Do your pages load quickly? Page speed matters
Your customers won’t wait 30 seconds for your page to load before moving on to the next listing. Studies show that the faster a site loads, the higher its conversion rate. In fact, a site that loads in one second has three times the conversion rate of a site that takes five seconds to load, and five times the conversion rate of a site that takes ten seconds to load.
Is the site easy to navigate? Not only does this make it difficult for people to use the thailand whatsapp number site and affect rankings, but it also reduces the likelihood of conversions . We need people to come to the site through a landing page, find relevant information on that page, and then click on your contact form.
Is your attorney website design mobile-friendly?
Mobile is everything these days. In February 2023, mobile traffic (users accessing your site from a mobile device) accounted for approximately 58% of all web traffic in the United States. If your site’s homepage (a visitor’s first impression) is difficult to read and scroll through on a smartphone, searchers will leave. Google recognizes this, determines your site’s usability, and then applies that information to user experience and rankings.
As a full-service digital marketing and SEO agency, we understand the value of a high-quality, high-functioning website. Therefore, we work closely with your web development team to ensure that your attorney website usability (from mobile-friendliness to overall loading speed) meets the expectations of search engines and potential clients.
context
Context refers to factors like the searcher’s location and proximity to your firm. This is one reason why it’s critical to have your firm’s physical address clearly and correctly listed on your website and in your Google Business Profile, Baidu Maps, and more . It also needs to be accurate in any legal directories you use. This makes sense, of course—not only as part of your attorney SEO strategy, but also so people can easily find your firm when they’re in your area.
If someone in Shenzhen searches for “divorce lawyer,” the search results will be focused on family litigation law firms near their location. This helps minimize the risk of search results coming from divorce litigation law firms in places like Beijing, which may not be able to help this person. If someone types in “personal injury lawyers near me,” a common type of query, the search engine will tailor the search results to their area based on location information.
quality
Does your page contain reliable information? How is it different from other similar content on the web?
After taking into account the search terms and user intent, Google looks for the best websites and places them on the SERP (search results page). This means that they want to rank the highest quality websites at the top of the list. The search terms help achieve this, but the website content must be high quality enough to actually be helpful to your potential customers.
Think about it, if a searcher is looking for a personal injury lawyer, they want information about nearby lawyers to contact, but they also want to learn something on the site. Your website content can teach them, guide them, provide references, and give some details on what they can do next. This is an important part of quality content marketing.
Google's system prioritizes sites that appear to provide the most useful information. It recognizes signals that determine which content appears:
authority
Credibility
Expertise
We’ll dive deeper into this later. However, keep in mind that attorney SEO needs to:
Focus: What people can use
Unique: therefore standing out from other websites offering similar services
It is imperative to incorporate high-quality website content that truly encourages your website visitors to become customers. Google sees this as valuable.
Google uses many factors to determine this, such as the presence of links pointing to your site on well-known, respected sites. These are called backlinks. They also use aggregated feedback from search quality reviews to help determine this value. In short, you can't create a site that only works for SEO. It has to actually provide good content .
How do we do that? Google makes heavy use of what is now called “EEAT.” It’s a way to assess whether content is actually valuable.
What is EEAT?
It represents expertise, experience, authority, and credibility. It is a major factor in ranking search results. Since this is so important in organic search metrics, let’s analyze how Google can better understand the value that your content can provide to readers.
Expertise
The basic questions to be answered here are:
Do you have the knowledge, skills, and training to speak about this topic?
As a practicing attorney providing legal services in your area, you likely know you have the knowledge and skills necessary to achieve this goal. The question is, does your website content prove it? A website filled with artificial intelligence (AI) content does not prove that the attorney is a true expert in his or her field.
If this tool makes mistakes, especially when breaking down complex legal matters, it can make you look untrustworthy and create liability risks. The same applies to any human-generated content that lacks real value, accuracy, and detail.
experience
Your experience also matters.
Do you have first-hand experience with this topic?
