That’s why you need to know the on-page, technical, and off-page elements that influence how your content will perform in the search results—plus the best practices you need to follow. Doing this will help you avoid publishing content that doesn’t help you achieve your business objectives.

Here is a guide on WordPress SEO best practices to help you avoid making mistakes that will affect your website’s performance and improve the likelihood of high-ranking content.

Why Use WordPress Over Other CMS Tools?

Even with other CMS solutions available, WordPress is still the most popular CMS tool. There’s nothing simpler than navigating the WordPress dashboard and block editor that comes default with the platform.

Founded in 2003, it has won numerous awards, including “Best Open Source Software”, and powers most of the world’s websites. In fact, it powers around 43% of all websites.

What makes WordPress the go-to option for most website owners? Its flexibility. WordPress allows you to customize your website to fit your exact needs, including adding SSL, meta description, alt text, sitemap, breadcrumbs, and even schema markup – everything you need to optimize for the SERP.

For example, from a user experience perspective, you can buy WordPress themes that you can customize to align with your brand strategy and deliver content dynamically to different devices. Your web visitors will have a smooth browsing experience as they interact with your content because they can easily find what they’re looking for.

From an SEO perspective, WordPress allows you to use different plugins to optimize your content and improve website performance. Popular SEO plugins such as Yoast SEO, RankMath, and Meta Sync SEO are perfect for content optimization. You can also add an analytic SEO plugin such as Google Analytics or Bing Webmaster Tools.

WordPress SEO Best Practices

WordPress allows you to manage all your content in one place easily. Optimizing your WordPress site increases the chances of driving more organic traffic to your website and achieving your SEO strategy objectives.

While we could publish a WordPress SEO guide article about basic SEO practices such as using the Yoast SEO plugin, connecting Google Analytics, using a focus keyword, or writing a meta description, we’ll focus more on the concepts of WordPress SEO you should focus on to perform better on the search engine.

Here’s what you need to keep in mind:

1. Create and Publish Content that Satisfies User Intent

Since content is the vehicle you’re using to achieve your business objectives, it needs to be relevant to what your potential buyers are looking for in the search results.

Your readers might land on your blog post at any stage of their buying journey, which means you’ll need to stand out by providing the answers they need when they enter the search query. Then, point them to the solutions they’re looking for.

You could start this process by performing keyword research. SEO tools such as Google Search Console, Semrush provide SEO expert information to help find a specific keyphrase to focus on.

Publishing content that satisfies your reader’s intent requires you to start with the end in mind. This means creating a content strategy that helps you clarify your objectives and identify your ideal readers.

For example, let’s say your ideal readers are furniture vendors. A furniture vendor has two challenges when running their business: acquiring more customers and managing their product information. Suppose you are trying to sell a product information solution. In that case, content for this furniture vendor audience needs to teach how to solve their initial challenge (customer acquisition) before introducing a solution to their second challenge (managing product information).

This approach makes your content relevant and helpful, which is exactly what Plytix, a product information management tool, has done.

Their content helps the reader tackle both challenges by creating a furniture marketing strategy and then introducing their product with a specific page to navigate at the end of their post. As they get more customers, they’ll need to manage their product information better. Hence, their content ensures that the business owner knows what solutions to look for when they want to manage their product information effectively.

2. Make Your Content Accessible

In addition to making your content relevant and helpful, you must ensure that it’s easily accessible to both search engines and website visitors. Making your content accessible includes creating and submitting an XML sitemap to Google in Google Search Console so that its bots can crawl and index your content to ensure that it appears in search results.

Your HTML sitemap also needs to make site navigation easier so that your web visitors can find the information they’re looking for on your WordPress website. When using a WordPress sitemap, your content appears in a user-friendly format so readers won’t have trouble finding their way around your content.

You can use the SearchAtlas Site Auditor to ensure that there are no technical issues with your sitemap.

In addition, you also need to write a descriptive SEO title telling a potential reader what the web page is about. When writing descriptive page titles, be clear and direct. If your reader doesn’t understand what your page is about, they won’t click through to read your content. Instead, explain how readers will benefit from your content once they click on your meta title.

Your readers are intelligent, and making it easier for them to find what they need is a cornerstone of content accessibility. Use header tags that break down different sections of your content to help the reader self-select what sections to read and what to skim.

For accessibility, it’s also important to add alt text to your images. The alt tag not only helps visitors using screen readers, it’s also a ranking factor for image SEO.

One other aspect of accessibility is ensuring your SSL is up to date. This is important for both the search engine and potential visitors to trust your WordPress site. Luckily, it is pretty easy to generate a free SSL certificate from many major hosting platforms.

3. Use User-Friendly URL Structures

The URL structure of a webpage is easy to overlook, especially if you haven’t changed your permalink settings inside WordPress to have a custom URL structure for your content.

In addition to making your site crawlable, reader-friendly URL structures improve user experience. They do this by telling readers what the page behind the URL is about. This makes it easier to decide whether it is relevant to them or not.

When creating your permalink structure, narrow it down to your primary keyword. Then, get rid of any other information that makes it longer than it needs to be. This includes numbers and symbols.

You can also add keyword modifiers to your URL to align it with the searcher’s intent. Modifiers can be based on niche, location, or topic. For example, if your primary keyword is “local SEO,” modifiers might include: “how to,” “real estate,” or “New York SEO.”

These modifiers will appear in your title tags, so you’ll need to include them in your URL. This way, you’ll match with specific searches that readers will run when looking for information related to your primary keyword.

Lastly, ensure this final permalink is set as your canonical URL, which you can do in Yoast SEO or AIOSEO. Otherwise, the crawler might not be able to distinguish duplicate content. Properly mapping redirects and schema markup will also help avoid this duplicate content issue.

4. Add Internal Links

As you publish more content, you’ll need to create more internal links to relevant pieces of content. This means internal linking is another task you need to cross off your to-do list before you publish your post. Internal and external links are important in SEO for passing page rank, or “link juice” to relevant pages. These backlinks also tell the search engine where important pillars and trusted sources are.

We have three types of internal links: navigational, in-text, and sidebar links.

• Navigational links help your visitors move from one place to another on your website.
• In-text links help readers access similar topics within your content.
• Sidebar links help users access related content.

When publishing a blog post, you need to focus on in-text links to improve the chances of ranking on Google. If you have a huge library of content, use a WordPress SEO plugin such as Rank Math or Link Whisper to help identify relevant content to link to.

If you’re just getting started, create a content structure and choose topics that align with this structure. In addition, make sure you use relevant anchor text for your internal links. This makes it clear to both readers and search engine crawlers what the content on the next page is about.

5. Optimize your Site for Mobile

​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​Your web visitors access your site from different devices. More than 58.9% of traffic is attributed to mobile users, so there’s a high likelihood that one of your web visitors will access your site using a mobile device.

Mobile users expect to navigate the site smoothly, find the content they need, and take the actions they need to take.

For this to happen, your website needs a fast page speed and render properly on a mobile device.  Use WordPress themes that dynamically deliver content across different devices. Also, avoid full-screen pop-ups that decrease your site speed and prevent mobile web visitors from accessing your content.

We suggest you turn on the Google Accelerated Mobile pages plugin in WordPress and test using Google’s Mobile-Friendly Test tool.

Are WordPress Plugins Good for SEO?

Being an open-source software, WordPress offers a plugin library to expand and improve different use cases related to search engine optimization, website performance, and security. For example, you can choose an all-in-one plugin such as AIOSEO or Yoast SEO plugin, a cache plugin and an SSL plugin (to add an SSL certificate to your WordPress site.

However, due to the huge number of plugins, you need to ensure the plugin you choose meets your needs without compromising on website performance, security, or the functionality of other plugins you’re using.

When choosing the best plugin, get it from the list of plugins on WordPress.org. Read through user reviews to learn about the experiences other users had and also make sure that the plugin provider provides support for their customers.

Once you buy your plugin (or decide on a free plugin) and install it, monitor it to see if it negatively impacts website performance and address any emerging issues.

Use WordPress SEO to Boost your Content Rankings

Done right, WordPress SEO will move you closer to your content and SEO objectives. It’ll ensure your content shows up in search results for your readers.

