1.
Backlinks are what helps a site rank better. When a website from any or relevant niche refers to your website, it sends a signal to the search engines that your website is pretty much relevant.
And this is how Google and other search engines determine where your site should place in search results.There are also worthless links that do not impact your search ranking.
Finally there are bad links. We find that nowadays law firms have bad links on a daily basis. Bad links are links which come from a spammy website, or are placed only to manipulate search rankings.
Everyone knows the importance, but they don’t know how. The fact is, only updating content to a site to have it is often a wasted effort. Having quality content that people pay attention to is what really makes a great effective impact on your website’s search engine ranking.
Adding keywords across the page content
Keywords are vital for Google to understand what your page is about. It ensures relevancy to both search engines and their users. Having your target keywords throughout your content will definitely rank up your attorney website in search engines.
Place your chosen keyword and close-variants in the following places:
● Your title tag
● Permalink / Page URL
● H1 tag
● First sentence or paragraph
● Meta description
● The first subheader (H2) right after H1 Header
Schema Markup Building
Schema markup helps search engines recognize the structure of your website. One of the most common types of markup that every law firm’s website should have is either the LocalBusiness or LegalServices schema markup. LegalServices is more specific and contains the same properties of the LocalBusiness markup and is therefore the recommended one to use.
Some notable types of schema you can use:
1. Webpage Schema
2. BlogPost Schema
3. Review Schema
4. FAQ Schema
5. Author Schema