SEO for Personal Injury Lawyers and Car Accident Firms

Unlock the power of SEO to transform your personal injury law firm into a lead-generating machine!

If you’re an independent personal injury lawyer or law firm that deals with personal injury clients, you need to invest in digital marketing SEO.

Not only will it increase your client base, but it will also guarantee money spent on your marketing generates a high ROI.

Read on to learn more about why search engine optimization (SEO) is critical to long-term client retention and how to use it effectively in your digital marketing campaigns.

See how SEO can help you stay ahead of the competition
See how SEO can help you stay ahead of the competition

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See how SEO can help you stay ahead of the competition

Real Personal Injury SEO Results [Example]

In the world of law firm SEO, personal injury marketing is a crowded field. In Central LA alone, you’re contending with 220 million web pages just to make it to the top of the search results. It’s tough going, but well worth the effort for those who succeed!

To reach the first position on Google, your website must be well-performed

To thrive in your legal practice, your website needs to rank highly in organic search results. Having high visibility is crucial because potential clients may not take an interest in your services otherwise.

If your objective is to expand your legal practice and help people, then obtaining professional assistance is a must to achieve that goal.

The good news is that Comrade can help.

We specialize in SEO for Personal Injury Lawyers and attorneys in competitive markets to rank for the most coveted keywords.

client results

Area: Personal Injury

GEO: Indiana

Current Result: #3 for dui attorney

What Is Personal Injury Lawyer SEO?

Personal Injury Lawyer SEO is a process by which lawyers can improve their ranking in search engine results pages (SERPs), making it easier for potential clients to find them. By optimizing their website and online content for relevant keywords, personal injury lawyers can improve their visibility and generate leads. In addition to helping potential clients find them, attorney SEO can also help personal injury lawyers build their brand and reputation online.

Personal injury lawyer SEO types

Personal injury attorney SEO components

Let’s get to know

Why Does SEO for Personal Injury Lawyers Matter?

There are 1.3 million lawyers in the United States. 87% of law firms have a website. By default, Google only displays 10 search results (websites) per page. How do you plan to stick out online?

And no, your slick personal injury lawyer website is not enough. In short, search engine optimization for personal injury lawyer is the most powerful way to connect your personal injury law firm to potential clients actively searching for your services.

Personal injury lawyer SEO importance

You can measure your personal injury lawyer SEO campaign by using Google Analytics

It’s a fool proof digital marketing strategy that makes your law firm visible on search engines and across social media platforms. With the right tactics, you can overtake the competition and fine-tune your SEO efforts to reach clients from specific industries or geographic regions.

Let’s take a look at the case of Levinson Law Group where our marketing agency created a comprehensive digital marketing and off and on page SEO campaign, resulting in unprecedented growth.

Discover Effective Marketing Strategies for Personal Injury Lawyers.

Develop Right Personal Injury Search Engine Optimization Strategy

Having the right SEO strategy for a personal injury law firm is essential to attracting new clients. Personal injury lawyer SEO marketing has many facets, from publishing conversion-orientated content to strategically placing calls-to-action on your web pages.

High-quality content matches your clients’ user intent. Meaning it is optimized with the correct keywords and calls to action to attract qualified traffic and drive users deeper down the sales funnel.

Backlinks for personal injury lawyers

Use Ahrefs or SEMrush to analyze your competitors’ content

More than anything, it is relevant and speaks to your client’s actual wants and needs, rather than something you feel like communicating unless it’s an update to law that affects specific types of cases.

Creating quality content places your website higher on search rankings and builds brand credibility. For this reason, content marketing is, in fact, a big part of a marketer’s SEO efforts.

Scrubbing your personal injury lawyer website of content that no longer aligns with your marketing strategy goals creates a more focused experience for users. Keep in mind: If you clean house, you might experience an increase in rankings too.

Comrade Digital Marketing Agency can help you with the above if you’re unsure how to go about it. Schedule a free consultation.

1/6 step

1. Invest in a Local SEO Strategy for Personal Injury Firms

Local SEO strategy for personal injury firms

The first website on Google’s 3-pack

When it comes to search engine optimization for personal injury lawyers, local SEO is critical because so many potential clients start their search for a nearby personal injury lawyer on Google.