It also helps you stand out among your competitors. If your content keeps showing up in the top search results, then readers know the solutions you provide must be what they need.

You’ll need to publish content that satisfies reader intent, make it accessible, create user-friendly URLs, optimize your site for mobile devices, and internally link your content to relevant content that readers need.

Along the way, you’ll need plugins to make your work easier. If you’re unsure which SEO plugin to start with, consider scaling your SEO campaign with Linkgraph’s SEO Content Assistant to help you implement the best practices we’ve covered.

About the Author:

Alex Birkett is the co-founder of Omniscient Digital, a premium content marketing & SEO agency. He lives in Austin, Texas with his dog Biscuit and writes at alexbirkett.com.

The post WordPress SEO Best Practices: 5 Tips for More Organic Traffic appeared first on LinkGraph.

Content pruning is all about removing any unnecessary content from your website, which can help your website rank higher in search engine results and can also improve user experience.

In this article, you will learn how to do content pruning for SEO, from identifying what needs to be pruned to taking steps to ensure that it’s done correctly. Keep reading to find out more.

What is Content Pruning?

Content pruning involves a thorough review of all content on a website to identify any content that could be seen as irrelevant or low quality from the perspective of search engine algorithms. Once identified, content pruning involves removing those low-quality pages from the website or replacing them with better content. 

A part of regular website maintenance is making sure that all of the content on the website is up-to-date and relevant to the website’s goals. This can help ensure that a website has content that is useful to its visitors and provides value to users who arrive from search engines. 

By removing low-quality or outdated content, websites can see improved search visibility for their highest-value, highest-converting web pages.

Why Remove Content From My Website?

Content production takes time and resources. So you may be wondering: Why remove content from my website after all the work it took to create it?

Although it may feel counterintuitive to your content strategy, content pruning can actually have major benefits to your search engine performance. This is even more true for websites that have a robust SEO content strategy and are publishing new web pages on a regular basis.

Some of those benefits include the following:

• Improve a website’s visibility by allowing search engines to index your best and highest-converting web pages
• Ensure visitors are presented with the most up-to-date information
• Provide higher-quality content and a better user experience
• Prevent visitors from seeing any low-quality pages
• Ensure your crawl budget is spent on rank-worthy content

Any content that sits on your websites that doesn’t pull its weight in either traffic or conversions isn’t actually bringing value to your business.

By taking the time to regularly prune their content, content managers can ensure that their website is performing at its best. That’s why sometimes content pruning is the right choice for your content strategy.

What Makes a Web Page Prunable?

Here are some of the qualities to look for when searching for content on your website that may need to be pruned.

Low-Quality

Bad content can have a negative impact on a website’s rankings. Low-quality content can include pages with duplicate content, thin content, or other qualities. It can also include pages that are not user-friendly or are low on useful information. Content pruning can help to identify and remove such pages, allowing search engines to easily index the more relevant, more quality content on the website.

Duplicate Content

Duplicate content is web pages with the same content or similar content that search engine crawlers do not identify as distinct. Google does not want to see duplicate content on a website unless it has been clearly identified as such via a canonical tag.

Thin Content

Thin content is often short-form content that doesn’t provide any real value to the user. Although there is no exact content length that Google privileges in search engine results, experiments have shown that longer, in-depth content tends to rank higher.

Most often, thin content can be combined with other pages on your website to provide a more comprehensive, in-depth answer to a topic, question, or keyword query. Combining content, or redirecting thin pages to more in-depth ones, are also a part of the content pruning process.

Outdated Content

The reality is, the content on our website will become outdated over time. This is why creating evergreen content is important, however, it’s unlikely that your long-form content will last forever without the need for updating. Trends, technologies, and knowledge will change, and web pages should include the most up-to-date, useful information for search engines. 

Also, outdated information can be confusing for visitors and lead to a poor user experience. Removing outdated content can ensure that visitors are presented with the most relevant and useful information.

Under-performing Content

If you have a web page on your website that does not get traffic or conversions, what value is it bringing your business? If the web page does not rank in search results, convert users, or is not a vital part of the buyer journey, it doesn’t really have a place on your website unless you take the time to improve its content.

How to Find Pages for Content Pruning

You can use the Page Pruning tool in the SearchAtlas dashboard to discover pages that may be eligible for content pruning.

To find the tool, navigate to Site Auditor > Page Pruning. 

This tool will show you any pages that are eligible for pruning due to a variety of reasons:

• Low organic impressions
• Low clicks
• Indexability
• Total ranking keywords
• Average position
• Content quality/scores

Remember, just because a page appears on this list doesn’t mean that it has to be pruned/deleted, but that it may be eligible based on its performance metrics.

Next Steps for Page Pruning

Once you have reviewed the software’s suggestions and confirmed that the pages are eligible for pruning, here are the next options for you to take.

1. Improve the Content on the Page

The underperformance of the page may rest in the fact that the content is thin or is not providing a comprehensive answer to the user’s questions. 

You can look to the “Boostable,” tab in the Page Pruning tool to identify those pages that just might need a slight content score boost.

The URLs that are listed here are already earning organic impressions but are not seeing as much success in organic traffic. Most likely, Google sees those pages as relevant but is not ranking them on the first page as a result of the content.  

You can use the SEO Content Assistant in your SearchAtlas dashboard to discover ways to strengthen and improve your content. Or, use the on-page audit tool to see what on-page elements may be impacting your performance.

Follow the guided suggestions for focus terms, headings, questions, and internal links. Include them on the page to make the content more rank worthy. 

2. Update the Content to be More Evergreen

If your content covers trends or keywords that have seasonal search volume, that may impact their underperformance.

Consider updating the content with more evergreen information so the content has a longer shelf life in the SERPs.

Also, make sure that the information on the page is up-to-date with accurate, relevant information. Over time, links may break or content may become outdated. Updating your blogs and articles every 1-2 years should be a part of your regular website maintenance.

3. Build Backlinks to the Page

If both the SEO Content Assistant and on-page content school confirm that your content has high scores and is rank-worthy, you may just need a bit more of a link boost.

Backlinks are Google’s number one ranking factor. If you don’t have very many backlinks pointing to your web page, that may be a reason why it is not ranking on the first page.

You can use the backlink research tool in your dashboard to see which of your web pages have the least amount of link equity.

Consider investing in a link-building campaign in order to improve the off-site signals of the content. Doing so is likely to improve the overall keyword rankings, impressions, and organic clicks.

4. Reoptimize the Page for a Different Keyword

Another possible explanation for your content’s poor performance may be keyword related. 

Some keywords are more competitive than others. If you optimized the page for a keyword that is out of reach, reoptimization may be your next step.

When choosing keywords for SEO, you want to make sure your website has a realistic chance of ranking for the target keyword. Websites with higher Domain Authority will stand a better chance of ranking for competitive keywords.

At LinkGraph, we suggest keywords that are less than or equal to your website’s Domain Authority.

So once you find a more realistic goal, optimize for that keyword instead. This will likely involve changing metadata, website copy, and headings on the page. But it can make a huge difference in improving organic performance.

5. Redirect the Page to a More High-Quality One

A page may be flagged for pruning because Google is ranking a more helpful piece of content on your website.

This is known as keyword cannibalization. It happens when two pieces of content are very similar and Google doesn’t know which to promote. If there is a page that is ranking less often but is similar in relevance, you can do your “content pruning,” by adding a 301 redirect from the less comprehensive page to the better performing. 

6. Combine Thin Content into a More Comprehensive Resource

If you have a series of pages that are thin on content but relate to a similar cluster of keywords, consider combining those pages into a more useful, long-form resource.

Why? Because Google likes to promote content that satisfies users’ search intent. That means not only answering their initial questions but all of the additional questions that might follow regarding that primary topic. 

So before giving up on that set of keywords entirely, combine those various pages into one page. Then, see if the overall keyword rankings improve.

7. Consider Removing the Page Entirely

This is the last step you want to consider after you have concluded that none of the above steps help to elevate content performance.

The reality is, if a piece of content is not driving website traffic, converting users, or an essential part of the buying journey, it doesn’t really deserve space on your website. 

Take the ultimate step and trim that content branch off your tree.

