On-Page SEO for Law Firms

on page seo law firms

Lawyers and law firms need to stand out from the crowd and attract clients.

One of the most effective ways to achieve this is through law firm SEO. Two crucial parts of SEO are on-page (or on-site) and off-page (or off-site) SEO.

One involves optimizing your website and its pages to improve your search engine rankings and increase your online visibility, while the other involves external factors that improve your SEO.

In this chapter, we’ll cover the essential aspects of on-page SEO for lawyers, including content optimization using things like title tags and keyword research.

What Is On-Page SEO?

On-page SEO (also called on-site SEO) involves optimizing your web pages and their content for both search engines and users. When done right, it can improve your site’s rankings on Google and drive organic traffic.

With the right on-page SEO tactics, your law firm’s website can become a powerful tool that brings in tons of organic traffic and converts them into leads.

A lot goes into on-page SEO, including your site structure, content, and HTML elements.

When you really break it down, on-page SEO is about improving the user experience.

On-Page SEO vs. Off-Page SEO

On-page SEO focuses on optimizing elements within your own website — like the content, HTML tags, and site structure — to improve rankings and user experience. It’s about making your site both search engine and user-friendly through relevant content, optimized titles and meta descriptions, and a well-organized layout.

Off-Page SEO centers on external factors that influence your site’s reputation and authority, primarily through backlinks from other sites. This involves strategies like link building, reputation management, and some aspects of local SEO to boost your site’s visibility beyond its own pages.

While on-page SEO lays the groundwork for your site’s visibility and usability, off-page SEO builds its credibility and reach.

Both are important, but as a business owner, you’re more in control of what’s on your website — your on-page SEO.

Why Is On-Page SEO Important?

By optimizing individual web pages on your website, you can make your website more appealing for not only that page but for your entire website. It means getting placed more prominently on SERPs (search engine results pages) and an improved user experience, ultimately leading to higher rankings and more website traffic.

Because prospective clients increasingly rely on search engines like Google to find legal services, you need a well-optimized website to compete. With an SEO strategy, you’ll not only attract more visitors but also convert them into clients.

Your law firm could appear at the top of Google, like in this example.

On-Page SEO for Law Firms

On-page SEO lets you ensure your website is easily discoverable, showcases your expertise in a way that brings in clients, and provides valuable information that resonates with your target audience.

An appealing and user-friendly website will increase the likelihood of potential clients choosing your law firm over competitors while also communicating all of the right signals to Google.

Why does that matter?

The higher your website ranks in search results, the more visible it becomes to potential clients and the more organic traffic you’ll receive. And on-page SEO directly impacts your search engine rankings — if you follow best practices and provide valuable, user-friendly content, you’ll climb the SERP.

Google looks for relevance and checks whether your content is helpful, all with the goal of matching a page to a user’s search intent.

That means that Google pays attention to on-page SEO signals when ranking pages.

Although the algorithm is always changing, if you prioritize user experience and create “people-first content,” you’ll usually excel.

Now, let’s dive into actual on-page SEO elements and how to optimize for them.

What Is Website Architecture and Why It Matters

You need to make it as easy as possible for users to navigate your website. They should be able to find any page they’re looking for without getting lost (which could lead them to leave your page in frustration).

You start with your homepage, and then you nest the rest of your content beneath the homepage.

There are two routes you can go with this.

  • Flat Structure, with no use of sub-directory folders.
  • Deep Structure, uses directory folders to organize content.

They describe how deep your website structure goes or how many clicks it takes for a user to work their way through your website — also referred to as the crawl depth or click depth.

This is a topic of debate among SEOs. In our view, the flat structure is more suitable for simple websites, like a law firm with one practice area in a single geographical area.

A sub-directory style could work well for a large firm with many practice areas that operate across different cities.

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What Is a Flat URL Structure?

A flat URL structure means your website’s pages all sit at the same level, right under the main website address, without any subfolders to tuck them into.

Each page gets its own distinct and clear URL that mirrors what the page is about, making it straightforward for both users and search engines to understand.

Here’s what a flat URL looks like.

A flat website hierarchy makes it so that a user can access your content in as few clicks as possible. That way, users don’t have to work too hard to find relevant content.

Here’s how that might look for your law firm’s website.

lawyer-website-structure

Take note of how few clicks it takes to get to the deepest page in the hierarchy. This is good practice for Google and its users.

However, if you have a lot of pages, you can run into a few problems. It can become challenging to organize hundreds of web pages, which makes it harder for users and Google to discover content.

Also, a flat architecture really relies on a solid internal linking strategy to provide context and help both users and search engines understand how your pages relate to one another.

What Is a Deep URL Structure?

Take note of how few clicks it takes to get to the deepest page in the hierarchy. This is good practice for Google and its users.

However, if you have a lot of pages, you can run into a few problems. It can become challenging to organize hundreds of web pages, which makes it harder for users and Google to discover content.

