Why SEO is important for solicitors

When a potential client is looking for a solicitor not is usually because they have a problem that they need to solve. Engaging a solicitor is a distress purchase, an expense that is unforeseen and usually unwanted and this drives behaviour of the client during their search.

Most want a solution quickly and research suggests that most individuals and more than 60% of businesses do not know that solicitors specialise. This is why the search term ‘Solicitor in X’ (where X is the town or city) is one of the most searched for local terms on the internet.

Add to this the fact that 60% of searches for “solicitor in X’ are carried out on mobile devices and you can start to build up a picture of the user, how they are interacting with the internet and therefore how to get in front of them.

Search engine optimisation is vitally important to law firms as 72% of respondents to a 2020 which survey said that they had found their solicitor using the search engine Google.

In December 2020, more than 3600 people searched for solicitors in Manchester, that’s a lot of leads for the businesses of Manchester who had invested in being on page 1 of Google in Manchester.

However, there is a double hit, respondents to the which survey also said that credibility was one of the main things they looked for before engaging a solicitor and one of the main criteria for deciding whether or not a law firm was credible was their position in the search rankings.