You have two audiences.
Most law firms only speak to one of them. But it’s the OTHER audience that’s more essential if you want to get more clients.
Who’s the other audience? It’s Google.
The more you speak to Google, the more likely people will find you.
How do you speak to Google? SEO.
In this podcast episode, we interview an SEO expert who shares what law firms can do right now to dramatically improve their SEO on their own.
After listening to the episode, get your FREE SEO audit here!
In this episode, SEO expert Elliot Sapp joins the conversation to discuss the importance of search engine optimization (SEO) for law firms and share actionable tips.
Website Optimization: The House Analogy
The episode starts with an analogy comparing a website to buying a house. It conveys that just as hidden issues may lie beneath a seemingly valuable house, a website’s success isn’t solely determined by its visual appeal. Instead, the technical aspects of SEO, including website structure, security, speed, and indexability, are critical in attracting organic traffic.
Demystifying SEO: Positioning on Virtual “Main Street”
Elliot takes on the task of simplifying the complexities of SEO for those unfamiliar with the subject. He portrays SEO as positioning your website on the virtual “Main Street” of search engine results, making it easily accessible to your target audience.
Just as a storefront on Main Street receives foot traffic, a website ranking highly on search engine result pages (SERPs) receives more visitors. However, it’s not enough to drive traffic; the website must also engage and convert visitors into clients.
SEO as Business Intelligence: Understanding User Behavior
The discussion then transitions to the significance of understanding user behavior and meeting their needs effectively. Elliot connects SEO with business intelligence, emphasizing the value of identifying keywords and crafting content that aligns with audience intent.
This approach ensures that law firm websites act as 24/7 salespeople, delivering comprehensive answers and seamless user experiences.
Practical SEO Tactics for Elder Law and Estate Planning Attorneys
Elliot suggests specific SEO tactics that elder law and estate planning attorneys can adopt, including conducting keyword research, performing discovery audits, optimizing metadata, enhancing page loading speed, and improving user experience.
He underlines the importance of having a blog, not just for engagement but also for higher search engine rankings, particularly Google.
Consistency of NAP Information
A critical detail Elliot highlights is maintaining consistent NAP (Name, Address, Phone Number) information across various online platforms, particularly Google Business Profiles and the firm’s website. Consistent NAP information can strengthen a firm’s online presence and positively influence SEO efforts.
Key Takeaways: SEO as a Vital Strategy for Law Firms
In summary, the podcast episode emphasizes the need for elder law and estate planning attorneys to embrace SEO to enhance their online visibility, engage their target audience, and ultimately drive more clients to their firms.
It emphasizes paying attention to technical SEO aspects, understanding user behavior, and providing valuable content that answers clients’ queries. By implementing SEO strategies effectively, law firms can position themselves on the “virtual Main Street,” increasing organic traffic and client conversions.
Check out the episode for additional insights and a valuable free resource that Elliot shares to support law firms in their SEO endeavors.