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Contact South West Web Marketing How To Increase Your Law Firms Search Engine Rankings

Ten ways to improve your search rankings for your legal business

How to imrove your search engine ranking for your law firm

When it comes to discovering how to improve your search engine rankings on any of the major search engines, there is a huge amount of information out there, but unfortunately a lot of it is speculative or in most cases frankly untrue. It can be overwhelming to try and make sense of all this information; even "us" experienced SEO experts sometimes struggle to know where they should spend their time and energy for the best results.

Listed below are ten simple yet effective ways to improve your search engine positions to send more traffic to your law firm’s website and generate more leads and enquiries from online sources.

1. Post quality content …

Content is king, but only if it's quality content. Google simply wants to deliver the most helpful content possible for any given search query; its goal is not to rank the website who can best "hack" the system by publishing spun or duplicate content and gathering high volumes of “spammy” links.

If your legal articles offer a lot of value to the reader, your copy will naturally receive more shares, more links, more referrals and ultimately a great presence in the organic listings. It all starts with writing something worth reading. If you’re a niche law firm, for example offering "Continuing healthcare" - talk about successes, discuss the merits of the services you offer.

2. … and post it regularly

If you only get time to write quality content once in a blue moon, that's OK – but you'll see the best results from posting good articles as often as you can. Create your own (realistic) publishing schedule and stick to it.

3. Research trumps all

Search engines can be oversaturated with bloggers and companies that are all vying for top positions. There is so much competition, you may wonder if it's even possible to get onto the first page for your chosen keywords, never mind hit that elusive yet lucrative number one spot.

Tools such as Google's Keyword Planner will help you find out how many people actually search for your targeted key phrases on a monthly basis in any given area, and from here you can work out how valuable they will be to your campaign. Best of all, the software will often suggest long-tail keywords that are not as highly searched but could be just as, if not more, relevant to your business.

A few minutes of keyword research could mean the difference between a mediocre campaign and one that drives a seriously impressive return on investment. As above if your offering services for Continuing Healthcare, make sure you use a mix of primary and long tail keywords - for example "Continuing healthcare" and "NHS care home funding".

4. Focus your attention on what works

The simplest formula for success in any endeavour is to take whatever works and double down and improve on it. What does this mean? If you find a keyword or a selection of keywords that work well for your business, re-focus your efforts on the terms that are working. It's important to test new approaches, but don't make major changes to a successful strategy if you don't need to.

“Test and measure”.

5. Optimise your meta-data

Many people forget to optimise the meta-data on their web pages. It's simply not enough to write a great piece of content and expect the search engines to immediately understand its purpose and its relevancy – you need to make it absolutely clear to the crawler bots what your page is about by spending some time creating clear, concise meta titles and descriptions.

6. Write headlines for both readers and search engines

80% of people will only read your article's headline. If your headline isn't captivating enough, they'll click away from the rest of your content. A good headline that's been crafted for the readers but also appeals to the search engine spiders with the clever use of keyword variations will work best.

7. Get quality links

Search engines assume that the more your content is linked to across the web, the better that content is. But if you try and fabricate your content's popularity by acquiring links on dodgy, low value websites, you could be doing your search presence more harm than good. One link from a relevant, high quality website is worth 50 low quality links from a site that's been built purely for linking purposes.

8. Generate links from lots of different sources

If you want to rank well, you can't focus on just one type of link – adding yourself to multiple directories, for example, will only get you so far. Instead, get links from a wide variety of sources, including blogs, law forums, blog comments, social platforms and even associated legal companies' websites.

9. The turtle nearly always wins the race

Regardless of the strategy you eventually choose, you need to be the turtle and not the hare. It takes time to build up a bank of quality content and generate the right kinds of links to your website. Consistent work will always trump irregular surges of effort from your SEO team.

10. Be social

Search engines fully understand that social media commands the attention of today's web users, and they do take into account how often your content is linked to from a social platform such as Facebook or Twitter. Get active on social media and use it to build a strong following for your law firm – the likes, shares and links will come naturally.


Tags: Search Engine Ranking Tips For Law Firms, How To Improve Your Google Rankings For Your Legal Business