Even the most effective content material gained’t do you a lot good if nobody can discover it. That’s why SEO is an more and more essential a part of any regulation agency’s digital technique. Any content material you create must be designed with optimization in thoughts to be able to attain a related viewers that’s in search of the data you possibly can present. Sometimes the time period “SEO” could be intimidating, nevertheless it needn’t be.
22 Tactics For SEO That Aren’t Too Technical
1. Understand a Whole SERP Strategy
An total SERP technique will analyze the key phrases you’re concentrating on and supply a roadmap for creating content material. Look at featured snippets and who’s rating for them, in addition to who’s rating on the prime of the web page on search outcomes. You could possibly decide what alternatives can be found.
2. Remember E-A-T
The qualities of experience, authoritativeness, and trustworthiness make nice content material. Google states that your website as an entire must reveal these traits.
If you’d prefer to learn to create high quality content material on your agency, try this complimentary eBook: Law Firm Guide to Content Marketing eBook
3. Keep ‘Page Experience’ in Mind
User experience has all the time been on the coronary heart of excellent SEO. Google announced that web page expertise indicators could be included in Google Search rankings. For now, try Google Search Console’s new Page Experience Report to judge your efficiency and put together for any enhancements that’ll must be made by then.
4. Consolidate Webpages
If you could have a number of (*22*) round one matter, strive combining them into another authoritative useful resource. In a number of circumstances, one lengthy article on an internet site will achieve extra traction in search outcomes than a number of shorter items which aren’t linked. Using a 301 Redirect will enable you to to do that correctly.
5. Create Evergreen Content
Almost any web page could be refreshed with up to date and extra well timed content. You wish to hold the unique URL (so that you just protect the hyperlink fairness) however replace the copy inside. Create an inventory of content material to replace, beginning with the top-performing pages.
6. Fix Duplicate Content
Remember that duplicate content material hurts your regulation agency’s SEO. Having pages which can be too related will trigger a few of them to be filtered from outcomes. Even in case you don’t get a penalty, duplicate content material will end in decrease perceived high quality and a diluted web page rank. That’s too dangerous as a result of it’s a straightforward drawback to repair. Identify which pages might be inflicting issues, and prioritize and consolidate them.
7. Optimize Meta Information
The title tag and meta description tag inform serps what the web page is about. Almost with out fail, in case your title tag doesn’t comprise the question’s key phrase(s) or synonyms, the web page won’t rank. Use your focused key phrase in each locations.
8. Look at Word Count
All content material isn’t created equal, and understanding an internet web page’s goal phrase depend based mostly on the opposite top-ranking pages means you gained’t find yourself writing 2,000 phrases when solely 750 will do. Use third-party instruments to establish top-ranking pages and their phrase counts so you possibly can compete.
Related: SEO for Law Firm Websites eBook
9. Know the Readability Score
Google checks your web page’s high quality towards others competing for a similar key phrases. It’s essential to jot down on your distinctive viewers and match your studying stage to theirs. For instance, on a really technical facet of authorized proceedings, you possibly can write at the next studying stage.
10. Keyword Optimization
This tactic is mainly on the coronary heart of all SEO strategies. Keyword optimization (also referred to as keyword research) is the act of researching, analyzing, and selecting the right key phrases to focus on to drive certified visitors from serps to your regulation agency’s web site.
11. Structured Data
This clarifies to serps what the content material in your internet web page is about, whether or not the data is an occasion, an individual, a spot, or one thing else. It’s useful for eliminating ambiguity when a phrase can imply multiple factor.
12. Optimize Images
Most folks learn about optimizing for key phrases, however they don’t all the time take the time to take action for pictures. Remember finest practices for labeling the graphics you utilize in your pages.
13. Optimize for Featured Snippets
Featured snippets dominate the SERPs, provide you with tons of publicity, and hold your web site far above the fold. Plus, they’ll enhance your regulation agency’s credibility faster than another technique. In order to rank as a featured snippet, you’ll want to create content material in such a means that it instantly solutions a person’s inquiry within the type of a query. For extra ideas, try our previous weblog submit, Repurposing Law Firm Content for Featured Snippets.
14. Reference an Industry Leader
Doing so makes your content material extra more likely to be considered as credible, extra more likely to be shared, and extra more likely to end in further links – that are all useful for viewership basically.
15. Collaborate on Content
You can create a bigger viewers by working alongside one other knowledgeable on content material. That will equal extra hyperlinks and extra visitors to your web site.
16. Write for Searcher Intent
Well-written content material will strike a stability between writing for serps and writing with viewers intent in thoughts. Do some analysis and determine what your audience is on the lookout for. Understand what questions they wish to be answered and work to reply these. You may even have a look at Google’s autofill to get an concept of what persons are trying to find.
17. Utilize Video
Adding videos to your content material boosts time spent on web page and person engagement. If persons are extra engaged along with your content material, this may result in higher rankings from Google, because the time spent on-page will point out customers discover your content material helpful.
18. Optimize Headings and Subheadings
In order to rank on your goal key phrase, make sure that all of your headings and subheadings are optimized with the key phrase.
19. Update Old Content
Google rankings favor content material that was printed extra not too long ago. So, a easy means to enhance the rankings of your previous content material is to edit it and republish it underneath a brand new, more moderen date. Just be sure you’re updating the content material so it’s well timed.
Adding inside and exterior hyperlinks not solely helps Google perceive what your content material is about, nevertheless it additionally helps enhance rankings. High-quality pages normally hyperlink to different high-quality pages. So, if Google spots a bunch of high-quality links in your content material, then they’ll rank it extra favorably.
21. Create Longer, More Useful Content
Users (and Google) wish to see content material that’s in depth and sturdy in nature. A weblog that’s too brief and never completely researched won’t ever rank in addition to a bit of content material that encompasses a wide range of subtopics associated to the key phrase your viewers queried and which they could have questions on.
22. Make Your Information Skimmable
Yes, we stated longer content material performs higher (normally round 2,100-2,400 phrases) however that doesn’t imply you possibly can submit massive blocks of unbroken content material and anticipate to rank. Today’s customers wish to see content material that may be simply skimmed. Optimize your content material with headings, subheadings, infographics, and pictures to interrupt up massive paragraphs.
Even nice content material can get misplaced in a sea of fabric resulting from as we speak’s dense digital setting. SEO is crucial to your regulation agency getting discovered by the folks more than likely to make use of your providers. Content creation and SEO go hand-in-hand, however that doesn’t imply you’ll want to recreate the wheel. Start with these 22 ways, and in case you want further assist, observe our weblog for recent concepts or attain out to our consultants with particular questions.
This submit has been edited and republished from April 21, 2021.