Search Engine Optimization

There are two main aspects to Search Engine Optimization (SEO); “On-Page” and “Off-Page”.

On-Page SEO is the first factor that a Law Firm should focus on because it lays the foundation for any SEO in the future. On-Page SEO has a set of guidelines on how and where to place your site’s keywords on a page and throughout the site in order to maximize its potential ranking for that keyword. Some of the major areas to optimize keyword usage are: title of web page (title tag), meta tag description, H1 tags, anchor texts of links to internal pages of site, anchor text of navigation links, anchor text of footer links, and anchor text of in-context links.

Off-Page SEO is the process of attracting and building links to a Law Firm’s website. In order to rank well in the search rankings for your keywords and phrases, the spiders will evaluate the quantity and quality of the links that point to your page. A recent evolution of Off-Page SEO was the emergence of Social Media and its implementation into search engine marketing and optimization campaigns. Link popularity is the most significant factor the search engines use for determining how well a site should rank for its keywords. Link popularity is the measure of the quantity and the quality of the sites that link to yours. Getting text links from popular sites will increase your link popularity and boost your sites rankings.

It is our experience that the vast majority of companies doing SEO for law firms, does not do either area particularly well, and does very little if any Off-Page SEO on a monthly basis. Both of these strategies are extremely time intensive and simply cannot be done by companies with a large number of clients. See for yourself, ask your current SEO company for a report of the links they built for your website for the last three months.