Local SEO allows you to hone in on specific neighborhoods, towns, and regions to strictly target clients in those areas. After all, most clients are searching for attorneys close to where they live or work. They conduct what we call local searches.

Using local keywords also helps smaller, less established firms beat national competition on Google. It’s no doubt challenging to compete with larger firms that have bigger budgets, but usually, SEO has lower competition, especially if you’re targeting specific suburbs.

Lead Generation Strategies Every Personal Injury Lawyer Should Know.

How to Set Up Local SEO for Personal Injury Law Firms

For successful local SEO for personal injury lawyers, the initial step involves enlisting with Google My Business, a free service that enhances your law firm’s visibility on Google Maps. Ensuring accurate and comprehensive details is crucial. This facilitates potential clients in discovering your firm when seeking consultations or legal assistance. Now, let’s delve deeper into the intricacies of this essential aspect.

Components of Local SEO for Personal Injury Lawyers:

  1. Google My Business (GMB) Optimization: Claim and optimize your Google My Business listing. Provide accurate business information, including your law firm’s name, address, phone number, and website. Select relevant categories and add high-quality images to enhance your listing’s visibility.
  2. Localized Keyword Research: Identify and target specific keywords related to personal injury law in your local area. Incorporate these keywords naturally into your personal injury lawyer website content, headings, and meta descriptions.
  3. Local Citations: Build consistent and accurate citations across online directories, legal directories, and review sites. Ensure your business name, address, and phone number (NAP) information is consistent.
  4. Localized Content Creation: Develop informative and relevant content that addresses legal issues specific to your area. Blog posts, articles, and FAQs targeting local legal concerns can attract local traffic and establish your expertise.
  5. Mobile-Friendly Website: Ensure your website is optimized for mobile devices. Mobile responsiveness is crucial for providing a seamless user experience, especially for potential clients on the go.
  6. Online Reviews and Ratings: Encourage satisfied clients to leave positive reviews on platforms like Google, Yelp, and Avvo. Respond to reviews, whether positive or negative, professionally and promptly.
  7. Local Link Building: Seek opportunities to acquire quality local backlinks. Partner with local organizations, legal associations, and relevant businesses to enhance your website’s credibility and authority.
  8. Schema Markup: Implement schema markup to provide search engines with additional information about your law firm, such as business hours, location, and reviews. This can enhance your visibility in local search results.
  9. Location-Specific Landing Pages: Create dedicated landing pages for each location you serve. Tailor the content to address the legal needs and concerns of clients in those areas.
  10. Social Media Engagement: Maintain an active presence on social media platforms relevant to your practice. Engage with local communities, share informative content, and respond to inquiries.
  11. Localized On-Page Optimization: Optimize title tags, meta descriptions, and headers with local keywords. Include your law firm’s name, practice areas, and location in a natural and informative way.
  12. Monitor Analytics: Regularly monitor your website’s performance using tools like Google Analytics and Google Search Console. Track local search rankings, organic traffic sources, and user behavior to refine your strategy.

Local SEO for personal injury attorneys has plenty of nuances, particularly when it comes to local ad optimization, so be sure to read our blog about Google Local Service Ads optimization to improve your search rankings.

2/6 step

2. Use the Right SEO Keywords for Car Accident Law Firms

Right SEO keywords in your blog section

Implement keywords in your content across the website, not only in blogs

Keywords are the first consideration in personal injury law firm SEO. And it’s not just which ones you use but also keyword placement that matters. You must use law firm keywords naturally in your content, and avoid keyword stuffing and other black hat tactics frowned upon by search engines.

Using keywords strategically in metadata and content headings is also vital, so search engines can better crawl and index your site. While there’s no hard and fast rule for keyword density,

We’d recommend 1-2 keywords for every 100 words of copy, which equates to 1-2% keyword density.

A helpful tip: Poor keywords that are too vague or have an extremely high search volume can cost potential clients because Google and other search engines won’t be able to rank your personal injury lawyer website higher than your competitors.

Don’t miss out on valuable tips for law firm keyword research. Start optimizing your digital strategy now.

