Off-Page SEO: What It Is, And Why It Matters
You've likely invested in on-page SEO, optimizing your website content and structure to rank higher in search results. But what about the rest of the internet? Enter off-page SEO, a powerful strategy to boost your law firm's authority and visibility beyond your website.
Building Authority: Why Off-Page SEO Matters
Think of off-page SEO (also called off-site SEO) as building your reputation in the online legal community. Search engines like Google consider factors beyond your website content when determining search rankings. Off-page SEO focuses on these external signals, essentially telling search engines: "Look, this law firm is trusted and relevant!"
Off-page SEO is one of the most important aspects of a successful SEO strategy. It’s all about building links and improving your online reputation.
Key Strategies for Off-Page SEO Success
Link Building:
Earning backlinks (links from other websites to yours) is a cornerstone of off-page SEO. High-quality backlinks from reputable legal blogs, news outlets, or industry directories signal to search engines that your firm is a valuable resource.Social Media Savvy:
While social media posts don't directly impact search rankings, they play a crucial indirect role. Engaging social media presence can drive traffic to your website (a ranking factor) and increase brand awareness. Additionally, strong social media engagement can lead to backlinks – the holy grail of off-page SEO.Influencer Outreach:
Partnering with legal influencers (lawyers or legal professionals with strong online followings) can significantly boost your reach. Consider guest blogging on their websites, co-hosting webinars, or participating in online discussions.Online PR and Thought Leadership:
Position yourself as a legal authority by contributing expert content to industry publications or participating in online legal discussions. This not only establishes your expertise but can also generate valuable backlinks to your website. Press releases, podcasts and guest blogging are strategies that boost your thought leadership and personal brand!
Pro Tip: Don't Sleep on Google My Business (GMB)
Optimizing your Google My Business profile is a powerful off-page SEO strategy often overlooked by law firms. Ensure your profile includes
accurate and up-to-date information,
positive client reviews, and
relevant keywords.
A well-maintained GMB profile not only increases local visibility but also strengthens your overall online presence.
Do Social Media Posts Matter for Rank and SEO?
Off-page SEO plays a major role in your site’s ability to rank.
- Semrush
Social media posts don't directly influence search engine rankings according to Google. However, they can play an indirect role in SEO and rank.
Strategic social media posts and strong social media engagement can drive traffic to your website, which is a ranking factor.
Social media can help you earn backlinks from other websites, which are a confirmed SEO booster.
Keywords used as #hashtags can be found via Search both as one long phrase or as separate words to help you rank higher.
Google displays and links to the site's social media platforms and posts in Google Business Profile.
Tip: GBP is a powerful off-page SEO strategy!
In short, social media is a powerful tool to build brand awareness and amplify your website's SEO efforts to increase rank and online visibility.
Remember: Off-page SEO is a marathon, not a sprint. Building a strong online reputation takes time and consistent effort. By implementing these strategies, you can elevate your law firm's online presence, attract new clients, and outrank your competition in the crowded legal space.
Is Your Law Firm Ready To Get Found and Get Leads?
Law firms that create informative, useful, original content that solves their potential clients' problems are winning the race for new clients.
