Lawyer SEO | Law Firm SEO | Legal SEO | SEO for Lawyers
In order to turn more and more potential clients into real clients and attract more numbers, Attorney Search Engine Optimization (SEO) plays an extremely crucial role. The techniques, tactics as well as strategies that are helpful in bringing the website of a law firm on the first page of different search engines such as Google, Yahoo, Bing, etc are a must to increase the clientele of a law firm and enhance the lawyer seo. Nowadays, everything is just an internet search away. As a result of the popularity of the internet, people tend to surf the web for every small thing including the assessment of law websites.
In order to create long-term results for the clients, Our Lawyer or Attorney Rankings System is an important requirement that has to be fulfilled by experts. A detailed scrutinization following a well-laid audit has to be carried out in a systematic and methodological way. Content development, on-site and off-site SEO, and building of strong links is also an essential part of the process.
Our Law Firm SEO or Lawyer SEO Ranking System:
Since we are now aware of how important The Lawyer Rankings System is, let us dive into the details of the step-by-step process involved in the enhancement of the client base and improving SEO services at a large scale.
- Development Of Legal Content
Someone has rightly said that content is king. When it comes to ranking at the top of Google, the importance of good content is supreme. One should make sure that the content is well-researched, written professionally and provides the readers with exactly what they are looking for. If you want clients to hire you, you have to highlight your experience and accomplishments that display your expertise in the legal field. If your content lacks value even a little bit, it will increase the bounce rate of your site due to the decreased time users spend on your site. If the content is not valuable not many people are likely to read it till the end and remember, the competitors are just a click away!
- On-site SEO
In order to make your site rank well in search engines, you have to make sure that the structure is absolutely flawless. The layout should be professional for making clients take you seriously. If you wish to outrank your competitors, it is absolutely necessary that you make the On-site SEO one of the top priorities of your website. A good on-site SEO has the potential to provide the boost that is required for your career. For that, top ranking keywords are a must and proper identification and usage according to the appropriate keyword density should be carried out. The schema of the pages should be specific to the legal category.
- Importance Of Building Strong Links
No matter what kind of SEO campaign you are running, the importance of building strong links is definitely undeniable. One of the strongest factors that have the power to deeply influence the SEO of any site is its linking. In fact, more often or not, this is the main feature that can actually create a difference.
- Local SEO
Apart from the on-site SEO, the local SEO service also plays a crucial role in the ranking of an attorney’s website or a law firm seo. Due to the fierce online competition out there, it is essential for your firm to rank well in search engines as you risk losing importance if your ranking is compromised. A holistic and tactful way is required to improve your search engine position.
- SEO Reporting
Suppose you searched for excellent SEO services and gave them a contract to work on the SEO of your site. Even though you are paying them well, you need to ask for timely reports to exercise complete supervision on the services they are providing you. Since your hard earned money is being invested, you need to know the results that you are going to receive and you have the right to know the entire procedure through which all the tasks are carried out. Therefore, complete transparency should be ensured as far as reporting of the work carried out on SEO is concerned. Although make sure that the other party explains things in a simple and clear manner as most of the times reports tend to get a little puzzling for someone who is not an expert and the transparency can be compromised. So, a wise move would be to ask for custom reports and maintain a radical transparency between the parties.
Considerations During SEO For Lawyers:
When your website’s SEO is good, the potential clients will land at your page as the organic traffic will boost. The chances that these potential clients convert into real ones are quite high if your site is fully optimized and consists of relevant information. Every attorney wants his or her company to appear at the top when someone searches for the best lawyers in XYZ town. With the help of SEO, you can analyze the online presence of your firm and take relevant measures to make your business unique and stand out from the crowd. One the SEO of your site is done, you will be entitled to receive the benefits for a long time. This, in turn, will lead to more business as your customer base will increment drastically. In short, for your firm to receive the business it truly deserves, SEO is something that is not optional.
Importance Of Easy Navigability:
From the perspective of a law firm SEO expert, your site is nothing without a good ranking. Imagine surfing the web and landing on a site that takes forever to direct you to where you want. If you don’t get the required information with the click of a button, it is more likely that you close the current site and switch to another option. Same happens when customers browse for attorney websites. If they are not able to find clear information or are not redirected easily to the page they desire, your client base will ultimately decline and you will find it difficult to capture new clients. Thus, the importance of easy navigability in the field of SEO is absolutely undeniable. Be it online or face to face, first impressions hold a considerable amount of importance in both cases.
A potential client will only take his professional relationship with you to the next level if you are successful in providing an indelible first impression. Legal SEO like a trustworthy eye-contact and a firm, confident handshake on the first meeting! So, don’t make it impossible for the users to find their way around your website impossible. Make your site easy to navigate otherwise all your efforts for the optimization will go in vain. You can check the ease of navigability of your site and the relevance of the content by checking how much time users spend on your site. If the bounce rate is high that means they are closing your page just within a few seconds. Consider this as a warning sign and take appropriate measures to improve the navigation and content.
