Local SEO for Personal Injury Attorneys
If personal injury lawyers aren’t visible on Google Maps, especially in those prized top 3 local pack positions, they’re missing out. That’s because up to 60% of all searches are conducted on search engines locally, according to some estimates.
If local leads can’t find your legal services online, they’ll go somewhere else. And that means losing business to your competition. To make sure this doesn’t happen to you, read on for a step-by-step guide on how to optimize local SEO for law firms:
Optimize your Google My Business Profile
Google My Business (GMB) profiles are critical for local personal injury lawyer SEO strategy. Map marketing works together with your law firm’s website to boost leads for you and your team.
These listings are the most important part of personal injury law firms’ local presence on Google and give them the opportunity to show up in search results based on their location.
If you don’t have a Google listing, you won’t be found by people searching for personal injury lawyer services near them. This is one of the most important aspects of local SEO for a personal injury lawyer.
To optimize your GMB profile for maximum personal injury SEO benefit:
- Set up a verified business listing with photos of your law firm and all personal injury attorneys on staff, hours and other details about your firm’s location in Maps and Search. This will let potential clients know right away that what they’re seeing is an actual law firm and not just someone claiming to be one online or using an address that doesn’t actually exist (yikes).
- Add as much information as possible about yourself so that when people search for “best personal injury lawyer Albuquerque” or other relevant terms, they see your personal injury attorney listing at the top of their local search results—and not someone else’s!
Create Local Personal Injury SEO Friendly Content
When it comes to local SEO for law firms, you need relevant content and a content marketing strategy for your location and niche. High quality content is necessary in any local SEO strategy, especially for personal injury attorneys. A comprehensive approach to law firm content marketing will help you reach the top 3 in the local pack on Google. If you don’t have any experience in law firm marketing or have never created blog posts before, try using a tool like Buzzsumo and see what kind of topics people in your area are searching for.
Once you have a topic in mind, use local personal injury keywords to really narrow down the content for Google. For example: “personal injury lawyer near me” is not as effective as “car accident lawyer in Albuquerque”. Plus, “lawyer near me” sounds strange in written content.
Make sure you pay attention to the search intent from the user. Transactional keywords are phrases that imply the user is “ready to buy”, like “how do I file a injury lawsuit?” These competitive keywords are usually harder to rank, but they’re very profitable keywords for your content marketing.
An experienced law firm marketing company can help a personal injury lawyer not only find keywords, but find local keywords that aren’t too competitive, convert into leads well, and have lasting impact and will stay ranked for the long term.
Keyword research is one of the most important steps to take in personal injury lawyer SEO marketing, especially if you want to stay visible on search engines by hitting the first page. Digital marketing for personal injury is full of important steps, but this truly is your foundation. You need to know how your target audience searches for your services.
The Hub Page, and High Quality, Authority Content
Make you you create practice area pages first off. These are your main entry points for organic traffic and one of your main focuses in personal injury SEO.
Do you take car accident cases? What about truck accidents? Those should be two separate practice area pages for the best results. If that sounds intimidating, let’s start with a hub page system.
The basics of a hub strategy are this; you create one page that covers an entire area or case type, let’s say vehicle accidents. Then you cover each type in a section of that page, car, truck, commercial, boat, and whatever else.
Then later on when you put more money and time into SEO (you will, trust me!), you can build new pages for each of those subcategories, and add internal links to them from their section on the vehicle page. Internal link building is important way to maintain easy site navigation.
To see an example, look at our SEO for Law Firms page, that’s our “hub” at the time of writing this. We break down the different types of law firms, and as we add content, we add internal links to it from that hub page.
That page now links to this personal injury practice SEO page, because this topic needed much more of an in depth discussion than we could fit onto the original hub page. Next, we could break down this topic into: SEO keyword research for personal injury firms, SEO content for a personal injury lawyer, etc. (which we will, if those have links on them, we did it! Update: see?!)
