The SEO performance of your website is probably not your top priority in this time of change and upheaval.
But the pandemic has created an unprecedented demand for legal services, and clients are flocking online to find a lawyer. Knowing what words and phrases they’re using in their searches – and reshaping your online messaging accordingly – could be a huge boon for your practice.
“COVID-19 is changing how, when, and what legal consumers are searching,” writes Greta Favara in this blogpost for Martindale-Avvo. “You may have seen some of the impact of this already on your traffic or conversion rates.”
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4 SEO Tips for Your Practice
- Know the top search terms. “Searches related to ‘coronavirus’ or ‘COVID-19’ are currently the highest trending search terms on Google,” according to Martindale-Avvo’s Michael Andrews. “In the end, these terms might become the largest-ever searched terms in Google history.”
- Think of ways to increase traffic to your site. “Consider adding content with answers to frequently asked questions to your website,” says Favara. “Addressing consumer questions on your site not only helps to alleviate their concerns, but it also helps boost traffic to your site.”
- Post good client reviews online. From Favara: “Where should you focus on getting reviews during this time? Try doing a search for your law firm – which directories show up on the first page of Google? Do they offer the option to have reviews? If so, that would be a great place to start. Also, try soliciting reviews on your social media pages, such as Facebook and LinkedIn, or on directory services, such as Lawyers.com, Avvo.com and Yelp.”
- Claim and complete your online business listings. “There are many ways to optimize your law practice without breaking the bank,” says Favara. “For example, it’s free to claim your business listings on Google, Yelp, Bing, Apple, and other well-known sites. Simply claim your profile, fill in the information thoroughly and double-check to make sure all of your information is correct. If you’re a strong writer, consider writing your own content and adding it to your website; just be sure it’s clear and relevant to your site visitors. Video content is also a great way to improve your SEO. Start with the easiest tasks and work your way up to the more difficult ones.”
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