People are always looking for answers and they want to be able to find them with ease. While you and your law firm could give the most thought-provoking, informative, on-the-nose answers to any questions potential clients may have through content, without technical SEO in place on your law firm’s website, algorithms won’t see your content as recommendable.
With the invention of smartphones, the moments in which we aren’t connected are becoming fewer and further between. The majority of us have access to all of the information in the world at our fingertips. People want answers to their questions, and they want them fast.
But how do you ensure you're the one answering the questions from your prospective clients rather than your competitors? Well, the answer is simple! By leaning on a law firm SEO strategy that helps you get in front of your prospective clients with the right answers, right when they need it.
To Hear You, They Have To See You
It is one thing to have well-written content. It's another thing to have well-written content that is search engine optimized and landing your law firm's website at the top of organic search results.
Any good law firm SEO strategy is going to have a strong backbone. You can have the most beautiful, informative website available to your prospective clients, but without the ground on which your content needs to stand (technical SEO), your content will fall to the wayside.
What is Technical SEO, and Why is it a Necessary Part of Your Legal SEO Strategy?
Technical SEO is one of the main contributing factors to your search engine ranking (where you show up in searches, considering paid and organic search results). Technical SEO encompasses things like the crawlability, structure, navigation, and overall user-friendliness of your website.
A lot of what goes into technical SEO is what communicates to algorithms that your website is safe, secure, and of value to its users. When a website is safe, to the point, and allows users to click from here to there with ease, algorithms notice that.
How Can FAQs Enhance Technical SEO For Your Site?
So, now that we’ve gone through what technical SEO is, let’s dive into how FAQs can help enhance technical SEO for your law firm’s website.
FAQs Create a More User-Friendly Experience
A user-friendly website doesn’t just appease potential clients, it appeases algorithms as well. When people are more enticed to spend time on your website, viewing and interacting with your content, the more likely Google and other search engines are to see your website as an authority and recommend them to local searchers.
In any legal marketing, it is important to consider the urgency and sensitivity of potential clients. Utilizing FAQs can be a great way to ensure you’re connecting with prospective clients on topics that are relevant to them at all times. A well-planned FAQ page added to your law firm’s SEO strategy can allow you to maximize the questions prospective clients are already asking to showcase your law firm's capabilities while providing them with content that keeps them engaged.
Combining Frequently Asked Questions With the Value Your Law Firm Offers
Because algorithms take note of the time users spend on your website, don’t just answer frequently asked questions, provide your website visitors with true value.
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What steps come next?
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How can a prospective client make your advice actionable?
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Are there more resources you can offer on the topic through search engine optimized blog content?
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Do they need your law firm’s assistance after receiving the answer to their question, and how can you make that step actionable from your FAQ page?
Because retention is such an important factor of any search engine optimization efforts, it is a good idea to allow your FAQ page to be actionable.
Potential clients should be able to find answers on your page quickly and find further information on the subject on your website with ease.
FAQs Help Backlinks & Link Building (A Technical SEO Powerhouse)
FAQ pages can be a great resource for your customers. If you invest in providing a wealth of valuable information and also invest in SEO campaigns, others will begin to see you as an authority on the subject, which can be very beneficial to your law firm. When another person uses your website or blog as a reference on their own website content, you have the opportunity to create backlinks for your law firm's website.
When approaching backlinks, it’s important you do so with the knowledge of what makes a good backlink. Backlinks are like a voluntary vote toward your website saying, “Hey, you can trust these folks,” giving Google a reason to rank you higher when someone searches for that topic.
On the flip side, referencing other people’s content on your website, known as link building, helps your technical SEO. Because a factor of technical SEO is a search engine’s ability to crawl your website, the more useful and interactive content they are able to link to your law firm's website, the more favorable your content will appear to search engines.
FAQs Help Keep Your Content Fresh
A great way to improve your website is by updating it with new, relevant content. By doing so, you’ll be able to keep your prospective clients interested and engaged in what you have to offer.
One of the most important factors in technical SEO is the freshness of your content. If your content is old, outdated, or irrelevant to what people are looking for, then it won’t be helpful for your business.
To improve your website’s results, it’s often necessary to get rid of old, outdated content and update it with new, more relevant content for your prospective clients. When creating an SEO strategy, whether in-house or with the help of a legal SEO expert, it is always a good idea to look at market research for relevant frequently asked questions. This is an easy way to stay tapped into what’s relevant for your potential clients.
Because SEO has fundamentals in answering a user’s question, utilizing FAQs to steer your digital marketing strategy can help you start maximizing your results.
Here is an easy guide on how to make the most of your FAQs in your blog content: How To Turn FAQs Into Blog Topics
Utilizing FAQs & Your Google Business Profile For Local Search Optimization
Google Business Profiles are a free tool for small business owners to manage their online presence across Google Search and Maps. Your business page gives you full control over how you present yourself to people searching on Google. You can tell them what makes your law firm unique, where you are located, and even add photos of your firm and staff members. This makes it easier for potential clients who are interested in your legal service to find you online quickly and easily.
Google Business Profiles gives businesses a unique opportunity to utilize Frequently Asked Questions (FAQs). While this may not be the time to delve into legal jargon and winded technical explanations, it is the perfect opportunity to ensure prospective clients have all of the initial information they will need to get in touch with you. This is especially useful for local searches.
For example, if someone is searching for a lawyer in your city, it would be helpful for them to be able to see what types of cases your firm handles and how long it takes you to respond to an email inquiry. This helps prospective clients decide whether or not they should call or schedule an appointment with you.
You can add an FAQ section by clicking on "FAQ" at the top of your business page in the Google Business Profile backend. You can add questions and answers from there.
If your law firm is looking to dive deeper into FAQs to reap the SEO and lead generation benefits, the tips outlined throughout this article are a great place to start!
