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Top SEO Strategies for Estate Planning Lawyers

9 min
read
Apr 20, 2023

Estate planning lawyers need a strong online presence to significantly impact their success in attracting new clients and increasing their business revenue. With more people searching for legal services online, it's essential for estate planning lawyers to implement effective SEO strategies to improve their website's visibility and search engine rankings.

Implementing estate planning attorney SEO marketing could lead to increased website traffic, improved search engine rankings, higher conversion rates, and enhanced brand visibility, all with the ultimate goal of increasing profit. An estate planning practice can reach their target audiences more effectively, establish their credibility, and position themselves as leaders in their industry, and we'll explain how.

This article will discuss the following: 

  • What estate planning SEO is
  • How to implement effective SEO strategies for estate planning attorneys
  • How we can help you maximize your online reach with estate planning SEO strategies

What Is Estate Planning SEO?

In today's digital age, search engine optimization (SEO) has become critical to any business's marketing strategy. Estate planning SEO marketing refers to optimizing an estate planning law firm's website and content to improve its visibility and ranking in search engine results pages (SERPs) using estate planning-related keywords and phrases. 

Effective estate planning SEO services involve several elements, including:

  • Keyword research: This involves identifying relevant keywords and phrases that potential clients might use when searching for estate planning firm services like yours. Keyword research helps lawyers to identify high-traffic keywords related to their services and create content that matches the intent of their target audience. By incorporating these keywords into website content, estate planning lawyers can increase their visibility and attract more organic traffic.
keywords for estate lawyer
Screenshot taken from Semrush
  • Content optimization: Creating high-quality, informative content optimized for users and search engines is essential for effective estate planning SEO. Content optimization involves creating unique, valuable, and engaging content that answers the questions and meets the needs of your target audience. This includes using relevant SEO keywords, optimizing page titles and meta descriptions, and ensuring that content is easy to read and understand. 
seo tool for content creation
Screenshot taken from Surfer SEO
  • On-page SEO: This involves optimizing the technical aspects of your website to make it more search engine-friendly. It includes optimizing page titles, meta descriptions, header tags, image alt tags, and URL structure. When optimizing on-page elements, estate planning lawyers can improve the user experience, reduce bounce rates, and improve search engine rankings.
add schema markup for seo
Screenshot taken from Google's Rich Results Test
  • Link building: Building high-quality, relevant links from other websites to your site is essential to effective estate planning SEO. Link building involves creating high-quality content that other websites want to link to, reaching out to other website owners to request links, and guest posting on other websites. This can help improve website authority and increase visibility in search engine results pages (SERPs).
  • Local SEO: Optimizing your website and content for local search can help to attract more clients in your area. This includes optimizing for local keywords and building local links. Furthermore, you can create local business listings on sites like Google My Business, Apple Maps, Bing Places, Yelp, and Yellow Pages.
local seo for estate lawyers
Screenshot taken from Google search results page
  • Tracking performance: Monitoring and tracking the performance of your SEO efforts is essential for identifying areas for improvement and ensuring that your strategies are effective. This involves tracking website traffic, rankings, and conversion rates, among other metrics, to identify which strategies are working and which are not; this will help you make data-driven decisions to improve your SEO efforts.
estate lawyer website performance
Screenshot taken from Google Analytics

If you are interested in enhancing your understanding of SEO for Lawyers, we recommend reading our comprehensive guide on the topic.

How to Implement Effective Strategies for Estate Planning SEO

Implementing an effective estate planning law firm SEO strategy involves several steps that can help improve website visibility, attract more traffic, and generate more leads. Here are the steps to implementing an effective SEO strategy:

Perform Estate Planning Keyword Research

Keyword research involves identifying relevant keywords and phrases that potential clients might use when searching for estate planning services online. But how do you execute proper estate planning keyword research?

