SEO For Family Law: Best Practices For 2023

SEO is the most valuable marketing tool available to family law firms in 2023. In this article we will cover the ins and outs of SEO and what you need to do to rank on the first page of Google.

  • Why SEO Matters For Family Law
  • Keyword Research For Family Law
  • Local SEO For Family Law Firms
  • Why Content Matters For Law Firms
  • The Importance of Backlinks For Family Law
Why SEO Matters For Family Law

Why SEO Matters For Family Law

According to a survey conducted by Martindale-Avvo, approximately 36% of people looking for legal services use search engines like Google to find lawyers. This means that if family law firm’s website is not optimized for search, it is highly likely that potential clients will not find it.

When people search for legal services online, they typically use specific keywords or phrases related to their legal issues.

If a family law firm’s website is not optimized for those keywords or phrases, it will not appear in the search engine results pages (SERPs). This means that the firm will miss out on a significant amount of potential business.

Therefore, it is essential for family law firms to invest in SEO to ensure that their website appears in the top results of search engines when people search for keywords related to their practice areas.

This will increase their visibility and attract potential clients to their website, ultimately leading to more business and revenue.

In this article, we will cover the core pillars of family law SEO. After reading, you will be armed with the information to kick start your own SEO, or at least understand enough to know what the heck your marketing firm is talking about. 

Keyword Research For Family Law

Keyword Research For Family Law SEO

Keywords are words or phrases that people use to search for information or businesses on search engines like Google. When someone types in a keyword, search engines use algorithms to identify relevant web pages that match the search query and display them in the search engine results pages (SERPs).

There are three main types of keywords, informational, commercial, and navigational. Each corresponds to different stages of the sales funnel (this will be explained in depth below) and are essential to any family law SEO campaign.

Informational Keywords:

These are keywords that people use when they are searching for information or answers to a question. 

For example, “how to file for divorce” is an informational keyword that someone might search for when they are trying to learn more about the divorce process.

These types of keywords correspond to the top of the sales funnel, where people are still researching and gathering information. Content optimized for informational keywords can help attract potential clients who are in the early stages of their legal research.

Commercial Keywords: 

These are keywords that people use when they are looking to compare or purchase a product or service. For example, “best family law attorney near me” is a commercial keyword that someone might search for when they are looking to hire a family law attorney. 

These types of keywords correspond to the middle of the sales funnel, where people are actively considering their options and weighing the pros and cons. Content optimized for commercial keywords can help attract potential clients who are closer to making a decision.

Navigational Keywords:

These are keywords that people use when they are looking for a specific website or brand. For example, “Smith & Smith Law Firm” is a navigational keyword that someone might search for when they are trying to find the website of a specific law firm.

These types of keywords correspond to the bottom of the sales funnel, where people are ready to take action and are looking for a specific solution. Content optimized for navigational keywords can help potential clients find a specific law firm or website.

In summary, incorporating a mix of informational, commercial, and navigational keywords into an family law SEO campaign is essential for targeting potential clients at different stages of the sales funnel and driving traffic to a website.

This can help increase visibility, attract potential clients, and ultimately generate more business for a family law firm.

Local SEO For Family Law Firms 

It is true that most people perform legal searches with localized intent, meaning they include a specific location in their search query.

For example, someone looking for information about custody laws might search for “custody laws in (state name),” while someone looking for a family lawyer might search for “family lawyer (city name).” In fact, 46% of all searches on Google include localized intent.

Localized legal searches are especially common for family law issues, as they are typically handled at the state or local level. This means that potential clients are often searching for legal services within their local area, and are more likely to choose a local attorney over someone located in another city or state.

For family law attorneys, this means that local SEO is crucial for attracting potential clients and driving business. By optimizing their website and online presence for local search results, family law firms can increase their visibility and attract more relevant traffic to their website.

This can lead to increased business and revenue, as well as improved brand recognition and reputation in the local community.

There are two main ways to optimize your online presence for local search. Optimizing your Google My Business listing and including location terms in your service pages.

Optimizing Your Google My Business Page

Optimizing your Google My Business (GMB) page is crucial for any family law firm looking to attract potential clients and enhance their visibility in local search results. Here are some tips to help you optimize your GMB page in a way that resonates with potential clients:

Claim your GMB page:

The first step in optimizing your GMB page is to claim it if you haven’t already. By verifying your business information with Google, you’ll ensure that your GMB page appears in local search results, making it easier for potential clients to find your firm.

Provide accurate and up-to-date information:

Make sure that all of the information on your GMB page is accurate and up-to-date. This includes your business name, address, phone number, and business hours, so that potential clients can easily contact and find your firm.

Use relevant keywords and categories: 

Optimize your GMB profile with relevant keywords and categories, such as “family law attorney” or “divorce lawyer,” to improve your visibility in local search results. This helps Google understand what your business is about and makes it more likely that potential clients will find your firm when searching for legal services.

Add photos and videos: 

Adding high-quality photos and videos to your GMB page can showcase your firm and make it more appealing to potential clients. This can help you stand out from the competition and attract more business.

