Tack­ling the world of search engine opti­miza­tion and organ­ic traf­fic may seem over­whelm­ing. Here are some tech­niques that law firms can use to effec­tive­ly boost their organ­ic search rank­ings.

1. Identify And Target Specific Keywords

Using a tool like Google Ana­lyt­ics, review your site’s organ­ic traf­fic sources and the key­words that are dri­ving the most traf­fic to your web­site. From this list, cross-ref­er­ence what key­words have high search impres­sions. Now you have a list of great terms to tar­get.

We typ­i­cal­ly tar­get the pri­ma­ry key­word and sec­ondary key­word phras­es. Pri­ma­ry key­word phras­es are phras­es that page con­tent focus­es on specif­i­cal­ly, such as “DWI lawyer New Orleans.” Pri­ma­ry key­word phras­es will dri­ve the bulk of your con­tent. Sec­ondary key­word phras­es, such as “DWI penal­ties in Louisiana,” relate to pri­ma­ry phras­es. They may be more niche, but they pro­vide traf­fic too. Tar­get­ing high-com­pe­ti­tion pri­ma­ry key­word phras­es may pay off in the long term, but in the short term, they may not help you rank well, which is why it’s ben­e­fi­cial to cre­ate a plan for tar­get­ing both types of key­words.

Here are a few ways you can effectively incorporate keywords into your website:

• Write con­tent that nat­u­ral­ly includes pri­ma­ry and sec­ondary key­word phras­es. Men­tion your pri­ma­ry key­word phras­es at least once on each page, but also make sure to incor­po­rate alter­na­tives.

• Add inter­nal links that specif­i­cal­ly tar­get your key­words into the con­tent on relat­ed pages.

• Use your key­word phras­es in hash­tags on your firm’s social media pages.

2. Achieve Perfect On-Page Optimization

Check your cur­rent page con­tent to make sure it’s up-to-date and includes the fol­low­ing:

• An SEO-friend­ly URL: Use short key­word phras­es in your page URLs (e.g., DUI or DUI lawyer).

• Author­i­ta­tive out­bound links: Include in your page con­tent links to arti­cles on author­i­ta­tive sites, and avoid link­ing to com­peti­tors. For exam­ple, law firms can link to court cas­es, court web­sites, local author­i­ties, etc.

• Key­words in your page title: Include key­word phras­es in your page title in addi­tion to your unique sell­ing propo­si­tion or tagline.

H1 and H2 tags: Orga­nize your con­tent using head­ers, and make sure that H2 tags have an H1 tag that they sup­port.

• Social media shar­ing but­tons: Include but­tons that allow vis­i­tors to eas­i­ly share your con­tent on social media.

• A call to action in your meta descrip­tion: Write com­pelling, action-ori­ent­ed copy for your meta descrip­tion to encour­age peo­ple to vis­it your web­site.

• Alt text for images: To ensure com­pli­ance with the Amer­i­cans with Dis­abil­i­ties Act and oth­er guide­lines, make sure that alt text (alter­na­tive text) is thor­ough and descrip­tive.

One oth­er thing you can do to opti­mize your page con­tent is to make sure that your pages load fast. A speed score of 90 or high­er on Google Page­Speed Insights is ide­al.

3. Build A Content Strategy

A con­tent strat­e­gy helps you cre­ate sus­tain­able web­site con­tent that’s engag­ing, mean­ing­ful, cohe­sive and ulti­mate­ly appeal­ing to read­ers. Blogs are one of the most pop­u­lar ways to build your site’s con­tent. Post­ing week­ly is a good way to main­tain fresh con­tent on your site and keep it attrac­tive to Google, and send­ing newslet­ters that high­light the lat­est posts to sub­scribers can help ensure that your site stays on their minds.

Cur­rent con­tent strat­e­gy for many law firms includes cre­at­ing long-form posts that con­tain 2,000 to more than 2,500 words. Many law firms find that their long-form posts are among their most suc­cess­ful and pos­i­tive­ly influ­ence their rat­ings.

High-Quality Links

4. Attract High-Quality Links

Get­ting links to your site on oth­er high-qual­i­ty sites can sig­nif­i­cant­ly improve your SEO. A great way to do this is to par­tic­i­pate in guest blog­ging on oth­er sites. You could pair up with oth­er indus­try lead­ers or even vol­un­teer for advice columns where your attor­neys par­tic­i­pate in “ask a lawyer” posts.

Info­graph­ics are anoth­er great way to attract links and can help break down com­pli­cat­ed infor­ma­tion, mak­ing it more digestible for audi­ences. If you cre­ate and design an info­graph­ic, you can request that oth­er com­pa­nies embed it on their site with a link to your site. The gen­er­al idea behind this type of shar­ing is that peo­ple will find the visu­al infor­ma­tion use­ful and share it with friends and fam­i­ly or on their social media sites.

5. Monitor Site Performance And Update

Reg­u­lar­ly mon­i­tor­ing your site’s per­for­mance and con­tin­u­ing to opti­mize it is crit­i­cal. Web­sites require fre­quent updates to make sure that they’re run­ning at peak per­for­mance lev­els.

Here are some helpful tips to ensure that your site maintains peak performance.

• Stay up-to-date on ana­lyt­ics. Your site’s ana­lyt­ics pro­vide valu­able insight into your bounce and con­ver­sion rates. If you see that some pages have low engage­ment and high bounce rates, work to improve the con­tent on these pages by incor­po­rat­ing videos (more on this below) and more valu­able infor­ma­tion.

• Fix 404 pages. If your site has sev­er­al 404 pages, find the errors on these pages and cor­rect them.

6. Use Videos

Videos can help your web­site rank high­er. Place videos at the top of the page, which can increase the length of time vis­i­tors spend on your page, decrease your bounce rate and fur­ther engage your audi­ence.

Here are several great ways for law firms to use videos:

• How-to and advice videos: Cre­ate how-to videos or videos where attor­neys share advice so your clients can gain a bet­ter under­stand­ing of your firm’s attor­neys and prac­tice areas.

• Q&A videos: Have an attor­ney answer com­mon­ly asked ques­tions on video.

• YouTube videos: Upload your videos to YouTube, and link them back to your site.

In con­clu­sion, if you’re look­ing for more ways to boost traf­fic to your law firm’s web­site, start with research­ing key­word phras­es, opti­miz­ing your web­pages, build­ing a con­tent strat­e­gy, attract­ing high-qual­i­ty links, mon­i­tor­ing your site’s per­for­mance and using video.