Website Optimization In A Sorted Manner:
A header, proper and relevant content, image, URL, title tags and meta descriptions and attributions indicate to Google that your site is ready to be indexed. This is a way of sorting out your content to make it easy to index by search engine bots. When the indexing is carried out properly, you can rest assured to some level that you SEO is reaching where it needs to be. Now, all your law firm SEO services need to do is take into account every SEO factor and maintain everything so that your site is up to the mark all the time.
Improvement In The Visibility Of The Site:
A proper internet marketing in the form of SEO makes sure that your website visibility is enhanced. Apart from making your site appear on top of search engine results, an increased visibility enables users to view your site at an instant and more clicks increase the odds of potential customers turning into real clients.
Proper Keyword Usage:
A combination of a proper website structure, site architecture, content development, navigation, and keywords comprises complete Search Engine Optimization. But there is one thing that sets a site apart, and that is, the use of keywords. The first thing is the selection of the appropriate keyword. There are plenty of tools out there or selecting the keyword but you have to keep in mind the important factors that aid in the proper selection of keywords that have the potential to boost your site rankings.
When you use the top keywords that clearly express the industry you belong to then you have a far better chance to rank on the top when it comes to search engine rankings. Although, one should keep in mind that merely in order to increase the keyword density, keyword stuffing should be avoided. If you stuff your site with keywords, it can be penalized by Google and other search engines, thus, in turn, ban the entire traffic on your site.
An improved SEO has the potential to keep the users of your site engaged and provide them exactly with the relevant content they are looking for. Thus, a complete analysis of a website is of immense importance as it will help you identify the bugs and enable professional optimizers to find appropriate solutions to the problem at hand and prevent other issues from arising in future. Here is a list of factors that should be taken care of at once.
- Word Count
Too short posts or pages that have a very scarce word count normally do not rank well when it comes to enhancing search engine rankings. That is why it is important to keep the word count high. Although that doesn’t mean you stuff watery words and words that are not relevant to the content in any way. It is mandatory for the content to be completely informative. All the main points should be explained in detailed. The more comprehensive your site information is, the better it will rank on search engines.
- External Linking
Obviously, there are websites on the internet that have already achieved what you aspire for. They contain more detailed information and are reliable sources in the eyes of the customers. If you have an article on your website with some details explained more clearly in some other websites that have a high Domain Authority then a wise move to include a hypertext with a link to a reliable external source. When you include relevant outbound links, Google will get the impression that you have performed detailed research from authoritative websites and this will provide a boost to your rankings gradually. You can take the aid of your lawyer SEO company to enhance this particular factor.
1. Link only to blogs that are relevant
Bad neighbors online won’t do you any good. Never ever link to bad blogs or banned sites. Check the Moz Rank and the Domain value for the domains that you are linking to. Try to keep them as close to your own niche as possible. If you link to a blog of a totally unrelated niche, no matter how much it’s authority is, it will be of no use.
2. Best sources to link
Without any doubt, the best source to link is Wikipedia. From the point of view of Google, it is by far the best domain ever as it comprises information about almost all the topics in the world. No matter what your niche is, you are bound to encounter terms that have a clear explanation on Wikipedia. This approach is also appreciable in search engine optimization for lawyers.
3. Link Exchange
Of course, you can’t expect Wikipedia to link you back even if you include a link on your blog. But there are plenty of authoritative sites as you whose owners would be willing to perform a link exchange. Although don’t overdo it otherwise you might risk subjecting yourself to Google penalty. If you carry out this practice in a tactful way, many bloggers will be benefitted from this and they will gladly return the favor in future. During this process, make sure that the sites have a high authority.
4. Don’t go over the board
There is not much harm in including a lot of external links in your content to add more meaning and value to it. But if you keep linking to other sources way too much, your readers are more likely to get annoyed. You can take a look at the link building strategy of Wikipedia. Such kind of internal linking has the most benefits of all. Although if the length of your content is long, you can link to multiple sources. Just make sure nothing seems stuffed.
5. Say No To Link Farms
According to the recent updates in the Google algorithms, link farming is a practice that can deteriorate the SEO of your website. If a particular domain belongs to a private blog network then it is better to avoid linking to that. SEO services for lawyers have to keep this point in mind.
The best thing about internal linking is that if the users need more information about a particular subtopic in your content, they can directly jump on to another page without any kind of disturbance or reference from any other website. It also enables the search engines spiders or crawlers to index other pages of your site while being on a completely different page. This interconnection between the pages makes a good impression on Google and indicate a sense of completeness of information to your readers as well. It is also an essential part of the lawyer SEO marketing.
When your posts have sufficient linking only then Google will be able to find them efficiently. Thus, linking your posts internally matters significantly. They also create a site hierarchy and emphasizes what holds more importance. You can thus, prioritize the information accordingly. It also provides the value of your content to search engines so that your attorney website ranks well. A Google bot is responsible for finding out the relationship between the content of your website. Although don’t exploit this technique as you can end up irritating your users.
Apart from determining the relationship between the content, Google also gets an insight into the value of your link. Of course, the value of the homepage link is the highest as it consists of the highest amount of backlinks. The value of the links is divided accordingly as the linking proceeds. Thus, if you link your new blog posts from the homepage, the links will gain a better value than if you only add links from the category pages. When there are a greater number of links to a particular post, the link value is increased. The page rank will also greatly enhance once you start linking internally in a proper fashion.
