Seo advertising

SEO in Personal Injury Law: Improving Search Rankings in One of the Web’s Most Competitive Niches

Word of mouth was once the best way to acquire new clients as a lawyer.

But over the past decade, millions of people have turned to the internet to find the legal advice they need.

Part of being a lawyer is finding ways to sell yourself online.

SEO for Personal Injury Lawyers is one of the main ways to get your website ranked in search engines.

But, it also happens to be one of the most competitive slots on the internet.

Just take a look at the average price per click of some personal injury law firm terms:

SEO for personal injury lawyers is very competitive, with an average cost per click over $100!

If you’re not sure where to start, take a look at the different ways to improve your SEO ranking as a lawyer.

Create a user-friendly website

Your website is like your digital business card. It’s the first thing people see when they find you online. You want to create a professional and trustworthy page for new viewers. But there’s also the element of making it user-friendly.

Simple ways to improve your rankings with a user-friendly website include:

  • Easy navigation buttons
  • Fast page loading speed
  • Clear call to action
  • Keep your content short and concise
  • Provide clear contact details

Improving your website design will improve dwell time and conversions.

The longer a person stays on your site (longer dwell time), the more likely they are to take action (e.g. filling out a form, engaging with a chatbot, etc.).

And, conversions eventually result in increased deductions and cases.

Do your keyword research

Keywords are essential to your SEO strategy as a lawyer. It’s the terms and phrases that people search for online that will draw them to your website.

For example, if someone is looking online for a lawyer in San Francisco, you want to make sure you include that on your website. A great way to start for beginners is to use Google Keyword Planner.

This allows you to see relevant topics that people are searching for in your industry. You can use these words to create blog posts and service pages on your website dedicated to these topics.

Avoid keyword stuffing. The search engine’s algorithm knows when you’re overusing the words just to propel you to the top of the page. This will result in a penalty which may hamper your ranking.

However, an on-page exact match keyword density of 10% is not unheard of for pages that rank well.

So be sure to use enough legal phraseology that matches what a searcher might be looking for, but not so much that it incurs the ire of search algorithms.

Avoid legal jargon

While it may seem tempting to play the role of a legal expert by offering a lot of advice that would be considered legal and technical, it’s best not to.

Instead, focus more on website readability, not just catchy legal language.

Website readability score plays a role in your overall SEO.

When someone visits your website, they need to be able to understand what they are reading.

While you may understand the legal terminology, your reader probably doesn’t.

Keep the writing simple.

The pages should be read at most at grade 8 level. They should also be translatable into other popular languages ​​in your area, especially Spanish.

Start a weekly or monthly blog

As we mentioned before, a blog is a great tool to help you improve your SEO rankings.

Creating new content on a consistent basis will keep your website active in the eyes of search engines.

Every time you write a blog post, it

It allows you to keep following regular hot topics in your niche.

You can find them via google trends.

If you provide quality content that answers certain people’s trending questions, you will have an easier time achieving a higher position.

The statistics are clear, the more you blog, the more likely you are to have traffic, leads and sales:

regular impact of blogging on lead generation

Claim your Google business page

Your Google Business Profile is essential for any local business.

These are the listings associated with Google Maps when someone searches for a business in a particular city.

It is linked to reviews, website details and relevant contact information.

Claiming your page is a way for you to take control of your online business and can help improve your rankings.

You can also easily manage your online reputation by responding to shared reviews.

If there are negative reviews that could damage your reputation, there are several ways to combat them, including asking for positive reviews from happy customers, listing on positive pages about your business, and reaching out to people. involved in resolving the dispute.

Include social media in your strategy

Social media is not only a place to showcase your professional services as an industry leader, but it can also help with your SEO rankings.

The goal is to generate brand awareness around your business, engage with potential customers, and deliver value (hopefully in exchange for the future potential of finding customers).

This, in turn, will drive more traffic to your website. The more traffic you have, the more likely your page is to rank, especially if your dwell time on the site is high.

On your social platforms, you can share links to new blog posts, customer reviews, or share videos that keep your audience engaged.

In particular, lawyers should be actively engaged with companies like Avvo, FindLaw and SuperLawyers.

These sites are actively frequented by those looking for reliable reviews of lawyers and law firms. Add and update your profile and start engaging in meaningful, positive discussions with communities on these and other legal websites.


Personal injury lawyers remain in one of the most competitive niches

Developing an SEO strategy is not something that can be done overnight. It takes research and planning.

If you don’t think you have the capacity, contact a digital marketing company that can help you.

It will save you time, money and energy so you can focus your efforts on running your business.

Nate Nead

Nate Nead

Nate Nead is CEO and Managing Member of Nead, LLC, a consulting firm that provides strategic consulting services across multiple disciplines, including finance, marketing, and software development. For over a decade, Nate has provided strategic advice on mergers and acquisitions, capital sourcing, technology and marketing solutions for some of the best-known online brands. He and his team advise Fortune 500 and SMB clients. The team is based in Seattle, Washington; El Paso, Texas and West Palm Beach, Florida.