  • Identify seed keywords: The first step in estate planning keyword research is to identify seed keywords. These words and phrases describe estate planning attorneys' main topics and services. Examples of seed keywords include ‘estate planning,’ ‘wills,’ ‘trusts,’ ‘probate,’ and ‘power of attorney.’
  • Expand your keyword list: Use keyword research tools such as Google Keyword Planner or SEMrush to identify related keywords and phrases that potential clients might use when searching for estate planning services. These tools can help you identify keyword variations, search volumes, and competition levels.
keyword grouping example
Screenshot taken from Semrush
  • Analyze competition levels: This involves evaluating the competition levels for each keyword to determine how difficult it will be to rank for that keyword. Use keyword research tools to identify competition levels, including the number of monthly searches and the number of websites competing for that keyword.
keyword competitor analysis example
Screenshot taken from Semrush
  • Identify long-tail keywords: These are specific, niche keywords that are longer and more specific than traditional keywords. These keywords are often less competitive and can be easier to rank for. Identify long-tail keywords relevant to your services, such as ‘estate planning for blended families’ or ‘estate planning for small business owners.’
  • Prioritize your keyword list: Focus on high-traffic, low-competition keywords that are most relevant to your services. Prioritize long-tail keywords that are specific to your niche.
  • Incorporate keywords into your content: Use relevant keywords in page titles, meta descriptions, headers, and your content. However, avoid keyword stuffing, which can negatively impact your search engine rankings.
add relevant keywords to your content
Use SEO extension tools like SEO Minion to check title tags and meta description

Optimize Estate Planning Content on Your Website

Optimizing your law firm website's content is essential to an effective estate planning SEO strategy. Content optimization ensures that your website is optimized for search engines and users. Here are the key areas to focus on when optimizing your estate planning website's content:

  • Page titles and meta descriptions: These elements provide search engines and users with a brief summary of what the page is about. Ensure your page titles and meta descriptions are unique and relevant and include your target keywords. Keep your titles under 60 characters and your meta descriptions under 160 characters.
page title and meta description example
Screenshot taken from Google search results page
  • Headings and subheadings: These help to break up content and make it easier to read. Use relevant keywords in your headings and subheadings, and ensure they are organized logically. Use H1 tags for page titles and H2-H6 tags for subheadings.
headers structure example
Use SEO extension tools like SEO Meta in 1-Click to check heading structure
  • Content structure: This is critical for user experience and search engine visibility. Ensure your content is well-organized, easy to read, and includes relevant keywords. Use short paragraphs, bullet points, and numbered lists to make your content more visually appealing and accessible.
  • Images and other media: These can help to make your content more engaging and attractive. Use high-quality images relevant to your content, and optimize them for search engines by including relevant alt tags and file names. Ensure that your images are compressed and won't slow down your website's loading speed.
optimize images to minimize website's loading speed
Screenshot taken from an online image compressor, Optimizilla
  • Mobile-friendly design: A mobile-friendly website design is essential for effective estate planning SEO. Ensure that your website is responsive and optimized for mobile devices. Use a mobile-friendly design that is easy to navigate, loads quickly, and provides a seamless user experience across all devices.
mobile friendly website
Develop a responsive layout
Ready to dominate the search results? Don't get bogged down in the complexities of SEO. Partner with an expert estate planning SEO agency and let us handle the heavy lifting.

Execute Link Building Strategy to Generate More Estate Planning Leads

Link building involves building quality backlinks from other websites to your website to increase its authority in the eyes of search engines. Below are some methods for executing a link-building strategy to generate more estate planning leads. 

Want to get more Estate Planning Leads for your law firm? Learn on our guide how to do it!

1. Guest Blogging

Find authoritative websites related to estate planning and offer to write a guest post for them. Guest blogging involves writing high-quality content for other websites in exchange for a link to your website. This will not only help you build quality backlinks, but it will also help you reach new audiences and establish yourself as an expert in your field.

2. Directory Submissions

justia directory for estate lawyers
Get your business listed in directories like Justia

Submitting your website to online legal directories is another effective link-building strategy. Look for relevant directories related to estate planning, and ensure that your website is listed in them. This will help to increase your visibility in SERPs and generate more traffic to your website.

