Algorithmic factors affecting search engine ranking are constantly evolving & being updated in near real-time and so should your SEO strategy.
If your Law firm marketing strategy is going to have any chance for success, it needs to be multifaceted & focused on your area of legal practice, i.e. a SEO strategy that is producing amazing results for a 'Personal Injury firm' would not necessarily work for a DUI Lawyer.
Any Law firm / Lawyer SEO Strategy for your law firm should include an understanding of the steps your clients take while searching for a law firm for their potential cases (included in law firm SEO Audit). However, an effective SEO strategy is much more detailed & requires the successful completion of many more steps, here are few:
Onboarding & Discovery
An onboarding process to understand more about your website & SEO goals and expectations & based on which, an SEO strategy is created.
Full SEO Audit
A detailed analysis to understand your website inside-out. Including technical SEO analysis, google penalty check, & focus on on-site & off-site SEO factors.
Is your competitor ranked higher than you? fear not! a detailed SEO Audit is done on their site as well - to understand what is working for them & what isn't.
Keyword & Market Research
Identification of words & phrases that are being used most in your area of practice, along with what your competitors are focusing on for their SEO process.
Law firm SEO strategy Development
A detailed SEO strategy is created for your law firm. This includes steps for Technical SEO, on-site Optimization, Off-site optimization & reporting.
Content is still the king! & no SEO strategy is complete without proper content optimization, either by content development and/or optimizing existing content.
Search results differ according to the location of the searchers. Local keyword research as part of the SEO process is important to ensure that your clients find you.
Probably the most underused aspect of most law firm SEO strategies. Includes, server optimization, SSL, etc. to ensure indexation & crawlability.
A watchful eye on your web analytics, SE ranking changes & SEO related changes in your industry is essential for long term success for your SEO strategy.