How to leverage onsite SEO for organic leads

When it comes to organic marketing, one of the best tools at your disposal is Search Engine Optimization (SEO). With improved SEO, your law firm will see a higher Google ranking and increased traffic to your website. 

What does SEO include? 

At a high level, SEO involves the keywords that search engines use to categorize websites. However, as we dive deeper, we see that it is highly nuanced, incorporating several aspects of your website, such as: 

• Original, quality content
• Targeted keyword phrases
• Core web vitals (these are the technical parameters that impact user experience)  

Refining these elements can positively impact your online presence. 

Content is king!

Ensuring your site has excellent content is one of the first steps in improving SEO. Content should be written using short, clear sentences that are in an active voice with proper grammar and syntax. The layout and structure of the content must be easily digestible for both human visitors and search engine crawlers. Additionally, internal and external links should flow naturally within the surrounding context, avoiding vague language like “click here” or “read more.” 

Within the legal industry, it is critically important to distinguish your firm from the rest, so your content should be unique, original and engaging. It is also prudent to avoid using legal jargon. Highly-complex language can negatively impact your ranking. 

Selecting the perfect keywords

Conducting thorough keyword research is where the true intricacies of SEO begin to emerge. 

When approaching this step, It is crucial to understand the difference between a popular keyword phrase and one that will improve your ranking.  

Each search phrase has a difficulty rating. If that rating is too high, it will not enhance your ranking. You should strike a balance between the search volume of the phrase and the difficulty rating. Doing so will help place your site at the top of organic search results. 

If you are unsure how to find the perfect keywords for your site, an SEO expert can help. 

The technical aspects of SEO

While content and keywords remain the top priority, the technical aspects can give your site an advantage over competitors in search results. Google evaluates numerous page performance metrics when ranking your site, including:  

• Page load speed 
• Time until content is interactive 
• Image load speed 
• Low content layout shift 

Maximizing these metrics shows Google that your site offers a high-quality user experience. While not the sole determination for search placement, it is an important component of an overall SEO strategy for success.

Working with a team of professionals 

Google evaluates 14,014 elements when determining your SEO ranking. Given the in-depth nature of this evaluation, optimizing your SEO can feel overwhelming without the proper resources and expertise. 

At Top Class Actions, our team of digital marketing professionals is equipped to create optimized content for your next campaign that’s put in front of millions of highly engaged and highly motivated consumers a month. Our team includes talented copywriters, knowledgeable SEO experts, and more. Schedule a meeting today to learn more.