Did you know millennials typically search online before they book an appointment with a legal or financial counsellor? This is why many law and finance firms who know the importance of investing in local SEO consistently receive new clients through search engines like Google. Whereas the ones that don’t, keep asking questions like “how can I increase the visibility of our business online?”
While it may sound like a job that’s “easier said than done”, there is a proven local SEO formula that can not only maximise your firm’s visibility in the local search results but also put your business or services in front of prospective clients.
This article will provide you with the best tips and advice on how to position your Google My Business listing and website to show up on top of search results, regardless of how fierce the local competition is or whether you are set up in a metropolitan area or a small suburb. Sounds good? Read on!
7 Hot Tips for Successful Local SEO for Legal & Finance
1. Take Care of On-page Basics for Local SEO
When Google crawls your website and finds that you don’t have contact details and address clearly mentioned on every single page, it sends off a bad signal. This is why you need to ensure your business location (the same as the one you have mentioned on your Google My Business listing) is present on all the pages on your website. If you can ensure this, both your business listing as well as your website will gradually rise up in SERPs.
2. Get More Local Citations
As you already know, today’s inbox looks very cluttered and unorganized, especially when it comes to providing relevant information to the consumers at a moment’s notice. Considering that email software or email readers as many people like to call them, already know their subscribers and their personal preferences much better than today’s popular social media platforms and search engines.
3. Improve Internal Link Structure
Internal links are the links that point from one page on your website to another. Apart from focusing on improving the internal link structure, you need to make sure the anchor text that you have used to link the pages is based on the local keywords that you want to rank for in local search results (more about keywords later in this article).
4. Optimise Your Google My Business Listing
Given the drop in attention spans of users, long-form content is becoming increasingly unpopular. On mobile devices and wearable gadgets, users want to cut to the chase and receive bite-sized information rather than skimming through a ton of content. So, without a doubt, messaging needs to be short and crisp, while also providing value to the reader instantly. This is where you will need to put in the work.
Here are some of the ways you can optimise your Google My Business listing:
- Have a physical location in the area you want to show up in
- Ensure that your business listing is under the correct service category
- If you have done keyword stuffing in the title of the listing, get rid of it
- It goes without saying but also make sure that you have the correct Name, Address, and Phone Number (NAP) information mentioned in the listing.
5. Pay Attention to Local Keyword Research
Needless to say, keywords serve as a foundation for your local SEO efforts. They need to be highly relevant to your business and area. For example, if you are doing local SEO for solicitors in the immigration vertical based out of Cambridge, target keywords like “immigration solicitors in Cambridge”. You just need to set up a Google Ad account (don’t worry, they won’t charge you for this) and use their free Keyword Planner tool for getting keyword ideas identifying the search terms that will get you the best results for local SEO.
If you want to promote your legal or financial services, go for keywords that show “hiring intent” instead of just “research intent”. This way you can ensure that you are only targeting the prospective customers who are ready to take your help instead of the ones who are just doing online research. For example, search terms such as “estate planning attorney in London” indicates a clear intent of the person who is ready to hire an attorney. On the other hand, phrases like “Do I need a will?” doesn’t necessarily mean that they are ready to speak to a legal advisor.
6. Local and Partner Link Building
Getting high-quality backlinks is always deemed important for any kind of SEO, not just local. But when you are focusing on local SEO, you need to find local websites in your niche that have a solid authority or online following. Apart from that, you also need to partner with other content marketers, blogs and affiliates in your niche who can consistently provide you with the much-required backlinks.
For achieving the best results, follow each of the mentioned steps to ensure you are headed in the right direction. It will mean higher rankings for your website, increase in organic traffic coming to your website and as a result – more clients! But keeping in mind that Google keeps changing its local search algorithm on a regular basis, it’s imperative that your strategy remains up to date when it comes to local SEO in 2019. Getting help from a local SEO expert can become one of the best marketing investments you have ever made for your advisory practice. Need help with local SEO? Let us know!
If you are interested to learn more about this, don’t forget to check out our future posts!