Research & Strategy
Start by determining which keyword phrases will be more effective by looking at past searches. You can use Google Keyword Planner as a great resource (you just need a free Google account). Narrow down your keywords by selecting those that are within reach AND will help your law practice grow in the practice areas you care most about.
Site Architecture & On-Page Changes
You need to organize your website to be search friendly and easy to navigate. Keep your site as close as possible to flat, with a small pyramid of pages. You also need to create friendly URLs, tags, and code.
Authority
You also need to obtain links, thus ensuring that you are well positioned to rank high. Law firms do this in several ways: 1) legal directories, 2) regular directories, 3) local listings, 4) writing content and publishing offsite, 5) getting PR / media mentions, 6) getting social, 7) sponsoring local events, 8) sponsoring national events, 9) outreach to bloggers, and 10) building such a great website that people want to link to it as a resource
Content
Search engines award points to websites that offer relevant information. You need to make sure your main practice areas have between 2,000 and 5,000 words per topic. Become THE dominant resource online.
Social Media
Not only should you publish content, but you also need to make sure that others notice it. Digital marketing for social media evolves every day and more and more platforms need to be utilized.
Analysis of Campaign & Consulting
Search rankings change constantly. Each month you should review your bounce rate, impressions, time on page, exit pages, and of course sessions.
SEO Drives Results for Firms
FACT: You can build a beautiful website for your law firm, but without implementing SEO practices, no one will visit it.
Search engines display results based on algorithms which rank websites based on the content that is relevant to the most users. SEO is based on non-paid advertising, and when done correctly, it can help drive people to your site based on “organic” searches.
Partnerships are Important
Keyword Research, On-Page Optimization & Other Technical Details
To optimize a site correctly, PaperStreet’s SEO team will conduct a thorough review, identifying targeted keywords. While keywords may seem simple, they’re anything but so! Selecting keywords for your website encompasses a variety of factors, including search volume, relevance and your competition. Additionally, our team will delve into top search queries to make sure that you target any potential opportunities for SEO searches based on your targeted geographic location.
Once we have the list of targeted keywords for your site, we will work to provide on-page optimization, which includes implementing these keywords into your site’s content, including in title tags, meta descriptions and the body of each page.
On-page optimization is not a one-step process. We constantly monitor various technical aspects of your site, such as site speed, the health of your links, and your traffic to ensure that your site continues to perform as expected.
Title Tags and Meta Descriptions
Link Building to Increase Page Authority
Link building is when other websites link back to your site. Link building plays a significant factor in how Google ranks websites. If high-quality sites link back to your site, Google views your site as an authoritative reference that is trustworthy, rating it even higher in search results.
How to Optimize Headlines
Why Website Speed Matters
Multimedia Presentation of Your Legal Content
Effective SEO requires content, but not just any content. The content must be meaningful to your potential clients in that it is easy to understand and demonstrates your legal expertise. How you present that content is up to you. Web pages, blog posts, infographics, social media posts and videos are all means of promoting your law firm’s brand that PaperStreet can assist with. Below are some videos offering some pointers for how to best present your content.
Publications and Sponsorships
SEO Optimization Guidelines
Powerful Tips and Uses for your SEO Campaign
Key Benefits of Our SEO Services
Exclusivity. We Won't Work for Your Competition
Many SEO providers say they work for you, but they also work for your competitors. Sounds like a conflict of interest. We offer exclusive agreements as part of our advanced packages so we work for only one firm for each particular practice area/region.
Ethical Tactics Only. No Penalties.
We believe in a long-term strategy. Sure, there are questionable shortcuts and tricks you can attempt, but they can lead to penalties and outright bans. Our goal is to get your website to the top while also complying with search engine guidelines.
Top Rankings Mean More Clients
The legal market is the most competitive market online. However, it can also be very lucrative if you rank on the first page of searches and at the top of results.
Typical Results for a Law Firm SEO Campaign
Not all clients have the same results. But almost always, we can improve the key metric that the client and our team have agreed upon. Those key metrics can be:
Total Conversions: Calls & Contact Forms
Tracking: Downloads & Signups
Analytics: Traffic & Impressions
Search Rankings: Ranking Higher
Usability: Improved Time or Decreased Bounce Rate
We will define the key metrics for each client and track them aggressively.
