The current landscape for law firms is rigorously competitive. As such, enhancing your firm’s search engine results rankings, especially for local searches, is essential for your marketing strategy.

In this article, we discuss the importance of SEO for law firms, the power of localised search, tactics to consider when creating your SEO strategy and more. We’ll also share Rooster Marketing’s experience with law firms and how this can transform your marketing success.

 

What is SEO?

In a digital-first world, the legal industry is advancing to meet the ever-evolving needs of its clients. One technique for ensuring that law firms remain competitive in this saturated market is search engine optimisation (SEO).

SEO is invaluable for attracting website traffic, building brand awareness, establishing authority, maintaining competitiveness and encouraging high-quality leads.

 

The importance of SEO

Did you know that more than 45% of desktop searchers click an organic search result?

SEO is a truly brilliant method of promoting your services to new clients in a cost-effective way. A strong SEO strategy supports your ecosystem of marketing efforts, uplifting the user journey and providing a seamless pathway from brand discovery to purchase.

What’s more, the higher you rank, the better. For legal services, a Semrush 2024 study found that the top organic ranking position had a click-through rate (CTR) of 36.8%. This drops to 19.3% for organic position 2 and even further to 10.4% for position 3.

Although a good CTR for legal services is considered to be anything above 1%, according to Backlinko, it’s crystal clear that positions in search engine results pages are transformative for this metric. As a result, building an SEO strategy that delivers results and boosts your rankings is invaluable for enhancing your organic visibility and attracting new clients.

 

The power of localised SEO for law firms

Localised SEO is essential for law firms looking to attract clients in their area.

Appearing prominently in local searches will transform your SEO strategy. According to Semrush, Google delivers billions of local search results every month, thus gaining visibility in this way significantly improves your chances of attracting and converting customers.

By optimising your website content for local search, law firms can ensure they appear in their potential client’s critical searches. Key areas of focus for localised search include relevance, distance, prominence, quality and usability.

 

SEO tactics for law firms

There are many tactics that you can implement to enhance your organic search engine rankings. Below we have detailed a couple of methods for you to consider when curating your SEO strategy:

 

Experience, Expertise, Authority, and Trustworthiness

These are the guiding principles behind Google search ranking results. By evaluating the credibility and relevance of a website, Google can ensure that the user experience is continually improving, providing customers with quality results that answer their questions.

By demonstrating your law firm’s experience, expertise, authority and trustworthiness, not only do you build strong relationships with your clients and enhance your reputation, but you’ll also become more discoverable to new clients, attracting quality leads and experience measurable results.

 

Optimised content

High-quality content provides the backbone for your SEO strategy. It ultimately works to enhance brand awareness, allow your website to rank for keywords, establish authority and engage with your audience.

Especially in the legal services industry, audiences are searching for quality, in-depth guides as well as short-form queries. Therefore tailoring your content to your target audience is vital for forming connections and encouraging conversions.

 

Curating a bespoke SEO strategy

Every law firm is unique, with specific practice areas, client bases, and legal requirements. Therefore, a one-size-fits-all SEO approach is unlikely to yield the best results.

Instead, law firms must focus on bespoke strategies tailored to their specific needs and goals.

Choose a marketing agency that curates bespoke SEO strategies that are tailored to your law firm’s needs and objectives.

Our legal marketing expertise sets us apart. We appreciate the network of challenges that are involved in the legal sector, which is why we work closely with our clients to gain a deeper understanding of your firm’s goals and aspirations, creating a strategy that goes above and beyond to achieve the results you desire.

 

How to get SEO clients on LinkedIn

Law firms should also consider leveraging LinkedIn as part of their SEO strategy to attract new clients.

As a professional networking platform, LinkedIn is an ideal space for law firms to share thought leadership content, build connections, and attract potential clients. By optimising their LinkedIn profiles with relevant keywords and sharing valuable insights, law firms can enhance their online presence and credibility.

 

SEO for law firms with Rooster Marketing

The power of SEO is truly not to be underestimated when strategising the marketing efforts for modern law firms. Bespoke strategies, localised search and SEO tactics are crucial to your future success.

At Rooster Marketing, we are an award-winning full-service law marketing agency. With our smart, data-led bespoke strategies, we can solve complex problems and deliver a complete end-to-end marketing solution for law firms, solicitors and lawyers.

Get in touch with us today to discover how we can help you transform your marketing success.