In the first blog post of our series, we introduced you to search engine optimization and how SEO can help your law firm be even more successful. Now it’s time to take your SEO knowledge to the next level. In this blog, we’ll discuss a few key factors to increase your law firm SEO rankings and discoverability online.
Search engines are attracted to sites that produce regularly updated, informative and engaging content that contains relevant keywords and includes links to other informative sites. These factors show that the site is a credible source worthy of a user’s attention. It also offers an opportunity to grow your organic traffic.
Using proper keywords is a crucial first step. For example, you may practice personal injury law. However, clients will search for “personal injury lawyer” which is a different search. Knowing how people search can make or break your law firm SEO strategy.
Also, interlinking pages on your site is a good way to boost SEO. Adding links that have keywords (anchor text) within them can also benefit your site. However, if you do this too much Google may see this as spam and could hurt your site’s overall SEO.
Another benefit to including links to other website pages is that this technique allows you to make connections with those websites and attract their traffic to yours. The more traffic you have, the more your search engine optimization is increased.
Though it is important to include links to other websites, never forget to be original and develop your own content. You don’t want your website to be filled with links to other places–visitors will simply pass through your site on the way somewhere else. At some point, they may cut out the middle man — going directly to the content they need on somebody else’s platform. You should strive to make your site a source for content sought after by prospective clients.
Once you’ve devised a routine for creating regular updates to your website, you can begin thinking about more advanced enhancements, like adding multimedia. By posting meaningful photos, videos, and graphics, your website can become more interactive and retain visitors for longer periods of time. Not only do search engines check to see how many people visit, they also rank your site based on how long they stay. Longer time spent on a website indicates a user is engaged with the content featured there.