Conclusion

Making content pruning a regular part of your website maintenance is a good habit to get into. This is especially true for websites that publish a lot of content and have a robust SEO strategy.

You can also use the same SearchAtlas tools to scale up your content marketing and blog strategy. Connect with one of our product managers to learn more about our enterprise SEO software platform.

The post Content Pruning Guide for Content Managers and SEOs appeared first on LinkGraph.

Here are 14 ways to upgrade your content alongside your blog posts to increase lead generation

Content Upgrade #1: Use CTAs in Blog Posts

As mentioned in the introduction, if you’re not already putting CTAs in your blog posts, you really should be. CTAs compel readers to take action once they’ve read your blog to either find out more about the topic or to engage with your goods and services. Include links to other internal blog posts, or to a relevant service you can provide which is connected to the topic of the blog.

This is especially important when we consider that inbound links are one of the most important factors Google takes into account when ranking your website, and play a critical role in SEO.

Content Upgrade #2: Continued Content

Continued content is a type of exclusive content where you simply continue the blog post for email subscribers only. This increases lead generation by getting users to input their email addresses to read the full article. Sometimes, it’s a simple case of instead of writing a top 15 blog post, write a top 10 but include an extra 5 points in the email marketing campaign sent out to subscribers.

To do this effectively, you’ll need to include a CTA at the end of your blog post with an email subscription box informing readers they can have the rest of the blog sent directly to their email address.

Content Upgrade #3: Exclusive Discounts

If you have a landing page where your ultimate CTA is to sell a product, offering exclusive ‘members only’ discounts to email subscribers is a great way to increase lead generation.

The discounts don’t have to be huge – even 5-10% will be enough to get a portion of your readers to sign up with their email address. Nowadays, this is a common practice even in large companies to improve lead generation.

Content Upgrade #4: Cheat Sheets

Cheat sheets are an excellent form of content upgrade because it provides a huge amount of value to both you and your subscribers. These are especially useful for blogs surrounding practical topics such as coding. For example, you could create a cheat sheet of simple commands for a particular language such as Linux, meaning subscribers can use your simple cheat sheet in their day to day lives. Connecting this to a blog post about the topic it’s attached to is a great CTA and should drastically increase lead generation.

Content Upgrade #5: Checklists

Checklists, like cheat sheets, are a great way for your subscribers to practically engage with your content and to make their own lives easier. It also gives your audience an opportunity to keep themselves on track with whatever they’re working on with a list outlining every step they need to complete to achieve their goals.

Checklists are also a great way to show off your creativity and visual flair to customers by making an aesthetically pleasing piece of content which matches the style of your brand.

Content Upgrade #6: Taster Courses

If you’re offering some kind of course or service alongside your blog posts, why not curate a small, free course for your email subscribers to increase lead generation towards your paid courses?

The course could really take the form of anything – from e-books and video tutorials to an entire email series. You can also take this into account when thinking about what your course actually offers. For example, if your blog posts or company provides advice for start-ups you may want to offer a free email course on how to use social media marketing.

Content Upgrade #7: Printable PDF Guides

A great way to get your subscribers to practically engage with your brand is by sending printable planners, worksheets or goal trackers for them to fill in using pens and pencils. Although this may not be for everyone, if your business provides advice, goods or services for creatives it may just be the best option. 

The best place to start when creating a printable and downloadable PDF guide is to think about what people enjoy writing down or crossing off and how this could relate to your blog content. You can create even a basic Google Doc that they can print and use.

Content Upgrade #8: Audio Blogs

Multiple newspaper websites have already taken to providing audio options for readers who may be hard of sight or who need their eyes elsewhere while they listen. Giving your readers the option of listening to your blog posts rather than reading them is an excellent way to both boost inclusivity and capitalize on those who would rather listen than read.

Additionally, if your organization holds livestreams or webinars these can be re-uploaded and distributed to your customers via email. The easiest way to do this would be by uploading the content as an unlisted video to YouTube, meaning only those with the link from the email would have access to it.

Content Upgrade #9: Scripts Templates

Scripts are great for anyone looking to send out mass emails, or who email the same types of people very frequently. This could be super helpful for PR managers reaching out to journalists, or anyone who is struggling to find the right words for certain situations. 

A great way to implement this would be as a CTA on articles which are designed to target people who are new to a certain employment status, e.g. new PR managers or anyone else who needs to get to grips with the basics of their job.

Content Upgrade #10: Case Studies

Case studies are a great way to connect simultaneously with both customers and those on your email list. Showcasing your product or service’s success is a great way to increase lead generation, since it shows customers exactly how your product or service could be used in situations that may be similar to their own. 

Case studies are usually accessible on an organization’s website, but using them as a way to generate leads is also a really smart idea.

Content Upgrade #11: Challenges

Another interactive way to improve lead generation is through challenges. This could be through email or done via avenues such as Facebook groups so everyone can participate and interact with one-another. This works great as a CTA in a blog post dedicated towards a certain goal, such as increasing your email list to X amount of people or creating a certain amount of content within a certain time. 

This simultaneously allows your readers to connect with you as a creator whilst creating a fun and productive challenge to generate new leads and email signups. As a challenge reward, your readers can also get bonus content such as free templates or checklists.

Content Upgrade #12: Infographics

Creating infographics might sound a bit daunting, but infographics can be made relatively easily using certain graphic design tools such as Canva or Visme. Infographics are great for providing statistics and quotes in a visually appealing style, and the format is easy-to-understand and digestible. 

Infographics can also be used for data visualization using charts and graphs to share significant numbers and data points. These can be shared as a CTA at the end of a blog post, telling the reader that if they sign up to the email newsletter they can find all of the statistics behind your blog post in one place.

Content Upgrade #13: Ebooks

Free ebooks are an excellent way to provide further information on a relevant topic covered in a blog post. As a CTA, they can be useful in persuading people who want to learn more about the topic to subscribe to your email list. The great thing about these is they can be as long or as short as you want – there really is no standard length for an ebook (you can also write a mini ebook 🙂

Content Upgrade #14: Free Trial

Free trials are used ubiquitously across all industries, and for good reason. Giving customers a sneak peek into content they could have access to for a monetary fee makes them more likely to pay for the full experience. Even if your organization offers a free version of the paid product, giving email subscribers access to the full experience is a great way to increase your conversion rate and convert free users to paid users.

Increasing your Business’s Lead Generation with Content Upgrades

These 14 content upgrade ideas should be enough to give your business all it needs, get more lead magnets and improve lead generation efforts. Better CTAs in your blog posts combined with more people signing up to your mailing list should drastically improve your organization’s lead generation abilities.

About the Author: Romana Hoekstra is a Content Marketing Lead at Leadfeeder, a B2B visitor identification software that tracks and identifies companies that visit your website. Currently, she is leading the remote-first content marketing team and crafts high-performing content marketing strategies with a focus on organic growth, SEO, high-quality content production & distribution. You can connect with Romana on Linkedin.

The post 14 Content Upgrades That’ll Skyrocket Your Lead Generation appeared first on LinkGraph.

Need proof? Check out these stats…

• 96% of people use a search engine to seek legal advice.
• 38% of people use the internet to find an attorney.
• 62% of legal searches are non-branded (for example, Miami car accident attorney).

Additionally, your law firm website is a great spot to generate new leads for your firm. 74% of consumers who visit a law firm’s website end up taking action, such as contacting the firm by phone.

Also, the lawyer SEO competition doesn’t necessarily reflect the legal market you’re in. Only 35% of law firm websites have been updated in the last 3 years, and 40% of law firms don’t even have a law firm website.

In short, by applying an effective law firm SEO strategy, you’ll leap ahead of most of your competitors.

To help you put together your own SEO campaign, I’ll show you how to rank your law firm #1 in Google – step-by-step.

