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SEO for DUI Attorneys: A Comprehensive Guide for Higher Search Ranking

16 min
Aug 26, 2022

Creating an effective DUI attorney marketing strategy requires an approach that incorporates search engine optimization services. However, many lawyers in this field are unfamiliar with the topic of SEO for DUI attorneys.

In order to help clear up any confusion and give you the tools needed to be successful, Grow Law Firm has created this comprehensive guide to SEO for DUI/DWI lawyers. As a premier provider of marketing for criminal defense attorneys, our experts know precisely what it takes to make law firms grow.

Below, we take a deep dive into the minds of your target audience. We explain what prospective clients are looking for when searching for DUI lawyers on their favorite search engines. Our team also reveals some law firm digital marketing best practices that you can leverage to achieve your business goals, attract new clients, and maximize your firm's visibility.

What Your Clients Are Actually Looking for

If you want to engage in effective SEO for DUI lawyers, you must understand the intent of potential clients. Put simply, what sort of results are they hoping to find when they query phrases like "Local DUI attorneys near me"? Once you know their search intent, you can begin to create legal content that aligns with clients' needs and pain points.

Generally, prospective clients will be seeking one of three things when searching for DUI lawyers. The first is general legal advice. Prospects in this category want general legal information and may have recently been charged with DUI. They are looking for information such as what to do when charged with DUI or how much criminal defense services cost.

The second group of potential clients is the one that is most important to your law firm. These individuals are actively seeking representation for DUI proceedings. They need a reputable DUI attorney. If your website conveys that you are such an attorney and you are located in their area, they will probably pick up the phone and call your office.

Finally, the third group is simply seeking DUI education. They may be curious about DUI laws in their area or want information that will help them avoid incurring any criminal charges. Although this group will probably not seek out your services, creating content for them will help you expand your digital reach and grow your brand reputation.

What Is SEO and How Does It Benefit DUI Lawyers?

Search engine optimization is a broad term that refers to the process of making your website easier to find on search engines like Google and Bing. The goal of search engine optimization is to climb the rankings and land on page one of search engine results pages (SERPs).

According to recent research, 90% of users choose results from the first page and never make it to page two. If your law firm's website ranks on page two or beyond, your chances of generating meaningful traffic become pretty slim.

In order to rank higher on search engines, you must adhere to several different SEO best practices. Each of these practices addresses one or more key ranking factors that search engines analyze when deciding which SERP to place your website on.

Some SEO practices for lawyers focus on on-page SEO, like meta descriptions. Other digital marketing tactics are directed at off-page SEO, like acquiring backlinks. We will discuss these ranking factors in greater detail below.

For now, let's shift our focus back to why SEO for DUI attorneys is important to the success of your law firm.

The most obvious reason is that the majority of potential clients will not ask friends and family for referrals when they need a DUI attorney. Instead, they will head to their preferred search engine and type in something like "local DUI attorneys." If your website does not appear on page one, you are probably going to lose out on that client.

SEO for DUI attorneys helps you capitalize on these opportunities by making your law firm easier to find on search engines. With that being said, becoming a master of digital marketing for DUI attorneys can be quite challenging. That is why you should consider partnering with a digital marketing firm that offers SEO services for attorneys.

Creating each listing for your law firm will only take a few minutes of your time, but this simple step will significantly increase your visibility on search engines.

Listing your law firm in the directories mentioned above is a great way of connecting with potential clients while your digital marketing strategy matures. While it will take time for your SEO campaign to produce results, directories already have a large volume of search traffic.

When prospective clients visit these sites, they are actively looking for a criminal defense law firm to assist with their DUI issues. This active search gives you the opportunity to gain new clients, even though your website may be buried somewhere beyond the first page of search results.

Responsive DUI Law Firm Website

As you're creating an SEO campaign, it can be easy to focus entirely on conducting keyword research and crafting quality content. However, it is vital that you do not neglect other facets of law firm SEO, such as the performance of your website.