Encourage customer reviews: 

Customer reviews are incredibly important for any business, including family law firms. Encourage your clients to leave reviews on your GMB page, as this signals to Google and potential clients that you’re a reputable and trustworthy firm. Make sure to respond to all reviews, both positive and negative, to show that you value your clients’ feedback.

By implementing these strategies, you can optimize your GMB page and increase your chances of attracting potential clients to your family law firm. This can lead to increased business and revenue, as well as improved brand recognition and reputation in the local community. 

Additionally, your GMB page is extremely important when dealing with local search as the first section that shows up is known as the “Local Pack”.

The Local Pack is a section that only appears when someone searches with local intent. Above any other listing will be a section providing the searcher with a list of businesses and a map of their local area. 

This section is incredibly valuable, with the first position receiving a click-through rate of 17.8%. By ranking here, you show potential customers that you are a reputable and active business in their area.

Optimizing Your Family Law Website For Local Search

To optimize your website for local searches, it’s essential to include location-based terms in your service pages. Instead of having generic service pages like “custody law,” try including a city name next to it, such as “custody lawyer in Baltimore.”

This can help you attract potential clients who are searching for legal services in your local area and improve your visibility in local search results. Remember, it’s integral to get as granular as possible. Do not target state or even county-level keywords. For best results, target the city or cities you serve.

However, it’s important to note that simply adding location-based terms to your service pages isn’t enough. You need to target the right keywords that potential clients are searching for in your local area.

Conducting keyword analysis through a tool like SEMrush or Ahrefs can help you determine exactly which terms you should be targeting and how competitive those terms are.

By conducting keyword analysis and optimizing your service pages with location-based terms, you can increase your chances of appearing in local search results and attract more potential clients to your website.

This can lead to increased business and revenue, as well as improved brand recognition and reputation in the local community. So, it’s worth investing time and effort into optimizing your website for local searches.

If your website is optimized both for the local pack and regular organic search you can show up twice on the first page of Google. This will maximize your visibility and act as a one-two marketing punch.

Content Is King

Why Content Matters in SEO For Family Law

Creating high-quality content is an essential aspect of search engine optimization (SEO). In addition to creating service pages that target commercial keywords like “family lawyer in (location),” it’s equally important to create blog posts that target informational keywords like “custody laws in (state name).”

By answering common questions and providing helpful information, you can build trust with your audience and establish yourself as a “topical authority” in your field.

Creating high-quality content can also help you improve your visibility in search results. By targeting informational keywords, you can attract more traffic to your website and increase your chances of ranking for commercial keywords.

This is because search engines like Google prioritize websites that provide valuable information to their audience.

However, it’s important to note that creating high-quality content takes time and effort. You’ll need to conduct research, write informative and engaging blog posts, and promote your content through social media and other channels.

But with persistence and dedication, you can create a powerful content marketing strategy that helps you attract and retain clients in the highly competitive family law space.

The Importance of Backlinks For Law Firms

Backlinks are essentially like votes from other websites that vouch for the legitimacy and authority of your family law firm. The more high-quality backlinks you have, the more likely Google is to view your website as reputable and trustworthy. However, not all backlinks are created equal.

One way to obtain backlinks is through directory sites like FindLaw and Justia. While these types of backlinks are easy to obtain, Google views them as less valuable since they are common and not necessarily earned through organic means.

However, it’s still important to obtain these types of backlinks as they can help improve your search engine rankings. 

As a note, when using directories, you should target relevant directories. For example, if you are a family law practice, it doesn’t make sense to have a directory on a site in niches outside the legal industry. For best results, keep it relevant. 

The best types of backlinks are editorial backlinks. These are backlinks that you gain organically through creating good content or by performing notable actions that lead to being mentioned in news sources or other authoritative websites.

For example, if your family law practice wins a high-profile case, you may receive editorial backlinks from news sources reporting on the case.

To obtain editorial backlinks, you’ll need to create high-quality content that is valuable and informative to your target audience.

This can include blog posts, infographics, and other types of content that are shareable and engaging. By creating content that other websites want to link to, you can attract high-quality backlinks and improve your search engine rankings.

Overall, obtaining high-quality backlinks is an essential part of any effective SEO strategy for family law firms. By focusing on creating valuable content and performing notable actions, you can attract editorial backlinks that help establish your firm as a reputable and authoritative source of information in the legal industry.

Kick Start SEO for Your Family Law Firm 

SEO is one of the most effective marketing tools available to family law firms. By optimizing your website and online presence for search engines, you can create a lead-generating machine that constantly delivers high-quality leads to your firm.

With the majority of people searching for legal services online, it’s essential to have a strong SEO strategy in place in order to stay competitive and attract potential clients.

At 7ten Digital Marketing, we specialize in helping family law firms optimize their online presence and attract more potential clients through SEO. Our team of experts has years of experience in the industry and can help you develop a customized SEO strategy that fits your specific needs and goals.

Whether you’re looking to improve your visibility in local search results, target specific keywords, or create high-quality content that resonates with your audience, we can help.

So if you’re looking to take your family law firm to the next level and generate more high-quality leads through SEO, contact us at 7ten Digital Marketing today. We’re here to help you achieve your goals and grow your business!

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