ARTICLE CONTENTS

TECHNICAL SEO
Step 1. Determine Website Structure
Step 2. Setup Your GMB Listing
Step 3. Improve Your Site Speed
Step 4. Mobile Optimization
Step 5. Implement SSL
KEYWORD RESEARCH
Step 6. Understand Search Intent
Step 7. Find the right keywords
PAGES & CONTENT
Step 8. Identify User Content Goals
Step 9. Format Your Pages Properly
Step 10. Optimize Your Home Page
Step 11. Create Practice Pages
Step 12. Rank Better with Blog Posts
Step 13. Fix Zombie Pages
DOMINATE LOCAL SEARCH
Step 14. Tailor Pages to Markets
Step 15. Legal Directory Citations
Step 16. Claim & Manage Reviews
LINKS
Step 17. Outbound Links
Step 18. Inbound Links
MEASURE RESULTS
Step 19. Tools to Use
Step 20. KPIs

TECHNICAL SEO FOR ATTORNEYS

Step 1. Determine Your Website Structure

Structure your own website so your users (and Google) can find everything. Your website needs to have a defined structure. Without one, it’s difficult for users to navigate and difficult for search engines to crawl and discover your web pages.

Structuring your site for your users

Users need to be able to easily find what they’re looking for. This means that you need to understand what information people seek out when visiting your law firm’s website and put that important information  on the homepage or make it easy to access from the navigation bar.

For example, if a prospective client is looking for a personal injury attorney in Miami, they may search your firm’s website for practice areas, office location, reviews, and the about section.

Look at how this law firm’s website quickly addresses those needs with their navigation bar.

EXAMPLE 1

• Practice areas, either directly on your navigation menu or as a dropdown if you have multiple services. This gets your law firm’s services based keywords on every page of your site, sending strong relevancy signals to Google crawlers.
• Location information, either directly on your navigation menu or as a dropdown if you have multiple locations. This gets your location-based keywords on every page of your site, sending strong relevancy signals to search engine algorithms about the geographic area you serve.
• A link to your attorneys or about page, which should give an overview of the years of experience of your whole legal team.
• A link to your reviews or testimonials page – to build trust.
• A link to your “Contact Us” clearly labeled with a unique color where visitors can contact you via phone number, email, or an embedded contact form. This is a call to action.
• Your phone number. This is another call to action. Even if you already have a “contact us” button that links to a contact page, 74% of people who land on a law firm’s website are likely to contact you via phone, so making this form of contact as simple as 1 click is to your advantage.

If you’re unsure about what users are likely to look for on your website, search Google for your practice areas and look at the top ranking competitors sites to get ideas for your navigation and site layout.

Finally, it’s important to make sure your navigation menu is usable both on desktop and mobile.

In fact, 31% of all law firm related website traffic comes from mobile, so a large amount of your leads are likely to come from a mobile device.
Take a look at how this law firm’s website made their navigation menu easy to access and use on mobile phones.

This is referred to as the “tap area” of a button and is a key component of converting on mobile devices. Make sure this is sized appropriately for phones and fingers of all sizes. Users can become easily frustrated if they have a difficult time tapping the correct button on a mobile device and may leave your site.

Structuring your site for Successful SEO

Google also uses your law firm’s website structure to determine what website content is important and relevant information. Here are a few ways to help Google crawl your law firm website in a more effective way.

Use proper page and URL Structure

Ideally, your website as a whole should be structured like a pyramid, with your home page at the top, your category pages (the ones in your navigation menu) beneath that, and your individual pages beneath your category pages.

Not only does this make it very easy for users to find relevant content on your site, but also makes it easier for search engines to index each page of your website.

This means that they should only have one slash after the .com, .net, etc (aka. the “top-level-domain”).

So, your about page should look like https://yourdomain.com/about

Any individual pages that are a subset of your category pages, like blog articles, should only have two slashes after the top-level-domain.

For example, blog articles would look like this: https://yourdomain.com/blog/how-to-hire-a-personal-injury-lawyer

Clear URL structure makes it easy for search engine crawlers to find pages on your law firm website.

Clear linking and navigation titles

The placement of navigation items is an important factor for users and search engines alike. While users are more likely to pay attention to navigation titles, search engines use the anchor text of these navigation items to determine the topical relevance of a page.

What is anchor text?
Anchor text is the clickable text in a hyperlink.
Here’s what it looks like in your site’s code

If we inspect the code on Harell & Harell’s site, we can see this in action. Here’s the navigation menu item’s anchor text for the user.

These same link signals can be leveraged in the footer of your law firm website as well. Adding links to pages such as to your blog, privacy policy, or sitemap in the footer can help boost the link signals to these pages without taking up space in the main navigation menu.

Proper use of H tags – How to use H tags for SEO

Header tags (commonly called H tags) outline the structure of your page. Often times, an H tag is used as the title displayed on the page, while the page title is what’s displayed in the organic search results.

Common H tag page formatting looks like this:

Notice the difference between these 2 articles. One is using H tags properly, while the other is writing their headlines in plain text.

Header Tags Used Properly

When writing your H tags, keep a few things in mind:

• Only use 1 H1 tag on your page.
• Use H2, H3, and other H tags to segment out the content of your page.
• Use related keywords in your HTML tags.

Step 2. Create and optimize your law firm’s Google My Business listing

85% of people use online maps, such as Google Maps, to find legal services.

Google Maps is a huge part of local SEO. If your firm largely targets local clients, then getting listed on Google Maps is a must.

How to add your law firm to Google Maps

So, how do you get listed on Google Maps?
By creating a Google My Business listing.

Here’s how.

Google My Business best practices

Google uses information from Google My Business to display information for searches that have local area intent.

Clearly, it’s important that this information is up-to-date, accurate, and fully optimized.

How to optimize your law firm’s Google My Business listing

Here’s how to optimize your firm’s Google My Business account:

• Enter your business information correctly on the map so users can easily find you.
• List the official website of your law firm.
• Include your opening hours.
• Make sure your business name, address, and phone number is EXACTLY the same as listed on your website. Google aggregates this information from across the web.
• Choose the most appropriate and specific category for your firm so that you show up in the right search terms.
• Add photos of your office, staff or anything else you’d like that’s relevant and professional.
• Describe your law firm. Include links and relevant keywords in the introduction.

If you’re interested in seeing how users behave with your listing, check out Google My Business insights.

Step 3. Make your law firm website as fast as possible

Google is now mobile-first, which means they assume users are accessing your site with a 5G connection.

They want to provide users with a great page experience. Presenting users with slow websites doesn’t accomplish this, so if you want higher rankings, your website needs to be fast.

Due to its impact on user experience, website speed is one of the most important SEO ranking factors.

If a website takes a long time to load, the user will click back to Google to find a better choice. Google will simply think the user didn’t find what they were looking for and your website rank will drop.

Amazon found clear correlations between page speed and bounce rate. Just a few seconds too long, and your users are 32% more likely to leave.

To make your site as fast as possible, use Google’s PageSpeed Tool to see how your site loads on desktop and on a 5G connection. This tool is a simple way to discover any issues that you can address to make your site faster.

Step 4. Make sure your site is mobile friendly

Consider this – you’re a personal injury attorney, and a potential client just got into a car accident.

They try to access your site to call you, but they have a poor mobile connection.

Or worse, they’re nervous – their adrenaline is pumping – and they’re having trouble tapping their screen with accuracy.

Your website takes too long to load, and when it finally does, the user pushes the wrong button on accident, so they move on to the next listing in Google.

This is why mobile optimization is important for attorney websites.

At a minimum, you should make sure that:

• Your website loads quickly on mobile.
• Your buttons are sized well enough that people with small screens or big fingers can tap them without accidentally tapping a different button.
• Keep important information above the fold – i.e. keep your call to action visible without requiring users to scroll down.
• Have a click to call button for mobile.

Check out Lawrence Law Group’s site as an example of doing this correctly.

This, and Google prioritizes mobile experiences when ranking websites.

Step 5. Secure your law firm’s website with SSL (Secure Socket Layer)

Ever come across a website and see something like this?

As an attorney, you know that trust between you and your target audience is important, so why would this be any different online?

This is what happens when a website isn’t secured with an SSL certificate.

SSL stands for Secure Sockets Layer, and is essentially a form of validation for your website that confirm there aren’t any intermediaries between a page and the web host that could potentially steal a users information.

Basically, an SSL certificate proves that a website is who they say they are. This is shown by a site having https instead of http at the beginning of their domain.

Google has also confirmed that it is, in fact, taken into consideration for rankings.