Also, a flat architecture really relies on a solid internal linking strategy to provide context and help both users and search engines understand how your pages relate to one another.

A deep structure could work well for a law firm with many practice areas operating in several cities.

However, studies have shown that shorter URLs (which coincide with flat website structures) tend to rank better. So, a deep structure may be overkill if you aren’t a massive firm with hundreds of pages.

Keyword Research and Usage In Your Content

One very important part of on-page SEO is proper keyword usage.

Keyword research shows you what people are typing into Google when seeking the legal services you provide. For instance, a personal injury attorney might find that their target audience frequently searches for “slip and fall lawyer in [city].”

From there, you can create targeted content designed to rank well for that keyword.

The first step is to identify the keywords most relevant to your practice areas and target audience.

These are the terms and phrases that potential clients use when searching for legal services that you offer.

You can use tools like Google Keyword Planner, Semrush, or Ahrefs to discover keyword ideas and learn about their search volumes, competition, and relevance.

In Semrush, for example, you’d start by typing your practice area into the Keyword Magic Tool.

From here, you could make a list of keywords you want to target.

A good place to start is to select keywords that include your practice areas and geographic location. That way, you rank for local traffic that’s more likely to reach out.

Incorporating long-tail keywords, which are longer and more specific phrases, can also help you target a more focused audience with a higher likelihood of conversion.

An example of a long-tail keyword is “slip and fall lawyer Chicago.”

With your list of keywords, you can begin to strategically embed them in your site’s content. Place them in your title tags, meta descriptions, headings, and throughout your page content to improve both visibility and engagement.

Optimizing Title Tags

Title tags are encapsulated within HTML code and define the headline of your online content. These snippets appear at the top of browser windows and tabs, on search engines, and on social media.

Getting your title tag right is very important. It’s one of the most influential aspects that inform your on-page SEO.

When done right, a well-written title tag can help you rank higher in search results by communicating what your page’s topic is.

Title tags also influence a user’s decision to engage with your page.

They can look like this on the SERP (search engine results page).

google-page-title

To create effective title tags, follow these best practices:

  • Include your target keywords: Include the primary keyword you’re targeting for that specific page in the title tag. It helps search engines and searchers understand the relevancy of the content.
  • Keep it concise: Limit your title tags to 60 characters or less to prevent them from getting cut off.
  • Make it unique and descriptive: Each title tag on your website should be unique to avoid duplicate content issues. Craft a descriptive title that accurately represents the content of the page and entices users to click.
  • Consider your brand: Include your law firm’s name at the end of the title tag to increase brand recognition and credibility.

Crafting Meta Descriptions

Perfecting meta descriptions for your law firm’s website can help you attract more clicks on SERPs.

These succinct summaries appear beneath your page’s title in search results, offering a snapshot of what potential clients can expect to find on that page.

While meta descriptions don’t directly affect search engine rankings, they influence clicks, and more clicks send positive signals to Google that your page is helpful.

law-firm-website-meta-description

To create effective meta descriptions, follow these best practices:

  • Incorporate Relevant Keywords: Sprinkle in the target keyword for the page alongside related secondary keywords, but ensure they fit naturally. This tactic is not just about SEO; it’s about relevance. For a law firm, using specific practice areas or legal services as keywords can help attract the right clientele.
  • Adhere to the Character Limit: With Google truncating meta descriptions around 150-160 characters, especially on mobile devices, brevity is key. Aim for concise descriptions that convey the essence of your page. For law firms, this might mean distilling complex legal services into succinct, understandable terms.
  • Be Informative and Enticing: Your meta description should act as both a summary and a teaser. For a legal audience, strike a balance between professionalism and approachability, highlighting what sets your firm apart. Whether it’s your experience, unique services, or successful case outcomes, make it compelling.
  • Avoid Duplicate Content: Each page on your website serves a distinct purpose, and its meta description should reflect that uniqueness. For law firms, this means tailoring each description to the specific legal service or resource offered on that page, avoiding generic phrases that could apply to any firm.

Enhancing Your Site’s SEO with Effective Internal Linking

An internal link connects one page of your website to another within the same domain, acting as a navigational guide for users and search engines.

Here’s what that looks like on a law firm’s site.

These links are fundamental in creating a structured, user-friendly website, ensuring that visitors and crawlers can easily find related content and navigate through your pages.

Internal linking is not just about improving navigation. It plays a crucial role in distributing link equity or link juice. When one page links to another, it passes value and authority from that page to another across your site.

This distribution can significantly boost the ranking potential of your key pages, making them more likely to appear in search results.

And a well-structured internal linking strategy can captivate your audience, keeping them engaged on your site for longer periods. Time-on-site is a metric that Google uses to determine whether a user found your page useful.

The longer users stay on your website, the stronger the signal to Google is that they find your content useful.

Identifying Opportunities for Internal Linking

To weave an effective network of internal links, start by mapping out your site’s content.