Strategic Approach To Internal Linking:
There are three main factors that are dependent on internal linking, the relationship between the content, relevance of the content, and the link value. All three factors have to be taken care of in unison if you want your attorney firm website to rank high.
Structuring The Content For Internal Linking:
Just assume that your website is a pyramid and you have to keep the content that is most important at the top. Start linking from the top to the subcategories and subpages. When you add homepage links to the cornerstone content., its authority increases. It strengthens the pages from the perspective of Google and provides them with a far better value.
- Backlinks for Law Firm Search Engine Optimization
The number of other websites that point to your plays an important role in the enhancement of your own search engine rankings. The number of quality backlinks is one of the major indicators of the overall performance of your website. This analysis is helpful in finding out the quality of your backlinks and their performance. Good quality backlinks ensure that relevant sites are pointing to your content. It also increases the online presence of your website.
- Link Analysing
Nothing can drop the rankings of a website as drastically as broken links. When your site has broken links, Google considers you irrelevant and thus, your rankings drop sharply. If you are linking to sources that are non-authoritative, this can have a severely negative impact on the SEO of your website and your content can be deemed irrelevant. You need to hire the best law firm SEO company for this task in particular.
- Call To Action
Suppose the user likes your content and desires to take the professional relationship to another level. Thus, you should include a call to action at the end of the content so that the user does not get lost searching how to connect with you for further discussion. It is also an important part of the attorney SEO. If you don’t include a call to action button, drawing a user to your site would be of no use if you are unable to convert a potential customer into a regular client. After all, in order to get the business you need clients, right?
- Website Loading Speed
As we all are probably aware of the fact, nobody likes to wait. Especially in a world where your competitors are merely a click or a mobile screen tap away, you can’t risk making your users wait for something relevant to pop up after several minutes. It is a proven fact that if a website takes longer than 10 seconds to load, the users will click the close button and won’t even wait for your content to be fully loaded. What a waste of time and effort, isn’t it? If the loading speed of your site is slow, all your optimization and content development efforts will go in vain and someone else will take the advantage just because they considered one of the most important client-attracting features. Plus your rankings will also start to decline as competitors that have a high loading speed of the site will soon outrun you.
- On-site Security
If a user is interested in obtaining your services and is looking through your site for some insights, it is your duty to make sure that that the user’s system is not under any kind of attack. When they inquire about your services the last thing they need is a virus attacking their computer and causing havoc in ways you can’t imagine. Thus, on-site website security is a way to make sure that yours, as well as your user’s system, is protected against various attacks, hacks, information breach, etc.
- Headings, Title Tags, and Meta Descriptions
Most search engines including Google read headings and consider it a way of organizing information. Proper headings are appealing to the readers’ eye. Think about it. What would prompt you to read the information given in a web page, loads of paragraphs or headings and pointers? When the information is properly segregated into a readable format, you are more likely to rank at the top and get more clients.
The title tags give a brief insight as to what your web page is about. They are read by search engine bots and play an important role in deciding where you rank. They must be developed keeping in mind the kind of information provided on the page. Only use those keywords in the title tags that accurately describe the information given on the page.
On the page of the Google Search engine results, the short descriptions that users see about a certain site are known as the meta descriptions. Being concise and to the point is the key to writing important meta descriptions as the word limit is only 160 words. Keep in mind that you have to cover only what gains the top priority and not ramble about irrelevant stuff in the meta description.
- Focus Or Primary Keywords and Secondary Keywords
The focus keyword is the primary keyword that acts as one of the most determining factors in the ranking of a page. The keyword has to be selected keeping it’s relation to the content and other statistics such as CPC, competition, and search volume. Consider choosing long tail keywords with a high search volume, high CPC, and less competition for the best results. Use it wisely in your content to rank well on search engines.
The density of the focus keyword has to be somewhere around 1 % in the entire write-up, at the same time, taking note of the fact that it should not be overused. Secondary keywords also play an important role in the ranking of your site, although not as much as the focus keyword. If you think that the primary keyword doesn’t fit into a particular sentence then you can go for a related keyword that blends in well without altering the meaning of the context.
Every website has a set target and in order to determine positive results and a good SEO, website owners should exercise a strategic and a tactful approach towards optimization. Merely setting up a website and hoping for the best won’t do you any good in this competitive world.
Using The Relevant Tools:
All the SEO strategies require an effective use of various tool and techniques through the combination of which one can achieve the desired results. Google Analytics, AHREFS, Keyword Planner, SEMrush, etc. are some of the common tools that are proven to do wonders if used judiciously. They can help you assess the number of users visiting your site, keep track of the bounce and make the necessary improvements well in time. Remember, potential clients can only find you if you make it so by your own efforts.
Google Analytics is used by website owners from across the world to gain a deeper insight into the site click-through rates, overall traffic, keyword relevance, etc. The imperative data helps in keeping track of the SEO improvements you have made for a certain amount of time and help you make sure of the statistics of your site, at the same time prompting you to take the necessary course of action.
