SEO, Web Design

By Postali

The landscape of SEO is always changing. New technologies and algorithm updates keep SEO professionals on their toes. If your law firm has not actively focused on organic search optimization for a year, chances are your rankings and performance have suffered because of it.

In 2019, voice search continues to be a trend to watch.

Voice search refers to the use of an AI assistant technology to answer a question or provide information. When you use Siri to read your text messages or ask your Google Home or Alexa for weather updates, you are performing a voice search.

For businesses, this has many implications. It means that the way people are searching for services is changing. When a client is on their way to your office for an appointment, they may ask a digital assistant to give directions. If someone is searching for legal services, they may ask their smart home device for the top law offices in their city.

You could spend days reading articles about how your law firm can optimize for voice search. How should you structure your content? How can you better understand how your firm’s website is performing in voice search? How do Google Homes and Alexa devices differ in the way they receive information?

The truth is; optimizing for voice search boils down to one simple concept, the same concept that applies to every other principle for creating a successful attorney SEO strategy. Think about your potential clients’ needs and create content that helps answer a question or solve a problem. If you do this well, your law firm will be positioned for success with voice search optimization.

Think about the differences in how we use traditional desktop search versus voice search. With the former, you may type something like “dui lawyer dallas tx” into your search bar. With voice search, you’d likely form a natural language question such as, “hey Google, who are the best DUI lawyers in Dallas?” This means your content strategy needs to adapt to reflect the change in behavior.

Whether it’s voice search or traditional SEO, you should always consider your law firm’s potential clients’ needs and ensure your website content strategy matches.

Keyword research can help identify those common themes and questions. You will also want to ensure you have a local SEO strategy in place for all of your firm’s office locations, as this is often how Google devices retrieve answers about local businesses.

Consider the following questions:

  • Does your law firm’s website have content that addresses common questions and concerns related to your practice area(s)?
  • Do you focus on helpful, unique content written in natural language that is easy for potential clients to understand?
  • Do you test different content formats, such as FAQ-style content or bulleted lists to understand what your website users engage with?
  • Do you have optimized business listings in Google My Business, with accurate address information?
  • Does your local SEO strategy involve ensuring your business detailed are correct and optimized on popular directory sites like Yelp?
  • Are you using schema markup on your web pages?

If you answered yes to these questions, your law firm website should perform well in voice search results. If not, consider incorporating voice search best practices into your law firm’s digital marketing plan. To learn more about doing so, contact Postali today at (800) 667-3612.