How To Optimize Content On Your Legal Website
Content in itself isn’t enough to run a successful website. While it’s good and plenty that there’s a corpus of information on a site, it has to be keyword rich, tagged, and updated regularly. For lawyers, having a website that revolves around fresh and optimized content can be an essential part to attracting new clients and getting your name out there.
If you already have content on your law firm’s website, you’re off to a good start. If you don’t, it’s time to start blogging, refreshing all the content on your pages, and staying on top of producing new and interesting stories, articles, and posts to keep the content on your website alive and thriving. After the content is put in place, this article can help you make the most out of every word you write. Search engines are looking for specific words and elements, while visitors will be looking for the content that speaks to them. This means that great content with a touch of optimization can go a long way in pleasing both Google and web surfers.
You can’t get very far without using at least some keywords. They are the clues that search engines use to determining what your website is about and how relevant it is. Content lacking in keywords will simply fall on deaf ears. However, throwing in a bunch of keywords, or stuffing, is also not a good way to go. There’s a right way and a wrong way to optimize content with keywords.
First, you’ll need a list of keywords relevant to your industry, your field, and your clients. If you practice personal injury law, your keyword list might consist of “car accident lawyer” or “hurt on the job.” If you practice criminal law, you might have keywords like “DUI lawyer” and “misdemeanor lawyer.” These keywords can be included in everything from page headers to titles to blog posts. But don’t use them too much, otherwise you won’t be providing quality content for your users to enjoy…and Google won’t like it much, either.
Develop your keyword list further by expanding into “long tail keywords.” These are keywords that get more specific and have a higher possibility of being searched for. Also, you’ll stand out from the thousands of other lawyers out there trying to rank for “personal injury lawyer” by using a long tail keyword like “personal injury lawyer Denver” or “Colorado DUI lawyer.” Keep in mind that long tail keywords should still be short and sweet. You don’t want to use an awkward keyword like “personal injury hurt back lawyer Denver, CO.” The percentage of people actually searching for a keyword like is that slim to none. Use long tail keywords wisely in your content; don’t stuff your copy with too many of them.
You might also want to think about other ways people could search for your law firm. Some people might use the word “attorney” instead of “lawyer,” or even “legal advice.” These alternative keywords should be included in your list and used throughout your website to make sure you’ve cast the widest net possible to reel in potential clients.
Tags are a behind-the-scenes way of improving your website’s ranking. They used be extremely important in SEO, and while they’re not quite as necessary anymore, they’re still helpful when optimizing. The most important tags you want to check on previous content as well as include on all future content is title tags and meta description tags.
A title tag will show the headline of a webpage or blog post on both the site, itself, and when being shared in search queries or social media websites. The meta description tag also shows up on search results and social sites by displaying a small snippet of information, or a preview of the content being linked. A general rule of thumb is that it’s best to have your title tags be under 70 characters and your meta description tags be under 160. Anything longer than that risks being cut off when displayed elsewhere. Also, nobody wants to read a laboriously long headline!
Finally, this brings us to content. At the beginning of this article, I mentioned that without any content on your law firm’s website, you wouldn’t have anything to optimize. But once you’ve posted content and optimized it with keywords and tags, it doesn’t stop there. Content and optimization is an ongoing process that you shouldn’t stop as long as you want to keep finding new clients.
Search engines are constantly re-crawling websites and assigning new ranks. If you do a lot of content posting and optimizing at once and then forget all about it, you’re at risk of being penalized. If you happen to fall through the cracks, your website will remain static. Furthermore, website visitors/your potential clients will notice that your content is outdated and won’t stick around to hear what you had to say three years ago. Keep your content fresh and current to have the best results. And be sure to optimize it, too!
Every lawyer should be a content-producing, optimizing machine. Without these essential actions, your legal practice’s website won’t have much ground to stand on. Start posting content on a regular basis and make sure it stems from a relevant and competitive keyword list. Also, use alternative and long tail keywords so you have little chance of not coming up in the right search results. Then, optimizes your content with the necessary title tags and meta description tags to ensure search engines and web surfers can see your website clearly and use it properly. A website with tons of fresh content that is constantly being optimized can’t lose in this digital age where consumers and your potential clients crave information.