Every site is filled with a lot of content. All your competitors are striving to do the best they can to outsmart you. Be it hiring the most professional content writers to spending a lot on polishing their team’s copywriting skills, no one attempting a hand at internet marketing leaves any stones unturned for gaining more page views and hooking the users to their website. So, now you must be thinking how you can outsmart all the experts out there?
Without a doubt, content matters more than anything else. No matter how many users you attract to your site, as long as they don’t find quality content, they will go away. So, one way to provide an edge to your website is to add custom content. Let us take a look at it this way. When the users are looking for a certain piece of information, they might find loads of paragraphs on it, but that doesn’t mean it is the answer to their queries. By asking and solving their problems with the aid of content that is helpful to users in making a firm decision, you can make your services rise above all in the industry.
Be An Active Blogger
Don’t get us wrong, we are not telling you to switch careers. But if you want to be in the limelight of your field, then blogging is the best way to go about it. A site can be categorized into two main parts, static web pages, and blog posts. When you write effective blog posts, it gives your users something to look for and enter your site for information. Then you can add a call to action, in the end, to make your users opt for the services they like from your firm. The pages in your blog can comprise client testimonials and information about your field of specialization. Moreover, if you have an informative blog post published under your name, clients will take you more seriously and turn to you for any legal needs whatsoever.
Blog posts that are focused on the law niche can provide a lot of information such as the consequences of a crime, what will happen if someone is convicted, etc. When the users already know that you are highlighting the issues in details, they can also trust you with their case based on the information. All you need to do is keep the information detailed, relevant, and up to date. When you have built a credible blog, readers will get attracted to the content. If they don’t find the information they need after some time, they will slowly draw away from your site. Therefore, it is essential to keep on updating your website to keep your readers on the hook.
Some of the decisions that play a crucial part in determining the success of your blog, as well as your firm, are:
Make sure that you determine beforehand whether you will be needing a management team for your blog or you can handle it yourself. Along with being a representative of a law firm, managing an entire blog on its own is an enormous responsibility. Remember, you are the one developing the content. It is advisable to hire a management team comprising optimizers, editors, designers, developers, etc to focus on the task at hand, that is, driving more and more clients to your firm.
Are you the only person writing the posts or do you prefer to hire expert content writers who have an in-depth knowledge about your field? If you have sufficient funds, you can consider investing in a skilled content writer that has an in-depth knowledge of your field. Another great way to save time is to offer guest authors an opportunity to post on your blog. Although you will only get free or paid guest posts only if your site is on the higher authoritative end. So, make sure you first take care of that aspect before moving on to other tasks.
- Frequency Of Posting
The frequency with which you post matters a lot when it comes to site rankings and drawing the readers attention. When you post frequently about something that has the potential to provide value to the readers, you have a way to bringing your blog some regular visitors. Plus, posting frequently helps your site achieve better rankings.
- Use Of Visual
Along with great content, if your blog has some informative, statistical or visual aids, it will appear more appealing to the readers and help your business thrive in the long run. Readers are likely to pay more attention and share your content with others if you have it interestingly laid out. And what better to make things more appealing than some classic visuals aids? Most of the visitors are likely to leave a page within 10 seconds if the overall presentation doesn’t seem to spark their interest. You need to decide what kind of visuals you want to use. The use of images and videos is a popular trend to strengthen your online presence. You can choose one or use a combination of both to increase the value of your content and keep your readers engaged for a longer duration.
- Target Audience
Target audience means the kind of customers you want to be attracted to your website and hence your firm. Selecting the target audience wisely can make or break your firm. If you don’t select the audience tactfully, you will have more conversions, that is more clients will opt for your services.
- Internet Marketing Firm
Focusing on a law career as well as the marketing and handling of a full-fledged website or a blog isn’t a child’s play. If multi-tasking is not your forte then you can consider opting for an internet marketing firm to do all the work for you. These are companies that specialize in internet marketing and implement the best possible practices and techniques that are beneficial for your blog or website.
Ethical Advertising Rules For Lawyers:
The field of law is completely different from other professions, fields, and niches as far as advertising is concerned. You can never exaggerate yet you have to promote your services and make sure that the information is completely correct. Turning potential clients into loyal customers is the aim and doing so through ethical techniques is something that is highly commendable. Any information that is not true to a 100 % can earn your firm a bad reputation. You have to keep in mind that once your reputation is tarnished, it is next to impossible to get back on track. Being a lawyer is a respected profession and in order to maintain that respect, all lawyers should exercise these ethical practices while promoting their services.
- Never publish information that misleads your customers in any way. Professional relationships are built on mutual trust. If you breach the trust of your clients, they will frown upon your firm plus convey your misleading ways to others, thus, affecting the future of your firm in the long run.
- Never ever give your clients a guarantee of success. The outcomes are always unpredictable. No matter how good you are, it is not guaranteed that you will win the case in the end.
- Without being certified by your state’s bar, don’t advertise yourself as a leading expert in the field. If you are not an expert but still need to write your content in a promotional manner, you can hire an SEO company that works in collaboration with lawyers.
Maintaining a Proper Website Architecture Or a Navigational Structure:
When you maintain a proper structure and architecture for your website, the users will find it easy to navigate information and this will have a positive impact on your firm. Let us take a look at how you can keep your website appealing to your readers.
