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SEO Marketing Tips & Strategies for Conveyancers

Deb Turney

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SEO Marketing Tips & Strategies for Conveyancers

Digital Marketing | keywords | Law | seo strategy | conveyancing | Conveyancing Firm | Continuous Improvement | customer personas | buyer personas | property law

SEO Tips & Strategies for Conveyancers 

Property and building exchange is hectic. What does a normal day look like for you? 

Document and contract reviews, client meetings, property and title research, calculations and money handling, property and land inspections, and liaising with agents, buyers, and vendors. Then there’s the management of your team and the business. 

Where does your SEO campaign and digital marketing strategy fit in? 

Every minute of every day potential clients are searching the web for EVERYTHING - including conveyancing services and information around your industry. 

In fact, 68% of online experiences begin with a search engine. If you want to maximise your exposure to new clients, you need to consider your ranking. Most users will select one of the options on the first page of a SERP, as they trust that those businesses are the most relevant to our search query. 

There are a few things you can do to start optimizing your website for search engines, without spending a whole lot of money, and before you develop a detailed digital strategy for your conveyancing firm. 

  • Install Google Analytics

You can’t improve anything you can’t measure; and that means traffic to your website. Google Analytics helps you monitor traffic numbers and sources, at various touch points through the journey. Tracking what’s working and what’s not will direct you with your ongoing SEO. 

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  • Keyword Research 

What kind of keywords are going to bring people to your firm’s website? 

Sure, terms such as “conveyancer” and “conveyancing firm” are relevant. But, they are too vague for most businesses to rank for when you consider the competition in the industry. 

You need to get more specific. Your prospective clients are searching for conveyancers in specific locations (where the property they are selling/buying is situated). They are likely also looking for value (‘expert’ and ‘best’), and services perks (free consultations or online advice).

Users also look for information and advice on the conveyancing processes and services. ‘How to” guides, FAQs, conveyancing process information and resources,  and advice blogs. 

You need to consider these factors when determining which keywords are ideal for your business. Answer the queries that your users need results for. 

  • Benchmark

In relation to your competitors - how do you know where to focus (and what to ignore)? Which keywords should you target, and which should you avoid?

Benchmarking is where your keyword strategy begins. There are free tools around to help you with your research and benchmarking, but if you are good with Excel, all you may need is a spreadsheet to update and monitor weekly. 

The ultimate goals are: 

  • Identify where your competitors rank and you don’t to identify gaps in your strategy
  • Recognise if you are being outranked on a competitive term - maybe it’s not worth filling the gap
  • Identify what keywords are worth going after, so you can use your resources for the best benefits. 
  • Continue backing yourself and your strategy with the keywords that you are outranking your competitors with, and continue to build on those for authority in your space. 
  • Start Optimising 

SEO is a long game, it’s continuous improvement. You won’t be on the 1st page of any SERP from the outset. Optimising your website means sliding those keywords into your service pages, landing pages, and blog posts

  • Create a Content Calendar 

SEO needs engaging, high-quality content to work - it answers the questions that people ask in their queries (or search). Some of it should be evergreen (similar to this article)- this content answers general questions that users - even outside of conveyancing - always want to know. 

Some content should be new, timely, and fresh. Like new developments in Conveyancing technology or law. Well-written content that is 100% unique can intensify authority for search queries. 

Creating a content calendar will help you time manage the creation of your website content. It also makes you commit to the task, and organise your topics and clusters. Consider the topics that you should cover, and mix up your content as above, peppering it with your keywords and phrases. Try to create at least 3 or 4 new pieces of content per month. 

AdobeStock_149073381Who are you trying to reach - who are your customer personas?  

You need to know who your people or customers are; or in the industry as we call them - customer personas. Knowing this data will offer great value and insight for your firm, in the following areas: 

  • Understand your customers' needs, what they want, and how to solve their problems. 
  • Create content and information that they are searching for.
  • Prioritise your SEO strategy and campaigns so you can invest resources and time into those that benefit your customers and your business.
  • Ensure that your team operates around your customer-centric strategy. 

Overall, identifying your customer personas - 3 or 4 at the most - will benefit every aspect of your user experience, and marketing and SEO strategy. 

Hubspot has some great insights into How to Create Detailed Customer Personas for your business or firm. 

Skypoynt also has more information for Conveyancers on Digital Marketing and related topics:

We would love to hear from you with some feedback, or if you are Conveyancer interested in our Digital Growth Sydney and Services, use any means below to contact us. We are here to help! 

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