What Is On-Site SEO and Why Is It Important for Your Law Firm?

What Is On-Site SEO and Why Is It Important for Your Law Firm?

On-site SEO (search engine optimization) refers to the process of optimizing your web pages, so they rank higher in search engines, increasing visibility and traffic.

Examples of tactics used to improve on-site SEO include updating content, title tags, links, and more.

You may not think much about on-page SEO or even think it matters in the legal industry. However, the legal industry is extremely competitive, and if you want to ensure your site is found, instead of your competition, you must invest in on-site SEO.

Google (and other search engines) look at the on-site SEO cues to determine if your site matches a user’s search intent. If the right elements are in place and the page is useful to the searcher, it will appear at the top (or near the top) of search results. This is what you want.

Components of On-Site SEO for Your Legal Website

It is clear that on-site SEO is important. However, we want you to fully understand what it does and what value it offers. Here, you can learn about some of the most important components of on-site SEO and why they matter.

Proper Keyword Usage

Before doing anything, you must determine the keywords to optimize your site for. The keywords you choose will impact almost every on-site SEO element.

Conduct keyword research (with a free or paid tool) to find target keywords and relevant topics to write about.

When choosing keywords, choose long-tail competitive and more popular or trending ones. Usually, these have a lower search volume but will be easier to rank for.

Quality Content

The content on your website is an important element of SEO success.

The content is what helps drive traffic to your site, gets people to engage, and keeps them on the page. If you do not invest in content marketing, you are probably not seeing much incoming traffic.

You will find several types of content, from blogs and eBooks to forms and more. It is best to create content that helps establish your legal practice as an authority in the industry. You should also cover multiple industry-related topics to satisfy several search inquiries.

When creating content, it must be in-depth and provide valuable information to your audience. There is no point in creating content if your audience cannot read or understand it.

Content needs to be organized, easy to follow, and easy to skim. You should also take a deep delve into the topic to ensure you are answering any related questions someone may have.

Title Tag Optimization

The title tags are HTML codes that specify the title of a webpage. It is displayed in search engines, browser tabs, and social media posts.

Title tags are also a ranking factor and influence if someone clicks on your page.

Use these best practices when creating title tags for your website:

  • Keep it short. Google will cut off your title tag if it is more than 50 to 60 characters.
  • Include the target keyword. This ensures users and Google know what the page is about.
  • Be original. Never use duplicate title tags. You want something unique that describes what the page is about.

Meta Descriptions

A meta description is also HTML. It is used for describing the content on your webpage.

You will find meta descriptions on SERPs (search engine result pages) under your page’s title.

While meta descriptions are not usually a ranking factor, they can help someone decide if they will click on your page or the competition. Quality, engaging meta descriptions can increase your traffic.

It is important to note that if your page’s meta description does not meet a user’s search intent or the page content, Google can create its own description for your page.

Internal Linking

When you create new pages for your website, you need to link to other pages on the site. This is called internal linking and keeping people on your site rather than sending them to an external website.

Internal links improve the user experience and give your audience important information to learn more about your topic. Also, internal links help search engines find more pages on your website. Linking internally also encourages Google to follow the links and index your content. This increases the likelihood of your site ranking higher in Google SERPs.

Why Should You Invest in On-Site SEO for Your Legal Website?

Are you still unsure if you need to invest in on-site SEO for your law firm’s website? If so, here are some specific reasons why this is a smart investment:

  • Increased visibility. On-site SEO will help increase your search results, which means more qualified leads will find you when searching for legal services in your area.
  • Increased high-quality cases. Your site will attract more leads if it appears at the top of SERPs, which also means you increase the potential of bringing in new clients.
  • Increased credibility. When you rank well in SERPs, your law firm seems more credible and makes you a perceived authority in your area.
  • Cost-effective. Investing in SEO is cost-effective, especially compared to other advertising types. It helps your law firm reach as many potential clients as possible who are searching for the services you offer.
  • Long-term results. Paid advertising stops working when your budget is spent. This is not the case for SEO; the results will last long-term.

Are you ready to invest in on-site SEO for your legal website? If so, contact our team at The Legal Marketing Company today. 

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