Google search results

Improving Your Law Firm’s Visibility in Google Search Results

By now, regular readers of our blog will know that having a well-designed, up to date, and user friendly (across all devices!) website is key to enhancing your firm’s digital presence.


However, redesigning and relaunching your site is just the start. In order to truly maximize your efforts, you must also think about strategies to get your website to be more visible in search engine results pages (SERPs).

A Quick Primer on How Google Works

Think about the internet as a vast and constantly growing digital library of absolutely everything. Google essentially functions as the head librarian who is in charge of organizing this immense wealth of information and making it easier to peruse and find what you are looking for.


Recent data indicates that Google has knowledge of more than 130 trillion pages across the web – that is a LOT of information. That means for every user query, there may be thousands or even millions of pages containing relevant information.


So how exactly does Google organize all of this in a manageable way? The answer is through a complicated process that involves crawling available pages, indexing, and algorithms. To make things even more challenging, this process is also always evolving – Google changes its search algorithm around 500-600 times every year.


While this may seem daunting, there are some key things to keep in mind to ensure your firm and its practice pages rank well in specific searches, even through Google’s consistent behind-the-scenes changes and updates to its search function.


Best Practices for High Search Rankings


  • Keyword Optimization

For excellent search results, ensure that all the pages on your site are correctly optimized for keywords.


Each page should be optimized both in the content of that page itself, but also in the title tag, headers, and meta description. Ensure that the length of your meta descriptions and title tags are updated when there are algorithm changes that may affect them.


  • Content Creation

No matter how many times Google changes its algorithm, ensuring your site has relevant, well-written and up to date content will always be key to your visibility.


The most effective law firm content anticipates what clients may be looking for online, and provides that information through a blog, podcast, or other online resource. Understanding what your clients need and responding to those needs across a range of platforms is key.


Content should be regularly created and posted. Ideally, blogs should be updated at least once a week, and more often if there is a key discussion going on or there have been legislative or other developments.


The more frequently you produce content, the more you become a reliable source of commentary and opinions on matters that are important for prospective and current clients, and the more readily you will position yourself as an authority in your practice area. Keep these five tips in mind when blogging.


Consider adding evergreen content – material that is unlikely to change in the near future and is something that prospective clients and other visitors to your site can come back to again and again as a reliable source of trustworthy information (this can include FAQ, a glossary of legal terms, etc.)


Create a content marketing strategy to help guide your efforts and make the content creation process easier.


  • Visual Optimization

Other than producing regular, high-quality, informative content, you should also ensure your site’s design is visually engaging and your site is easy to navigate. Both user interface (UI) and user experience (UX) are key elements of a well-constructed website.


UI refers to everything that goes into how a user interacts with a site and helps visitors to your site (i.e. your prospective clients) find the information they need as simply, intuitively, and efficiently as possible. Your site should be designed with this in mind.


UX, on the other hand, refers to how a user experiences your site. The more well-designed and visually appealing your site is, the more engaging it will be to visitors and the better their user experience will be.


Important aspects of UX include the actual aesthetics and design of your site, its response time, and how accessible it is both on a computer as well as on mobile devices such as smartphones and tablets, In addition to content, consider using diagrams, infographics, video. Ensure that any multimedia used includes alt attributes optimized with the correct keywords (for images) and transcripts (for videos).


  • Internal Links

To enhance user experience overall, link as many pages together as possible. That means, for instance, linking the pages on divorce, child support, spousal support, equalization, and anything else that makes sense.


This will ensure that a prospective or current client who lands on your site to read about divorce, for example, will also find links to all these other relevant pages while they read about divorce, will likely click on them, and will remain on your site longer- great for user experience, and great for enhancing your overall authority.


How Can Umbrella Legal Marketing Help?

If all of the above seems overwhelming in the face of everything else you deal with in your day to day practice, have no fear- we are here to help! Over the years, Umbrella Legal Marketing has helped many clients redesign and launch new websites.


We understand the unique needs of the legal market, the ethical and practice standards that govern the profession, and how to effectively combine these specific demands with the realities of marketing in the social media and online age.


With our help, you and your firm can stand out in today’s ever-changing legal landscape. Contact us by email or at 416-356-4672.