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law rms. A traditional article about, say, no-fault car insurance in Florida is likely to have relevant content for someone who is considering a lawsuit for a Florida car ac- cident, but an FAQ on the same subject is far more likely to contain the exact question a person using voice search might ask his or her AI assistant.
Voice Search Users
People seeking legal services are changing. Around 77 percent of Americans have a smartphone, which means that much of the tra c law rm websites are getting comes from mobile sources. at also means more chances to appear in voice search results.
Keep in mind that nearly everyone between the ages of 18 and 29 has a smartphone, and this group o en has much more experience with technology and voice search capabilities. is means your younger audience is more likely to use functions like AI-assisted voice search and do so using natural speech.
Much of the mobile and smart speaker audience will be easier to reach if you emphasize content that is writ- ten naturally and focused on questions and answers. Of course, to dominate voice search SERPs, you’ll need to be at or near the top spot. But how do you get there?
WHAT CAN YOU DO?
If your rm is not already at least ranking on the rst page for your key terms, getting the leads you need from AI-assisted voice search may be di cult. Improving your rankings should be the priority for you or your law rm SEO provider. Because AIs aren’t likely to notice your con- tent if it’s buried under pages of other relevant results, tra- ditional SEO is still critical to your success.
Beyond that, you can take several steps to adapt to the new world of voice search SEO. ese include focusing on location and navigation and making sure your website content is conversational, clear, concise, and grammati- cally correct.
THE RIGHT PLACE AT THE RIGHT TIME
To capture leads from voice searches, your practice area content should include rm-speci c information. Some users are looking for broader terms, such as whether they’re eligible for workers compensation in their state, but concise, localized information is just as important.
ose in need of legal services are looking for lawyers in their areas, and AI assistants tend to hyperlocalize voice search results. AIs typically use the searcher’s location as part of the criteria for determining top results.
So give them the localized information they need. Po- tential clients may be seeking o ce hours, addresses, or phone numbers. Make sure this information is clear and prominently displayed so AI assistants are more likely to pull that information for the voice search users.
THE IMPORTANCE OF MAPS
Location is also important, and it will factor heavily into your voice search rankings. When someone searches for a lawyer with the phrase “near me,” it’s vital that your site ap- pears on the map. Integrating your rm with Google Maps and claiming your Google My Business listing can give AIs an easier way to understand whether you’re nearby
when a search- er is looking for a law rm in your practice area.
If you’re not listed at all or you’re not listed properly, AIs might not realize that you perfectly an- swer the query, “Divorce law- yer near me,” for example.
BE MOBILE- FRIENDLY
Smart speak-
ers are boom-
ing, sure. But
smartphones
are still far
more common,
and they’re ca-
pable of voice
search. at means your law rm’s website must be mo- bile-friendly. is is good practice for both traditional SEO and optimizing for AI-assisted voice search.
Put simply, mobile friendliness is a ranking factor, and your site will need to be mobile-friendly to rank high enough for Alexa and Siri to notice your content.
KEEPING UP WITH AI-ASSISTED VOICE SEARCH
With the advent of AI-assisted voice search, SEO is changing at a rapid pace, but that doesn’t mean your rm’s website has to fall behind. Siri and Alexa have made it far easier for Internet users to nd attorneys when they need them, and you can bene t from that shi by optimizing your content and website for voice search.
A JAZZ MUSICIAN WHO JUMPED FEET-FIRST INTO NEW YORK CITY – IF YOU CAN MAKE IT IN THE BIG APPLE, YOU CAN MAKE IT ANYWHERE – TOM DESMOND PLAYED ALL OVER TOWN AND TOURED THE WORLD, BUT HE HAD A CONSTANT CRAVING FOR BUSINESS DEVELOPMENT, SO HE CREATED SEVERAL LARGE DI- RECTORIES IN COMPETITIVE MARKETS. TOM’S PASSION FOR SEO DROVE THEM TO THE TOP OF THE SERPS, WHERE THEY WERE EVENTUALLY DISCOVERED AND BOUGHT BY A LARGER COMPA- NY. LOOKING FOR A BIGGER CHALLENGE, HE CO-FOUNDED THE LAW FIRM SEO COMPANY APRICOTLAW. SINCE THEN, HE HAS BEEN HELPING LAW FIRMS CLIMB THE RANKS IN GOOGLE AND CAPTURE BIG LEADS.
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