Personal Injury SEO Keywords You Need to Target

Examples of target keywords

Ahrefs is your helper in searching for the right keywords

When doing keyword analysis, you’ll come across a range of potential keywords, yet not all will be lucrative. A keyword may be high volume (many people search with it) but due to its competitiveness, it’s challenging to beat other firms already using it.

A good SEO strategy will employ a range of different types of keywords to increase the chances of ranking in SERPs for various keywords instead of just focusing on one or two.

For instance, if “car accident lawyer” is your primary keyword, you might also use other keywords like “car accident attorney Chicago,” “how to choose a car accident lawyer,” etc.

Personal Injury SEO Keywords Examples

The keywords you select should have a good traffic potential and align with user intent. Some great keywords for general and local SEO include:

Keyword Volume Traffic Potential Difficulty
car accident lawyer 65000 94000 Medium
car accident attorney 42000 63000 Low
truck accident lawyer 27000 45000 Medium
injury lawyer 26000 43000 High
medical malpractice lawyer 24000 38000 Low
motorcycle accident lawyer 20000 33000 Low
accident lawyer 20000 33000 Low
personal injury lawyers 19000 38000 High
car accident lawyers 18000 36000 Low
disability lawyer 18000 25000 Low
medical malpractice attorney 17000 25000 Low
truck accident attorney 15000 29000 Medium
accident attorney 15000 26000 Low
injury attorney 14000 32000 High
motorcycle accident attorney 12000 22000 Low
auto accident lawyer 12000 21000 Low
personal injury lawyer near me 10000 17000 Medium
car accident lawyer near me 9000 15000 Low
personal injury attorneys 8700 22000 High
personal injury attorney 4500 33000 High

Even though it’s tempting to use a keyword like “best lawyers”, don’t! Most of the time when potential clients type this into Google, they’ll be directed to lawyer directories anHighd best law firm lists, which defeats the point of using the keyword as they won’t come across your website.

3/6 step

3. Build Your Brand with Off-Page SEO for Car Accident Attorneys

Use backlinks

By implementing link building, you increase your chances of improving visibility on Google

To reiterate SEO software company MOZ: “Backlinks are especially valuable for SEO because they represent a vote of confidence from one site to another.”

A backlink is basically when another site links back to yours. This personal injury lawyer SEO tactic engenders brand loyalty but requires some PR outreach and relationship-building with industry players.

Link building enhances your website’s credibility and shows search engines you’re professional and trusted.

Developing relationships with authoritative and respected publications and thought leaders who can write about your firm, or for whom you can create syndicated content for, will accelerate your off-page SEO strategy.

Ready to boost your online presence? Discover the latest off-page SEO techniques in our comprehensive guide.

4/6 step

4. Optimize Photos and Videos for Personal Injury Law Firm SEO

Alt text for images importance

An example of an image alt tag

All evidence suggests visual communication is key to a more powerful digital marketing plan. For most clients, hiring a personal injury lawyer is intimidating, mostly because they have a limited understanding of the law.

Choosing the right media for your website, not only makes your firm appear less intimidating, but can also convey credibility and expertise. Strong visuals and video content make your law firm look polished and professional.

As part of injury law firm SEO, you’ll want to make sure your images are the right size and are labeled with the correct keywords to boost your website’s search engine rankings.

5/6 step

5. Create In-Depth Personal Injury and Car Accident Content

Break blog section into categories

Personal injury law firms work on a variety of cases, ranging from car accidents to dog bites. Potential clients constantly search for help with specific injury cases. So, if you only market yourself as a personal injury law firm, you’re creating fewer chances for people to find you.

It’s also more challenging to differentiate your firm or break into top rankings on search engines. Thus, niches really do help SEO for personal injury law firms because, in theory, your website will feature every time a potential client types in keywords associated with those niches.

Elevate Your Brand with Content Marketing for Personal Injury Lawyers.

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6. Think Like Your Personal Injury Clients

You have to think about the way your clients search for things. For instance, they’re not going to type in “personal injury law firm,” they’re more likely to look up “dog bite injury lawyer,” “medical malpractice,” or “car accident lawyers,” instead!

