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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.
Is SEO Important for Conveyancers and Others in Property Law?
Yes, it's critical!
Every minute of every day potential clients are searching the web for EVERYTHING - including conveyancing services, industry updates and information about 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.
So how do you start an SEO process? Here are a few common ways to get moving on your strategy...
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 touchpoints throughout the journey. Tracking what’s working and what’s not will direct you with your ongoing SEO.
What are the keywords and phrases that will 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 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 service 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.
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 marketing 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.
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 and key phrases and user queries 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.
Who 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. We have an in-depth article on Getting Your Conveyancing Personas Right that can help you develop yours.
Local SEO for Conveyancers.
Why is local SEO important for conveyancers? Conveyancing firms fit the glove that local SEO is made for.
Any business that services and/or has a business space or shopfront in a particular geographic area benefits from utilising and optimising their local SEO. If your local SEO isn't optimised, you are going to miss out on attracting the highest converting customers - statistics prove it. Learn more....
- an article on Using Buyers Personas to Identify and Target Audiences on Facebook.
- a blog encouraging Conveyancers to invest in SEO for their Firm.
- a blog about Google My Business and Local SEO for Conveyancers (Critical!)
- Hubspot has some great insights into How to Create Detailed Customer Personas
Skypoynt are Australia's only agency dedicated to working with Conveyancer's for all of your digital marketing and integration needs. We've created extensive resources through our experience and research to show you we are committed to offering you the best partnership for your growth. Check out our FREE articles and blogs covering all aspects of Conveyancer Marketing, and talk to us about getting in front of the conveyancing customers that YOU know will help your firm grow.
Our team would love to hear from you with some feedback, or if you are Conveyancer interested in our Conveyancer Growth Program and Services, reach out and contact us. We are here to help!