SEO
Voice search has seen exponential growth over the past few years. According to a 2023 report from Synup, 27 percent of Google searches are performed with voice. That’s a lot of searches, and the total is certainly higher now.
When your future clients speak, your law firm needs to be found.
How to Show Up in Your Clients' Voice Search Results
VOICE SEARCH SEO
Why Voice Search is Popular
Convenience
Speaking is faster than typing, and voice search allows users to multitask.
Accuracy
Advancements in natural language processing have made voice assistants more accurate.
Hands-free Operation
Voice search is ideal for situations where users cannot type, such as when driving or cooking.
Key Differences Between Voice Search SEO and Text-based SEO
1. Search Query Length and Structure
Text-based Search: Users typically type short, concise keywords or phrases.
Example: "law firm near me" or "best personal injury lawyer."
Voice Search: Users tend to ask longer, more conversational queries.
Example: "Where can I find the best personal injury lawyer near me?" or “Who is the best lawyer to talk to about a dog bite injury?”
2. Local SEO
Text-based Search: Local intent is often implied but not explicitly stated.
Example: "criminal defense lawyer."
Voice Search: Local intent is more explicit and specific.
Example: "Find a criminal defense lawyer near me."
Optimizing for Voice Search SEO
In many ways, optimizing your law firm's website for spoken queries follows the same principles as does text-based SEO. You want to meet the visitor where they are with the way they’re searching. In this case, you want to craft your message around the way they’re speaking.
1. Focus on Conversational Keywords
Given the natural language structure of voice queries, it’s important to optimize your content for long-tail, conversational keywords. Ask your intake team for examples of the types of questions prospects are asking, and then have your marketing team develop content around those questions.
2. Optimize for Local SEO
Voice searches often have a local intent. To meet clients where they are locally, ensure your law firm’s Google Business Profile is up-to-date and accurate. Include details such as your address, phone number, and hours of operation. Use all of the features that are available for law firms, including categories and products. Your firm can also use the posts feature to add information about events and updates, like a charity sponsorship, a development in the law, or the addition of a new attorney.
You may not think of your practice areas as products, but you can use them as products to enhance your Google Business Profile. Create a simple graphic and short description representing each area you'd like to feature and add them as products in your profile.
3. Use Structured Data and Schema Markups
Implementing structured data, such as Schema markup, can help search engines understand the context of your content, making it more likely to be used in voice search results.
Schema markup is a type of code that acts like a vocabulary for search engines, allowing them to better see the different types of content on your law firm's website, understand that content's value to your clients, and display it in results.
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