Search Engine Optimization (SEO) is a necessary process that can be frustrating, time-consuming and brings results that test your patience. When working on SEO for a law firm, this is no different. There are steps you can take, however, to help speed the process along.
Continue below to discover five tips our team at InnerAction Media (IAM) utilizes to help law firms with SEO.
1. PRIORITIZE LONG-FORM CONTENT PILLAR PAGES
Pillar pages are website pages that contain an excessive amount of content. The page should provide useful information on the client’s problem and how you can help them. In other words, inform the client and supply them with information on the subject so they can make a better decision for what is best for them.
Our team would recommend thinking about the pillar page like a book. Your pillar page should have a central theme with additional information specific to it.
2. INCLUDE YOUR CORE PRACTICE AREAS IN YOUR MAIN NAVIGATION MENU
When a search engine crawls your site for information, the higher up the chain your main focus is the better your results will be. You don’t want to take three clicks to navigate to a site that contains important details about your firm.
Not only will this give more flexibility to search engines, but it also allows for a more user-friendly experience for potential clients. This can make a BIG difference in whether they select you to represent them. After all, if they can’t find out how you can help them quickly, they will soon move on.
3. DON’T FORCE KEYWORDS INTO THE CONTENT
Keywords are great when it comes to having your content be searchable and optimized. However, make sure the keywords are organically woven into your content. Forcing them can cause your site to be tougher to read and bulky. Keep your content lean and relevant. It’s what search engines and potential clients prefer.
4. INCLUDE KEYWORDS IN ALT TAGS, META DESCRIPTIONS, AND TITLE DESCRIPTIONS
Just because you can’t see them doesn’t mean they aren’t there. Not only is it recommended to add keywords in the content your target audience is reading, but you should add those same keywords in the title tags, meta description and alt tags.
5. USE LINKING APPROPRIATELY
Linking can be a powerful tool in search optimization and can help you rank higher on search engines. Internal linking, from pages to blogs as an example, on your website, can add robustness to your site, which can help to keep visitors on your site longer. Search engines see the increased time on pages as a sign that there is relevant content on the site and it is worthy of ranking higher due to that content.
External linking, otherwise known as “backlinking,” can also increase your authority in the search engine’s eyes. Backlinking is the concept of finding other authority figures in your field and reaching out to them with a piece of content that they might like to feature on their website, which would be linked back to yours.
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These five tips can get you started with your search engine optimization plan. If you have any questions, please give us a call at 304-241-4959.