Bringing Traffic to Your Website: On-page, On-site, and Off-site Optimization Strategies

seo for lawyers and attorneys

These days, it’s not enough to have a beautiful, user-friendly website. It’s also important to consider the site’s existence on, and interaction with, search engines. Search engine optimization is one of the best ways to initiate and funnel traffic to your website, and a well-performing website utilizes the right combination of on-page, on-site and off-site optimization strategies.

On-page optimization ensures the optimal mix and frequency of well-researched keyword phrases.  This typically consists of measuring relevancy across items such as page title tags, meta descriptions, header (h1, h2) tags, image alt tags, link title attributes and paragraph text on a single web page.  On-page optimization also focuses on including keyword phrases in the right locations of a web page.  Search engines will prioritize the importance of a keyword phrase that’s physically higher up on the page and tagged correctly, and give that particular phrase more weight when categorizing and ranking your website in organic search results.

On-site optimization focuses on the importance of relevancy across many pages of a website, or the entire site.   An example of this would be a website for a law firm where all topics (including practice areas, blog pages, articles etc.) focus on law-related issues, or anything relevant to the business.  Typical on-site optimization strategies include a rich link structure that connects keywords or phrases to other related pages that may more clearly define the specified keyword phrase.  Ensuring that the anchor text used in a hyperlink is rich with keywords that clearly define what the subject of the destination page is about gives a search engine a better idea as to what the overall site’s theme and category is.  A good example of this would be avoiding a phrase like “click here” as a means to link to another page.  Other on-site strategies would include having a current XML sitemap to help search engines crawl and identify the location of all of your website pages without missing any, using schema markup to better translate information about your organization to search engines (location, hours, type of business), identifying and removing duplicate content to avoid penalties, and using DRY (don’t repeat yourself), lean, compressed (minified) code so that your site loads quickly, giving visitors an optimal experience.

Off-site optimization techniques primarily focus on aspects that can increase the visibility of a website in organic search results by way of factors that are external to the website itself.  This would include social media strategies set to drive traffic and inbound links, obtaining backlinks by use of credible online directories, and ensuring that URLs, address listings, and phone numbers are precise and accurate across all locations on the web.  Also, writing compelling, original, quality content like press releases or blogs that authoritative sites like news sites and thought-leading blogs may want to link to, can help increase your organic search rankings.

A healthy combination of on-page, on-site and off-site optimization is the best approach to increasing visibility for your website. PR4Lawyers is both knowledgeable and experienced in creating successful optimization strategies for lawyers’ websites. Call now for a consultation at 631-207-1057 or email us at info@pr4lawyers.com.

 

9 SEO Metrics and Terms that Law Firms Need to Understand

SEO Analysis
In today’s digital world, search engines such as Google, Bing and Yahoo! have become powerful tools that play a large role in the success or failure of many companies in various industries. Ranking high in search engine results can help a law firm gain new clients and strengthen their brand. When a law firm appears on the first page of search results for key terms, whether the consumer is actively searching for the firm or not, it can directly result in leads and sales. The consumer will start to recognize the firm’s name and build perceptions of the firm just by seeing their name at the top of the page. Having low results in search engine queries can hurt your law firm as much as good results can help. No matter the circumstances, all law firms should be on the first page for a certain term, such as their firm’s or attorneys’ names.

Search Engine Optimization (SEO) is the process of improving a website so that it appears higher in search engine results. Improving such results can be a lengthy process that requires much effort. In order to improve results, one needs to pay close attention to key performance indicators associated with SEO. Tools such as Google Analytics allow developers of a website to track metrics vital to a website’s SEO success. However, none of these statistics will help if one does not truly understand them. Below are nine metrics and terms that one needs to know in order to improve their SEO: Continue reading “9 SEO Metrics and Terms that Law Firms Need to Understand”

Anatomy of a Mobile Website

By John Zaher

According to a study by Nielsen Media Research, mobile Internet usage is growing at a rate of 30 percent each year. With more people surfing the Web using their smartphones, businesses and law firms must recognize the need for their websites to be compatible with these devices. By creating a separate site for mobile users, you are enabling them to experience faster browsing speeds, easy navigation and an overall improved user experience. Having a mobile website can also provide strong search engine optimization (SEO) benefits since it will boost your rankings on mobile-friendly search engines, such as Google and Yahoo. This article will explain why your law firm needs a mobile website, what your mobile website should look like and how you can convert your existing website into a mobile site.

 

Why Does Your Firm Need a Mobile Website? — With the variety of mobile devices to choose from, such as iPhones, iPads and Androids, the mobile Web is rapidly replacing traditional desktop browsers. As an increasing amount of people use smart phones to browse websites, law firms should not hesitate to reach this important mobile audience. Often, potential clients do not realize they will need an attorney until something unexpected happens (a car accident, an injury, etc.), and some of them may try to find one right away with the ease of their smartphone.

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What You Need To Know About SEO

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By John Zaher

Search engine optimization (SEO) is absolutely critical to modern marketing. With millions of new Web pages flooding the Internet every day, search engines are forced to sift through the clutter and develop a ranking system to prioritize websites. In the most basic sense, SEO is everything that helps your business get ranked higher and receive optimal exposure from these search engines. This is so important because your position on organic search engine results correlates with the number of leads generated by your website. For those who are new to SEO, this article will explain the most important factors that affect these rankings.

1. Content — Compelling content is perhaps the most important and influential factor of search engine optimization. Every Web page you create should contain unique content and keywords that are fresh and relevant to your area of law. Strong content is quickly picked up by the major search engines and pushed to the top of the search results. When writing your Web copy, see if you’ve answered the needs of your clients. What kind of content are they looking for? Depending on your area of law, you may offer guidebooks, downloads, a FAQ section, multimedia and other pages that are of value to your audience. It’s also important to ask yourself (even if your content meets the needs of your audience): What makes your website stand out from those of similar organizations? The more valuable and unique your website, the more traffic it will receive.

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Attorney Marketing and the Web

By John Zaher

Web Marketing

 

More attorneys are using advertising to expand their practice in the face of increased competition in the legal profession. Additionally, there is now heavy emphasis on online attorney marketing, challenging attorneys to find effective marketing tools that allow customers to find their firm over others. This article provides you with the PR4Lawyers top tips and techniques for attorneys to market through the Web, including through their website, SEO, directories, and PPC advertising.

 

Website

Since the website is one of the first impressions people will get of the firm, it’s important to develop a professional website. When planning on a design, determine the message you want your website to communicate about the firm, the audience you are trying to reach with it, and your budget. A strong site could include the following sample elements:

  • Home/Introduction
  • Firm overview
  • Areas of practice
  • Frequently asked questions/requests for more information
  • Client lists
  • Client testimonials
  • Publications page
  • Attorneys
  • News
  • Calendar of events
  • Photo gallery
  • Resources and related links pages
  • Question of the week/submit questions
  • Multimedia and video
    • Flash video is nice, but not search engine-friendly
    • Firm overviews
    • Practice overviews

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