Often times, you can get an SSL certificate through your web hosting provider. They’re usually available for an annual fee, and will fix all of the issues associated with “website not secure” popups or messages.

If you prefer to go the route of free, or would rather have your SSL certificate not tied to your web hosting provider, you can use a service like Let’s Encrypt instead.

Once you get your certificate set up, plug your homepage https URL into Why No Padlock? to have their tool crawl your site and make sure it’s implemented correctly.

A few things to note about getting your site SSL certified:

• Google will treat this as if you’re moving your site to a new domain name, which means you may temporarily lose search rankings and organic traffic until Google crawls your site again and reindexes your new https pages.
• You could end up with a lot of broken links, so it’s important to make sure you properly 301 redirect your http links to your new https links when migrating to https.

KEYWORD RESEARCH

Step 6. Understand searcher intent and keyword types

Before you start optimizing your law firm’s website, you need to know what kind of keywords you’re going to go after.

In attorney SEO, as in all SEO, a keyword is really just a search term that Google’s users type to find what they’re looking for.

What they’re looking for is described as searcher intent – and can be broken down into three categories:

• Awareness
• Evaluation
• Purchase

Searcher intent addresses the question “what are the searchers really looking for?”
Let’s assume a musician is trying to copyright their music. Here are some search terms they might use in each stage.

• Awareness – This is where the musician is looking for answers, resources, educational material, and insights. Example search terms (or keywords) may include:

• • • How can I protect my music?
    • Do I copyright or trademark a song?
    • How to copyright a song

• Evaluation – This is the middle stage where the musician knows what needs to be done and is researching options. Example search terms (or, again, keywords) in this stage may include:

• • • Music lawyers near me
    • Who are the best copyright lawyers in Nashville
    • Copyright lawyer reviews

• Purchase – This is the final stage where the musician is figuring out what it would take to become a customer. Keywords used in this stage are likely to be very specific:
  • Law firm name contact info
  • Lawyer name contact info

In this example, the musician wanted to protect their music, learned more about what’s involved, then narrowed down the options until they found the best one for them, then took steps to contact the appropriate firm.

The closer a user gets to a purchase, the longer the keywords usually are. This is where the phrase long-tail keywords comes from.

Step 7. Find the right keywords

Now that you understand searcher intent and know about how people use Google to make purchases, let’s dive into some keyword research.

To find new keyword phrase ideas, just head over to Google’s Keyword Planner, log in, and click “Discover new keywords.”

Next, enter your website or a keyword of your choice to get started. For this example, I’m going to enter a keyword.

You’ll notice that you have columns that show you the monthly search volume and the cost-per-click bid range if you were to run ads.

If a keyword has a high bid, that means advertisers are bidding high amounts for that search query in PPC advertising campaigns –likely because it drives sales.

That means these keywords are likely to have high purchase intent. These are the keywords that you’ll likely want to target with pages that have lots of call-to-actions.

If you want more keyword ideas, you can leverage Google. Just take one of your chosen keywords, plug it into Google’s search box, and look at the “People also ask” section.

If you click one of the questions, Google automatically generates more of them.

When you find your keywords, remember to use your primary keyword within the H1 and title tags of your page. This gives the search engines a clear indication as to what the page is about. For more information on keywords and keyword research check out Keywords 101: A Beginner’s Guide.

PAGES & CONTENT

Step 8. Understand Google’s content preferences

Google prioritizes pages based on how it views search intent for different terms. You won’t be able to effectively rank a product page for an informational search.

Google often prioritizes long-form content, but content that meets a user’s need always wins out.

It’s the difference between “how to find a good accident lawyer” and “accident lawyer near me” searches. One will land on a blog post/long form content, the other on a directory or services page.

Think about it like this – someone with a broken faucet is looking for contact info for an available plumber, not a long-form article on plumbing.

Step 9. Format your pages properly

When formatting your page, there are a few things that need consideration.

• Formatting your titles
• Using H tags
• Writing meta descriptions
• Formatting your content

Let’s go over each of these.

How to write your page titles for SEO

The page title is the clickable headline of your page that appears on search engine results pages (commonly referred to as SERPs).

When writing your title tags, keep a few things in mind.

• Keep your titles about 55-60 characters long. Too short and they aren’t detailed enough, but too long and they’ll be cut off at the end in search engines, meaning people won’t be able to read them.
• Use your target keyword in the title as close to the beginning as possible.
• Describe your page content in the best way possible.
• Keep your titles unique to the specific page. Otherwise, multiple pages may compete for the same keyword.
• Use your brand name wisely. In most cases, your brand name should be left to the end of the title.

Here are some examples of well formatted page titles, and one that’s not as well formatted:

• Their title is too long, which made it cut off at the end.
• They didn’t use a searchable keyword in the beginning of the title. Instead, they used their brand name.

How to write your page descriptions for SEO

Page descriptions are the short paragraph of text placed in the HTML that describe the contents of a page. These are known as “meta descriptions” and will show under your page in the organic search results.

Google has specifically stated that they do not use the meta description as a ranking signal. However, the number of people who click on your website vs. others is a ranking signal, and the meta description influences a user’s decision to click on your website.

Because of this, the meta description indirectly influences your rankings.

So, when writing your meta descriptions, do so with the goal of convincing users to click on your listing rather than stuffing keywords in there.

Here are a few things that can accomplish this:

• Keep your description between 135-160 characters so that it doesn’t cut off at the end.
• Don’t duplicate your meta descriptions. Write unique ones for every webpage.
• Use your keyword in the description. This is important not because search engines use this as a ranking signal, but because the keyword is often highlighted in bold, which can draw attention to your organic listing.
• Treat the meta as an advertisement for your page. Make it compelling and relevant. It should match the contents of your page while being as appealing as possible.

Step 10. Create a winning home page

Your homepage is the most valuable page on your site. Here are some ways to make it have a better chance of securing top rankings.

Optimize for the most competitive terms

As far as search engines are concerned, your home page carries the most weight in terms of value. Because of this, it’s best to optimize the page for your most competitive keyword.

Boyd Law does this very well.

Your page may not rank right away, but as you build your domain authority and visibility, it will climb closer to the top of the search results.

Feature reviews to build trust

You need to establish credibility and trust as quickly as possible. The best way to do this is featuring reviews or testimonials on your homepage.

Take a look at how Morgan & Morgan features powerful video testimonials on their homepage.

Use images or videos to boost engagement

Google uses dwell time as a ranking factor, so it’s in your best interest to keep users engaged on your homepage as long as possible. Using videos or other visual graphics accomplish this.

Look at how The Law Offices of Peter C. Bronstein does this.

Craft a compelling call-to-action (CTA)

A clear, consistent call-to-action is what generates leads.

When writing your CTA, you want to keep 3 things in mind.

1. Use action words and be specific – Phrases that encourage users to do something are much more powerful than generic phrases. A CTA like “Call Now for a Free Consultation” is much more compelling than “Click Here to Call.”
2. Create a sense of urgency – By simply telling users to do something now or that time is running out, suddenly your CTA seems more urgent. You can accomplish this without hard-selling by using the word “Now” or pointing out that users can “reap the benefits today.”
3. Use contrast in your design – If your CTA is the same color as the rest of your website, it isn’t going to stand out. Use a contrasting color so users are quickly drawn to it.

Let’s look at an example of a good CTA vs. one that could use some work.

Step 11. Create practice area pages

After your homepage, your practice area pages are going to be the next most valuable in your SEO efforts.

It’s important to make individual pages for each practice area because it gives you more opportunity to go after keywords related to those practice areas by addressing the specific needs of that audience.

If we look at Morgan & Morgan’s website, we’ll see that they have a dropdown listing all of their practice areas.

• The purchase intent keyword related to this practice area as identified in your keyword research (discussed above in steps 6 and 7).
• Page titles and meta descriptions with the keyword’s searcher intent in mind (discussed above in step 9).
• Answers to common questions about this practice area. You can identify common questions by typing your target keyword into Google and looking at the “People also ask” suggestions. Each question you address on this page should use an H tag so that search engines understand the structure of your page.
• Testimonials from clients that you’ve helped in this specific area of practice.
• A call-to-action that’s specific to this area of practice.

