On Site Optimization: Content

An easy rule to remember is that, generally, what captures the interest of site visitors will tend to improve your rankings through a search engine. For example, it’s important to keep your content updated frequently. The spiders will look for new information when they are sorting an index. It would also be beneficial to your rankings if you made your design simple and straightforward, in turn making it easy to browse. By using slow-loading, overdone graphics and multimedia bells-and-whistles, your web users will be frustrated. This can dramatically decrease the chances of your site being found by a search engine.

Using keywords in smart and clever contexts is one of the most important factors to help with optimal search engine results. The use of your keywords should help promote your marketing objectives, fit with both your practice areas and geographic location, and should try and match words that possible clients will use when searching online. In order to use keywords effectively, you should:

Keep it readable: If you continuously repeat the same keywords—this is called keyword stuffing—you will not only cause a negative experience for the user, but you could also be flagged by search engines. Try to focus on keeping keyword-rich language while also allowing your site to be easily read.

Imagine yourself as a prospect: Oftentimes, prospects do not use the proper legal terms when conducting a search. It would be beneficial to your site’s ranking if you included layman’s terms in your key practice areas. For example, “attorney”, “lawyer”, or “law firm” are common words for searches. Try to cover both your geographic area and any variations: mention both your city and state. If you’re located in a big city, neighborhood key words can also be relevant.

Own a niche: Although most search engines generates thousands—sometimes millions—of results, users tend to look for links only on the first page or so. Because of this, it is incredibly important to make sure you are targeting your specific niche and location. It would be better for you to avoid generic and competitive keywords, such as “criminal-defense attorney” or “divorce lawyer”, and instead focus on garnering a high score in a unique search.

Another important place to implement keywords for your site is in the behind-the-scenes programming. Some elements of programming that can also help you obtain a high score through search engines are the use of properly written alt tags, title tags, and meta descriptions. Overall, the most important thing for your site is content. If you decide to work with a web-site provider, check to make sure they understand the legal industry and also know how to write web content for it. They should also be aware be aware of how law firm web sites are evaluated and ranked through search engines.