Google prioritizes content that demonstrates actual understanding of the subject matter. It may seem hard to do, but the more personalized, interactive, and engaging your site content is, the better.
After announcing the availability of AI, Google added this “E” to its original EAT model. Google values attorney websites that showcase personalization, authentic interactions, case studies, and experiences.
authority
Consider this question:
Are you a reliable source of information on your topic?
When it comes to finding the perfect target keyword, it’s also important to configure your content to include in-depth content that truly demonstrates that you know more than anyone else on the topic.
For most attorneys, their authority comes from providing information about the practice area they represent, whether it’s car accident attorneys, estate planning professionals, or any other practice area. Optimizing your SEO content around what you do can increase your authority on a topic. It can increase your law firm’s visibility and name recognition.
Legal content like this can be tricky. High-quality content needs to provide in-depth explanations in order to be a source of link building. This is one of the most important ranking factors.
Credibility
Of all the Google ranking factors, credibility is of utmost importance.
Are you providing high-quality content that ensures accuracy and minimizes health risks to potential customers?
Trust is an especially important factor for law firm websites . Law firms fall into the YMYL (Your Money Your Life) category, and Google views these services with greater rigor because the content of these services may directly affect a person's financial situation or well-being. Google will more carefully evaluate the accuracy of this type of content. Here are a few things you should do to build trust when it comes to search engine rankings.
Add a clear, easily accessible “About Us” page to your website that describes your expertise.
Make sure this page clearly showcases the law firm’s personnel, including your attorney’s name, to establish it as a true local business.
Make sure you have positive customer reviews and testimonials on your website. Testimonials from real customers can give potential customers confidence in your website while supporting your SEO.
Get backlinks from reputable websites. High-quality backlinks from trustworthy websites (government, bar associations, trade associations, peers), news websites are a good way to achieve this.
How do I optimize my attorney website to rank higher in Google searches?
Apply all the information we've provided so far to your website. Every web page counts. As SEO experts, we know it's a lot of work, but it's worth it to see results on search engines like Baidu, Google, and Bing. Here are a few things you can start doing now.
Latest Business Citations
All online citations that mention your law firm must be completely accurate. This includes your law firm's complete and accurate name, address, phone number, and website name and link. These elements are critical to being completely correct! Do this on all websites that may contain information about your law firm. This directly impacts local search results and ensures credibility. Produce the highest quality content for your audience
Start by doing keyword research. Decide what types of content you want to include on your website, not only for the best SEO, but also to create a valuable, high-quality website that will be recognized in search engine results and provide value to your readers. Make sure all of your content has the greatest characteristic: it must be factual.
Stay up to date.
Make sure it adds value to the internet by expressing new content.
If you've worked with a low-quality SEO company in the past, they may have created a ton of content for your site and promised great results. Yet, your Google Analytics metrics never seem to be trending in the right direction. What's going on? If you're creating content for your site, combined with great onsite SEO practices, it still may not rank if it's the same type of information that already exists!
Instead, find something new and different to offer your readers. Make sure you’re saying something new. It’s crucial to do this because your competitors may be using AI to churn out low-quality content.
Optimize your on-site SEO
Your on-site SEO consists of a ton of details that can have a big impact on your organic search results. Here are some background information that can go a long way toward improving your page rankings, and it doesn’t take much effort to make them stand out. Here are a few steps to make this happen.
Title Tag
A title tag is a type of HTML code. It gives search engines the title of your webpage. This is the title that searchers see when they land on the SERP (Search Engine Results Page) after querying a keyword. Title tags also appear in browser tabs for easy identification. Your title tag will also appear in social media posts. Title tags are a determining factor in rankings on websites like Google, Bing, and Baidu. They help the algorithm understand the content on the page and determine its relevance to searchers. They don't have to be long or complicated, but contain a keyword while providing some fairly straightforward information about what each page has to offer.
Website
URLs are important, but they are not a primary ranking factor, although they do help with on-page SEO. Your URLs need to be clear and as simple as possible to help search engines’ algorithms categorize the content and intent of your site. It also helps cluster pages with similar themes.