Basic Ways to Improve the SEO of a Law FirmMay 6, 2019 No Comments
Featured article by Lyle MacLeod, Independent Technology Author
In this article, we are going to have a look at some of the most basic ways that you can improve the SEO (search engine optimization) of a law firm. If you are the owner of a law firm, it is likely that you will not have a department that is dedicated to technology and therefore search engine optimization – unless of course you own a very large firm.
If you are a law firm that does not have a department or member of staff that is dedicated to optimizing where your business appears in the search results of major search engines, then we will go through a number of tips and hints in this article with regard to basic ways that you can improve your law firm seo, or any law firm for that matter.
First off, before we take a look at various ways of improve the search engine optimization of a law firm, let’s take a look at what exactly search engine optimization is, why it exists, what it does , and why it is essential if you would like to own a successful business in the modern digital age that is today. SEO means ‘search engine optimization.’ It is the process of ranking websites on major search engines in order to make sure that the most relevant search results appear at the top of the page. For example, if a search engine user were to search for “bedside lamps,” then they would want an array of products and information on bedside lamps to appear, as well as perhaps companies that make and sell them. They would not want companies that make carpets to appear at the top of their search results. Search engine optimization exists to make sure that you are able to reach the top of the search results for those keywords that you would like, which will resultantly mean that you will gain more relevant traffic to your website – relevant traffic to your website means relevant customers, and relevant customers are far more likely to buy from you than those customers that have ended up on your site by chance.
Now that we have had a look at what search engine optimization is and that you have a brief idea of what it is and why it exists, let’s take a look at a few of the basic ways that you can improve the SEO of a law firm.
Find an SEO agency that has experience in this sector – hiring a search engine optimization company may seem like the easy choice. Whilst it may be the easy choice, it is also in many ways the better choice! Think of it this way – if you, as the owner of a law firm were to hire either one person or indeed a team of staff to deal with the technology section of your business that would include SEO, this would be a very costly and very timely process. For example, you would need to spend all of the time on the recruitment process and learning about what to look for in candidates in this field. You would also need to spend the hours having your new staff trained, and having them learn about what your business exists to achieve. After you have done all of this, there is always the risk that your new team of staff are not quite as good at search engine optimization as you originally thought. It is more expansive to keep a team of people, or even just one person in your office that is dedicated to handling your search engine optimization needs. If you choose to hire a good SEO agency that has experience in ranking business that are similar to yours, they will already know what keywords you should be looking to rank your law firm for, as well aa a huge variety of other information regarding the online marketing of your business that could be of great value to you as the owner of a law firm.
The content of your website – this is another thing that it is paramount that you remember. If you want to make sure that your law firm is ranked as well as it can be on major search engines, it is essential that you make sure that the website of your law firm is boasting a wealth of both relevant, and good content. Not only should your content be relevant and be of good quality, but your content on your website should be regularly updated and always kept fresh. Content is what makes readers want to come and visit your website in the first place, and that content must be relevant to what the reader is looking for if they are to stay. If you are unable to provide your website with content that is fresh and that is of relevance and high quality, then it is impossible for your site to appear near the top of major search engines search results – the place that all of your potential customers will be looking at.
Metadata – the metadata of a web page is the content that describes the content that is on the website. In terms of search engine optimization, metadata is looked at by search engines in order to try and gain an idea of what is on each page on a website. The metadata is there to provide search engine bots with information as to what is on the website. Whilst metadata has become less relevant to the physical process of ranking websites than it used to be, it is still important that you ensure that your law firm website has correct metadata. Good metadata can not only inform search engines of the content of your website – but also your potential customers. Say for example that your website were to appear near the top of the search results for “law firms,” and had a very good brief description of the content within your website in the metadata – this is far more encouraging to enter than a website that does not provide this metadata!