SEO & lawyers: the guide to ranking first on Google

What is organic search, or SEO?

SEO (Search Engine Optimization) is the set of techniques for optimising a website for search engines, so it gains visibility and position in the results. In short: coming first on a search intent on Google, such as "tax lawyer Bordeaux"

Why SEO is so useful to a law firm

Today, most people look for information and services online, lawyers included. That is why having a website that shows up on Google matters for lawyers.

By optimising your site for search engines, you attract naturally more visitors, and some of them become your clients.

The key? Publish useful content that genuinely answers the questions and needs of your potential clients. In this guide, we look at why it matters to stick close to what your clients search for, how to write articles that land and the SEO basics you cannot miss.

Understanding search intent in SEO

For lawyers, grasping how Google works is essential to reaching your audience and lifting your ranking.

Google aims to show the best possible answers. It ranks sites on their content, quality and popularity. The more a site is visited, the more Google treats it as reliable.

The trick? Publish content, articles and videos, that genuinely holds readers. Pick subjects that touch the problems your clients face, and you find the right keywords. In criminal law, for instance, concentrate on the offences your clients meet most often.

In this guide, we show you how to find those search intents with Semrush and how to build the articles that follow.

‍

Stop writing articles that bring you nothing

In this guide, we take you through the steps for building articles that rank:

• Write a relevant, compelling title : your title has to be clear and concise, make people want to click, and carry the keywords you are aiming at.
• How to structure your article with H2 and H3 headings: they organise your content, make it readable and help Google grasp the structure of your article. Work your keywords in there too.
• How to optimise images : images enrich your text and can improve your ranking when they are used properly.
• Use internal and external links : links strengthen the structure of your article. Internal links point to other pages on your site, while external links point to reliable sources, which builds your authority

Understanding what backlinks do for SEO

Backlinks, or inbound links, play a key role in SEO. They are votes of confidence from other sites towards yours. When a quality site links to you, that is a strong signal to search engines that your content is relevant and reliable. The more good-quality backlinks you have, the more your site is seen as an authority in your field, which can significantly improve your position in the results.

In the guide you will understand how to go and get backlinks, and above all why you should put that strategy in place.

‍

Is my SEO strategy working?

In the guide, we show you how to judge whether your SEO strategy is working. Several key indicators tell you:

1. Better positions in the search results : use tools such as Google Search Console or Semrush to watch your position on specific keywords. An upward trend means the strategy is paying off.
2. More organic traffic : with Google Analytics, look at how organic traffic to your site evolves. A rise means better visibility in search.
3. Traffic quality : we look not only at the volume of traffic but at its quality. Indicators such as time on site, bounce rate and pages per session tell you whether you are attracting the right audience.
4. Conversions : SEO is not only about traffic, it is about conversion too. Analytics tools let you track the actions you want, whether sign-ups, enquiries or purchases, that come from organic traffic

‍

Download the guide: SEO for lawyers

We compiled everything we know about SEO into this guide. No filler, only advice you can act on, with exclusive videos to build a sound SEO strategy step by step. Enjoy.