You probably already know personal injury is the most competitive field of legal practice. There are currently 62,881 practicing personal injury lawyers in the United States, and the personal injury market is valued at $55.8 billion. In such a saturated and high-value market, you have to have a strong online presence to compete and succeed.
One of the best ways to do this is to rank high on search engines like Google. Your ranking is known as your Search Engine Ranking Position (SERP). Your SERP is where you rank on search engines for top customer queries like “personal injury law firm near me” or “slip and fall attorney for hire.” The higher you rank for these queries on search engine results pages, the more potential clients come to your website.
Why is SEO important? Here’s the facts:
Over 53% of all website traffic is the result of organic search. Meaning: Most of your website traffic comes from people in the area looking for attorneys in Google, Bing, Yahoo, and others.
75% of people don’t look past the first page of search engine results. Meaning, if you don’t have a high SERP for your keywords, then you’re missing out on customers.
Search Engine Optimization (SEO) helps you obtain a higher SERP so your legal practice can attract more clients to your website. For an effective SEO campaign, you need to define your audience, do keyword research to determine what they are querying, and make content that meets their needs.
Here are our seven SEO tips for personal injury firms to increase their SERP:
1. Optimize Your Website User Experience (UX)
The longer people stay on your legal website, the easier search engines like Google can index your website–meaning you’ll rank higher if your website is mobile-optimized, loads quickly, and is easy to navigate. Make sure that when potential clients visit your website, they can find everything they need and want to spend time looking around.
2. Identify And Integrate Keywords Into Your Website Copy
Keywords are the best way to communicate to search engines what your law practice does. That way, when someone is looking for personal injury services in your area, they will find you and not someone looking for a divorce attorney in a different state. Integrating keywords into your copy is crucial. Make sure that you do robust keyword research to ensure that your keyword lists match your customer’s queries.
3. Build Out Your Practice Area Pages
Offering quality content is the best way to improve your SERP. People looking for personal injury attorneys have a lot of questions and are looking for information before feeling confident reaching out. Providing a lot of information, like a full explanation of the process, case studies and testimonials, and FAQs, will increase your conversion rates. Make sure to use your keywords in your content.
4. Post A Regular Blog
Blogs are the best way to build out your content and invite more visitors to your website. Offering legal guidance, industry tips, and local information, you will attract people looking for information who need your services. It’s also an easy way to build trust with your clients and showcase your expertise to the industry. They also help attract backlinks, which build your credibility.
5. Localize Your Strategy
As a personal injury attorney, your practice area is limited to your licensure. So there is no need for people on the opposite end of the country to find you unless you also have a practice there. Integrating a localization strategy will help ensure that you are targeting only the clients in your practice area. Localization targets the geographic area but also tailors your message to match your unique regional culture.
6. Get Technical
Content is one of the best ways to boost your SERP with associated keywords. However, you can further optimize your website by implementing technical SEO strategies. For example, add schema markup to your pages. Another technical SEO strategy is to optimize your Google My Business (GMB) listings.
7. Cite And Link
When you present information in your content, make sure to always cite an authoritative source. That communicates to search engines that you are also an authoritative and legitimate source of information in the personal injury space. You are also simultaneously building relationships and helping earn backlinks to your website.
With these seven personal injury marketing strategies, your personal injury law firm will rank higher on search engines. You’ll attract more clients and outperform the competition! If you need help developing an SEO strategy or producing legal content, Borrowed Pen has your back. Learn more about our legal content marketing services here.
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