2015 Report on Local Search Engine Ranking Factors for Lawyers

Search engine rankings are big business for attorneys looking to generate leads online. If you’re not on Page 1 of a search result, you can pretty much forget about being found online (80% of online searchers don’t go past Page 1 to find what they’re looking for). From content marketing to SEO to PPC to social search, there does not seem to be a shortage of opportunities to increase a law firm’s online ranking. The big question is: Is what you’re doing working?

Moz, a web-based company dedicated to studying the science of search, recently released their 2015 Local Search Engine Rankings Factors report. This report indicates that, not surprisingly, Google places more weight on certain factors than others… So what are those factors and how can you improve your law firm’s search engine ranking?

Google Local

First, there’s Google Local (your Google+ profile). Many attorneys are interested in marketing their services to a specific geographic area. You would, therefore, likely be most interested in how your site ranks among the top 3 local search results for search terms relevant to your practice area(s) and location(s). According to Moz, what Google is most likely to look at when determining Google Local placement is:

4 SEO Tips for Lawyers

In today’s competitive market, every attorney needs to be a rainmaker. From the solo attorney to the junior associate climbing the ladder to the managing partner who relies on his book of business, lawyers have seen that one way to secure your position within your firm / steady your stream of revenue is online marketing.

The numbers vary according to the report, but one truth remains steady: prospective clients turn to a search engine (Google most often) as their first source for finding and vetting attorneys. So how can you take advantage of the world wide web to build your practice?

First, it is important to understand the goal of your online marketing campaign. It is to drive new clients to your site? Strengthen your online presence so that referrals don’t have a choice but to call? This post will discuss the first objective (which will also benefit the second): lead generation. To learn more about the second, how to build your brand, click here.

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