How to Boost Your Law Firm SEO

SEO

You’ve spent so much money on your website, yet you’re still not getting the results you’re after. As you sit at your desk scratching your head, you read something about SEO.

SEO, short for search engine optimization, is the paramount element of web marketing. Accordingly, you’ll need to leverage the power of SEO to get your site to the top of Google’s rankings.

But doing so doesn’t need to be difficult and costly. It just requires some thought, effort, and knowledge of your audience.

Understanding SEO

Before you can create a great SEO campaign, you’ll need to get the basics of SEO down.

First and foremost, realize that Google rules the net. In fact, they’re so powerful that they created the guidelines of SEO themselves. These guidelines are pretty easy to follow, but you’ll want to make sure you read up before you begin.

There are a bunch of factors that you’ll need to consider here, including:

  • Site speed
  • Usability (including mobile usability)
  • Menu systems
  • Friendly, readable copy
  • Unique content
  • Internal and external linking

It’s all pretty standard, but just like in the world of law, there are rules that need to be followed.

You’ll also want to keep abreast of the latest algorithm. Since Google controls most of the search engine market, they can change their algorithm on a whim.

And there have been tons of changes. In fact, it isn’t uncommon for Google to make multiple algorithm changes a year. Read up and do your research and you’ll increase your SERPs in no time.

Come Up With Great Keywords

If you really want to boost your SEO, you’ll need to get better at targeting your keywords. Think about the types of search terms customers use when they seek out your business.

Since most law firms only serve one area, you’ll want to focus on local keywords more than general ones. The more localized the keyword, the better your results will be.

For example, the phrase “divorce lawyers Gold Coast” bears some high SEO potential. It features two key elements:

  • The actual subject that a user is looking for — in this case the divorce lawyers.
  • A specific region in which they’re looking for a service.

When it comes to legal needs, customers are going to use local terms — you’ll want to do the same.

Think of the services you offer and how you can work them into strong, relevant keywords in your content.

What Not To Do

Knowing what not to do can sometimes be more helpful than reading the guidelines.

Google has a tendency to penalize websites that practice one or more of the following techniques:

  • Scraped content (copied and pasted)
  • Spamming a keyword
  • Having little or no content
  • Ignoring meta descriptions
  • Ignoring mobile usability
  • Not linking to relevant information
  • Neglecting social network buttons

A site that practices these methods will notice a dramatic lowering in their ranking. Even a small ranking decrease can knock you down to the second page.

And with the second page comes lower traffic and a decrease in conversions. 90% of users aren’t going to go past the first page according to research. Make sure you’re one of the first results they see.

Get an audit for your site and see just how strong your SEO is. With quality content with great keywords and avoiding some basic pitfalls, your site will climb the rankings in no time!