Although it is important to keep your site looking professional all the time that does not mean that you make things too complicated for your readers. Simplicity is the key to a successful website. Too many drop-down menus and features will slow down your website, ultimately leading to a declining number of readers, an increased bounce rate, a lower rank in the search engines due to compromised speed and other negative consequences that you might not see coming.
- Limiting The Page Levels
Maintaining a proper hierarchy is effective as long as you don’t create way too many levels. This will ultimately defeat the main purpose of organizing your content and make it all the more confusing and puzzling to the readers. Remember, if the readers are confused or in doubt about your services, they will opt for the plethora of your competitors out there.
- Mobile Experience
Nowadays, most people surf the internet on their smartphones and tablets due to the fact that they can get the information they like from anywhere they are. If you don’t have a site that has an interface compatible with a mobile screen, you greatly reduce the chances of gaining customers if they are mobile users. Thus, it is essential that you make your site mobile-friendly.
- Site Maps
Sitemaps are tools that are necessary for enabling search engine bots to crawl and for search engines to index your pages. Thus you need to ensure that your website makes use of a sitemap tool in order to thrive to its true potential.
- Hierarchical Organization
In order to enable search engines to sort your content and provide more value to your readers, make sure that you organize your posts and pages into a hierarchical form. Mapping the structure of your website beforehand and then nesting your content accordingly is a great way to systematize the information. Although make sure that your URL matches all the time.
A Deeper Insight Into The Off-Site SEO
Off-site SEO improvements basically mean the improvements you make for your site outside it. SEO can be enhanced by using site factors that are reliable and trustworthy. One of the things that improve a site’s SEO to a great extent is the number of social media shares. It is a classic example of the fact that off-site SEO has an immensely positive impact on the rankings of your attorney website as the number of social media platforms pointing to your website has a positive impact on the SEO. Let us dive into the details.
Social Media For The Enhancement Of Lawyers Firm
The users of social media have been on a rise and are estimated to increase in the time to come. Platforms like Facebook, Twitter, Instagram, etc. provide prime value to your firm and business by increasing awareness of your services. The number of social media shares and the user interaction on your content via social networking websites is interpreted by Google for calculating the desirability of your firm website.
Some other benefits include turning potential customer base into regular clientele, get you brand new customers from different parts of the globe, increases your information, enhances your brand loyalty, building a deeper trust and close relationship with your audience, etc. Select appealing visuals for the featured part as this will enable a greater number of clicks. The comments and shares on social media will increase your following and curiosity among people for your firm.
You have to be responsible for your social media advertising and adopt an approach that in no way can affect your reputation negatively. Different state have different rules for what attorneys can put on social media. Carefully examine all the requirements before you go for social media marketing for improving your off-site SEO.
Platform Wise Strategy For Attorneys:
If you wish to connect with people that belong to the same profession or network as you, then LinkedIn is the best social media platform for this purpose. It is also the best place to expand your business to an extent that you come in a position to drastically gain more clients. Just like other social media platforms, LinkedIn also offers opportunities to post about services but to a more professionally driven audience and demographics.
The young generation these days is super active on Instagram more than any other social network. So, if you advertise your services on a platform that is already loved by the digitally sound audience, your firm is sure to be their first choice. You can also adopt a personalized approach on Instagram and directly target the mindset of your potential clients. Also, IG will provide you with a means to stay updated on the latest trends in the geographical area you belong.
Generating more than 30 million plays every single day, YouTube is becoming one of the most trending platforms for promotional purposes. Apart from being highly popular among the audience, it offers a creative way to appeal to the audience’s emotions. You can be as creative as you want and there is no limit to your innovations. Moreover, the videos can be made in an engaging way and can be informative. You can upload relevant tutorials to capture the attention of your visitors.
You can experiment with long and short videos and monitor what appeals to your visitors. The length of the time people watches your video is one of the greatest factors in determining the success of your business. SEO can be enhanced by including the relevant keywords and meta tags.
- Facebook Ads
One of the most popular ways of including a call to action is at the end of a well-laid out Facebook ad. The best thing about this promotional strategy is the customized choices to select the target audience and demographics. You can also carry out an assessment of the competitors’ ads and make the necessary improvements in your next post. Depending on how much you are willing to spend, you can attract millions of visitors from different parts of the world with the help of a single Facebook ad.
Moreover, if a bunch of people finds your content useful, they will share it with their friends which can further influence your ad performance in a positive way. Most of the users will directly click on your website for more information if the featured description and the image spark curiosity and appears to be valuable.
A Healthy Link Profile And Its Relevance
A list of websites that comprise of links to our law firm website constitutes a link profile. As we have already discussed above, if highly authoritative sites link to your website, you will definitely rank higher on search engines. It will result in an enhanced SERP authority over other law firms and ensure that the use of proper keywords combined with other strategies makes your firm successful.
During the process of link building make sure that faulty websites don’t point to you or the negative consequences will affect your firm for a long time. You have to keep in mind that any website pointing to you has not been flagged by Google or any other search engine.
Know How To Differentiate Between Positive And Negative SEO Practices
There are some ethics that are required to be followed in every field including SEO. Exploiting the SEO won’t do any good for your firm. So make sure that the SEO company you hire follows white-hat SEO practices. Now you must be wondering what these practices are.
