Many law firms have a website and are interested in starting to market that site, but the cost is a little high right now. The following things will help your law firm’s website to improve SEO (search engine optimization). Please know none of these will put you on page one today but are all part of a good SEO plan. Here they are:
Useful, High Quality, Relevant Content
“Dwell time” is the amount of time visitors spend on your website and it can affect SEO ranking. When you provide useful content, visitors tend to stay longer on your website to consume the information and therefore increase the dwell time.
Based on this research, content between 2,000 – 2,500 words seems to rank the highest in search engine results. Although word count doesn’t rule the SEO world – nobody will read your stuff if it’s not helpful to them – longer content does give you the opportunity to provide more value, include more keywords, incorporate more outbound links, and of course, get people to spend more time reading to increase dwell time.
Another reason to create highly useful content is that when visitors bookmark your content on Chrome, it will improve SEO ranking of your website in Google.
Page Load Speed
Both Google and Bing take page-loading speed into account in their website ranking algorithm.
Users may leave your site if they have to wait even just an extra few seconds for each page to load. That would hurt your dwell time, increase your bounce rate and reduce the number of pages viewed – all of which could hurt your SEO ranking.
There are many ways to increase page load speed, some of which include using a caching plug-ins, making sure the code is clean and streamlined, optimizing image sizes, reducing the number of plug-ins, and minimizing redirects.
Research has shown that using good quality images can increase conversion rate. Properly optimizing your images can help you take advantage of using photos to generate empathy, increase trust, and improve a visitor’s experience without hampering load time which could affect your SEO ranking.
To make your content more useful and relevant, you can link out to authority sites for more in-depth information your readers can use.
Linking out to well-respected authority sites will not only increase the relevancy of your content and time readers spend on your site, but it is also believed to send trust signals to Google and improve SEO ranking.
However, more is not necessarily better. Too many outbound links can be distracting and make the content hard to get through.
Even if you have a well-educated audience, they probably don’t want to be deciphering a PhD dissertation every time they visit your website and read your content. You don’t want them to give up reading your content and click away because it’s too difficult to digest.
Making your content easy to read and understand helps make it useful to your readers. Some experts also believe that Google takes readability into account when ranking webpages.
As of April 2015, Google has started to penalize sites that are not mobile optimized by bumping down their search engine ranking. More and more users are consuming content on mobile devices, and not being mobile optimized is going to affect user experience and conversion.
It is particularly important for B2B marketers. Research has shown that 77 percent of executives use their smartphone to research a product or service for their business. Business executives use mobile devices to research products and services for their businesses.
It’s not just for B2B websites either. Companies like Yelp that act as search directories connecting consumers to businesses found that 55% of all searches comes from mobile devices. If your website has been around for a while, it’s time to test it to make sure it’s compliant. Number of users accessing the Internet via mobile devices has surpassed the number using desktop.
Contact Us Today
If you have questions about digital marketing for law firms, I have the answers. Give Advantage Attorney Marketing a call today at (714) 497-1962. We love to give FREE advice! We never give you the full court press sales job. Our primary focus is to build trust and lasting relationships.