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10 Essential Tips for Optimizing Your Firm Using SEO

10 Essential Tips for Optimizing Your Firm Using SEO

Search engine optimization can help your law firm gain new clients and significant return on investment (ROI). It takes time and effort to do it right. SEO is changing how people find your site, blog, and business. How can you optimize your site to get more leads?

Good thing there are numerous SEO services out there to help you optimize your business. Check out to be always on the top of your industry. Here are ten essential tips to optimize your law firm using SEO so you can improve your ROI while expanding your reach to more potential clients across the web.

Make sure your website gets found online

A powerful website is like a good pair of shoes; it helps your firm get where it needs to go. Make sure your firm’s site is search engine friendly by keeping these tips in mind: Be sure you have a meta description on each page, ideally between 70 and 160 characters long. A brief but engaging tagline will not only help your search engine ranking but can also be used as a compelling call to action at any point during a visit to your site.

To maximize your law firm’s online visibility, consider consulting with a law firm SEO expert who can provide valuable insights and strategies tailored to your specific needs.

Keywords are essential too

Keywords are words or phrases people type into search engines (like Google) when looking for something specific. So write clear, helpful text; use standard terms, and avoid industry jargon whenever possible!

Use Google Analytics to track traffic and conversions

Google Analytics is a free tool that every professional website should have. When you’re just starting, it can be hard to figure out what’s working and what isn’t when getting your web presence in front of people.

With Google Analytics, you can not only find out how many people visit your site, but where they came from, how long they stayed, and if (and where) they converted. And since you don’t need fancy software or unique know-how to install and use Google Analytics, it’s a great way to optimize your website immediately.

Know what your competitors are doing

To get serious about search engine optimization, study what your competitors are doing. Try reverse engineering their efforts, or figure out how they came up with content. You can use social media to gather intelligence or set up an alert in Google Analytics to see when new clients come in.

That’s another thing most people don’t think about: building a client base through organic means takes time—and it won’t happen overnight—so cultivating relationships with existing clients is a great way to build trust and traffic.

Create a search engine-friendly URL structure

It’s a bit of an old-school tip, but you’ll want to ensure that your website uses search engine-friendly URLs. Many platforms like WordPress use automatically generated URLs, and if you have chosen one of these options (and plan on sticking with it), you’re probably set.

If not, it may be time to go back and look at your URL structure – a search engine-friendly URL contains words separated by dashes instead of underscores or numbers, as underscores are generally seen as web addresses rather than words in search results. To learn more about how best to structure your site’s URLs, check out Google’s guide here.

Get backlinks from the right places

Search engines are designed to find and index every page on a website. Therefore, the better your site is set up, the easier it will be for search engines to do their job. To ensure you get found when people search online, link from your website to other relevant and popular websites.

While backlinks aren’t everything regarding how well your site ranks in Google results (they only account for 15% of how much weight a search engine gives your pages), they can help boost where you rank. This means more visitors landing on your homepage or pages with good content.

Check your site with an SEO tool

A reputable search engine optimization (SEO) tool can give insight into how well your firm’s site is optimized and allow you to check out competitors’ sites. For example, Open Site Explorer is a free tool that will enable you to see where backlinks are coming from and where your site ranks on major search engines. You can also set up alerts to know immediately when competitors’ pages rank highly on Google.

After all, just because they’re at #1 doesn’t mean it’s brilliant for them to stay there! Finally, investigate link-building options: Building links from other websites could be a good option depending on how many resources your law firm has available to spend on advertising and marketing.

Ensure you follow best practices with on-page content

On-page content is what you give to search engines when they crawl your site, so you must make sure all your content is keyword-optimized. (That’s because an excellent on-page strategy will enable search engines to find and understand your content; using keywords in your on-page copy provides those search engine spiders with crucial information.)

When optimizing on-page content, remember that your primary focus should be serving users, not looking like a spammer. Therefore, content should be optimized to meet users’ and search engines’ needs. Ultimately, don’t try too hard: keep things natural, and be smart about how you’re implementing SEO strategies.

Update frequently, and don’t let outdated content stay on your site

Websites that are regularly updated get more traffic than those that aren’t. For larger law firms, taking some time each week to write a post could be a great way to improve your SEO while simultaneously improving your content marketing efforts. Just make sure you don’t update too often—if you go months without changing your website, Google will rank it lower in search results because it assumes no one is visiting or using it.

To ensure you don’t go too long between updates, make an effort to publish at least one post per month (or more if possible). Use keywords on subheadings: If someone is researching a topic and stumbles upon your website, they probably won’t read every word of your content—they’ll scan.

Include relevant keywords in anchor text when linking out>

There are lots of ways to optimize your anchor text. While you might naturally link out to a few pages, it’s not always natural to link out with relevant keywords. Use keywords when they’re relevant and make sense. If you’re describing a new feature, new would be an appropriate keyword for anchor text.

  1. Make sure it makes sense.
  2. Ensure enough support around it (in terms of internal links).
  3. Testing multiple variations — then go ahead and throw a keyword into your anchor text now and then!

Don’t forget local!

One of the biggest mistakes an attorney can make with their website is overlooking a basic tenet of good search engine optimization (SEO): go local. Google and other search engines are increasingly giving preference to local businesses in searches, so be sure that your law firm’s website is optimized in a way that will help it appear on Google’s pack results (i.e., where Google lists 10-15 local businesses that are relevant to your search query) is vital.


Optimizing your firm’s online presence can go a long way toward making you more successful. When executed correctly, search engine optimization (SEO) will have your firm listed at or near the top of relevant search engine results, meaning that more people will find you.

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