Look for natural connections between your pages that can provide additional value or context to your readers. Each link should offer a clear path to relevant, related content, ensuring a cohesive user experience.

An easy way to do this is to utilize a hub and spoke model. In this model, your hub is the central piece of content that links to all related pieces of content.

Addressing Orphan Pages in Your Site Structure

To weave an effective network of internal links, start by mapping out your site’s content.

Look for natural connections between your pages that can provide additional value or context to your readers. Each link should offer a clear path to relevant, related content, ensuring a cohesive user experience.

An easy way to do this is to utilize a hub and spoke model. In this model, your hub is the central piece of content that links to all related pieces of content.

semrush-orphaned-pages

Key Strategies for Optimizing Internal Links

Here are some strategies to get started with thoughtful internal linking.

Develop Ample Quality Content: The foundation of a robust internal linking strategy is a diverse array of content. With more pages at your disposal, you have greater opportunities to create meaningful links without overconcentration on certain topics.

Link Naturally and Sparingly: While adding numerous links is tempting, prioritizing natural, contextually relevant links ensures your content remains accessible and engaging. Avoid overcrowding your content with links, as this can detract from the user experience and dilute the value of each link.

Prioritize the User Experience: Links should always be crafted with the reader in mind, not just search engines. Ensure each link adds value and enhances the reader’s understanding or navigation of your site.

Link To Relevant Pages: Only link between pages that share thematic connections. Irrelevant links can confuse readers and weaken your site’s structural integrity in search engines’ eyes.

By implementing these strategies, law firms can transform their websites into a cohesive, interconnected web of information that not only ranks well but also provides a superior user experience. Remember, the goal is to create a site where visitors can effortlessly discover the depth of your expertise, reinforcing your status as the legal authority they need.

Attorney Michael Oykhman

“My website continues to dominate all the top website searches in my industry and my business has grown 10-fold as a result.”

Michael Oykhman

Oykhman Criminal Defence

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Adopt Schema.org

Without getting too technical, adopting legal service “schema” will also improve the structure of your law firm’s website and SEO.

Schema is a specialized code inserted into the backend of a website to help Google understand what that website is about.

By using legal service schema, you can communicate to Google what your website is about so it’s better able to categorize and rank your content.

You can add schema to your website by writing the code manually, using a third-party schema generator or ChatGPT, or hiring an SEO specialist.

Another type of schema we use for our client’s websites is review schema. We find it directly improves conversion rates.

Improve Page-Load Speed

It’s compelling data.

Besides the negative SEO effect, it’s fair to say that nothing damages user experience like a painfully slow website.

Understanding the Impact of Site Speed

Google, and by extension, your potential clients, places a high premium on how quickly your website loads. A staggering 53% of web users are likely to abandon a site that takes more than three seconds to load, with a preference leaning towards websites that load in under two seconds.

Given the urgent nature of legal inquiries, it’s important for law firm websites to not only load quickly but be responsive on all devices.

Evaluating Your Website’s Speed

Before you can improve, you need to know where you stand. Tools like Google PageSpeed Insights offer in-depth speed analysis, mimicking how real users interact with your site.

So, how’s your site’s speed? Check it using Google’s PageSpeed Insights (a free tool).

Here’s the result for one of our client websites.

As you can see, the page speed score is 91 percent. The average is between 50-89 percent.

Anything in the green is generally great and actually above average.

Strategies for Enhancing Page Speed

Improving your website’s speed involves a multifaceted approach, focusing on both the technical and content aspects of your site:

  • Limit HTTP Requests: Simplify your site by minimizing the number of files and their sizes. This includes being judicious with the use of videos, images, and texts and ensuring that all multimedia content is compressed and optimized for quick loading.
  • Reduce Redirects: Each redirect can delay the page load time. Streamlining the path to your content improves speed and user experience.
  • Optimize Images: Since visuals play a crucial role in engaging visitors, ensure that all images are appropriately compressed without sacrificing quality. This balance keeps pages visually appealing yet quick to load. You can make image file size smaller by using a plugin like Smush.
  • Minify Code: Clean up your website’s backend by removing unnecessary or unused code. Minifying JavaScript, CSS, and HTML can significantly reduce load times, making your site more efficient.
  • Utilize a CDN (Content Delivery Network): A CDN can drastically reduce load times by storing copies of your site on servers around the globe, ensuring users access your content from a location nearest to them.
  • Reevaluate Your Web Hosting: The foundation of your site’s speed lies in its hosting service. Investing in a more robust hosting solution can be the key to unlocking faster load times and enhancing overall site performance.

Master On-Page SEO to Attract New Clients

As you now know, on-page SEO is essential for any law firm looking to establish a strong online presence and attract leads.

If you focus on the above areas of SEO, including keyword research, optimizing title tags, and URL structure, you can improve your website’s placement on SERPs.

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