Step 12. Become an authority with epic blog content

You already have lots of legal info in your head from your experience. Creating high-quality content on your site that communicates this effectively to potential clients positions you as an authority in your legal space.

Consider your practice areas and think about how you can create great content and super-detailed blog articles that help potential clients.

Things like step-by-step guides, simplifying otherwise complex topics, or even simple blog posts on key pain points your audience may face are great examples of this.

Look at how Peterson Watts Law Group does this with their music copyright article.

You can come up with content marketing ideas by:

• Looking into your clients most commonly asked questions.
• Reviewing Google’s “People also ask” questions for related search terms.
• Reviewing questions on Quora in your space.
• Using tools like Google Trends to find topics that are trending online.

When you create your content, keep in mind that you’re writing for the internet – which means you should make your content easy to skim. Here’s how:

• Write short, concise sentences using simple language. Try and keep your writing at a 10th grade reading level or less. Tools like Hemmingway can help you determine the readability of your content.
• Use lots of white space by keeping your paragraphs 1-3 sentences long.
• Use the right font size. A 22 point font provides the best reading experience online.
• Use bullet points whenever possible.

When writing your content, while it is important to intersperse your keywords throughout, Google algorithms are getting better at understanding language and will understand synonyms related to the topi. It’s more important that the topic is covered in full, and keyword stuffing won’t work. The primary objective should be that your content fully addresses the needs of its audience.

Step 13. Fix zombie pages

What are zombie pages, and why are they bad for SEO?

Zombie pages are those that exist on your website but provide no value whatsoever – meaning they don’t bring you any traffic.

They usually take on one of the following forms:

• Duplicate content (ex. News stories copy and pasted from other sites – don’t do this. It can actually make your site appear more spammy and can cause your rankings to drop.)
• Outdated blog posts
• Aging press releases
• Pages that shouldn’t be indexed
• Archive pages
• Category and tag pages (often found on WordPress blogs)
• Search result pages
• Old press releases
• Thin content (<50 words)
• Boilerplate content

These pages are often indexed by Google, but rank poorly because they provide no value to users.

Because search engines use metrics like pages viewed per session and dwell time on a page, thin pages and zombie pages can give Google the impression your site is low-quality.

Should you delete zombie pages?

If you can’t bring a zombie page to life by improving the content and making these pages useful to users, then redirecting the page to more useful content may be the best alternative.

Redirects are especially important if a page your are deleting has any links pointing towards it from other websites.

Links pointing to your site from others are referred to as backlinks. We’ll touch more on these later, but in short, Google counts links as votes of confidence to your site and uses them to help determine rankings for a page or pages of a domain. Any high ranking web page likely has lots of links pointing to it.

You can check backlinks to a page with tools like Ahrefs, SemRush, or Majestic.

In most cases, since zombie pages provide little to no value to your users, it’s unlikely you’ll find any backlinks pointing to them.

However, if you do, you should redirect these pages to another relevant page on your site to retain whatever search equity the page had acquired.

How to redirect pages

The best way to redirect pages on your site is using 301 redirects.

A 301 redirect is a permanent redirect from one URL to another. They essentially send visitors and search engines to a different URL than what they clicked on from a search engine page or typed into their browser.

Let’s put this into practice.

If you click on either of these URLs, you’ll be directed to www.google.com:

• https://www.google.com
• https://google.com

That’s because google.com 301 redirects to www.google.com, since Google wanted that to be their primary domain.

Here’s a step-by-step video showing you how to set up 301 redirects in WordPress.

How to properly delete pages

If you don’t have any pages on your site that you can redirect your pages towards, and the page in question has no backlinks, then deleting those pages may be your best option.

When you delete a page, make sure you set the HTTP header to “410 content deleted.”

This tells users – and search engines – that you intentionally deleted the content, and will result in Google removing it from their index sooner.

You can use this plugin to do this on WordPress.

Use Lawyer SEO to dominate local search

Step 14. Create pages for specific markets

71% of people looking for an attorney believe it’s important to have a local one.

This means that they’re likely looking for lawyers within their specific geographic area using the name of a town or county that may otherwise be underserved.

If other law firms aren’t targeting these smaller towns or counties, this could be a great opportunity for you.

Just look at how Morgan & Morgan creates specific pages for the small town of Tavares just outside of Orlando, Florida.

You won’t receive as much traffic for these pages as you will on your homepage, but if you target enough areas, it adds up.

Just look for nearby cities, counties, or towns and create pages tailored specifically to each of them with a customized page title, meta description, and page copy.

Do this with 5 surrounding areas for 10 practice areas and that’s 50 new pages that can attract a very targeted audience!

Finally, make sure other pages on your site link to these pages to help improve their link signals. For example, if you write a blog post about car accidents in Los Angeles, California, link to your “Los Angeles Car Accident Attorney” page.

Step 15. Get citations in popular legal directories

If you serve local clients, quality citations – mentions of your business name, address, and/or phone number – are important.

Google considers citations from relevant, reliable websites when as an important ranking factor in local search results.

Not only that, but lots of people still find lawyers through online directories.

In fact, legal directories often rank for competitive search terms in the legal industry.

Getting citations from targeted directories add credibility, context, and authenticity to your law firm, and allow you to be found by search engine users who click the directory listings in the search results.

How to find citation sources

The best places to get cited in are prominent legal directories and data aggregators.

Legal directories

A good way to think about directory placements is to go after ones that you think you can actually get clients from.

The best way to find these directories is to type all of your target keywords into Google and simply look at the directory listings on the first page. Anything here is worth getting listed in because you can potentially grab second-hand search traffic – i.e. people will click the directory listing in Google, then find your firm

Some of the most popular legal directories worth getting listed in are:

• Avvo
• FindLaw
• Lawyers.com (paid)
• Justia
• Hg.org
• Nolo

For a full list of directories, check out this page from Moz that organizes citation sources by city. Remember to look at nearby cities as well

Data aggregators

You also want to make sure your information is correct with all key data aggregators because search engines pull data from these sources.

Most search engines get their data from:

• Acxiom
• Factual
• Infogroup
• Localeze

…who pull their data from:

• Twitter
• Foursquare
• Yellowpages
• Facebook
• Bing Places for Busines

So it’s important to make sure your information is always up-to-date in these sources. Otherwise, your rankings can drop if any out-of-date information is passed along.

Step 16. Get reviews on Google, Yelp, and law directories

Reviews are important for Google rankings, click through rates, and creating a perception of trust.

This is true for your Google listings and your law directory listings.

According to Bright Local’s Customer Review Survey:

• 85% of people trust online reviews as much as a personal recommendation.
• 73% of people trust a business more because of a review.
• Yelp and Google are some of the review sources people trust most

Needless to say, reviews are an essential part of your law firm’s SEO strategy

Here are some ways you can get reviews on Google, Yelp, and law directories of your choice.

Ask your clients

If you’ve given excellent service to a client, a great way to earn reviews is to simply ask!

Amazon does this through email, so why not do this with your clients as well?

Just send them an email explaining how you want to hear more about their experience with a link to your preferred review source. If you’ve given them great service and have developed a strong relationship with the client, they’ll see your request as a good thing and be more than happy to do this.

Keep in mind that you want to make sure you ask happy clients for reviews since they’re more likely to leave good ones.

Add review links to your site

In some areas of legal practice, clients are likely to revisit your website frequently

In these cases, leaving links to your preferred review sources can encourage repeat clients to share their experiences.

Take a look at how Johanson Law Group does this.

Just link the “write a review” button on your site to Google, Yelp, Avvo, or whatever your preferred directory is.

Use review generation tools

There are tools that can help automate the customer feedback process to make it easier.

• GatherUp
• BirdEye
• Podium

These tools handle client follow-ups on your behalf via text or email which frees you up to handle more important things.

While these are great, if your firm is relatively new, I’d recommend calling or emailing each client individually until you have a consistent inflow of clients to ask for reviews.

LINKS

Step 17. Link to authority sources from your site

Linking out is a great way to show Google that you’re interested in providing value to your users.

When Google analyzes links, they look at them like neighborhoods. If you’re linking out to lots of high quality, high domain authority sites in your industry, and lots of high quality sites are linking to you, Google considers your site as part of a good “link neighborhood.”