If you want to leave a good first impression on potential clients, you need a well-designed website that is easy to use and responsive. Suppose your criminal defense law firm does not have a website, or you are dissatisfied with the quality of your current site. In that case, it is time to invest in professional website building services for attorneys.

Professional web designers can create the perfect website to serve as the foundation of your SEO campaign. They can provide you with a site that looks great and functions even better.

SEO-Optimized Website Content

After you have made sure that your website is up to par and your law firm is listed on top directories like Google Business Profile, you are ready to start creating SEO content. Quality content that leverages relevant keywords is one of the most important aspects of an effective SEO campaign.

Using content to connect with prospects and generate leads is an important aspect of SEO known as "content marketing." When creating pieces for your site, keep in mind that the majority of your law firm content marketing materials should not be expressly promotional. Instead, most of your content should have an informative or educational tone.

However, there are a few exceptions. For instance, your service pages and landing pages can be promotional in nature. These pages should outline what criminal defense services you offer, establish you as a reputable DUI attorney, and encourage readers to partner with your law firm.

When writing content or planning out a series of blogs, keep in mind that you do not have to target dozens of keywords in each piece. Doing so will significantly reduce the quality of your content and probably won't do much to improve your ranking on search engines either. That is why we suggest targeting only a handful of interrelated keywords with each piece of content.

Another consideration when creating content is consistency. If you want your law firm's SEO strategy to be successful, you must be consistent. This focus means publishing content at regular intervals and frequently updating your website with fresh new pieces.

Authoritative Backlinks Profile

If you want to establish yourself as a credible and authoritative criminal defense attorney, you will need to publish great content and acquire backlinks. A backlink is a link located on another site that directs readers to your website.

Acquiring even a handful of backlinks can make your law firm appear to be more authoritative to both prospective legal clients and Google's ranking algorithm. If the algorithm views you as a reliable source of information in your field, it will rank your site higher.

At first glance, acquiring backlinks might seem quite challenging. However, it can be achieved by connecting with other entities in your industry and writing guest articles. For example, you could write content for a legal association in your state and include one or two subtle backlinks to your site in the article.

When using this approach, ensure that you are adhering to the rules of the publishing organization, as many publishers limit what sort of content you can link to and how many backlinks you can include.

Off-Page SEO for DWI Law Firm Websites

Obtaining backlinks is one form of off-site law firm SEO. However, there are several other off-site tactics that you can use to improve your visibility in online searches.

If you want to compete with other DUI lawyers in your area and attract more clients, one of the best approaches is to be active on social media platforms. You can post regularly, reply to comments, and interact with prospective or past clients. Additionally, you can share links to your latest blog content, which will encourage more people to visit your website.

When using social media as part of your criminal defense attorney digital marketing strategy, we also suggest creating infographics. Your target audience will likely find visual content like infographics more appealing than text-only posts. As a result, there is a greater chance that they will stop scrolling through their feed and actually read the content you are publishing.

Google Search Console and Google Analytics for DUI Lawyer SEO

Google has provided a multitude of tools that can help professionals increase their reach in the digital marketplace. These tools, such as Google Business Profile, are some of the best assets available to DUI lawyers who want to attract more clients and grow their firms.

While we cannot say enough about Google Business Profile, it is not the only free Google resource that you should be using. In addition to this tool, we also suggest that you use Google Analytics and Google Search Console. Cumulatively, these tools take the guesswork out of DUI lawyer SEO and can help you gauge the effectiveness of your digital marketing strategy.

Google Analytics provides an abundance of data regarding how many website visitors your site receives each day, how long they spend on your site, the bounce rate, and other important metrics.

In case you are not familiar, the term "bounce rate" refers to the percentage of users who visit your site and then "bounce" before visiting a second page. Once you review this data, you can identify shortcomings in your criminal defense attorney marketing strategy and make necessary changes.

Whereas Google Analytics provides information about site traffic, Google Search Console includes an entire suite of tools that you can use to gauge overall website performance. These tools will help you zero in on performance issues, make your site function better, and climb the rankings on Google.

