By  Darian Kovacs

The following is sponsored content from Jelly Digital Marketing & PR.

When it comes to search engine optimization (SEO), many agencies still focus on traditional methods to improve their search engine results. They spend most of their time (or billable hours) doing the traditional SEO tasks — changing title tags, writing meta descriptions and adding alt attributes. However, they neglect one of the most important parts of modern-day SEO: acquiring high-authority backlinks.

For the uninitiated, a backlink is a link to your website’s domain found on someone else’s website. Search engines use these backlinks as a method of measuring a website’s authority on a particular subject. The higher the authority of the website housing the backlink, the more authority that backlink gives to the linked domain. Here are some key tips for law firms looking to improve their SEO through backlinks in 2021.

Both paid and organic search dominated inbound traffic for websites in 2019, comprising 68% of all trackable website traffic and vastly exceeding all other channels, including display and social media according to a BrightEdge study. In other words, search engine optimization (SEO) will continue to play an increasingly critical role in marketing law firm.

One of the most crucial building blocks of a sound lawyer SEO strategy are the keywords. Without the right set of keywords, your marketing will be aimless — wasting your resources and time. As a result, you have to pay more attention to keyword optimization.

Here are the top three keyword optimization tips that will help improve your law firm SEO efforts.

Local search is one of the best ways to attract more traffic to your website and also increase the footfall in your office. Its importance continues to grow as the number of local searches is rising significantly.

Research from a 2019 Google study shows that:

• “Where to buy” + “near me” mobile queries have grown by more than 200% from 2017 to 2019
• “Store open near me” mobile searches have grown by more than 250% from 2017 to 2019

Despite this, not many lawyers focus on this important aspect of SEO. Law firms, like most small businesses, have local clients that can be better targeted by implementing local law firm SEO successfully.

Still not convinced? It offers a few other benefits as well.

Here are three critical reasons lawyers should invest in local SEO.