When a couple in love ties the knot, the last thing they expect is for the relationship to come to an end. Some divorces take people entirely by surprise—meaning they’re likely going to turn to family, friends, or the internet for guidance on who they should hire to represent them. If you’re a divorce lawyer, SEO (search engine optimization) has to be top of mind to boost your online visibility. To be effective, it’s important to understand the factors that drive Google search rankings so you can attract clientele.
Content Creation
Your website should provide visitors with more than staff bios and areas of practice—it should deliver meaningful content that provides value to your target audience. In fact, content creation is one of the best ways for potential clients to discover your services.
Start by identifying your ideal client’s pain points. Next, look for ways to provide them with solutions.
For example, a person thinking about filing for divorce may be wondering what paperwork needs to be filled out, the steps in the process, or how long divorce proceedings usually take. By creating blog posts that answer these common questions, you can grow your online presence.
When you provide value-driven content tailored to your specific audience, people are more likely to engage with your site. The more time people spend interacting with your content, the better the chances of boosting your Google ranking.
Consistent and quality content creation will help your practice build a reputation as a trusted authority in your legal specialty. Want to track your progress? Google’s Search Console tool provides valuable insights for monitoring and optimizing website performance.
Keyword Optimization
Keyword optimization refers to the strategic use of keywords within your content, including headings and service descriptions, so that Google understands the content’s relevance to topics being searched. These keywords should match the words and phrases a user puts into Google’s search engine so that your website ranks higher in the results.
Fortunately, you don’t have to be a mind reader to know what keywords you should incorporate into your content. Keyword research tools offer valuable insights, like search volumes for specific terms and the common questions users are seeking answers to online. While some are paid resources, a number of these tools are free to use and can help you understand what type of content is likely to perform best.
Local SEO
People looking to retain a divorce lawyer likely want to hire one close to home. This is why local SEO is so important.
This type of SEO strategy is centered on boosting your visibility in local search results. When a person in your area is searching for a divorce lawyer, you want your practice to be one of the first to pop up.
Local SEO differs from traditional SEO because Google uses different criteria to rank businesses in local search results. For instance, relevance, quality of content, and website performance are all important factors in SEO. Though local SEO also focuses on relevance, it places more emphasis on proximity and prominence (i.e., number and quality of online reviews).
There are several tips and tricks to improve local SEO. For instance, if a client has had a positive experience with your practice, encourage them to leave an online review. Respond to all reviews by acknowledging positive feedback and addressing any concerns to demonstrate your commitment to quality service.
Use location-specific keywords in your content and meta descriptions. Long-tail keywords such as “divorce lawyer near me” or “[city] divorce attorney” can help minimize search competition so you can connect with potential clients in your specific area.
You should also keep your Google Business Profile up to date. Include details about your contact information and hours of operation, as well as photos and videos of your business. You can then use Semrush’s Map Rank Tracker tool to see how your business measures up in Google Maps.
Website Structure
Help users find your site by optimizing the layout and structure. For example, use descriptive URLs. Make the text easy to read. Ensure your website is user-friendly.
When possible, link to relevant sources and use descriptive anchor text so that search engines can crawl your content more easily. For example, the anchor text we’ve linked throughout this article provides an overview of what you can learn about by clicking on that link. Check out Google’s SEO Starter Guide to learn more.
You should also remove duplicate or outdated content so that your website is current and provides the most relevant information. The easier your site is to browse, the faster search engines will recognize and reward it with higher rankings, improved visibility, and more organic traffic to grow your client base.
Webpage Responsiveness
The digital world is fast-paced, so you must have a responsive webpage to keep up. If your page takes too long to load, more people are likely to leave your site after viewing only one page. This is known as the bounce rate.
While the bounce rate doesn’t directly impact your Google rank, it could indirectly impact it through decreased user engagement. Stay on top of your bounce rate to keep more visitors on your site exploring and interacting with your content.
If you’re interested in helping more people find the right divorce lawyer, SEO must play a key role in your digital marketing strategy. Want some help growing your online presence? Partner with a marketing agency, such as InnoVision Marketing Group.
An experienced marketing team will craft a digital solution tailored to your legal niche and ideal client. Instead of focusing on SEO, you can focus on giving your clients the very best representation—and giving them peace of mind, even during the stress of divorce proceedings.
A strong marketing team will have your back, so you can be there for your clients. Let a marketing team handle the strategy while you do what you’re good at.