SEO for Bankruptcy Lawyers
Forecasters expect online search to overtake TV and video to become the marketing industry’s largest segment when it comes to ad spending. The forecast proves that search engine optimization (SEO) will be more crucial for entrepreneurs, regardless of their product or service.
For example, bankruptcy lawyers are often competing against a large number of professionals for the same clients. Now that more businesses will spend more on SEO, bankruptcy lawyers must do their best not to get left behind. Here’s what bankruptcy law firms need to know to improve their SEO efforts.
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How SEO Can Benefit Bankruptcy Law Firms
Although the impact of SEO on modern businesses is undeniable, some entrepreneurs are still on the fence about investing time and money in optimization. This section outlines the advantages of using SEO to help bankruptcy lawyers expand their reach and find new clients.
Outrank local competitors
Today, marketers know that there are only limited spots at the top of the search results. If your law firm is not in the top three, click-throughs to your company website decrease. Fortunately, SEO can improve your site and help you outrank your local competitors.
You do not have to get the number one spot to drive traffic and lead to your law firm’s site. However, you still want your content on the first page to have a relevant presence in local search.
Bankruptcy lawyers need to invest in an effective SEO strategy. This way, more potential clients can find them and choose their firm ahead of competitors.
Build digital presence
Now that more people are using online search to look for products and services, having a solid digital presence is crucial for bankruptcy lawyers. You do not only need an online presence, you must also find your intended audience. These tips can help your law firm attract qualified leads online for improved conversion rates.
Optimizing your website and content for SEO can help your law firm grow. It builds a digital presence in front of search engine users. Improved rankings can lead to more traffic, giving you more people to convert into new bankruptcy clients.
Boost brand visibility to potential clients
With SEO, bankruptcy lawyers can make their site become more visible to people looking up bankruptcy services online. It can be a simple yet effective way to reach your target demographic.
Lawyers, including those experts in the bankruptcy process, usually get clients through traditional marketing methods. They get new clients through marketing strategies such as printed advertisements and referrals.
However, with a solid digital marketing strategy like SEO, you can reach a more relevant and broader audience.
Grey Smoke Media can help bankruptcy law firms develop an effective SEO strategy. Visit their site to know how to gain search visibility through SEO.
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Crucial SEO Elements for Bankruptcy Lawyers
For most law firms, SEO can be challenging because they do not know where to start or what to prioritize. This section outlines the factors that bankruptcy lawyers must pay close attention to if they want to improve their SEO efforts.
Keyword research
When it comes to SEO, experts highlight the importance of keyword research. However, since numerous factors are in play, keywords should only be a small puzzle piece in an overall strategy.
Effective keyword research is crucial for bankruptcy lawyers. Incorporating relevant words that your potential clients might use could play a crucial role in your site’s performance in search results.
Searchers may use one word or long phrases when they look for information about bankruptcy. Some may type “bankruptcy,” while others use “bankruptcy lawyers in Toronto.” Ideally, you want to appear on the search engine results page (SERP) to cater to both types of searchers.
By focusing on the right keywords, bankruptcy lawyers can better optimize their website content for different types of queries. Knowing the relevant keywords for your practice can make it easier for you to incorporate them into your content. This step should be one of the first things you do in the content optimization process.
Remember that you do not have to rank for every possible lawyer search term or law firm. Doing so would waste your time, energy, and effort. This practice might lead to a broader audience, but not all of them would be relevant to your practice.
Invest in the keywords that are relevant to your law firm. Think of your core practice areas and the types of matters you and your legal team handle. For instance, as a bankruptcy lawyer, your keyword list may include matters such as bankruptcies, insolvency cases, or payment of debts.
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On-page SEO
On-site SEO is the simple process of optimizing your online presence to allow your bankruptcy law firm website to get more attention. Elements of on-site optimization include the following:
- Site structure
- Improving title tags
- Organizing content
- Using an aggressive approach to internal links
- Developing helpful meta descriptions
- Boosting site speed
In its simplest form, on-site SEO is about improving user experience (UX). You can have well-written content, but you are wasting time if you do not consider user experience.
Remember that the better the user experience you provide, the more users will:
- Stay on your website and read the content you produced
- Reach out to discuss legal representation
Google analyzes and considers user signals when ranking the relevance of a website. If you design your website with a good user experience in mind, you will have a better chance of ranking.
One crucial step in improving user experience is enhancing your site’s appearance. Develop an aesthetically pleasing site to impress prospective clients. If your site is nice to look at, you are encouraging more people to visit and stay longer.
That said, visual appearance is only the tip of the UX iceberg. Structure and website design also affect the overall user experience. How information is presented is important to the user experience.
Site visitors should have an easy time navigating your site. Make sure the most important posts are easily accessible. Posts about the bankruptcy process must be easy to find. Otherwise, visitors might leave and look to your competitors.
