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HOW TO GENERATE AND CONVERT PERSONAL INJURY LEADS PART 3: ATTORNEY SEO SERVICES FOR LAW FIRMS

HOW TO GENERATE AND CONVERT PERSONAL INJURY LEADS PART 3: ATTORNEY SEO SERVICES FOR LAW FIRMS

When talking about generating legal leads, attorney search engine optimization is one of the first items on most law firm’s checklist of things to do. Everyone seems to agree that it can provide the highest degree of exposure among categories of legal lead generation. After all, your website is open all day, all year, without coffee breaks or holidays. Ultimately, it’s the emperor of best in lead generation and conversion because it captures prospects when they are closer to the purchasing stage of the sales cycle.

The typical sales cycle includes:

SEO Machine
  • Awareness. This is when a consumer becomes cognizant of their desire for a product or service. As it relates to the mass tort leads, auto accident leads, and personal injury leads, awareness of a need could spring from an event, such as an auto accident or reading a news article about a defective drug or medical device.

  • Research. Once an individual recognizes their interest in something, they normally do two things. Either they conduct research, which nowadays is heavily internet focused. Or, they become more cognizant of advertisements pertaining the product or service of interest.

  • Narrowing: This stage involves the consumer’s evaluation of the data collected from research, then developing preferences towards certain solutions. Essentially, a person is narrowing the field of options based upon their hot buttons.

  • Purchase. After weighing all individualized important factors among the options, a person will proceed with a purchasing decision.

Now, when consumers are searching online for attorneys, they’re moving from the research stage to the narrowing stage. In short order, they will make a purchase (i.e., retain a lawyer). You see, legal SEO works like honey when acting like a lead generation machine by attracting prospects to your website. The honey is in the form of keyword phrases that are ranked by search engines.

And regardless of the stage, your optimization expert can assist you with content aimed at targeting each stage. That will help improve your conversions. It comes down to having keywords that attach to the different stages in the cycle.

When determining how to make the most out of a legal SEO campaign, consider the typical stages involved. This is something all marketing coordinators should have a handle on, and provides a good set of tools to help you keep track of what’s going on with your law firm’s website optimization.

  1. In-Depth Keyword Research and Analysis

I’ve seen keyword research from a number of different companies that deal with SEO for law firms, and the results truly vary. Some results include a list of options with ranges of monthly searches, while others include the pay-per-click rates, more specific estimates of monthly searches, and competitor keywords.

The general rule in keyword research is to use at least two tools. The starting point for your keyword analysis usually will begin with Google Adwords Planner. Other popular keyword tools include:

  • WordStream Keyword Tool: This tool, like others, gets it results for data obtained from ISPs, browser toolbars, and search engines. The tool has a free version, but I haven’t found that it provides much more than Google’s Adwords Planner.

  • WordTracker Keyword Tool: This tool provides similar results as WordStream and Google.

  • SEMRush: This tool is growing in popularity, as it has a number of features in addition to keywords research and analysis. But it does do a very good job of displaying competitors’ keywords that you might not get anywhere else for PPC and SEO.

Al those tools are okay, but the king of keyword tools in my opinion is Keyword Finder. If you’re aiming to improve your intake with personal injury leads, mass tort leads, and auto accident leads, this is where you need to start for keyword research and analysis . . . and probably finish. The results are truly impressive, as it allows you to drill down into the most important metrics, including simultaneously analyzing your competition on those same metrics. In one screen, you get the deepest information that allows you to see which keywords you should pursue initially.

  1. On Page Attorney SEO and Legal SEO Analysis

Onsite optimization involves a number of tasks, but one of the most important includes implementation of your keyword phrases into the elements of your site. The second main aspect deals with optimizing the upload speed of your legal website.

First, we’ll cover the standard on page elements, which include:

  • Content: This should be self-explanatory. But you need to be careful about over-optimizing your attorney web site by stuffing too many keywords. The Google Panda update had a focus on penalizing websites that were over-optimized with keywords.

  • Meta Tag Description: these are the words that appear when you are viewing results from a search. They are below the displayed URL, and they provide content that describes the web page being displayed. This is your opportunity to tell searchers why they should go to your page. A meta tag description typically has up to 160 characters. Although not a direct ranking factor, many studies show that the number of users who click your page after results are displayed will impact ranking, and your description is the sales pitch that achieves that goal.

  • Title Tag: This is an element that describes each page, so all pages should have them. Essentially, it is a brief, to-the-point depiction of what the page is about. Search engines put a lot of weight into each title tag. You can see it in your browser. Chrome browsers allow you to scroll over the tab to see it, while Mozilla Firefox browsers in the same place, but easier to see. Since search engines see them in search engine results pages (SERPs), web browsers, and social networks, that should give you an idea of their importance. Generally, they are 60 characters in length, and if too long the characters will not display.

  • Alt Tags: These are referred to as alternative tags, alt image tags, alt text, or alt attributes. An example is when an image is tagged, which is referred to as an image alt tag, and they are designed to add more detail about the site. So naturally these are keyword driven. You can see them when you hover your mouse over an element. Visually impaired people or users who do not download images may use an alt tag because they will describe the element. It is another factor search engines heavily consider.

