Lawyer Ranking Signals for Apple’s Siri

siri logoVoice-activated search has thrown a new variable into the SEO equation for attorneys.  Potential clients looking for a law firm are often searching from their mobile phones, making voice search more convenient.

Users of voice search perform queries differently from keyboard users.  Check out these tips on optimizing your site for Apple’s Siri.

Data For Local Search

Siri is a product of Apple, and Apple uses Yelp, as opposed to Google’s data, for location-based searches.  In fact, Apple has partnered with the review service, and Siri leverages Yelp’s information as a primary data source.

It’s not necessary for lawyers to flock to Yelp as the only good review service out there, but they should keep it in their strategies and work on getting reviews.  At the very least, a lawyer should have a profile that is completely filled out and has some reviews on it.

Semantics definitionSemantics

Siri relies on technology that uses probabilities to calculate your intent based on what you said.  Before Siri sends back information based on what you asked, there is a list of answers it could choose from.

Semantics plays a role, and searches don’t have to fit a rigid keyword structure.

For instance, a user might say the phrase “find attorneys in Ann Arbor,” but Siri may return results that have the word “lawyer” as a keyword in maps results.

Attorneys should focus more on making sure listings and pages are tightly themed around either practice areas or the law practice in general.

There are some great articles on how Siri retrieves its information, if you are interested.

Structured Data

Schema logoAs search improves and initiatives like Knowledge Graph become more advanced, machines are being made to understand the meaning behind human language and intent rather than following rigid definitions of keywords.

Attorneys should add structured data for as much content as they can on their sites.  For example, names, addresses, phone numbers, locations, professional articles and other similar content are prime candidates for structured data markup.

You can get a ton of useful information from schema.org  on structured data formats.

What do you think about the future of voice search?  What things should we be doing now to adapt?  Join in the conversation by commenting below.

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