There can be many tactics and strategies used to create a successful digital marketing campaign for law firms, but one which will be at the heart of many of them will be SEO. SEO, which stands for search engine optimisation, is how law firms can ensure that their website appears near the top of the results whenever someone enters a relevant term in a search engine.
With Google being by far the largest and most influential search engine, it is normally their ranking algorithm that websites must be optimised for. With some estimates putting the ranking factors Google takes into account at over 300, it is clear that SEO requires work and effort to generate results.
Nevertheless, optimising certain ranking factors is more a case of working cleverly than working hard, and thus law firms should be in a position to implement many SEO tips that can help rank their websites higher and boost their search engine traffic. Here are ten of those SEO tips.
Carry Out Comprehensive Keyword Research: The key to all your SEO is knowing the keywords you wish to rank for. By properly researching what search terms your target audience is searching for, you can optimise your entire SEO campaign around these.
Ensure Your Website Looks Great: People leaving your website quickly, aka bounce rate, is undesirable and it will happen if your website is poorly designed. If so, seek a web design agency to revamp your website, especially its appearance.
Have A Well-Planned Sitemap: A sitemap makes it easier for Google’s bots to crawl your website. If they can, it ensures they send back the correct information and data relating to your website and what it is trying to rank for.
Use Nothing Less Than The Highest Quality Content: This a simple task, but so many websites fail on this. Do not be one of them by insisting that every piece of content that you publish on your website is top quality and worthy of being read by your visitors.
Plan Your Titles, Sub-Headings, And Tags: When planning content, take time to think about the titles, sub-headings, and tags you will use so that they further boost rankings by relating to the keywords you are targeting.
Optimise All Your Images: Whilst the content of an image cannot yet be determined by Google, you can still optimise them using their file names and alt-text, plus you can reduce load times by resizing them to lower resolutions.
Write Powerful Meta Descriptions: Meta descriptions appear in Google search results as a small block of text and if this is optimised properly it can ensure that your link is clicked more often by those searching than the other links that appear.
Optimise Page And Post URLs: This simple optimisation means that you create URLs for posts and pages which clearly define what they are about which helps those searching, and is a significant ranking factor on Google.
Create An Effective Internal Linking Strategy: This is often overlooked, but creating internal links within your website can further boost the rankings of individual pages and posts.
Ensure Page Load Times Are Optimised: Google hates seeing slow load times, and so do visitors who simply click away. Reduce large file sizes such as images, and, if using video, embed them rather than using the raw video file.