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Five SEO Tactics Your Law Firm Should Review Now

by Guy Alvarez • January 11th, 2019 • SEO | Blog

seo tacticsLaw firms, as with any other business, should ensure they make use of SEO tactics to increase their rankings on search engines. This will boost search visibility and increase the number of potential clients who find your firm via online searches. All the information regarding SEO strategies can be overwhelming, so stick to reputable guides, such as this one from Cardinal, that gives you a step-by-step overview of SEO analysis tools. Combine those steps with the following SEO tactics and review these strategies regularly.

Check for Broken Links

Broken links can have a serious negative impact on your website’s SEO ranking and will also discourage potential clients who click on them. It is not unusual for external resources to move and images to get replaced. Ensuring that your links are working properly will sometimes involve internal restructuring of your own website. Other times, broken links are due to external sources. Luckily, you do not have to manually check for broken links. SEO analysis tools include automated software that will find broken links that need to be updated.

Test Page Speed

Another SEO tactic you should review with the help of analysis tools is checking the page speed. SEO ranking is impacted by page speed, and you will also notice your bounce rate increases if your page takes a while to load. Google Analytics includes a tool that displays the page speed, or you can use another piece of software to check it.

Review Your Plugins

Assuming you use WordPress for your law firm’s page, take the time to confirm your plugins are working properly. It is common for WordPress plugins to negatively impact page speed due to JavaScript and CSS files. Authors of plugins should be updating them regularly to ensure they remain quick, but this is not always the case. An old plugin without updates can slow down your website or ruin the visitor experience. Avoid this problem by regularly reviewing the plugins to confirm they are functioning properly.

Confirm Relevance and Quality of Content

High-quality content is a big part of your SEO ranking and your usefulness to potential clients. Unfortunately, content that was important a few years ago may not be relevant today. Perhaps you shared law news that is no longer applicable or recommendations that no longer apply due to changes to particular laws. Regularly take the time to ensure all of your content is still relevant for your law firm and clients. If necessary, take down and replace irrelevant content. In some cases, you may be able to make some changes to update content for current recommendations.

At the very least, add a disclaimer stating that the content in a blog post was relevant at the time of writing but is no longer accurate. In this case, include a link to relevant, accurate information that currently applies.

Test Functionality

Because small changes to your website and the plugins you use can impact the overall functionality of your page, it is important to regularly confirm that your page is working properly. Check for this using all major browsers. This involves manually testing the website on various browsers, but you can prioritize which pages of the website are most important to check, so it is not an overwhelming task.


The beginning of the year is an excellent reminder to review your law firm’s SEO strategy and perform recurring SEO tasks like checking for broken links and reviewing website plugins. When it comes to SEO, it’s not a one and done – your law firm’s strategy must consist of frequent SEO reviews to ensure everything is running smoothly and that clients can find your site. If your firm needs help developing a comprehensive SEO strategy, feel free to reach out to us for a consultation.

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