Tackling the world of search engine optimization and organic traffic may seem overwhelming. Here are some techniques that law firms can use to effectively boost their organic search rankings.
1. Identify And Target Specific Keywords
Using a tool like Google Analytics, review your site’s organic traffic sources and the keywords that are driving the most traffic to your website. From this list, cross-reference what keywords have high search impressions. Now you have a list of great terms to target.
We typically target primary keyword and secondary keyword phrases. Primary keyword phrases are phrases that page content focuses on specifically, such as “DWI lawyer New Orleans.” Primary keyword phrases will drive the bulk of your content. Secondary keyword phrases, such as “DWI penalties in Louisiana,” relate to primary phrases. They may be more niche, but they provide traffic too. Targeting high-competition primary keyword phrases may pay off in the long term, but in the short term, they may not help you rank well, which is why it’s beneficial to create a plan for targeting both types of keywords.
Here are a few ways you can effectively incorporate keywords into your website:
• Write content that naturally includes primary and secondary keyword phrases. Mention your primary keyword phrases at least once on each page, but also make sure to incorporate alternatives.
• Add internal links that specifically target your keywords into the content on related pages.
• Use your keyword phrases in hashtags on your firm’s social media pages.