An effective hub strategy will help you build authoritative content because you’ll be breaking down some of these large topics like personal injury law, down into all of it’s parts.
That way, a personal injury attorney can get very detailed and explain it better than anyone else online, which will help you rank different keywords than the competition, and be found online much easier.
Also, having Google Search Console and Google Analytics accounts hooked up, correctly, can give you insights into how this content is performing.
Using that data, you can tweak your keyword research strategies and adjust the content whenever you need to (in fact, we just added this sentence in a month after publishing the page!) Make sure the content is able to generate leads.
Many personal injury lawyer SEO companies forget that leads are the main objective in local SEO, not just organic traffic.
Ask for reviews and share reviews on your personal injury lawyer website
One of the most effective ways to improve your local SEO strategy is by encouraging and sharing customer reviews on your personal injury lawyer website. Reviews are essential to all local businesses, but they’re especially important to law firms looking to attract clients in their area. This pushes firms to the first page more quickly, and helps solidify your place in the local pack.
To start off with, ask for a review when you close a deal (or the client signs an NDA). If a client has enjoyed working with you, they’ll be more than happy to leave positive feedback about their experience. If you help someone through a difficult period of their life, like after a wrongful death case or medical malpractice incident, the reviews they’ll leave will usually be the best you can get.
You can also make it easier for clients by putting links on your website that point them directly towards an online review form (like Yelp or Google My Business). By doing this, you won’t have as much work ahead of time as other businesses who don’t include these links on their site in advance!
In the world of law firm marketing, citations are a very important part of your business. This is an off page SEO tactic focused on local listings. With citations, Google knows that you are an active member of the community and has published many articles about you.
Citations and backlinks are both off page SEO activities that are great for telling Google that your law firm is a reputable company—it shows that your personal injury law firm website is credible and the content is trustworthy to visitors.
Citations are important for several reasons. They help people find you, give them an idea of what your firm does and where it’s located in the world (to make things easier if they ever need service), show off any awards or successes that may have been achieved by members at their law office over time- all before giving them contact information!
A great citation will also include meta data like keywords so search engines can easily navigate through its content using different criteria set out beforehand; this means more traffic coming directly towards whichever product/service we want targeted – ensuring higher than ever conversion rates for you as a personal injury lawyer!
Citations are More Than Just “Local Backlinks”
In addition to these benefits, citations allow searchers on Google or other search engines like Bing or Yahoo! to find out more information about you without having to visit your website first. Building links and citations has multiple benefits.
But be careful when link building, bad links can actually have a negative impact on your website because of all of the spam out there. Many link building companies out there just built backlinks on sites dedicated to selling links. Google knows, and will punish your site for it.
For example: if someone searches ‘personal injury attorney SEO in Albuquerque’ and selects ‘Noved Solutions’, they will see both Yelp listing(s) along with other sites such as Foursquare (or similar review sites). These help keep our agency in the local pack for some lucrative keywords.
Hopefully when potential, or even existing clients, search legal directories, your own practice is the one that shows up!
Technical SEO – Fix your website errors
Now that you know what to do and where to go, it’s time to get down to business. Technical SEO has a lot to do with how well your personal injury firm’s website was designed. A user friendly site will bring in potential clients way more consistently than a site with difficult navigation, or slow load times. Technical issues behind the scenes can ruin personal injury firms and their rankings, even when everything else looks perfect. Here are some steps to get started with technical SEO:
On Page SEO – Meta Tags and Structure
On page SEO consists of making sure you have proper titles, meta descriptions, headings, and content in general in regards to your keyword focus and keyword placement.
Your page title is one of the most important parts of on page SEO for personal injury firms. This tells Google right away what your page is about. But making sure your headings and content matches up with the page title is just as important.
Your meta description is basically an ad for your page. Keywords aren’t as important here, but they’re good to include. It’s more about attracting the searchers’ attention, because the meta description is what’s shown in the search results, along with the page title.