If your law firm is able to appear on the front of a Google search result, your website will experience a spike in traffic and increase in conversions – which in turn results in an increase of cases/files for your firm. However, the challenge here is how do you put your law firm’s website on the first page?
This is no easy task considering the magnitude of competition your business faces. There are dozens, if not hundreds of other legal websites that are also trying to appear on the top of the search engine’s front page.
Before moving forward, it is vital that you comprehend how Google ranks webpages on their results. Web pages are not ranked on a whim. Google has a set algorithm which nobody knows. However, through trial and error, we are able to take a fair guess on how Google’s algorithm works.
The sole aim of Google is to present the best link to answer a user’s query. How is Google able to judge if the link is the best answer to the query?
Low Bounce rate
High session rate
Google Ranking Factors are a set of factors that help Google rank web links on its search results. Once you grasp this, you can search optimize your legal website in the right manner.
The first step of any good search optimization is to understand what your audience is searching for. The best way to do so is using a keyword tool.
Keyword Planner: Keyword Planner is Google’s very own tool for discovering keyword phrases that are being searched for. Due to new restrictions on the Keyword Planner tool, it’s recommended that you input a competitor website link to use the keyword planner.
The Keyword Tool is an alternative to Keyword Planner. Once you have a set of keywords (which you got from Keyword Planner), you can expand your keyword list using the Keyword Tool.
Competitor Sites: Top ranked competitor sites can provide insight on which keywords you shouldn’t miss. By using a tool like Keyword Analyzer, you can find out which keywords your competitors have.
Once you have a list of keywords, you have to implement keyword optimization. Here’s where you must use the keywords:
Front end content
It is crucial that you place keywords strategically and do not indulge in keyword stuffing.
Link building has a high value for search engines. When your domain is featured by other websites, those websites lend their credibility to your domain. Think of it as a friend vouching for you. This is why it is crucial to get other websites to have your link. You can do this through several ways:
Directories: Get your brand listed on web directories. Directories are easy platforms to get your website listed on.
Legal Sites: There is a range of legal directories and groups online that you can register for.
Favor for a Favor If you know the owner of another legal website, you can offer to include that domain link in your website in return for the same favor.
Social media can impact your SEO rank and you should ensure that presence is felt on it. Your social media profile can increase traffic to your site. Active profiles that frequently share your website links, bring more users to your site. By analyzing your followers and their interactions, Google is able to assess how relevant your legal brand is. Google doesn’t just take a look at the number of followers, but also impressions, likes, shares and comments.
Social media is an excellent link builder. Platforms like Facebook, Twitter and LinkedIn have high SEO credibility and by regularly sharing links on social platforms, your legal website gets an SEO boost.
As a rule, do not try to be present on all social media platforms. Instead focus on only a few platforms. You do not want to stretch yourself thin by being on too many platforms.
Have a regular stream of content on your legal website. You can do this by setting up a blog or a resource center on your site. This has several advantages for SEO.
You regularly update your website. Websites that seems fresh or updated on Google are ranked higher.
You get to answer the many search queries that users have. It’s impossible for your website to include pages for every single search query. However, by having a resource center, you can slowly expand your site to answer the top questions asked by your audience.
A resource center allows you to showcase unique content that isn’t on the web, and unique content is important for Google.
You can enhance your social media profile by sharing content on social platforms and attract traffic back to your website.
Learn More About SEO
Whether it is keywords, link building, social media or blogging, there is no single method to get your legal website on the first page. SEO is a very large field and you must dive into it further if you want your legal website to appear at the top. Here are a few resources to help you:
Rapid Boost Marketing: You will find a repository of helpful information to search optimization legal websites.
Moz: Moz is a leading site for all things related to SEO.
The Art of SEO: The definitive book on SEO, it provides an in-depth guide to refining your website so that it appears on Google’s first page.
Time is the most valuable resource you can give to your search engine optimization. Search engine optimization takes time. It can range anywhere between 6 months to a year for your website to even start seeing any search ranking improvement.
Utilize this post as a launching pad to search optimize your website. Give each point equal importance as they affect your search rankings greatly and equally.
Ali Salman is an online marketing strategist who have worked with Coca-Cola, Extreme Pita, Mucho Burrito, KIA, Honda and other Fortune 500 companies. Ali Salman now heads Rapid Boost Marketing - Canada's fastest growing search marketing agency. RBM clients include Fortune 500's and medium size businesses across North America. Ali as RBM CMO leads his team in building and managing quality, high-performing and cost-effective interactive campaigns and programs for our company's customers and partners. In his career, he has significantly improved campaign performance for large brands such as Government of Alberta, Liberal Party, Workopolis, Cathay Pacific, as well as medium to large retailers and high-tech B2B-enterprise niches.
Ali and his team develop online promotional concepts that spark viral growth through search and social media for RBM clients, devising strategies that use search engines and more to reach key demographic segments in the ways they're most likely to be receptive. Ali Salman also oversees corporate marketing initiatives for Rapid Boost Marketing, including strategic communications counsel, public and analyst relations and client education programming.