A number of attorneys have begun to realize that Search Engine Optimization (SEO) can be a powerful tool for promoting their law firm. SEO is the process of improving the visibility of your website. The more popular your website becomes, the higher you will rank on search engines like Google and Yahoo! Fortunately, there are a number of ways to achieve this goal. Among these are a number of techniques, including on-page optimization, information architecture, and backlinks.
Information architecture impacts website organization and navigation
Information architecture is the design discipline that helps people navigate through a website, find what they’re looking for, and stay engaged. Typically, the information architecture process includes data modeling, prototyping, and user testing. It is the foundation of a well-planned website and is a powerful force in digital products.
The most important part of information architecture is its role in helping users get what they need. By providing a logical framework for content organization, the site can become more engaging and accessible.
In addition to information architecture, it is important to incorporate navigation. Navigation is a series of links and categories that guide users through a web site. A good navigation system provides a clear path to content and can be used to help determine whether visitors become leads or turn away.
On-page optimization
One of the best ways to attract new clients is by optimizing your law firm’s website for search engines. In fact, the majority of people who are looking for legal advice turn to the web first. By following these on-page SEO steps, your website will rank higher and help you increase the number of visitors it receives.
Your on-page optimization efforts can be divided into three key areas: content, meta information, and links. Each of these components are crucial to the success of your optimization campaign.
Content should be relevant to your target audience. For instance, if you specialize in personal injury cases, you might want to focus on keywords that relate to this area of practice.
Heading tags and titles are also crucial for on-page SEO. These are important because they inform Google what the page is about.
Backlinks are a vote of confidence in your content
In the world of law firm SEO, backlinks are a great way to get your content noticed. They’re like a digital vote of confidence for your online domain. It lets Google know that your content is relevant and valuable.
Backlinks can be earned naturally or you can actively seek them out. When you create high-quality content that is useful to other audiences, other websites will share it. That’s why it’s important to be consistent and to invest in building quality links.
Law firms are lucky in that their specialty knowledge and topical authority make them perfect for generating quality links. But creating and distributing high-quality links can be tricky. Here are some of the best tactics to generate links for your law firm.
Understanding Google’s RankBrain AI system
Google’s RankBrain is an artificial intelligence (AI) system that can process searches and predict the meaning of queries. It has become the third most important ranking signal after content and links.
The RankBrain AI system uses machine learning to understand search queries. In particular, it is designed to handle “long-tail” queries. A long-tail query is a complex search term. Before RankBrain was introduced, Google had a difficult time handling these queries.
RankBrain works by learning from past searches. Using data from hundreds of sources, it calculates signals to return a set of results. These signals are tied to the searcher’s location, content, and user experience.
RankBrain is able to sort through the billions of pages on the web and find documents that match the intent of a search. As such, RankBrain has the potential to improve the quality of search results.
Common mistakes attorneys make when adding content to websites
Most attorneys and law firms don’t spend enough time or energy on the task of putting a website together, much less maintaining it after the fact. The aforementioned ad hoc is an unfortunate oversight, resulting in a plethora of mediocre sites that aren’t a lot better than their offline counterparts. Luckily, there are a few tricks in the trade. Using a site like iFinish, a law firm can turn around a mediocre site into a tidier, sexier and a lot more professional looking site in about a day. Considering the many perks, it’s worth the trouble. Besides, who knows, you might just be hired to a firm of your own. If you aren’t, your clients are likely to go elsewhere.