Too often, personal injury lawyer marketing neglects search engine optimization (SEO). It’s not seen as important. That couldn’t be more wrong. Personal injury lawyers are always on the hunt for new cases. But what if there was a way to use SEO to get the cases to come to you.
That’s where personal injury lawyer SEO comes in.
Personal Injury Lawyer Marketing Ideas
Below we’ll reveal eight key personal injury lawyer SEO tips that’ll improve your site’s ranking and attract more and more clients. Personal injury lawyer marketing is a competitive area for SEO. But with the right strategy, you can generate more organic traffic, more inquiries, and overall, more cases.
Here is a bullet-point breakdown of eight personal injury lawyer marketing ideas to dominate your SEO. You can find the full descriptions below:
- Spy on the competition
- Add in backlinks
- Harness keywords in your content
- Boost your technical SEO
- Refine your website design
- Analyze engagement and pageviews
- Cut out any thing content
- Add in Schema markup on every page
Personal Injury Lawyer Marketing Tips
1. Spy on the competition
The first step for any personal injury lawyer SEO is to analyze your competition. Meaning, you need to know how competitive your local area is.
If you know of firms in your area, look at their site. Do any keywords jump out? How does their site look? What do you like and what don’t you like?
You’re not going to copy. But you can use a good SEO site as a template going forwards.
You can also use a keyword tracker, like Google or Ahrefs, to see the competition and traffic for local keywords, e.g., “personal injury lawyer New York.” Don’t just go by keyword traffic. You can use the CPC (cost per click) to identify which keywords are the most lucrative: the higher the price, the better the keyword is.
2. Add in backlinks
Like all forms of personal injury lawyer marketing, Google’s rankings are built on trust. And trust is earned through backlinks. A backlink is a link that leads to your site from another site. But any old backlink won’t work.
Rather, you want backlinks from authoritative, trusted websites. The more trusted the website, the higher you’ll rank. You also want the backlink to be on an ultra-competitive keyword, like “New York state personal injury lawyer”.
Building backlinks is a slow and laborious process. It requires contacting hundreds of sites and asking for your backlink to be featured. But it’s worth it. Nothing else will get you ranked quicker.
3. Harness keywords in your content
Keyword research is the backbone of personal injury lawyer SEO. Here, you use a keyword planner to identify relevant keywords. Ideally, you want keywords with low competition but high average monthly searches.
Once you select the best keywords, you’ll want to sprinkle them through your page content. That doesn’t mean adding the keyword every other word – it’s called keyword stuffing, and it doesn’t work.
Instead, feature your keywords in your title tag, H1 tag, first sentence or paragraph, and other high-value areas. Just make sure your content reads naturally – recommended density is around 1-3 percent of your content.
4. Boost your technical SEO
Technical SEO refers to the nuts and bolts of your site: page speed, mobile-friendliness, and user interface (UX).
No longer do people solely use their laptops or desktops to search. Now every site should be mobile compatible. That means when you access the site from a mobile, it’ll optimize the aspect ratio and site to that screen.
Google uses mobile-first indexing – so mobile-optimized sites rank higher when searching from a mobile device or smartphone.
Next, analyze your page loading time. If a page is slow to load, clients won’t stick around, resulting in your site dropping down the rankings. It’s not the best personal injury lawyer SEO.
Use PageSpeed Insights to measure your website’s loading speed. If it’s too slow, reduce image file sizes and look at the underlying page code to minimize the loading complexity.
5. Refine your website design
Design matters; having a well-designed website with an easy-to-use UX will build credibility and trust. Users will spend longer on your page, increasing your ranking and boosting your conversion rate.
Balance a visually appealing design with a professional and clear message. A client should understand what you offer and how to contact you in less than a minute on your page. In short: get to the point.
Google identifies sites where users spend longer. These sites rank higher than sites where users click off immediately. So, don’t clutter with too much information – keep it simple.
You can use web design software like WordPress or Shopify. Or, you can opt for a professional web designer – it costs more, but it’s worth every cent.
6. Analyze engagement and pageviews
Monitor the response as you edit your site to improve UX, technical SEO, and keywords. You wouldn’t run a personal injury lawyer marketing campaign without checking if it increased clients.
You’ll want to use two key metrics to fine-tune your personal injury lawyer marketing:
- Bounce rate: Percentage of users who left after only visiting a single page
- Session duration: Average time spent on the site.
You can tweak your site to make it as engaging as possible with these two metrics. The longer clients stop and explore the site, the greater the chance they’ll hire you for their case. It’s just smart personal injury lawyer SEO.
After all, the point isn’t just to rank but to gain clients.
7. Cut out any thin content
This is a simple tip to boost your personal injury lawyer SEO. Duplicate or thin content is the worst sin in SEO. Rather than creating quality content, sites repeat their information between pages. Or they’ll stop identifying new keywords to go after.
The result is that Google may see the page as lower-quality, dropping it down the rankings. Even worse, it might affect the whole site, preventing any page from ranking. This, in turn, will bring your personal injury lawyer marketing and SEO efforts to a screeching HALT.
8. Add in Schema markup on every page
Schema markup is code to help search engines better understand your content. It adds rich snippets of content to your search results – often leading to higher clickthrough rates.
There are multiple different types of Schema markup. Commonly used ones include FAQ Schema, where dropdown questions will appear below your link. You can also add reviews, authors, and more. Schemas help add depth to your search result, making it more useful to a potential client.
Need a personal injury lawyer marketing agency to step up your online marketing game and increase leads? Schedule a free consultation today with Clicta Digital!