Internal links are also a crucial part of the SEO process. Unfortunately, a lot of law firms still overlook this factor.
Internal links are the links that connect individual pages on your websites. These can have a crucial impact on your site authority. These links signal to search engines that users can find relevant information beyond their initial query.
Local SEO
Proper optimization is not only about getting your site and content to rank, nor is it only about getting people to visit your law firm’s website. It is also about converting the clicks you get into clients.
To help in this effort, you want to get people from your area to visit your site. This reason is why local SEO is crucial for conversions.
This aspect of SEO involves looking for clients in a particular geographic area. For example, if you are in Toronto, you want to appear in the search results when someone types “bankruptcy lawyer in Toronto.”
Most importantly, you want your business to show up in the local map pack. Once a searcher types a query with a geographic location, Google displays what it deems highly-relevant results. The map pack displays three businesses, including their names, addresses, and phone numbers.
Getting included in the map pack can be a significant boost for your law firm’s business. The recommendation can get you clicks that you can convert into meaningful leads.
Off-page optimization
Grey Smoke Media
in the Press
Jordan Whelan, a spokesperson for Diamond Lawyers and president of public relations agency Grey Smoke Media, told the Star Thursday night that “after consulting with counsel, we will be appealing the decision.”
Having worked with many brands in Canada, however, Jordan Whelan, president of Toronto-based Grey Smoke Media, doubts that his clients would embrace a programmatic exchange for podcast ads.
“Media buyers and marketing companies don’t want to stray from what’s working,” he said. As a media buyer for major Canadian brands, Whelan said that many are skeptical compared to similar media, such as radio.
I spoke to Jordan Whelan, Toronto Media Buyer at Grey Smoke Media and client of mine, who builds customized media campaigns. According to him, “ I’ve tested campaigns on Twitter that received more clicks but resulted in low conversions. Facebook capitalized on user psychology in a way that reached your target customer, despite the higher CPC.”
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“‘We’ll get a client a media hit in a major news outlet and then also parlay that into getting them on page one of Google,’ he says, collaborating with search-engine-optimization experts in tandem.”
Read the full feature here >
Political clients (say John Tory for Mayor campaign) and leading law firms, including Personal Injury
Powerhouse and Diamond & Diamond Lawyers, trust Grey Smoke Media.
Off-site SEO is a content marketing tactic you can use outside the confines of your website. This process involves external actions that can boost brand awareness and produce positive ranking signals.
When your SEO work goes beyond optimizing your firm’s website, you enable your brand to get engagements with off-site SEO. Remember that even when engagement does not occur on your site, it can still have an influence on your rankings on search engines.
The following factors outside your website influence your ability to rank on SERPs:
- Unlinked brand mentions
Unlinked mentions can include mentions of your bankruptcy law firm, website, or lawyers online that do not redirect back to your site. These links mean two things: people are talking about your firm, and there is potential for backlinks from popular sites.
To use these mentions, you only have to reach out to the site owners and ask them to link to your site.
Even if you fail to convince site owners to link to your site, the exposure the mentions bring is still great. Readers will read about your law firm in print. Then, when they need a bankruptcy lawyer, there is a chance that they might think about you.
- Reviews or testimonials
Lawyer reviews can offer great authority and instill confidence in your company’s ability to help prospective clients with their legal issues.
Today, nearly all people read online reviews before hiring a service. As long as you provide excellent service to your clients, you can expect positive reviews on the internet.
- Social media
Although Google search does not always consider social signals as a ranking factor, social media is still important. With social media, everyone has a platform where they can talk about products or services they like.
Potential clients might look for lawyers by asking friends and family online. If your law firm has a good reputation, people online can discuss how your services helped address their legal problems. However, people might avoid your law firm if an unhappy past client shares their experience on social media.
You can create an account for your company and directly connect with your audience. If your law firm is active on social media, you can have a quick way to address concerns about your service.
- Legal directories
You want your law firm to be easy to find for prospective clients. Create profiles on popular legal directories like Martindale-Hubbell and Avvo.
Being in legal directories and optimizing your profiles can be a good complementary strategy for your SEO efforts. To optimize your profile, you can add images, work hard to increase your rating, and link back to your website.
This simple step can show Google that your law firm is an authority in your industry. It can also help get your practice in front of more potential clients.
- Guest posts
You can try guest posts to boost your link-building efforts. Doing so can increase brand awareness while providing informative content to your audience.
If you accept guest posts, ensure that the content is helpful to your clients. It should contribute to establishing your law firm as an authority on different bankruptcy topics.
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Trends and campaign performance monitoring
Another crucial part of an SEO strategy is marketing campaign performance tracking. This element of law firm marketing is not only crucial for SEO but also important for all advertising campaigns your company is implementing.
