Increasing your website ranking organically can help your law firm generate new leads, foster positive client relationships and strengthen your brand. Ranking your law firm website online takes a deeper understanding of SEO and how Google ranks websites on their results page.   

As you understand Google Ranking Factors For Law Firms, you become more intuitive in optimizing your content and other web elements. But first, let us tackle what is law firm SEO?  

What is Law Firm SEO

Law firm SEO is the process of optimizing legal websites organically with Google Ranking Factors For Law Firms in mind to improve online visibility. SEO for law firms is a powerful marketing technique to attract more clients, improve engagement, and get ahead of the competition.   

Getting a good website ranking takes time, but without good SEO practices, your website may not see the light of day. Hence, it is important to invest in relevant SEO strategies to improve your chances of getting leads and improving your online visibility.   

Google Ranking Factors For Law Firms

There are no hard and fast rules when it comes to ranking your law firm in search engines such as Google. People turn to Google when looking for legal services. Google is a great source of leads for your law firm considering the number of searches it fetches every second.    

However, ranking in Google isn't a walk in the park. You need to consider the  Google Ranking Factors For Law Firms to customize a winning strategy.    While it is true that search engine algorithm forever changes, there are ranking factors that remained relevant.    

These include:   

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• Domain Authority
• Content
• User Experience/User Interaction
• Offsite backlinks

• Local Citations

Domain Authority 

Also known as website ranking or site authority, Domain Authority (DA) is a search engine ranking score to evaluate how "rankable" your law firm website is. DA can get as low as 1 and as high as 100. The higher the scores, the greater chance you have of getting a higher website rank.    

The best way to improve your DA is to optimize your website and evaluate your website health. Pay attention to the quality and quantity of external links. It is challenging to pinpoint which factors have a great impact on your domain authority since DA has multiple metrics and calculations.   

Content

Content is king no matter the niche. It is more important for law firms to deliver content that delivers impact to their target audience. Your potential clients are looking for legal help that could change the course of their lives. 

Google acknowledges this need so they put emphasis on great content that is backed by trusted experts and produced by someone recognized as an authority in their field. You can produce a quality content by answering your target audience's questions, adding value to your content, and earning trust and recognition from others. 

Think E-A-T - E-A-T is a term coined by Google which stands for Expertise, Authority, and Trustworthiness. These factors are a combination of the content, author and website. E-A-T is a way for Google to return truthful, accurate, and useful information to searchers. 

Google understands that a person can come up with life-changing decisions from their searches. Hence, generating a bad source of data in SERPs can have a great impact. 

• Expertise - What makes you proficient in writing this content? Expertise refers to producing content that Google acknowledges as corresponding to the searcher’s intent.  Focus on your user query and how your service/expertise can help them. It is more than using keywords, it is also understanding your audience intent. Google uses site engagement among other factors to measure expertise. 
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• Authority - What makes you stand out from the competition? You've already proven that you're an expert in your field. You should also prove that your expertise is acknowledged. You can do this by linking to authoritative websites to improve your page authority. 
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• Trustworthiness -How can you prove your authority and expertise? Trustworthiness is about getting positive feedbacks and reviews. Great reviews build your credibility. Additionally, being a trusted website also means knowing how to manage negative feedback. 

User Experience/User Interaction

From improving site speed, clearing navigation structure to optimizing images - there are plenty of ways you can do to provide a great user experience to your audience. User experience/ user interaction refers to how your visitors interact with your content and website.     

As one of the Google Ranking Factors For Law Firms, it is crucial to optimize your website elements and address your audience's pain points. A website with a bad user interface leads to a high bounce rate and low dwell time. 

A bounce rate is the percentage of your audience that leave your website after checking a page.    Meanwhile, a dwell time refers to the time your visitors spend on certain pages.  A great UX design interacts with your audience, lets them find what they need, and takes them to the next step of their purpose without encountering any technical issues.   

Offsite backlinks

Having a healthy backlink profile signals Google that your website is authoritative and trustworthy. Backlinks are generated from linking to other websites. It is important that you link to quality and relevant websites to increase your web rankings.    

Consider the authority of the website or page, anchor texts, do-follow links and number of outgoing links when linking to relevant websites. Bear in mind that you should link to reputable sources to increase your chance of getting better online rankings.  

Local Citations

Law firms such as yours rely on local customers. Hence, it is best that you optimize your website on local searches. Local citations refer to any online mention of your law firms Name, Address, and Phone Number. Make sure to be consistent with your contact info when enlisting your website in local directories.

Accuracy signals Google and other search engines that you have trustworthy data. You also need to rank in the Local 3 Pack, the box that appears in search results when an audience searches for local businesses in their area. You need to optimize your Google My Business profile, generate online reviews and use relevant geo-targeted keywords. 

These are just a few  Google Ranking Factors For Law Firms. These factors share one thing in common -providing users with the best information possible. Hence, it is best to focus your energy on serving your audience to get ahead of the ranking and competition. Legally SEO can help your law firm generate leads, increase DA, and beat the competition.