If a client searches for bankruptcy attorneys online, they are likely already at the point of needing to hire one. Because prospective clients don’t typically broadcast their financial woes, it’s unlikely the bulk of your clients will come from referrals. Therefore, most of them rely on Google.
This means two things; firstly, users will judge the quality of your bankruptcy firm based on your online presence. Secondly, you need to invest in digital marketing strategies to ensure your bankruptcy law firm’s website pops up online when bankruptcy clients search for queries related to your services.
Search engine optimization (SEO) is the core of digital marketing and one of the key tactics used by marketers to ensure bankruptcy law firms are found on Google among 50 billion other websites. In this blog, we’ll explain what SEO is, and how you can leverage its power to improve your search engine ranking.
What Is Law Firm SEO?
Search engine optimization is the process of improving your site to increase its visibility when people search for your services in Google, Bing, and other search engines. Law firm websites with high visibility have a greater chance of ranking on the first page of Google and therefore attract more customers.
A very simplistic example: Let’s say prospective clients search for a bankruptcy lawyer. If your site contains this specific keyword, then it will appear on your search engine results pages. Of course, it’s not as cut-and-dried because keywords are highly competitive, and there’s an art to choosing the right ones, but you get the idea.
Ranking high on the first page of search engine results means more visitors to your website, and ultimately an increased client base. It’s important to highlight that SEO forms part of a long-term marketing strategy, and it’s not the same as online advertising, which brings in quick, short-term results.
Getting your law firm to the top of the organic search results remains the biggest challenge when doing bankruptcy firm SEO. It can take between two and six months to rank in the top 10, and that’s with a comprehensive bankruptcy lawyer SEO strategy. However, the results are worth it, as most websites retain their high ranks with continued effort.
A note on keywords: A keyword is a digital marketing term used to describe a word or group of words that internet users use to perform a search. For example, How to file for bankruptcy? In an SEO strategy, keywords are the core of copy written for the web (present in the content, title, and SEO elements). They are developed and selected carefully through keyword research before they’re utilized in any online content.
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Why Is SEO so Important for Bankruptcy Law Firms?
Organic search traffic is an important marketing channel overlooked by bankruptcy attorneys eager to grow their businesses. Research suggests, however, that law firm SEO should receive more attention. According to Clio’s 2019 Legal Trends Report, Google is the second most-used resource to find attorneys among 17% of consumers. When it comes to bankruptcy advice, people usually look for someone nearby and available immediately, so local SEO for lawyers is a precious tool. In the incredibly competitive space and overwhelming internet searches, ranking at the top of the first page on Google is essential to boosting your bankruptcy services. But how is this done? With targeted, specific bankruptcy keywords and a killer strategy to match. This way, you can seamlessly target those in your area, making it clear that you’re the top, most premium choice in bankruptcy attorneys.
Of course, the main benefit is increasing bankruptcy clients and the bottom line, but there are loads of other SEO benefits too, like:
- Turning existing website traffic into leads on autopilot
- Outranking local competition online
- Collective positive reviews to boost your firm’s reputation
- Solidifying your law firm as an authority in your niche
There are various ways for your bankruptcy law firm to cut through the market and rank first on search engine results if you implement SEO marketing basics.
Not sure where to begin? Don’t worry, our team at Comrade Agency is breaking down all the tips of digital marketing for bankruptcy attorneys to ensure your business is the go-to for all bankruptcy needs.
Get your law firm noticed with specialized SEO services for lawyers.
8 Tips That Will Improve Your Bankruptcy Law Firm SEO, Guaranteed
1. Focus on Your Local SEO
Local SEO is a subcategory of SEO and a key marketing tactic for businesses set in a certain location or serving a specific service area. It relies on specific keywords that target your direct area, and thus, your local clientele. This means those searching in your area will see your business appear in their search results, due to their location.
