What Are the Best SEO Techniques for Injury Lawyers? (List)

Today, law firms are widespread. Local competition for personal injury lawyers is tough, regardless of specialties or types of cases. This means that law firms that fall behind on search engine optimization (SEO) best practices may struggle to compete online.

Here are nine of the best SEO techniques that every personal injury SEO agency recommends:

1. Broaden your keyword research.
2. Prioritize accessibility for everyone.
3. Make your website mobile-friendly.
4. Understand users’ search intentions.
5. Build local citations and backlinks.
6. Collect and share client reviews.
7. Add a blog section to your website.
8. Appear in directories and listings.
9. Outsource your SEO needs to experts.

There is a lot to discuss, so get ready to take notes.

Let’s go!

Are you tired of investing in search engine optimization without seeing any tangible results for your personal injury law firm? We have the solution that will make SEO work effectively for your firm.

9 Best SEO Techniques for Personal Injury Law Practices

Personal injury SEO is essential to digital marketing for many reasons. Among the top ones is that it helps find new clients by optimizing content to appear at the top of search engine results pages (SERPs). Here are nine of the best SEO techniques to improve your SERP ranking.

     1. Broaden Your Keyword Research

Keywords form the foundation of a good SEO marketing strategy. Without them, you will not achieve much. They shape content from the title to the body, which dictates the strength of its pull on your target market. Content that lacks target keywords has a weak focus.

Start your SEO by identifying the critical keywords you want to rank for in the SERPs. Keyword research should cover various types: local (e.g., “Chicago personal injury lawyer”) and user-centric (e.g., “car accident lawyer”). Semantic keywords (e.g., “law firm”) are also good.

     2. Prioritize Accessibility for Everyone

As a lawyer, you know that that website accessibility is important. Compliance with the Americans with Disabilities Act (ADA) is necessary for everyone, but more so for lawyers and law firms.

It would be hard for anyone to trust your office if a non-compliance fine were levied against it. Equally, it hurts your reputation and branding with the very people who rely on that accessibility to find you online and hire you. Starting with user experience (UX) design, you can take small steps to follow ADA guidelines to boost your SEO.

     3. Make Your Website Mobile-Friendly

Mobile-first indexing, in addition to ADA compliance, means that excellent website design greatly influences SEO. Due to the growing portion of online users that browse through mobile devices, responsive (or mobile-friendly) design is another necessity for business websites.

Mobile-first indexing means search engines prefer websites that optimize pages that adapt to any screen size. Besides its role in crawling and indexing, responsive website design also affects the UX, which is another factor that influences SEO ranking.

     4. Understand Users’ Search Intentions

Not everyone who searches for a personal injury lawyer will hire their services on the spot. Some might seek to consult first, while others might initially only look for information regarding their situation. Users display various search intents, and you need to account for them in your SEO strategy.

An effective SEO strategy is impossible without a basic understanding of user search intent. Without it, you limit your reach and fail to capture potential clients. Learning which intents matter most for your practice is as simple as closely reviewing your website’s analytics. 

     5. Build Local Citations and Backlinks

Lawyers benefit from local SEO because their licenses only allow them to practice within the state that issued them. Even personal injury lawyers that hold multiple licenses need a local SEO strategy, especially a backlink-building strategy, for each state in which they practice. 

Authoritative backlinks improve local SEO because they prove your ability as a lawyer. News outlets and blogs are ideal sources, but because the American Bar Association has strict guidelines on advertising, your best bet is getting backlinks through excellent service.

     6. Collect and Share Client Reviews

Reviews serve a similar function as backlinks, proving to prospects that you are capable and reliable as a lawyer. A key difference is that these have immediate value for your target market. They also matter more because they come directly from clients’ experiences.

Positive reviews received from past clients boost SEO by helping you manage your law practice’s brand identity. Every personal injury marketing agency recommends adding them to your website’s home page or landing pages to reassure any prospects and convince them to convert.

     7. Add a Blog Section to Your Website

Another strategy is to add blogs to your website. Every page that you publish is another opportunity to secure keyword ranking and appear on SERPs. Chatbots such as ChatGPT are rising in popularity for searching, but they do not generate information.

Just as Google does, these artificial intelligence (AI) tools rely on the high-quality content that you publish in order to form coherent and sensible search results. Moreover, while AI is capable of achieving a lot, it cannot give the same quality of legal advice that lawyers can.

     8. Appear in Directories and Listings

When people want to narrow their searches, they use online directories, listings, or similar services, just as they might use Airbnb or Agoda to find local hotels. Appearing in directories also boosts SEO scores by adding relevant local citations for your business. 

Sign up for local directories, especially ones specific to your industry. Register a Google My Business account to gain more visibility in local Google searches. Regardless of how many listings you have, keeping your name, phone number, and address (NAP) consistent and current is critical.

     9. Outsource SEO Needs to Experts

Although the above points outline how to do SEO yourself, hiring a personal injury SEO agency is better. Outsourcing has several benefits that justify the cost of paying someone else to create and execute your SEO strategy, such as allowing you more time for clients.

Some responsibilities, like content creation, might be a gray area for personal injury SEO agencies because they are not legal experts. That limits their capacity to produce high-quality, valuable, and educational content for lawyers. You are best equipped for this. However, you can trust them with the other parts of your SEO.

Summing Up

Personal injury lawyers need SEO to remain competitive in the digital marketing arena. If you do not use SEO best practices, such as a blog and business listing profiles, you significantly reduce your chances of finding new clients. Start your SEO strategy today.

Need help finding the best SEO techniques for your personal injury law practice? Contact Digital Authority Partners (DAP) to learn how we can help.