There are two kinds of SEO practices, black-hat and white-hat.
Black Hat SEO
Before diving into what this actually is, a fair warning is to stay away from companies that use such techniques. They work with short-term goals and try to manipulate and take advantage of how many search engines work. They use unrelated keywords and stuff them into the content in a way that doesn’t even match. They insert a lot of hidden text and thus, compromise the transparency of the website along with cloaking the irrelevant information and making it appear useful. Using click baits is often a common phenomenon in the way these techniques which can bring you a lot of views at first but will gradually decline your client base in the long term. Apart from filling your site with spam blogs, black hat SEO practitioners also paraphrase the content of another website in a line-by-line fashion that can be penalized by Google.
White Hat SEO
One of the most important facts to be understood about white hat SEO techniques is that they won’t show instant positive results but will prove to be beneficial in the long run. They focus on the quality of the content and a semantic mark-up of the web pages. With the help of quality inbound links and specific meta descriptions and title tags, the white hat SEO techniques follow a certain code of ethics and enable your law firm site to thrive.
Length Of The SEO Campaign Of a Law Firm
Continuous updates are of immense importance for keeping your SEO in accordance with the latest algorithms. In order to maintain your online presence and importance in the eyes of your readers, you need to make it a rule of thumb to update all the information on a regular basis. Some of the key factors that have the potential to determine the success of your business are:
- The amount of content present on your site
The substance is of prime importance in authority building. A higher amount of content on your website leaves a good impression on the search engines and makes you rank higher. Keep updating relevant content on to your site and you are halfway there.
- SEO Progress
If you already have a well-established SEO campaign that uses ethical techniques, then there are very less efforts left. If you are starting from scratch then you have a long way to go.
- Website Condition
The condition of the website mostly implies the types of links and the quality of the content along with a proper keyword density. If you have a large number of broken links, then it will definitely take longer to eliminate the bugs and bring your site back on track.
- Duration Of Running Of Your Website
Search engines are more likely to trust your site if it has been running for quite some time. A greater domain age ensures an increased Domain authority which in turn, leads to a better search engine ranking. This way, search engines will begin to consider your website as a trustworthy source of content to convey to users.
Ways Of Tracking SEO For Attorney Websites:
Google Webmaster and Google Analytics are some of the most popular tools that are widely used to track the progress and views of a website. Some of the ways in which these tools help track the SEO are as follows:
- Reports of Rankings
The reports that consist of ranking can aid the lawyers in knowing which keywords rank the best and which do not. This way, you can supervise the next slot of keyword selection in accordance with the bugs displayed in the report.
- Reports of The Traffic Generated
The details regarding the trending keywords are included in the traffic reports. Such reports also help website owners analyze where the traffic is coming from and what kind of traffic it is.
- Form Tracking
Whenever you are about to get a lead and a client fills up a form, you can get immediate results by tracking the forms, knowing where they are coming from so that you can connect instantly.
- Phone Tracking
It is essential that you provide your name and phone number and determine what keyword prompted a potential client to call you. Various call tracking tools are available for this purpose.
Selecting The Domain Extension:
Most lawyers go with .lawyer or a .law domain. Regardless of what you choose, the search engine bots will find a way to crawl into your web pages. Although you need to be mindful of the fact that some of the essential website plugins are not able to read any domain except .com.
Importance Of Continuous SEO:
If your site already ranks well, you might be thinking, “Do I need to continue the search engine optimization of my site when it starts to rank well?” The answer is yes. Even if your site lands at the top Google search results, it is essential to maintain the SEO to keep your site from losing its top position. There are several competitors dying to take your place. SEO is a strategy based on long-term consequences and building it up takes a lot of time. The market trends witness a significant amount of change on a regular basis with the expansion of new businesses every day.
Due to the changing online scenarios, most search engines regularly modify their search engine algorithms. This is done by Google in order to prevent a single business to gain a monopoly over the SEO world. The knowledge provided to us is on a proprietary basis, so no one in this world truly knows how the algorithms work. Marketers develop techniques on the basis of numerous trials and errors. Thus, if you wish to maintain a good search engine ranking, it is essential to maintain a good SEO and keep updating your techniques from time to time according to the new rules.
Factors To Consider Before Hiring A Law Firm SEO Company
When it comes to online work there is no shortage of traps and frauds that use black hat techniques to provide short-term results, take your money, and disappear. Thus, before hiring professionals to take care of your site’s SEO there are some details you need to go into to make sure that the best is being delivered to you. It is important for you to get a brief idea about how Google works. If you are completely blank, you provide scammers with an opportunity to deceive you by exposing how vulnerable you are. Let us take a look at the important factors you should take into account before hiring an SEO company.
- 1. Conducting a Background Check
Was the company you are hiring involved in some unethical SEO practices in the past? If you choose someone who is convicted of SEO offenses in the past, you risk losing the credibility of your website by falling prey to a deceitful body. Thus, it is essential for you to conduct a full background check and opt for a service that has a clean chit.
