If your client wins a case that is relevant to the topic the journalist covers, feature it as a recent blog post or PR article so the journalist has extra incentive to use it as a subject matter expert.
Once your client is a known entity and the leader in their area, their profile on the law firm’s website will become a place that attracts links, maybe a knowledge panel, and there may be markup available to help with this.
Enhance Visibility With Schema
You’ll want an organization schema with legal service (it also applies to local businesses) and area served. For single locations, cover their city, state, or where they’re licensed and provide services.
If multi-location, deploy service area schema on each location page. And don’t forget there is attorney schema, too.
Because you work with employment law firms, you may want to add references to this page on Wiki data or the matching one on Wikipedia from the additional type to build relevance to the type of legal services offered.
Optimize Google Business Profile
If they have physical locations, create Business Profile pages and do your best to get customers to leave reviews and feedback.
You want to fill out all pages just like normal, and if clients want to know if you want them to say anything, emphasize specific tasks and common situations you resolved for them.
And if others have asked questions about their law firms, your clients can answer questions based on their experiences.
Make sure to fill out all the services offered and fields. The more you give the search engine accurate and updated information, the better it can do to show your clients.
Develop Distinctive Copy
The content should not be the same strategy for each client even if they have the same types of customers.
You, as an SEO, need to create a completely unique content plan and ensure that others are not doing the same thing.
Google only needs one resource, so the same strategy for two similar law firms means only one can win, or neither will if both are the same because a third firm is going to be unique and take over.
It is easy to develop strategies for a unique experience.
Have the law firms publish their success stories as informational guides and in the reading and writing level of the customer.
Both will have unique brands and voices, and use those to cater to their potential customers.
Do not have them say what they did for their clients; have them talk about the issue the client had and the steps taken to resolve it.
By sharing the issue that was being faced and using the words their customers use, the law firm is speaking their client’s language.
This helps create a resource that potential leads will find when they’re searching for solutions to their current situation.
By providing a resource that includes common misconceptions, pitfalls to avoid, and the ways the happy client reached a solution, the law firm is building trust and can generate a lead when the person finishes reading.
Ensure Testimonial Relevance
One of the largest oversights I see with law firm SEO and conversion optimization is outdated and irrelevant testimonials.
This can also be a unique copy and a trust builder. Make sure all testimonials are:
Matched to the theme or topic of the page they are on and not sitewide.
Are from similar customers to the clients the firm wants by name, company size, and job type.
Explain the success of the specific legal situation that matches the call to action so the potential client knows you have experience resolving legal issues for their needs.
Each one is up-to-date and accurate. You don’t want potential clients to think your law firm hasn’t won a case in years or isn’t familiar with current employment law best practices.
The bottom line is that you cannot use the same strategy for each practice as each is unique, and search engines only need one of the same experiences.
All of your law firm clients will need title tags, schema, and content, but the PR work, copy on the pages, and authority building have to be original and play to their strengths so the pages meet the needs of their future clients.
If you’re not creating original and unique strategies for each and every law firm client, you’re not giving search engines like Google a reason to show them.
That is why the same SEO formula doesn’t work when applied to multiple clients. I hope this helps.
More resources:
Featured Image: Paulo Bobita/Search Engine Journal