3. Social Media Sharing

social media for estate planning lawyers
Engage with customers on social media platforms like Facebook

Sharing your content on social media platforms is an excellent way to increase visibility and generate more backlinks. Share your blog posts, infographics, and other content on your law firm social media profiles, and encourage others to share them. This will help attract more traffic to your website.

4. Broken Link Building

Broken link building involves finding broken links on other websites and offering to replace them with links to your website. This process can be time-consuming, but it can effectively build quality backlinks and improve your website's authority.

5. Collaborate with Other Websites

Collaborating with other websites in your industry can help to build quality backlinks and increase your website's authority. Look for opportunities to collaborate on content or projects with other estate planning websites on content or projects. Include links back to your website in the collaboration.

Getting More Clients with Local Search Engine Optimization for Estate Planning Law Firm

get more clients with local seo

Local SEO for estate planning law firms is one of the best ways to bring in clients from your region. Here are some estate planning law firm SEO tips on how to optimize your website for local searches:

  1. Create your Google My Business (GMB) Profile: A GMB profile is the first step to optimizing your website for local searches. Your law firm GMB profile provides essential information about your business, including your address, phone number, and hours of operation. Ensure your profile is complete and up-to-date, and include relevant keywords in your business description, as well as photos and reviews.
  2. Create citations: Citations are online mentions of your business name, address, and phone number (NAP) on other websites. Creating citations can help to build trust and improve your online visibility. Ensure your NAP is consistent across all citation sources, including online directories, review sites, and social media platforms.
  3. Optimize your website for local keywords: Identify and incorporate relevant local keywords into your website content, page titles, and meta descriptions. Ensure that your website content is relevant and useful to local visitors.
  4. Encourage reviews: Asking for reviews on your GMB profile and other review sites effectively improves your online visibility and attracts more clients. Respond to positive and negative reviews, and ensure your responses are professional and courteous.
  5. Use local schema markup: Local schema markup is a type of structured data that provides search engines with essential information about your business, including your address, phone number, and hours of operation. Using local schema markup can help to improve your website's visibility in local search results.

To learn more about optimizing your online presence and attracting clients in your area, check out our comprehensive Local SEO guide for lawyers!

Tracking Performance of Your Estate Planning SEO Efforts

performance metrics for lawyers' websites

Tracking the performance of your estate planning SEO efforts is essential for identifying areas for improvement and ensuring that your strategies are effective. Use tools like Google Analytics, Google Search Console, SEMrush, Ahrefs, or Moz to track metrics such as organic traffic, keyword rankings, conversion rates, bounce rates, and backlinks. What key metrics are mentioned in this part, and how does tracking them help the law firm's SEO effort? 

  • Organic traffic is the number of visitors from SERPs to your website. Tracking organic traffic can help you gauge the effectiveness of your SEO strategies in attracting more visitors to your website. 
  • Keyword rankings refer to the position of your website in SERPs for specific keywords and phrases. It helps you evaluate the effectiveness of your keyword research and content optimization strategies. 
  • Conversion rates are the percentage of visitors to your website who take a desired action, such as filling out a contact form, making a phone call, or signing up for a newsletter. This helps you evaluate the effectiveness of your website's design and content in converting visitors into leads or clients. 
  • Bounce rates refer to the percentage of visitors to your website who leave after viewing only one page. When you track this metric, you can evaluate the effectiveness of your website's design and content in engaging visitors and encouraging them to explore further. 
  • As mentioned above, backlinks are the number of links from other websites that point to your website. They help you evaluate the effectiveness of your link-building strategies in building authority and improving your website's visibility.

Maximizing Your Online Reach with Estate Planning SEO Strategies

Overall, investing in an effective SEO strategy can be a great way for estate planning attorneys to reach their target audience and grow their business. You can improve your online visibility, attract more traffic, and generate more leads by implementing keyword research, content optimization, link building, local SEO, and tracking performance.

But we know that can be a huge undertaking, and you'll need help from professionals. Partnering with a digital marketing agency specializing in law firm marketing, like Grow Law Firm, can help you maximize the effectiveness of your estate planning SEO strategies while you focus on your other responsibilities. 

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