- Duration Of Being Involved In SEO Business
No matter how much people underestimate this factor, but stability matters a lot when it comes to optimizing a website, especially in case of attorney websites. Most of the people resort to internet marketing as they see it as a way of making a lot of quick money. When a scammer enters this field, he operates under the name of a reputed company and when he falls prey to anything untoward, he quickly changes the name of the company. This way scammers are cheating most of the people hoping to get their websites optimized.
- Employees Working Under The SEO Company
Scammer companies try to enhance their credibility by stating that they have a dedicated team of workers whereas, in reality, all they have is a group of independent contractors who are running their own business side by side. Check the names of the employees on the company’s website and search for them on LinkedIn in order to check what they exactly do. If they are all independent contractors, consider this as a red signal and get out of an impending unpleasant situation as quickly as you can.
- Type Of Employment
Although it is possible for most of the employees to work from home online, physical office space ensures a better credibility. If there is no office space whatsoever of the company then consider this as a warning sign. There are many companies out there that will do anything to make them seem established. But if their team actually works as a team, the credibility is enhanced. After all, what kind of stability can a company offer if all its employees work remotely from different locations?
- Outsourcing Of Work
Some of the SEO companies gather a substantial amount from you and outsource the tasks to people of developing countries at a cheap rate. This causes the company to gain huge profits but this kind of practice can seem detrimental to your firm. You can end up with content that is written by unskilled non-native speakers and people who are inexperienced. Even if the results are excellent in the beginning, your ranking will drop in the future. Any kind of content that is reworded or spun for SEO benefits never lasts for a long duration and is subject to penalties from Google and other search engines.
- Employee Benefits
Besides the fact that a dedicated team of employees is a key requirement in the functioning of a proper SEO company, the employee benefits a company provides to the employees play an important role in determining the stability of a company. If a company provides medical and other benefits to its employees, it implies that it cares about the team and makes sure that the employees are motivated enough to carry out the related tasks.
- Legal Background Of Employees
The company as a whole might have a clean record but the employees might be at fault at an individual level. Also, do the content writers provided by the company have a legal record or are they merely relying on other websites to rephrase the entire content line by line? Perform a detailed check on the employees of the company. Opt for the company only if it comprises of legal experts that actually have an in-depth knowledge of the content they are providing.
- Google Webmaster Guidelines
No matter how small is the task, as long as it is SEO, it is necessary to follow the guidelines laid out by Google. If the company you are interviewing is not aware of these guidelines, it is better to stay away and continue your quest for some legitimate body. Some of them might want to give you a smart impression by saying that they have their own guidelines and highlighting the benefits of their ways in a sugar-coated manner. These talks are nothing but unethical black hat SEO techniques that promise unbelievable short-term results.
- Asking For a List Of Tasks
One of the best things to test the legitimacy of a site is to ask the concerned person to provide you with a list of the task they are going to undertake to optimize your site. If they refuse or try to change the subject by telling you that it is complicated then you should sense a red flag right there and opt for someone else for your business. A genuine SEO firm should have no problem in listing the tasks to the attorney. Bottom line, if they are legitimate there is nothing to hide.
Importance Of Good Content For a Law Firm In Detail:
Before you randomly start posting random combination of legal words, think and decide. It is important to gain more visitors and that can be done with catchy headlines and attractive featured images. But what about the visitors who have already visited your site? Isn’t it equally important to make them keep coming back to your website due to the enhanced value? Most people get stuck in other optimization techniques, failing to ignore the key factor behind the success of any site, the content. Let us dive into the specific details about why it is necessary to maintain proper content throughout the website.
- Google Rewards Original Content
Before you strive to improve your rankings, you should understand how Google actually works. Well, every aspect won’t be laid out to you completely because no one actually knows how the algorithms work. A fact that hides in plain sight as far as Google is considered is that it is a business itself that thrives on the basis of client satisfaction. Think about it. What will Google’s reputation be if it starts to provide plagiarized and irrelevant content to its readers? Its business will go down. Thus, Google cannot let your business thrive if you adopt shortcuts to degrade its own business.
This is the main reason behind the strict policies of SEO set out by Google. In order to keep the clients happy, Google has to present them with the content they like to see instead of plagiarized and irrelevant information. If Google allows irrelevant content to stay at the top, it will tarnish the reputation of the search engine as a whole and people will start to resort to alternatives. This is also one of the main reasons why Google keeps modifying its algorithms. If website owners get used to the pre-laid out rules, they will exploit the algorithms to their own benefits. If all the site owners start to do so, Google will be nothing but a bag or sheer garbage.
- Effects Of Good Content On The Popularity Of Your Website
When the content ignites the interest of the readers only then it can increase the popularity of your website. Otherwise, why will users share your content if they don’t find anything useful or insightful in it? It is surprising how quickly visitors learn whether the content of a particular website is useful for them or not. Think about it this way. When you find a site where you keep clicking links pointing to other pages just to know more. The detailed explanation of the information you are looking for excites you and you can’t get enough of it. Ultimately you bookmark the site to look at the things you missed out later when you have some free time. Same goes for your users. If they are looking for law-related information, they should find exactly that without any clutter.
