Parasite SEO For Lawyers: How to Rank Avvo, FindLaw, Justia Profiles in Google
This blog post will introduce you to the concept of "Parasite SEO," a strategy that can significantly benefit lawyers by helping them rank their profiles on non-attorney websites more effectively than their own law firm websites in Google search results.
While traditional SEO strategies focus on optimizing law firm websites, a new approach has emerged that can significantly enhance your law firm’s visibility.
“Parasite SEO” is a strategy that leverages other websites to outperform traditional law firm websites in Google search results.
For example, go to Google and search for your main keyword. What you’re going to see is a ton of websites like Avvo, FindLaw and Justia ranking on the first page.
You can create and optimize your own profile on all of these websites and essentially siphon Google traffic to your firm.
That’s why it’s called “parasite” SEO – you’re leeching traffic from the first page of Google without using your website.
In our latest episode of “Lawyer Up & To The Right“, Cesar and Ryan delve into the intricacies of this strategy, exploring how lawyers can harness the power of aggregator sites to elevate their professional profiles and stay ahead of the competition.
Parasite SEO is a tactic used within the SEO community to leverage the authority of established non-attorney websites, such as legal directories and review aggregators, to gain visibility in search results.
This approach is particularly useful for lawyers who may struggle to rank their own websites due to high competition and the complexity of SEO.
To illustrate this point, Ryan presents search results for specific legal queries, such as “Miami DUI attorney,” “Boston car accident lawyer,” and “Boca divorce attorneys.”
In each case, the SERPs reveal a pattern: local service ads and pay-per-click ads dominate the top positions, followed by the Google Maps pack. However, what stands out is the presence of non-attorney websites, such as Justia, FindLaw, and Super Lawyers, which occupy significant real estate in the organic search results.
2. The Importance of Aggregator Sites
Cesar emphasizes that the prevalence of these non-attorney websites in search results is not coincidental. Google appears to recognize the authority and relevance of these directories, which is why they rank highly. For lawyers, this presents an opportunity to establish their brand and increase visibility by creating and optimizing profiles on these aggregator sites.
The discussion highlights that many attorneys may already have profiles on these platforms, but they often remain unoptimized.
Simply having a profile is not enough; lawyers need to actively manage and enhance these listings to drive leads and improve their search rankings. This includes adding reviews, images, and detailed information about their practice areas.
3. Strategies for Optimization
The hosts outline a step-by-step approach for lawyers to optimize their profiles on aggregator sites:
Create a Profile
The first step is to ensure that a profile exists on relevant aggregator sites. Most platforms offer free listing options, and the verification process is typically straightforward.
Optimize The Profile
Once the profile is created, lawyers should fill out all available fields, ensuring consistency in their business name, address, and contact information. This optimization mirrors the process of enhancing a Google Business Profile.
Focus on Reviews
Reviews play a crucial role in ranking on aggregator sites. Cesar notes that these platforms often prioritize listings with the most reviews. Therefore, lawyers should actively seek reviews from clients and peers to boost their visibility.
Consider Paid Options
While organic optimization is essential, Ryan mentions that many aggregator sites operate on a pay-to-play model. Investing in premium listings can help lawyers gain immediate visibility while they work on building their organic presence.
4. The Competitive Landscape
The conversation shifts to the competitive nature of search marketing for attorneys. Ryan likens the current landscape to a game of roulette, where lawyers must diversify their marketing efforts across various channels rather than putting all their resources into one strategy, such as pay-per-click ads.
By spreading their budget across different platforms, including aggregator sites, lawyers can capture a broader audience and increase their chances of generating leads.
Cesar adds that many potential clients go directly to aggregator sites when searching for legal representation. This behavior underscores the importance of being present and visible on these platforms, as they serve as search engines in their own right.
5. The Role of Google’s Algorithm
The hosts discuss how Google’s algorithm is designed to respond to user behavior in the SERPs. When users search for terms like “Boca divorce attorney,” Google tracks which listings they click on and how they engage with those results. This data influences rankings, making it crucial for lawyers to optimize their profiles on aggregator sites to align with user preferences.
Ryan emphasizes that Google favors authoritative and active law firms. Therefore, having well-optimized profiles on reputable aggregator sites can enhance a lawyer’s credibility in the eyes of Google, ultimately leading to better rankings in search results.
Final Notes
By strategically leveraging the authority of non-attorney websites, attorneys can significantly boost their online visibility, generate high-quality leads, and elevate their professional brand. The hosts emphasize the importance of proactive profile creation and optimization on aggregator sites, highlighting the critical role of reviews and consistent branding in establishing a strong online presence.
Take the next step to amplify your search marketing efforts: schedule a personalized consultation with Ryan and Cesar here.
You’re Missing Out On Leads!
Our Traffic Projection Tool Will Show Your Website’s True Potential (aKA How Much Money You Should Be Making).
Using data from your website, our Traffic Projection analysis can accurately forecast how much traffic (and revenue) your website could be getting from Google.
