On-Page SEO Optimization For Law Firms
Adding keywords to your legal website used to be like a cure-all for getting visitors. Now, it is important, but more like a prerequisite.
Search engines can actually rank a page for keywords that do not appear on a page. But that does not mean you shouldn’t make it easier for them to understand what your pages are about.
Modern on-page SEO for law firms is less focused on keyword density and more about making pages contain sensible keywords, related keywords, and a depth that shows the page deserves to rank.
Simply cramming keywords into a page no longer works for modern law firms in such a competitive space.
We know exactly how to handle the balance of on-page optimization for lawyers so that your pages are both user-friendly and informative while also appealing to Google.
Our team has worked with dozens of writers since the 1990s that specialize in on-page SEO for legal terms. Some have had masters or doctoral degrees in writing. Some worked at the best traditional agencies. Others were doing it for leading brands or got good at it by being prolific bloggers.
One really interesting trend we found is that on-page SEO is widely misunderstood. People think it’s too easy or too hard. Some are cocky and say “I got this” and then are way off of what should be done.
So, if you have any questions about getting this done properly, only hire someone who has a track record of doing EXACTLY on-page SEO. It doesn’t have to be us, but I share this out of a love for good SEO.
A blogger, ad agency writer, website writer, and certainly your programmer or designer may fail you and cost you lots of money if you assume they can do it right.
Basics of On-Page SEO Optimization For Law Firms
Optimizing Titles and Meta Descriptions
Title and meta tags are not technically on the page, but rather in the page’s code. However, this goes hand-in-hand with optimizing the text of the page, so I like to discuss these together.
Copy (Text) Optimization
We edit your existing text to add keywords by marking up documents in red indicating suggested places where we would add keywords or modify the copy. You then either approve it or work with us to finalize the text changes before the copy goes live on your site.
Need more text because the top ten pages for your top keywords are longer and more in-depth than yours are? Our advanced writing staff can assist you with content development and topic clustering.
On-page and related elements that makes a page better (some intersect with tech SEO)
- Short URLs that are easily readable
- Keyword in the URL (minor factor)
- Keywords in the title tags (Shoot for 55-60 characters)
- Format title tag for click through rate
- Meta descriptions (Shoot for 160 characters)
- H1 and H2 headings
- Keywords in the body copy / text
- Length of content
- Scan and skim friendly to make your page more readable
- Related keywords (Models: LSI Keywords and TF-IDF) Google has gone beyond keywords
- Internal links (on page) and of course external links (off page)
- Multimedia elements
- ALT Tags. Every image should have alternative text
- Make your page part of a topic cluster
Other related on-page SEO factors
- Page speed
- Social shares of the page
- Additional disability compliance optimization
- Page author identification using Schema markup and links to the authors’ social profiles
- Re-optimization, if not in the top ten
- Fresh content over time
- Pick the right keywords that you have a chance to rank for, or this entire exercise is a waste of time
- Make sure the keywords you pick for a page match the intent of what someone is looking for
- Organize your content with folder structure (silos) or ideally in topic clusters via back and forth interlinking
Are you getting the feeling there is more to this than you thought? Want it off your plate, so you or we can focus on new fresh blog posts and other forms of content marketing?
What to do next if your law firm wants help with on-page SEO
Fill out of FREE strategy session form or contact us now at 978-750-8000, and we will get you up to speed quickly and do it right.
We have options to chunk out just a round of on-page SEO starting at $2,999, or you will get that as part of any ongoing month to month SEO retainer with us.
Why let the foundation of your SEO and content marketing be left to chance? Why waste years of your time when we’re ready to help with clear deliverables and a fair price?
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