- What Goes Into Development Of Good Content
When a piece of content is written keeping in mind the kind of audience it is targeting, it can be considered as good content not only because of the use of promotional strategies but also because of the thought that has been put into constructing each sentence. The use of a factual language and a direct tone results in the satisfaction of the reader. Without wasting the time of the reader, a concise write-up has the potential to provide all the required information without stretching over the same point again and again.
A good content writer knows that huge chunks of text are not what the reader requires. Important information spread out with visuals inserted in between is hat provides a nice presentation of the content and makes it interesting to read and easy to comprehend.
How To Perform An In-depth Keyword Research
There are many advanced hackers out there who will do whatever it takes to grab the attention of the visitors. One of the most common practices is the use of black-hat SEO techniques. Internet users tend to get a little lost while surfing for information on the web. So, in order to maximize the flow of steady traffic to your website is to experiment with different keywords and over a substantial amount of time, learn from your own mistakes.
So, now you must be thinking how to get there with the use of keywords in a judicious way. This is where Google Adwords comes in handy. It cuts down the marketing costs and displays your material related to the promotion on a publicised network. It presents the advertisements displayed on your website to a wide array of the audience but only pays for the clicks.
Importance Of Good Keywords:
As we have already mentioned above, when you select good keywords, your site is almost sure to gain the top position in the search engine rankings. But this action is easier said than done. Selecting the perfect keyword is not merely about using certain business-related phrases in the content. The depreciation of keywords as time passes also has to be taken into account. One of the most widely used techniques is to use the recent keywords for content optimization. It will give you amazing results for sure in the beginning and will increase the flow of traffic to your site drastically. But this will all be for a short time span as the recent keywords won’t remain recent for long.
What Is Keyword Planner?
A comprehensive tool for keywords that is of great help to all internet marketers is the Keyword Planner. It automatically tests the keywords and their traffic generating potential by choosing the ones that can boost the traffic of a website. It records the stats and suggests the keywords that have the best chance of working for you. You can then decide the marketing budget that you can afford to impart to a particular phrase.
Steps To Using Keyword Planner:
- From the Tools drop-down menu choose the Keyword Planner option.
- For better results choose a type of business and particular locations.
- When you click on the Get Ideas button, a list of keywords that can fit your content well are suggested.
- The bidding amount for that particular keyword will be displayed along with the monthly search volume.
How To Improve The Domain Authority For Your Law Firm Website
The Domain authority tells the overall significance of the domain. The higher is the DA of your law firm website, the better chances you have of turning potential customers into regular clients. It is a score out of 100 where the higher the better. Let us take a look as to how you can improve your DA in order to rank better.
- Quality Of Content
The content quality of your website has to be unmatchable in order to get the required edge over other websites out there. Use different visuals to make your content as appealing as possible. The ideal length of a post is more than 800 words. Only then can Google consider your post as informative. Plagiarism and word to word paraphrasing is a strict no. Another great tip is to use the synonym if a particular word or phrase keeps getting repeated in your content. The content should be entirely professional and you should remember not to go off topic.
- Internal Linking
The more the internal links, the greater will be the domain authority of the website as long as the links are relevant. Due to valuable links, Wikipedia has earned a 100 Domain score.
- Creating Quality Backlinks
Keep in mind that blindly relying on blog commenting and guest posting won’t do you much good. These two approaches need to be combined with other strategies in order to make sense. Even if your content is the best you have to take measures to promote it on various platforms. A lot of practice and skill is required to promote your services on social media. So, refrain from being a spammer and judiciously post on social media platforms by targeting the relevant audience. You should also encourage your readers to share your posts. Guest posting as long as done for relevant sites is beneficial for referral traffic. Refrain from publishing content that is of low quality and including weak and irrelevant links while guest posting.
- Get Rid Of Bad Links
Only good links can help increase your DA. If your site contains broken links or spammy links, it will have an overall negative impact on the SEO of your website and adversely affect the rankings. The Google Disavow is a tool that is used to eliminate all bad quality links for good and thus, improve your DA.
- Let The Domain Age Work Its Magic
When you are done with all the efforts required to increase the DA, the best way is to just be patient and let your domain age. A domain that is older is more likely to have a higher authority than a brand new domain. When Google thinks that you have been around for a long time, it shows that you are genuine and far from spam. This builds a certain level of trust and helps your site secure a higher position in the search engine results when the users search for related keywords. Another tactic is to pay your hosting for the next 3-4 years.
- Enhanced Frequency Of Publishing
Most of the attorneys that run a blog often ask themselves, ‘How often should I post?’ Well, there is never a definite answer. For some niches, even 3 posts a day don’t suffice. But as far as the law niche is considered, that is not the case. Anyway, how much you wish to post depends on how much time you can devote. But in the end, what matters more than the frequency of posting is the consistency and the regularity with which you post. Even if you post once a week, make sure you don’t miss any week. Just don’t publish a post every single day for like 15 days and when you don’t have time you completely skip posting.
Most of the dashboards offer an option of scheduling posts. When you have some free time in hand, write as much as you can and schedule the posts in advance so that your blog doesn’t seem null when you are busy with other tasks. Although an increased number of posts with a high word count and a descriptive nature has an immensely positive impact on the rankings of your site.