  • Header Tags: These tags are used to describe the different sections of your website, and it is another important onsite factor that directly impacts ranking. Generally, the bold letters that begin a section of content will be your headers that have an associated tag. There should be some consistency with your headers and content. The header tag goes from H1 to H6, and the lower the number the more important it factors into your ranking.

  • Content: be careful about over-optimizing your attorney web site by stuffing too many keywords. The Google Panda update had a focus on penalizing websites that were over-optimized with keywords.
  • Meta Tag Description: these are the words that appear when you are viewing results from a search. They are below the displayed URL. This is your opportunity to tell searchers why they should go to your page. A meta tag description typically has up to 160 characters.
  • Title Tag: Generally, they are 60 characters in length, and if too long the characters will not display.
  • Alt Tags: These are referred to as alternative tags, alt image tags, alt text, or alt attributes. It is another factor search engines heavily consider.
  • Header Tags: These tags are used to describe the different sections of your website. There should be some consistency with your headers and content. The header tag goes from H1 to H6, and the lower the number the more important it factors into your ranking.

In a nutshell, a good attorney SEO should make sure that each web page is narrowly tailored and specifically relevant to the subject. That will include putting the relevant topic in the URL, tags, and throughout the content. The page should link back to its category page or subcategory page, and the home page, usually by way of the logo at the top left corner of most pages. A good place to start when reviewing many of these tags, and other important on page factors, can be found at SEOCentro. You can use free tool to gauge your metrics in this area.

The second important onsite factor is the upload speed of your website. SEOCentro will provide you with the time it takes to upload any of your pages; however, Pingdom will provide an even better viewpoint of all the elements on your website, including how long each takes to download. Yet, if you want something quick and dirty and to the point, push the F12 key on your keyboard, the click the Network tab, then press the F5 key. That will show you all of the elements that a user would download, and your upload speed will be at the bottom. Improving this aspect of your site is critical when improving visitor experience, which by most report appears to be a highly important philosophical part of Google’s ranking algorithm. In fact, it was 2010 when Google declared that page speed would qualify as a ranking signal.

An example of how page speed translates to higher conversions comes from Walmart. The big box retailer has an online presence, and after it discovered its retail site was faster than competitors including Amazon and eBay, it decided to be faster. The results of Walmart’s conversion study were:

  • A 2% bump in conversions was correlated to every 1 second decrease in page speed.

  • A 1% increase in conversions was due to every 100 millisecond decrease in page speed

If that doesn’t convince you, consider that Google discovered that decreasing impressions of search results lowers the amount of searches by 8 million every day. Imagine what impact that has on revenues. See Getelastic. Now imagine how important page speed is to the search engine giant.

If your page is slow, pick up the pace and get your website checked. You could be very, very surprised at the impact on page legal SEO can have on your position rankings. Likely, it is far more important than you think.

  1. Off Page Attorney SEO and Legal SEO

Off page optimization is everything that is done away from the website, and is mostly about getting links from other websites that refer to pages on your website. At first glance, this might not seem helpful when considering the relevance of your site. But what it tells search engines is that others think your website is important and relevant. Hence, the more other sites reference yours via links, the more search engines will believe there is something important and authoritative about your site and its content.

According to Neil Patel, considered by Forbes and Wall Street Journal to be one of the top 10 online in the world and among the most influential people on the web, detailed some of the more important off-page factors:

  • Domain Links: the amount of links coming from different URLs plays a significant role.

  • Page Links: the amount of links from a single domain is important, but getting more individual domains linking to your site is better.

  • Domain Authority of Backlinks: every site can be qualified by the domain authority (DA), which is a scale that estimates how well a domain could rank within Google search result. Page Rank (PR) is the former measurement. Domain authority is a metric from Moz.

  • Relevancy of Link: links from sites that have similar subject matter is considered by many to be an important factor.

  • Homepage Links: the home page of a website is thought of as the strongest page because all of the content and links ultimately push their juice to the top. This is why the concept of silo pages has become more important. Thus, links to your site from other home pages has shown to be very powerful, as often only a few home page links can be the difference between page 1 and page 2 rankings.

  • Nofollow and Dofollow Links: although Google announced that no follow links do not have an effect, do follow links could impact your ranking.

  • Diverse Links: there are different ways links can be developed. Changing the types of links provides a more well-rounded approach, avoids spam indicators, and prevents penalties.

  • Contextual Links: many believe that links that originate from content rather than a sidebar holds more weight.

  • Anchor Text: the words that are actually linking from another site to yours can be a ranking factor. A safe approach, such as using naked URL’s will prevent spam indicators and negative ranking.

Now that you have a general guide about off page optimization, here are some tactics to consider.

  • Find broken links: sometimes a link goes to a page that doesn’t exist any longer. That’s an opportunity to take a 404 error page and make it yours.

  • Create and disseminate infographics: infographics have grown in popularity, and if you design one compelling enough, others will put it on their site and link back to yours. Many consider this strategy to have a solid pay off.

The Bottom Line:
Attorney SEO Services Can Generate a Steady Flow of Personal Injury Leads

Off page attorney SEO and legal SEO can be a daunting task. It’s time consuming and tedious, and requires detail. But the rewards can be enormous. The right law firm marketing can substantially improve your intake of cases at a disproportionate rate compared to costs, which allows for a boost in gross profits.

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    7575 Frankford Rd, #2521, Dallas, TX 75252
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