Consider serving these specific, underserved niches within your specialty areas of practice to make your company stand out from other law firms targeting similar markets.

SEO Personal Injury Law Firm Case Study: Levinson Law Group

Levinson Law Group

Levinson Law Group is a Southern California-based personal injury firm specializing in cases with a particular scope of work focused on vehicular accidents.

This personal injury law firm’s main issue was they had an old functional site that failed to position them as industry leaders and important information about them was not adequately communicated to their target audience.

They also lacked a compelling brand narrative that connects clients with who they are and highlights what differentiates them from other firms in the same space.

Lastly, their heavy reliance on paid ads, instead of SEO, stunted their growth and ate away at their marketing budget.

How Personal Injury Lawyer SEO Was Done

Our team spent time getting to know Levinson Law Group’s business goals and marketing needs before devising a performance-driven strategy to increase their leads.

Comrade’s team is renowned for its innovative and engaging content. To give this personal injury law firm’s website any chance of attracting qualified leads, we decided to rebuild it from scratch.

The new version clearly communicates the firm’s impressive track record and history in an easy-to-follow format, with a video component that reinforces its stellar reputation.

We also streamlined their web page navigation, as well as developed and implemented an effective content sales funnel that delivers results.

Then it was time for personal injury law firm search engine optimization. As a Southern Californian personal injury law agency, Levinson Law Group was not targeting or reaching the right client base.

Results after Working with a Personal Injury Law Firm Marketing Company

After auditing and analyzing their SEO efforts, it was clear they needed an acute change of tactics. Their off-page SEO was severely underutilized, which we improved. This resulted in increased visibility at local levels and strengthened their reputation throughout Southland county overall, leading to more than 200% growth in leads.

All this was achieved with less money spent on paid Google Ads, too!

Can Personal Injury Lawyers Do SEO on Their Own?

Can you fix your plumbing or repair your car without professional help? Probably. Will it take you longer and with possible errors and delays? It’s likely. So, yes, there’s nothing stopping you from learning how to do SEO—there are hundreds of blog and YouTube tutorials on the topic.

The real question is whether you want to and if you actually have the time and resources to execute a personal injury law firm SEO campaign that’s a success. Most law firms are overburdened with cases and can’t afford to spend time on something they’re not experts in. That’s why they hire a personal injury SEO agency.

Creating content, promoting it, and tracking how well it connects with your client base can eventually take its toll, especially since digital marketing is not your professional focus. A personal injury attorney SEO company with a solid track record has experience in all facets of SEO and internet marketing, and most importantly, is dedicated to your law firm’s success.

What Do Personal Injury Lawyer SEO Services Include?

SEO services offered by a personal injury law firm SEO firm optimize your site to convert website clicks into clients. At Comrade, our comprehensive personal injury SEO services include:

  • Technical SEO audit: A technical check that ensures your website is crawlable by search engines.
  • Target keyword research: Discovering which keywords are the most lucrative for your personal injury law firm.
  • Website structure optimization: Ensuring your website’s link structure and UX design are optimized for the best user experience.
  • Content plan creation: Creating a content plan shaped by keyword research that drives leads down the sales funnel.
  • Link-building strategy: Develop a PR and outreach strategy to increase your website’s authority.
  • Local SEO strategy: Optimizing your Google My Business account as well as creating content that matches local search intent.
See how your business can flourish with SEO-optimized website
See how your business can flourish with SEO-optimized website

Talk to us. We’ll show you how

See how your business can flourish with SEO-optimized website

Grow Your Client Base with a Personal Injury Law Firm SEO Agency

At Comrade, we have a team of highly skilled digital marketing experts who can help with your firm’s SEO practices. Our law firm SEO packages delivers a great marketing ROI for attorneys, that includes increased visibility, recognition, and, of course, more clients.

For a free consultation and to find out more about how our comprehensive approach can boost your SEO rankings, reach out to us online or on the phone at (312) 265-0580.

About the Author
Stan co-founded Comrade Digital Marketing and serves as its marketing strategist and IT expert recruiter.
More Stan's articles
Stan Bogdashin

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