It doesn’t matter how great your content is if no one can find it. As such, SEO is becoming an increasingly important part of the digitization of law firms.
strategy. The content you create should be designed with optimization in mind. This helps you reach relevant audiences who are looking for information you can offer. The term “SEO” can feel intimidating, but it doesn’t have to be.
22 SEO tactics that aren’t too technical
1. Understanding Your Overall SERP Strategy
A holistic SERP strategy analyzes the keywords you target and provides a roadmap for creating content. Check which users are You may be able to determine what opportunities are available.
2. Don’t forget to eat
Create content that is professional, authoritative, and credible. Google states that you should exhibit these characteristics throughout your site.
If you want to learn how to create quality content for your company, check out this free eBook: Content Marketing eBook Guide for Law Firms
3. Keep the “page experience” in mind
User experience is always at the heart of good SEO. Google announced that page experience signals will be included in Google Search rankings. For now, check out the new Page Experience report in Google Search Console to gauge your performance and prepare for the improvements you need to make in the meantime.
4. Integrate web pages
If you have multiple web pages on a single topic, try collecting them into one authoritative resource. One long article on a website often gets more attention in search results than several short, unrelated articles. Using a 301 redirect can help you do this properly.
5. Create evergreen content
Almost any page can be updated with updated and more timely content. Keep the original URL (to preserve link equity) and update the copy in it. Start with high-performing pages and build a list of content to update.
6. Fix duplicate content
Remember, content duplication is bad for your law firm’s SEO. If some pages are too similar, some of them will be excluded from the results. Even without penalties, duplicate content reduces perceived quality and dilutes page rank. It’s a shame because it’s an easy problem to fix. Identify, prioritize and consolidate pages that may be causing problems.
7. Optimize meta information
Title tags and meta description tags tell search engines what your page is about. Arguably, if your title tag doesn’t contain your query’s keywords or synonyms, your page won’t rank. Use targeted keywords in both places.
8. Check your word count
Not all content is created equal and if you know the target word count of your web page based on other top ranking pages, you’re not writing 2,000 words when you can only write 2,000 words means Use third-party tools to identify the top pages and their word counts so you can compete.
Related: SEO eBook for Law Firm Websites
9. Know your readability score
Google checks the quality of your page against other pages competing for the same keyword. It’s important to write for your own audience and match your reading level to theirs. For example, very technical aspects of legal proceedings can be written at a higher reading level.
10. Keyword optimization
This tactic is basically at the heart of all SEO techniques. Keyword optimization (also known as keyword research) is the act of researching, analyzing, and selecting the best keywords to target in order to drive appropriate traffic from search engines to the law firm’s website. am.
11. Structured data
This makes it clear to search engines what the content of a web page is, whether the information is about events, people, places, or anything else. It helps eliminate ambiguity when a word means more than one thing.
12. Optimize your images
Most people know about keyword optimization, but they don’t always spend time optimizing images. Remember best practices for labeling the graphics you use on your page.
13. Optimize for Featured Snippets
Featured snippets dominate the SERPs, provide tons of exposure, and keep your website in above-the-fold position. To be ranked as a featured snippet, your content should directly answer the user’s query in the form of a question. For more tips, see our previous blog post Reusing Law Firm Content for Featured Snippets.
14. Introduce industry leaders
By doing so, your content is more likely to appear as authoritative, is more likely to be shared, and is more likely to get additional links. All of these are generally useful for viewers.
15. Collaborate on Content
Working with another content expert can help you create a larger audience. That equates to more links and more traffic to your website.
16. Write according to the intent of the searcher
Well-written content strikes a balance between writing for search engines and writing with the reader’s intent in mind. Do research to understand what your target audience wants. Understand what questions they want answered and work hard to answer them. You can also look at Google’s autofill to get an idea of what people are searching for.
17. Use videos
Adding videos to your content increases time on page and user engagement. This can lead to better rankings from Google if people are more interested in your content.
18. Optimize Headings and Subheadings
To rank for your target keyword, make sure all your headlines and subheadings are keyword optimized.
19. Update outdated content
Google’s ranking favors recently published content. So an easy way to improve the ranking of old content is to edit it and republish it with a new date. Make sure you are updating your content so that it is timely.
20. Link
Adding internal and external links not only helps Google understand what your content is about, but it also helps you rank better. High quality pages usually link to other high quality pages. So if Google finds a lot of quality links in your content, it will rank it more favorably.
21. Create longer, more useful content
Users (and Google) want to see broad and robust content by nature. A blog that is too short and under-researched will never rank like content that is related to the keywords your audience searched for and has various subtopics that they might have questions about.
Related: SEO Basics in 1 Hour [A Complimentary, On-Demand Webinar]
22. Make information skimmable
Yes, we said that longer content performs better (usually around 2,100-2,400 words), but that doesn’t mean you can post large blocks of uninterrupted content and expect it to rank. wants to see content that can be easily skimmed. Optimize your content with headings, subheadings, infographics, and images to break up large paragraphs.
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Even great content can get lost in the sea of material in today’s dense digital environment. SEO is essential for your law firm to be found by the people most likely to use your services. Content creation and his SEO go hand in hand, but that doesn’t mean the wheels need to be reworked. Get started with these 22 tactics. If you need additional help, follow our blogs for new ideas or contact our experts for specific questions.
This post has been edited and republished from April 21, 2021.