So, let’s say you’re a local bankruptcy attorney. More specifically, you’re a firm that specializes in bankruptcy in the Lincoln Park neighborhood. Instead of opting for the keywords best Chicago law firm, you would boost your results for hyper-local keywords like bankruptcy lawyer in Lincoln Park.
Maximize your visibility in your target geographical area with a law firm local SEO.
2. Complete Local Listing Information
When people begin their hunt for a bankruptcy lawyer, they are looking for someone they can trust. While few may click the first option at the top of their Google search, others will look at online listings, such as Google My Business, Facebook, Yelp, or YellowPages. In fact, more than 50% of consumers read at least four reviews or testimonials before buying a product.
Therefore, when boosting local SEO for bankruptcy law firm strategies, you should also focus on your local listings. This is a great place to showcase your law firms’ customer reviews, giving potential clients the extra push they need to choose you as their bankruptcy solution.
Local listings are the equivalent of the Yellow Pages. They include the name, address, phone number (NAP), and sometimes an organization’s official website and opening hours. According to SEO experts, companies that list their business online experience 40% more growth.
Always make sure your information is up-to-date, as 8.41% of your local website SEO is determined by the accuracy of your listings in online directories for lawyers. It’s also important to list your NAP the same in every directory; otherwise, Google won’t read it correctly. For example, if you’ve said Flower Street, you should avoid listing your address as Flower St.
Discover practical tips to improve your law firm’s local SEO efforts.
3. Research Relevant Keywords for Bankruptcy Law Firm
With strategically chosen keywords, you will drive more traffic from your target audience to your site based on your unique capabilities and offerings.
Bankruptcy lawyers’ keywords can run the gamut, but a good place to start is by checking out the keywords your competitors rely on. Additionally, consider localized keywords, like our example of lawyers in Chicago versus bankruptcy lawyers in Lincoln Park. This will draw the eyes of those in your area to form part of your local customer base.
SEO keyword search tools like SEMRush.com will not only show you how much attention your prospective keywords get but also how competitive they are. This is great data to utilize to find keywords and look for related ones. When you know what your competition is, you can truly tweak your SEO strategy to drive qualified leads.
Unlock the power of targeted lawyer keywords to attract potential clients.
4. Have an Accessible Bankruptcy Law Firm Website
In a fast-paced, digital environment, having a user-friendly, quick-to-load website optimized for mobile use is considered the bare minimum. For this reason, remaining on top of your technical SEO is crucial to staying competitive in your field.
Technical SEO is all about providing a good user experience, ensuring that they can easily and quickly find what they are looking for on your site. Let’s face it – no one is waiting a minute for a site to load, no matter how interested they are. When it comes to optimizing your user experience for top-notch technical SEO, we recommend:
- Prioritizing a mobile-first site
- Ensuring webpages are fast to load
- Utilizing keyword-friendly URLs
- Taking note of fonts and sizes to improve readability
- Leaning on professional, custom photos for a more beautiful site
- Focusing on the structure of your site for convenient navigation
This is just the start of what every website should have to capture potential clients to provide a seamless user experience.
It only takes 3 seconds to lose a customer! Every second counts online, and losing customers due to a poor website not only affects your marketing efforts but is completely avoidable!
Create a professional and engaging law firm website that represents your practice.
5. Write Topical Blog Content
Bankruptcy law is complicated. However, you can use this to your advantage with some great blog content on bankruptcy topics.
Consistent SEO content further promotes your website online and helps sustain continued growth while sharing useful information with potential clients. With blog content, you can answer frequently asked questions like how to file for bankruptcy? Or what happens when you file for bankruptcy? Etc. These are all things your clients need answers to and will search for online.
Additionally, focusing on content is a great way to boost local SEO. With added blog content, you can sneak in extra keywords that weren’t as much of a priority throughout the rest of your site, creating a well-rounded, search engine-friendly site.
A website can have a wide range of pages, from bankruptcy to credit counseling to the timeline and precursors. Consider content that discusses joint bankruptcy, lien stripping, the pros, and cons of bankruptcy, whether to file, the types of dischargeable debt, as well as specifics regarding your state, such as exemptions for assets and property.
