To make lasting improvements to your law firm website, you need to understand on-page SEO. Search engine optimization involves digital marketing tactics to improve the traffic, visibility and ranking of your website. While specific SEO strategies are best developed based on a law firm’s individual needs and goals, there are certain best practices that all businesses can benefit from. This post will review what on-page SEO looks like for law firm websites and how you can incorporate these practices into your digital marketing strategy.
What is on-page SEO for law firm websites?
Most law firm clients seek legal guidance online. Search engines like Google try to provide the best results for user queries. You need to have an optimization strategy for your website to rank and be seen by a potential customer.
Whether you’re starting your own website or looking to revamp your existing site, there are steps you can take to improve your website’s online presence and credibility.
With a comprehensive on-page SEO strategy, you could see an increase in your website’s search engine visibility and traffic. As a result, you could see your ranking improve among your competitors, and your firm’s online reputation could improve as well. Determining where to start can be challenging, so we’ll look at the most critical elements to consider when improving your law firm website’s SEO, including optimization strategies, design and ‘website optimization, keyword best practices and branding efforts.
The elements of an SEO friendly lawyer website
While SEO best practices tend to change over time as Google seeks to better meet user needs, there are steps you can take that will likely improve your website’s performance. How you approach the items we discuss below will depend on factors such as your goals and budget. If you try something that doesn’t work, that’s okay. It may take time to find the strategies that work best for your business.
A content marketing strategy
When it comes to managing your law firm’s website marketing, you need to do more than just keep your website information up to date. While it’s crucial to make sure your contact information and practice area are correct, you want to make sure you’re regularly adding valuable content to your website and using external sources like social media to encourage new visitors of the site to interact with your content. It is often beneficial to implement multiple content marketing strategies at once.
A balanced web design
The design of your website is important in how potential customers interact with it and whether they stay long enough to contact you. It is vital that your website is easy to navigate, so that visitors can find the information they need as efficiently as possible. If they have to look for answers, they will likely leave and seek help elsewhere. Ensuring your website is easily navigable will also help Google crawl and index your pages faster.
A digital optimization plan
When it comes to digital optimization, there are three strategies you should consider when crafting your plan. You may want to consider starting with page elements, but it’s important to branch out to examine and improve page optimization and conversational optimization. Doing so will ensure that all digital aspects of your website are in the best possible position to reach customers.
On-page optimization
When it comes to on-page optimization, you need to ensure that the elements of your website and your content complement each other and work together. Be sure to avoid broken links and redirect pages as needed to avoid timeouts or errors. Depending on where your website lives, you may want to consider implementing certain widgets to check for issues and notify you when necessary.
The content you produce should also be optimized to Google’s liking. This means using keywords correctly, structuring your pages in a user-friendly way, and keeping the information you provide relevant to your target audience.
Off-page optimization
On-page optimization and off-page optimization work together when implemented with best practices in mind. While on-page looks at elements of your website, off-page optimization considers elements outside of your site, such as link building, reviews, and local SEO.
Link building can improve your website’s domain authority. This involves earning links to your web pages from other domains that Google recognizes as reputable. When it comes to reviews, it is crucial to establish a base of reviews for your website. This is usually most efficient on your Google Business Profile. Encourage customers to provide feedback on your services. Finally, local SEO involves reaching your audience in your actual geographic location. A common local SEO improvement strategy is to use targeted ads.
Conversion optimization
The last type of optimization is conversion optimization. This refers to what it takes to convert a site visitor into a paying customer. Think about the type of experience a potential customer might need to contact you. You can adjust your content, ads, and social media strategies to drive conversions.
A strong keyword strategy
The keyword strategy you choose will significantly affect your on-page SEO results. Tools like Google Keyword Planner and Moz help find the phrases and words you want to target. Your goal is to anticipate the queries potential customers will type into Google and create content that fits them.
Clear and intentional branding
On-page optimization also involves clear and intentional branding. It’s no secret that the legal industry is competitive. In order to shine in niche practice areas and stand above your competition, you need to have an easily recognizable brand. Brand development includes logos, website layout, color schemes, photography, videography and more. When it comes to branding, consistency is key.
Digital Marketing: Next Steps
It’s easy to feel overwhelmed when thinking about improving on-page SEO for law firm websites. However, the process can seem more manageable if you break it down into steps. Depending on your company’s bandwidth and budget, you also have the option of outsourcing them to digital marketing professionals. Regardless of how you decide to optimize your on-page SEO, the results should prove fruitful for your business.
Annette Choti graduated from law school 20 years ago and is now the CEO and owner of Law Quilla legal digital marketing agency focused on small law firms and sole traders. Law Quill is the only legal digital marketing agency that offers unique SEO-optimized content, pre-packaged content and courses for lawyers to learn SEO themselves through Law Quill Academy. Annette I used to do professional theater and comedy, which isn’t that different from the legal field if we’re all being honest. Annette can be found in LinkedIn oh annette@lawquill.com.
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