The opposite can also be true. If you link out to low quality sites and lots of low quality sites are linking to you, this is a bad “link neighborhood.”

Linking to non-competing legal sites can help enhance a reader’s understanding of a topic you may be writing about on your own site.

This will improve user experience on your site – which will lead to better SERP rankings.

For example, Yavitch & Palmer’s site links out to a number of legal resources related to their areas of practice.

The rel=“nofollow” tag

The rel=”nofollow” tag is a value that can be added to a URL that tells search engines not to follow the URL.

In the code for a URL, it looks like this:

This was introduced in 2005 by Google to stop people from blog comment spamming in an effort to get links to their site that would influence their rankings.

This tag should only be used if a link is paid for or can be easily added by the public (such as in comments or reviews).

Otherwise, you don’t really need to worry about it.

Increase dwell time with outbound and internal links

If people can find what they’re looking for on your site, they’re more likely to stick around.

This includes when you give them what they’re looking for by linking to it.

So if you’re writing a blog article and mention a resource that readers may want to learn more about, link to it!

Peterson Watts Law Group does this regularly in their blog articles.

When you do link out, make sure the pages you link to open in a new browser tab when clicked so users can easily come back to your site. Here’s how to do this in WordPress

Follow these same guidelines with internal links – links from one page on your site to another – to help search engines better understand the structure of your site and rank it on an ongoing basis.

Step 18. Increase your rankings with backlinks

One of the best ways to increase your Google search results is to get other sites to link to yours.

Google counts links as votes of confidence. If other reputable sites are linking to you, Google trusts your site more and pushes you up in the search results pages.

These are known as backlinks (i.e. another site is “linking back” to you), and the process of trying to get these backlinks is known as “link building.”

A lot of sites pay for backlinks, but this is against Google webmaster guidelines and is known as “black hat” SEO.

“White hat” link building is done leveraging methods that follow google’s guidelines. Often, these methods require a lot of time and hard work, like creating new content like guest blogs or long-form articles that includes links back to your website, and then pitching that content to other webmasters to publish on their site. This is the safest way to build links, and even more so when working with a reputable SEO agency.

Two of the best ways to get high-quality backlinks for your site are guest posting and HARO.

Guest Posting

Guest posting is the easiest way to get other sites to link to you. It basically works like this.

1. You find other sites that accept guest articles.
2. You pitch them an idea.
3. You write it and send it to them with a link to your site in the body of the content.

Simple, right?

Let’s break down the steps.

Find other sites that accept guest posts

To find sites that accept guest posts, we’ll use Google.

Simply enter search terms like these:

• Your keyword + “write for us”
• Your keyword + “guest post by”
• Your Keyword + “contribution by”

Make sure you maintain the “”. This tells Google to only find pages that contain this exact phrase.

When you find a site that looks like a good fit, you’re ready to craft your pitch.

Pitch 3 article ideas

For each of the sites you find, look around at the types of articles they write and come up with 3 similar ones that they haven’t covered yet.

Once you have your article ideas, send them an email that looks something like this:

My name is [Your Name] and I’m [Your Company and Role]

I’m contacting you because I’d love to contribute a guest post on [Website].

Here are some ideas I’ve come up with that I think your readers would get a ton of value from:

[Idea #1]

[Idea #2]

[Idea #3]

I’ll make sure the piece overflows with information that can’t be found anywhere else.

To give you an idea of the quality I’ll bring to your site, here’s a link to a guest post that I recently published on [Other Website].

Cheers,

[Your First Name]

Once you hear back from a site, the next step is to write and send your article to them!

When you write your article, make sure it provides real value to their readers and isn’t just an article written in an attempt to get a link. Any good site will see right through this and will reject your article once they get it.

Make sure you link to your site within the body of the content – ideally to a blog post you have. Most sites will link to your site in your bio, but Google usually doesn’t count these.

If you do a good job, they may ask you to contribute content about your main practice area or a specific topic on a monthly basis. This means lots of long term SEO success for your law firm website and elevating you and your team of lawyers as industry experts.

HARO

HARO (or Help A Reporter Out) is a great source of links and press mentions.

Basically, they send you 3 emails each day with a list of topics reporters are writing about for news sites and need some help with – like this:

All you need to do is scroll through the list of topics, pick one out where you can offer value, and write your reply.

Here’s an example of one that’s fit for attorneys.

Just click on the query to be taken down to the section of the email where you can read it in full.

Finally, just click the email address listed with the query and draft your response!

Remember, with HARO, the more helpful information you can provide, the better. Often times, reporters will take only part of what you say, so giving them more to work with gives you more of a chance at landing a placement. In some cases, they may include a website link with your comments.

MEASURING RESULTS

Step 19. Make sure you have the right tools.

In order to measure your SEO results, you need to install the correct analytics tools.

Google Analytics is important because that lets you see how much organic traffic you’re getting and gives you insight into how your users are using your website. You can leverage this data to make improvements to your user experience.

Here’s a video that walks you through how to set up Google Analytics for your website.

These tools let you analyze ranking data and give you a look at your position for different keywords as well as how many impressions and clicks you’re getting from search.

Here’s a video that walks you through how to set it up for your website.

Step 20. Understand how to measure SEO performance

Once you have your tools installed, it’s important to start measuring your SEO performance over time.

Specifically, you want to look at the following key performance indicators (KPIs):

• Rankings – How many keywords and keyword phrases are you ranking for? How have your rankings changed for those keywords over the last few months?
• Traffic – How many visitors are you getting from organic search?
• Conversions – How many new leads are you getting from organic search traffic?

Here’s how to look at each of these.

Use Google Search Console to monitor keyword rankings

The best way to look at your keyword rankings is with Google Search Console.

If you log in to Google Search Console, click “Search Results” on the left. This will show you a report of all the keywords you rank for and your position over time for those keywords.

Don’t look at rankings over weeks – look over a period of months. Legal SEO work takes a while to kick in.

Use Google Analytics to monitor traffic and conversions

Traffic can be measured in Google Analytics.

If you open your Google Analytics account and go to Audience -> Overview, then scroll down and select the “Organic Search” option, you’ll be able to see all of the traffic that comes from search engines.

Again, make sure you measure this over a period of months – not days. The nature of good SEO is that it takes time for search engines to react to your efforts, especially in a competitive landscape or given keyword phrase like car accident lawyer, divorce lawyer, or dui lawyer.

As well as simply looking at the traffic, you’ll also want to look into a variety of factors:

• What website pages visitors are landing on.
• Visitor demographics.
• What they’re doing on your site.
• How frequently they’re revisiting.
• Monitor site speed.
• Check for any differences in behavior between mobile and desktop users.

CONCLUSION

There you have it – a 20 step action plan to dominate the search results! Whether you’re a car accident lawyer, divorce attorney, criminal defense lawyer, family law, or other type of attorney, lawyer SEO is the fastest way to break into competitive markets by securing top rankings for your law practice website.

Hopefully this gave you lots of valuable insight into the inner workings of search engine optimization and how they prioritize organic results for sites that give users what they’re looking for.

A solid SEO strategy is something that every digital marketing campaign should include. These strategies have worked for hundreds of other websites, so they’ll work for yours too! If you need help, working with an SEO company and SEO experts can help you build domain authority and site visibility faster through comprehensive digital marketing strategy. reach out to one of our law firm SEO experts to learn more.

The post Law Firm SEO – A 20 Step Action Plan for Attorneys appeared first on LinkGraph.

What is On-Page SEO?

On-page SEO is the process of optimizing web content to rank in search engines. The on-page SEO process encompasses keyword research, SEO copywriting, meta tag optimization, page experience, and more.

Site owners who implement on-page SEO across their web pages will likely see more keyword rankings and higher ranking positions for valuable keywords in their industry.

What’s Different about On-Page SEO in 2022 compared to 2021?

Although the best practices of on-page SEO for the most part remain the same, search engine technology grows more advanced every year, changing the way we execute optimization across our web pages.

For 2022, there are some key updates that site owners should be aware of so they can leverage them to achieve higher rankings and organic traffic.