Utilizing such a strategy allows you to target keywords with a lower conversion rate, but still generate profit and attract clients. According to HubSpot, 56% of marketers who leverage blogging say its effective, and 10% say it generates the biggest return on investment.
Learn how to leverage legal blogging to attract and engage clients as a lawyer.
6. Have a Good Link Building Strategy
Link building refers to backlinks that come from another site, organization, or business linking to your website. Having many reputable links signals to Google that your website is a quality resource. Sites with more back links tend to earn higher rankings from Google because they have what we call link juice.
Link juice plays an important role in building domain authority, which is a measurement that describes a website’s relevance to a specific subject area or industry. There are many types of link building techniques that vary in difficulty and complexity. For this reason, it is advisable to get an SEO expert to help you with an SEO strategy.
Link building is undoubtedly the most time-consuming part of any SEO strategy because not all links are created equal. For example, a link from The New Yorker is more valuable than a link from an unknown blogger. This is why you should prioritize getting high-quality links from a few great sites.
You can do this through outreach or simply organically based on your good work. For example, prolonged content marketing or requesting to guest write for a publication. Always remember: A good link from a highly visited site also brings in relevant traffic from qualified leads.
If Google doesn’t consider your website important, it won’t make it to the top of search engine results. So, the authority of your website has a direct impact on your ability to reach clients online. You can find out your domain authority score using Moz’s Link Explorer.
Learn effective link-building strategies tailored specifically for lawyers.
7. Manage Your Reviews and Testimonials
Social proof rivals word of mouth. Over half of people believe online reviews are important when hiring a lawyer. People are increasingly making online purchases and researching local businesses, which will likely make that statistic rise. When it comes to online marketing for bankruptcy attorneys, reviews play a key role in people’s hiring decisions. With more positive reviews on your site and listing platforms, you will not only have a better SEO ranking but will quickly reassure new customers of your services.
Thus, it is imperative you implement a process where soliciting and obtaining reviews and customers’ testimonials become a core part of how you operate. Connect all of your online profiles, including Google, Facebook, Yelp, and Avvo. Your online presence will shine when you provide existing and past clients with opportunities to leave a review about these properties.
Reviews empirically lead to increased revenue. Harvard Business School found businesses with positive reviews have better sales. Interestingly, having perfect reviews causes customer skepticism, yet an average rating of 4.5 stars is more appealing, and realistic for a firm that truly delivers.
Manage and leverage client reviews to enhance your law firm’s reputation.
8. Know the SEO of Your Competitors
SEO is all about beating the competition for that top Google ranking, so why not look at what the competition is doing already? It’s just about being prepared for battle!
When looking at the competition’s strategy, consider what their SEO looks like, how their site is running, and what keywords they seem to rely on most. Is there even any competition in your area? This is essential to know before optimizing your own strategy. Digital marketing for lawyers is incredibly competitive, so it takes a good amount of research and works to beat other local options.
We recommend starting with a list of keywords that other attorney blogs rely on, analyzing theirSEO strategy to boost your own. Those that rank higher on Google can provide key insights into what works, helping guide your local SEO choices to reach the right market.
In a nutshell: Online competition in the legal space is always fierce, but a commitment to SEO can give you a competitive advantage. When compared to other forms of digital marketing such as PPC campaigns and Email marketing, SEO offers a much higher return on investment.
SEO ROI is more significant because the longer your updates are left, the more they improve over time. Once you gain traction in the SERP, it becomes easier to rank for higher traffic and higher value keywords, which equals more business and revenue.
Whether you have just a few more questions about local SEO best practices or would like a team of experts to take over your local SEO for bankruptcy law firm strategy, our team at Comrade Digital Marketing can help. With years of experience and a team of skilled professionals to match, our full-service marketing agency can expertly boost your firm’s SEO ranking. To get started, contact us at 312-265-0580 today.
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