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Personal injury lawyers abound on the Internet. It’s become a competitive landscape that when you type “personal injury lawyer” on any search engine, you get millions of results.
Search engine optimization (SEO) strategies can help improve ranking, but it’s an uphill climb for new lawyers in the game. However, you can even the odds by playing the local SEO card.
Lawyers in the US can only practice in states where they have a license. Targeting clients outside their state is a waste of resources. Although they may handle cases in states where they have no license to practice on a pro hac vice basis, such instances are rare. In most cases, you want to target clients in your state or, even better, in your city.
Local SEO strategies narrow the ranking field, giving you a better chance of ranking high for a local search. Of course, the user must include their location for it to work, but that’s not a problem.
Statistics show that 30 percent of mobile searches are location specific, and 76 percent of users act on the search within the day. Most of these searches are for retail establishments, but personal injury lawyers can still benefit, as most people seeking legal representation prefer nearby professionals.
This article will explore practical strategies for enhancing your online presence through local SEO for personal injury lawyers. You can implement them yourself or hire an SEO firm specializing in legal marketing to handle them.
Optimize Your Website for Local Keywords
You must optimize your website with local keywords to rank well in local search results. Integrate location-specific keywords throughout your website’s content, including titles, headings, and meta descriptions. You should also start building backlinks to high-authority sites.
Suppose you’re a personal injury lawyer in Los Angeles. You can target keywords like “personal injury lawyer in Los Angeles” or “Los Angeles accident attorney.” You can also create landing pages for different areas you serve to target clients in those locations. For example, you can have a landing page for Alhambra and another for Burbank.
However, ensure it works before you make any changes to your site. Do an SEO audit to identify broken links and other on-page SEO issues, such as slow loading.
Claim Your Google My Business Listing
Google My Business (GMB) is a fantastic way to attract local clients. Claiming and optimizing your GMB listing ensures your firm appears on Google Maps, local pack, and knowledge graph. Ensure you set your business category as “Personal Injury Lawyer” or a relevant group.
The best part is creating a GMB profile is free. It allows you to add detailed information about your law firm, like your address, phone number, URL, and business hours. Your clients can also leave reviews, giving you the social proof you need to grow your practice.
Build Local Citations
Local citations refer to online lists. They mention your law firm’s name, address, and phone number (NAP) on directories, websites, and social networks.
Lawyers in good standing typically get their names listed on the state bar website. However, they can also create profiles on professional directories like Avvo, FindLaw, and Justia. Once you get those citations, you can expand your presence to local guides, like your chamber of commerce.
Get Social Proof
Aside from GMB reviews, you want to post positive reviews on your website and social networks. They can help build your reputation and improve your local search rankings. Ask happy clients to give you reviews and testimonials and post them on platforms like LinkedIn, Yelp, and Avvo.
However, if you get negative reviews, respond to them to show your engagement and dedication to client satisfaction. Regularly monitor online reviews and address any concerns or issues promptly.
Create Localized Content
If you live in a community, chances are you have a good idea of the residents’ concerns. Suppose you know of a car-accident-prone intersection, issues with sidewalks on certain streets, or dangerous dogs in the area. You can develop content that informs personal injury victims about their rights and what they should do to get compensation. For example, you could write “What to do after a car accident in Alhambra” or “Understanding dog bite laws in California.”
Developing localized content like blog posts, articles, or FAQs can help you engage with your target audience on a personal level. By providing valuable and location-specific information, you establish yourself as an authoritative resource and improve your chances of appearing in local search results.
Leverage Social Media and Local Engagement
Social networks like Facebook, Twitter, and LinkedIn can help you engage better with your community. Share news updates and legal tips, participate in local events, and sponsor community projects. These efforts can help you foster trust, build relationships, and boost your brand visibility because people get to know you personally. Engaging with your community can also maximize your local SEO by generating social signals and driving traffic to your website.
Focus on Local SEO for Personal Injury Lawyers
Optimizing your online presence for a global audience can build your domain authority, but ranking well can be challenging. Instead, focus on local SEO strategies that will help you rank in location-specific searches. They will give you a fighting chance to gain people’s attention in your community and grow your client base.