Here are some of the top SEO trends for 2022:

• People also ask: A recent study showed that Google’s “People also ask,” feature now shows up for approximately 48.6% of all searches, and often above position 1.
• Core Web Vitals: Since the Page Experience update, Core Web Vitals are officially a Google ranking factor. Fast-loading, responsive web pages now perform better in the SERPs
• AI Copy Generation: More SEO software engineers are incorporating GPT-3 into their tools and applications to help content marketers create SEO content more quickly and at scale.
• Keyword Clusters: It’s estimated that Google processes over 63,000 keyword searches a second. There are hundreds to thousands of ways that users are searching, and keyword clustering is a more effective strategy for getting a web page to rank for all of those variations.

The Best On-Page SEO Tips for 2022

For 2022, on-page SEO is all about combining SEO best practices with newer strategies that help your web pages meet the quality signals Google crawlers are looking for.

1. Make Core Web Vitals Top Priority

Last summer, Google rolled out one of the largest algorithm updates in years — the Page Experience Update. In addition to security, mobile-usability, and page speed, Google considers a web page’s Core Web Vitals when ranking content.

Although load times and speed have not traditionally been viewed as “on-page seo” priorities, the reality is, a web page with high-quality content doesn’t mean much if it takes too long to load or items shift while the user scrolls or clicks.

Optimizing Core Web Vitals should now be a part of your fundamental SEO practice. To get a better understanding of where your web pages stand, use the Site Auditor tool in GSC Insights, or run your pages through Google’s PageSpeed Insights tool

2. Answer Common Questions

A recent study of 2.5 million search queries showed that Google’s “People also ask” feature now shows up for about 48.6% of searches. 

With its prominent placement at the top of the SERP results (and often above position 1), getting your content ranking in this coveted feature is the next great way to improve site visibility and generate organic clicks.

To get there, your writing team needs to provide answers to common questions in your content. Utilize questions in your h2s-h6s, and make sure your answers are detailed and comprehensive.

By providing answers to those questions on the page, your content can show up at the top of page one, even if your traditional SERP result appears lower on the page (or even sometimes on page 2)! 

Watch this tutorial on how to optimize for People also ask using the SEO Content Assistant.

3. Use Content Optimization Software

With more advanced natural language processing technology, Google is not just looking for your target keywords on the page anymore.

Crawlers are looking for related terms, subtopics, synonyms, and other semantic SEO signals. Original insight an analysis, topical-depth, and expert authorship are also quality signals that can help improve the ranking potential of content.

To better meet all these signals, a content optimizer tool like the SEO Content Assistant can give you the “cheat codes,” to better ranking content. The tool recommends Focus Terms, outbound links, word count, and can even generate content using GPT-3 technology.

4. Leverage AI-Powered Content Generation

With GPT-3 now widely available, more software engineers are incorporating this powerful NLP model into their applications. That means you are not only competing with the content writers of your competitors, but the robots they may be utilizing to help generate more content, more quickly, than you.

AI copywriting tools still have some way to go before replacing our writers entirely. Also, some tools are far better than others. Still, content marketing teams are already using these tools to speed up ideation, outlining, drafting, and on-page SEO optimization so they can scale up their content development.

Those brands that leverage these technologies, but still keep the human touch, are likely to scale up their SEO content strategy quickly this year.

5. Write Longer Content

Although not officially a Google ranking factor, there is a strong relationship between longer content and higher ranking positions. By improving the topical depth and length of your content, you can signal Google higher quality and more comprehensive exploration of the content.

How long should your content be? There is no magic number, but tools like the SEO Content Assistant will suggest a target word count based on the top ranking content for your target keywords.

6. Review your Content on Mobile

More searches are completed from mobile devices than desktop. That’s why search engines are now prioritizing content by what best suits their predominantly mobile user-base.

To rank better in today’s mobile-first world, you need to be focusing on how your content serves mobile users (even if your current site traffic is predominantly desktop users).

The first place to check for mobile usability issues is within your own Google Search Console. These are issues that Google has already flagged for your site, which means Google is already factoring “mobile usability issues” into your search rankings.

Here are things to look for:

• Are images and assets fitting on the screen?
• Are images and assets resizing appropriately for the screen size?
• Can users easily access all of the page content?
  • Is the page short enough to scroll through easily?
  • Are large/unnecessary page elements taking up all the space?
  • Does the user have to scroll and scroll and scroll to get through the page?
• Are any page elements overlapping in a way that hinders the user viewing content?
• Do you have huge blocks of unbroken text?
• Does the design still look clean?

What you can do:

• Get the user to relevant content faster
  • Hide unnecessary images on mobile
  • Reduce the font size of headers on mobile
  • Move important content to the top of the page
  • Add jump links for longer content
• Make content easier to view/read on a smaller device
  • Make sure images and graphics are resizing responsively
  • Adjust your navigation so mobile users can see all options
  • Break up text into 2-3 sentence blocks
  • Use more whitespace!
• Increase tap areas so it’s easier to scroll to relevant content
• Use a sticky nav so users can always find a “next step” if they get stuck

For more information on mobile SEO check out our Comprehensive Guide to Mobile SEO.

7. Use More Rich Media

Mobile users spend heavy portions of their time on social media feeds, YouTube, and Apps. There are all beautifully designed platforms heavy on visuals and multimedia content.

Multi-media keeps people scrolling, conveys concepts at-a-glance, and helps users interact more fully with content. Multi-media makes blog and page content more engaging.

With images and video pulling in at the top of SERPs now, that content is yet another way to get onto the first page.

8. Meet the User’s Search Intent

BERT helped Google better understand the intent behind search queries and launched at the end of October 2019. BERT-related refreshes and advancements still matter in 2022.

As Google continually refines its understanding of the intent behind search queries it will be serving better results, especially for long-tail queries and never-before-seen queries. This means that you should be hyper-focused on creating content that helps a user find the product, service, information, or entertainment that they’re looking for with a search.

To learn more about recognizing search intent, and indicators for informational vs. commercial oriented keywords, take a look at our What are Keywords in SEO Guide.

9. Write for Humans and Robots

Readability is understood differently by SEO professionals. In general, though, simpler sentences are easier to read and less prone to grammatical errors. In voice search specifically, Google avoids overly-complex language.

It is much easier to understand a badly formulated written answer than an ungrammatical spoken answer, so more care has to be placed in ensuring grammatical correctness.

Keeping your sentences simple can also make your content more accessible to a wider range of users. Although SaaS, software, or technologies companies may have more technical content by nature of their products of service offerings, it’s still important to write in a way that is not too academic or jargon-ridden.

A survey of 15,000 searches across 3 device types found the average reading level for voice responses was 8th grade. For reference, Harry Potter is about the same reading level.

10. Link Strategically

Google pays attention to what resources you share with your users. As Google puts it, outbound links matter because they:

• Show that you’ve done your research and have expertise in the subject manner

• Make visitors want to come back for more analysis on future topics

• Build relationships with other domain experts. For example, sending visitors can get you on the radar of other successful bloggers and begin a business relationship.

“Link Neighborhood” is a term coined by the SEO community. It refers to the type of sites that you link out to, and the type of sites that link back to you, and how they link to each other.

For example, if you were to look at the “link neighborhood” for a celebrity site, you’d probably see a lot of streets to gossip magazines, social media groups, fan sites, and concert venues. If you were to look at the “link neighborhood” for an MIT lab, you might see a lot of streets going to scientific publications, tech news, grant organizations, etc.

Internal links also matter because they keep users navigating across your site. Also, they help crawlers understand your site hierarchy, and spread PageRank across your web pages.

Link neighborhoods help give context for the topical focus of a site, and the relative authority of a site; is harvard.edu linking to the site, or is bestcrystalsforhealing.com linking to the site?

Your link neighborhood is a combination of your outbound links and inbound links coming back to your site and web pages.

Recap: Tips for On Page SEO in 2022

• Make Core Web Vitals Top Priority
• Answer Common Questions
• Use Content Optimization Software
• Leverage AI-Generated Content
• Write Longer Content
• Review your Content on Mobile
• Use More Rich Media
• Meet the User’s Search Intent
• Write for Humans and Robots
• Link Strategically

The post 10 Tips for On Page SEO in 2022 appeared first on LinkGraph.