Setting up these free tools is incredibly easy. First, you will need a Google account. If you do not have one, creating one takes mere minutes. Make sure that you do not use your personal Gmail account.

After you have done that, you simply need to download the appropriate plugin for the content management system that you are using. These plugins will allow the various Google tools to access and export information from your website.

If you need personalized assistance, you can reach out to a full-service DUI attorney marketing team that offers SEO campaign management. Such a firm will not only set up these tools for you but can oversee all of your DUI attorney marketing efforts as well.

Data to Pay Attention to While Measuring Your Results

When you initially launch your new Google tools, you will immediately realize just how much data these resources provide.

While it is great to have access to a wealth of insights about the effectiveness of your SEO strategies, too much data can cause information overload. In order to help you navigate all this information, we have identified a few of the most important data points for DUI law firm SEO.

By far, two of the most important metrics to watch are goal completion by source and traffic by source. If you have a few hours to burn, you can generate dozens of different reports about search engine rankings, the amount of traffic you are receiving, and other metrics.

However, the two aforementioned performance indicators will provide some actionable insights that you can use to optimize your DUI attorney SEO strategy.

The first metric — traffic by source — is exactly what it sounds like. It tells you where your traffic is coming from, whether that be from Google, other search platforms, paid ads, or backlinks.

Knowing where your traffic is coming from will help you better understand which brand-building efforts have been most effective. For example, if only 10% of your traffic is coming from organic search and 90% was generated via Google Ads, then you know that your SEO strategy needs work.

The second metric — goal completion rates — reveals how well your DUI lawyer marketing efforts are at achieving your defined goals or objectives. When setting up your Google Analytics account, you have the ability to set custom objectives.

A common goal for DUI lawyers is filling out a contact form. If your goal is to have 20 people fill out a contact form per month and you had 21 prospects complete this action during the previous 30 days, then your goal completion rate would be 100% for that time period.

SEO and PPC Working Together for Your DWI Law Firm Success

With all this talk about SEO for criminal defense lawyers, you are probably thinking to yourself, "what about Google Ads?" There is no question that pay-per-click (PPC) advertising, such as that available through Google Ads, is an effective way to generate more leads and grow your law firm.

However, it is important to understand that digital marketing for criminal defense lawyers is not an "either-or" proposition. Instead, you can and should use both sets of tactics.

SEO is excellent for generating steady amounts of search traffic month after month. The only real downside to SEO for criminal defense attorneys is that it takes time for these campaigns to mature.

While the end result of a well-executed SEO campaign will move you closer to your firm's goals, you need clients and revenue to sustain your business. That's where PPC comes into play.

Whereas SEO focuses on long-term results, PPC can generate near-immediate web traffic. This immediacy ensures that you maintain a healthy cash flow while you continue to build your brand through SEO-centric tactics.

If you are not sure how to balance the two strategies, we recommend partnering with a firm that offers both SEO and PPC services for DUI law firms.

SEO vs. Social Media Marketing

Social media marketing for lawyers is an entire discipline all its own. Social media platforms allow you to engage in a form of SEO while also giving you the option to create paid search campaigns. While social media platforms can certainly be used to augment your other marketing tactics, they should not be used as a primary means of attracting clients.

For the best results, we suggest using social media marketing to draw attention to your SEO content. You can also use paid marketing tools on these platforms on occasion. However, you would probably experience more success investing those resources into a mainstream paid search platform such as Google.

Professional DUI Lawyer SEO Services

Managing your own digital marketing campaign can be incredibly rewarding, especially if you are achieving desired results and hitting growth goals. On the other hand, attempting to juggle these responsibilities and your primary obligation to your clients can quickly become overwhelming.

Therefore, it is likely far more practical for you to use outsourced SEO services from a reputable provider like Grow Law Firm.

At Grow Law Firm, we know what it takes to achieve SEO success in the legal industry. Our experts will optimize your website, work to acquire backlinks, create top-end content, and manage your entire campaign.

Ready to learn more about our suite of services? If so, then connect with the best SEO digital marketing provider for law firms.

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