You will need to understand how to assess the performance of your SEO efforts. It is true that a complex process like this needs complex metrics to evaluate success. However, you can try simple steps to successfully monitor the return on investment (ROI) of your legal marketing efforts.
There are core metrics that you need to track to know how your campaign is going. Today, experts monitor the following key performance indicators (KPI):
1. Click volume of relevant bankruptcy keywords
Remember that a successful SEO campaign lives and dies by the keywords for which your brand optimizes. Monitoring how well your content performs on certain keywords should be a core part of measuring your SEO success.
You will need rank-tracking tools to track the keyword search volume for this process. You should also invest in solutions that do the following:
- Show what searches herd users to your site
- How you rank for those searches
- How those rankings perform over time
2. Organic web traffic
Aside from keywords, organic web traffic can also tell you how your SEO campaign performs. With the right tool, you can see the keywords that are landing people on your website. You will also discover how the users interact with your website once they are there.
Your organic web traffic can show the following points:
- Do site visitors behave differently depending on their demographic profile or geographic location?
- Do your website engagement statistics change depending on the keyword?
- Do certain keywords tend to get users on landing pages that drive toward conversions? If not, where do they direct users?
3. Local SEO presence
To track how your local SEO is doing, you will need to use tools that provide local ranking information. For example, you can use a solution that sets a search radius around your law office. Then, provide a keyword you are targeting. Some tools can provide a local pack, and you can see if your law firm is included.
Call Grey Smoke Media today to get updated about current SEO trends. Our SEO experts can also provide marketing and communications advice crucial to your practice.
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Tips on How To Improve SEO for Bankruptcy Law Firms
Optimizing your law firm’s website for search engines can be easier said than done. Here are simple pointers to help you get started:
- Use Google My Business – Create an informative Google My Business (GMB) profile. Having a GMB profile can do wonders for your local SEO.
- Focus on relevance, prominence, and distance – These three things are what Google looks for when choosing local results. Keep these three things in mind when optimizing your website.
- Make relevant content – Invest time and effort in making posts and other content relevant to prospective clients. Doing so can help establish your law firm as an authority with an excellent reputation.
- Produce multiple pieces of high-quality content – A lot of content is crucial for internal linking. Think of it this way: the more content you have, the more internal links you can have on your website. It also prevents excess linking to one piece of content.
- Try hard to get local links – These are links that are geographically relevant to your company. They can be a huge component of SEO since links to and from local sources can provide a huge boost.
- Apply for local awards – Reach out to legal groups and organizations in your area and apply for awards. The recognition can help build brand awareness and authority.
- Highlight community engagement – Work with local agencies and create a community involvement page that outlines how your service can help people.
- Link naturally – Do not fill a single content with links. Doing so comes with certain disadvantages that may affect its SEO performance. Instead, link naturally and make sure that links are incorporated deeply into the content.
- Link relevantly – Do not add links to appease the algorithm of search engines. Rather, add links that are useful to the readers.
- Produce compelling content – Do not produce blog posts that do not provide any value to the readers. When uploading content, ensure that each page lets your readers get lost in a sea of useful information. It should allow them to learn about their legal issues and discover how your law firm can help.
- Think of mobile users – As of the fourth quarter of 2021, mobile devices accounted for 63 percent of online searches. The statistics prove that we now live in an age of mobile phones and internet usage. Moreover, Google has mobile-first indexing, meaning its pages are designed to be mobile-friendly.
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“Grey Smoke Media took me from 50 keywords on page one to over 250, more than doubling my traffic, in just 8 months. They are more than an agency. They are a business partner that I can depend on at 10pm on a Sunday. Their work is beyond reproach.
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Do SEO the Right Way With Grey Smoke Media
SEO is one of the best modern digital marketing strategies law firms can use to boost their website traffic and get more clients. However, technical SEO benefits go beyond lead and traffic generation. It can help law firms establish themselves as powerhouses in their industry when done right.
If you want to invest in SEO to get more clients, reach out to Grey Smoke Media today. The company provides premium SEO services that empower modern businesses.
FAQs on SEO for Bankruptcy Lawyers
Social media can help bankruptcy lawyers reach clients on an online platform where they are already active. For instance, bankruptcy lawyers handling personal bankruptcies should focus on platforms like Twitter or Facebook. Meanwhile, LinkedIn may be a good choice for those handling business bankruptcies.
Outsourcing SEO services can come with several benefits for bankruptcy lawyers. By hiring SEO experts, lawyers do not have to go through trial and error when developing their marketing strategies. This advantage can help law firms save time and money in the long run.
If you have the budget, you should try paid SEO advertising. You can try pay-per-click advertising (PPC campaigns or PPC advertising) and pay different platforms to promote your legal services. That said, you must still focus on building a strong local and organic presence if you want greater ROI.
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