SEO For Attorneys and Lawyers

Law Firm SEO
Exclusive, Ethical, Results.

Proven results on over 100 campaigns.
Working only with your firm, not your competition.


We Are Law Firm SEO Experts

About our Expert, Exclusive SEO Services for Law Firms

We assist attorneys and lawyers with their SEO campaigns and content marketing campaigns.

The good news: If properly setup search engine optimization can bring in several new inquiries a day and millions of dollars a year in revenue. All you need to do is rank high, but how?

The bad news: Virtually every web company now claims to specialize in law firm SEO. So, how do you decide who the expert is?

Here are a few questions to ask with searching for a SEO company:

  • Exclusivity: Will they work for your competitors?.
    Many SEO providers work for firms in the same building as you! Sounds like a conflict of interest to us. We offer exclusive agreements, working for only one firm for each particular practice area and city.
  • Proven Results. Can they prove ROI?
    We publish our results online so you can verify. Here are a just few of our case studies. Once you sign up, we provide monthly reports so you can track your progress.  You will know everything we know about your campaign.
  • Process: What is their Process?
    Our detailed SEO checklist includes hundreds of steps. All of our websites include basic optimization at no extra charge and we also offer special packages for hard-to-obtain keyword phrases. We have never resorted to unscrupulous SEO tactics that have recently caught up with some companies, getting them blacklisted by Google. We value our reputation - and yours.
  • Contract: What is the Contract Length?.
    Ours has no strings. If a company makes it hard for you to terminate their services, what does that say? We would like a six-month commitment from them firm, as our plans are about long-term results. However, we have worked with clients on 90-day and 30-day contracts too.  The longer we are working with your firm, the better the results. 
  • All-Inclusive: What is Included?
    Our packages include on-page optimization, content writing, and authority building. We also include a local map in Google and an entire, social media setup, reporting and monthly consulting.
  • Writing: Is writing included? Who writes?
    We write anywhere from several posts per month to over 20 for our clients. Moreover, our content team is all attorneys. You do not have to write anything.

Happy Clients. Positive Results.

PaperStreet Web Design
5 stars - "Unmatched SEO." PaperStreet has handled our work for several years. Their expertise with search engine optimization is unmatched in my view. If you are looking for a company to optimize and market your website, I highly recommend PaperStreet!
April 22, 2016

Key Benefits of our Law Firm SEO Plans

  1. Exclusivity. We Won't Work for Your Competition

    Many providers say they work for you, but they also work for your competitors. Sounds like a conflict of interest. We offer exclusive agreements, so we work for only one firm for each particular practice area/region for our advanced packages.

  2. Ethical Tactics Only, No Penalties

    We believe in a long-term strategy. Sure, there are questionable shortcuts and tricks you can attempt with, 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.

  3. 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 search and at the top of results.

Clients Love Us

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"We are getting 3 to 6 new web inquiries per day and are signing up about one new client per day. We have to turn away business because we are so busy. Rankings look pretty good in Google. Good enough so that when the Nancy Grace show on CNN was looking for a Florida commentator on the Anna Nicole Smith case, they Googled Florida probate lawyer and found me. I have been on air the last several nights. It never would have happened without your help."



Learn More about PaperStreet SEO Plans

Our SEO Plan for Law Firms

Find our more about our specific plan. What does it take to rank high in search? What do we do on a monthly basis? What are our best practice recommendations?
Learn more about our SEO plans.

Case Studies and Real Results

We have proven results. See our top case studies with law firms and our current rankings list that is updated monthly.Check out our full client list.
Learn more about our case studies and results.

Local Search

Want to learn more about how SEO works for law firms in the Google Map pack? Check out this article.
Learn more about local search.

SEO Process Chart

Our very detailed SEO process chart for working with law firms.
Learn more about our SEO Process.

More SEO Tools, Articles and Resources

SEO ROI Calculator

Will SEO work for your firm? Use our calculator to estimate the return on investment (ROI) on our services.
Learn more about our ROI calculator.

SEO Resources and Articles

Tips, tricks and articles we have written over time.
Learn more about our resources and articles.

Google Analytics Quick Guide

Want to know how to quickly use and understand Google Analytics?
Learn more about Google Analytics.

SEO FAQs

Our most frequently asked questions about Law Firm SEO.
Learn more about our FAQs.

SEO for Lawyers

"Let me Google it." In the age of digital media, these four words have become synonymous with settling debates, answering tough questions and, most importantly, tracking down reliable businesses.

  • Are some stop signs optional? Let me Google it.
  • Am I at fault for a side impact collision? Google it.
  • Looking for the top car accident lawyer in Florida? Well.. you get the point.

Who and How to Choose?

So how do you, as a partner at a law firm, make sure your practice is the number one result when a potential client consults their search engine of choice? The answer is search engine optimization, also known as SEO. Most people know SEO as the combination of content, keywords and links that can boost a website’s search engine rankings, but it’s actually much more complex than that. Everyone wants their practice to show up on the front page of Google, but many don’t know how. That’s where we come in.

Is SEO Needed?

When we meet with new clients, we’re often met with the same question: Is SEO really necessary? The answer is yes. Search engine optimization for law firm websites is becoming more and more competitive every day. Attorneys are increasing their spending on online marketing, and those who don’t follow suit often suffer the consequences. That’s why it’s so important to choose a law firm SEO company that knows how to produce real, long-term results.

Get Results, Not Excuses

Unfortunately, we know that there are more than a few SEO companies out there that don’t follow what we consider to be best practices. You might have encountered them before, and it probably left a bad taste in your mouth when you think about internet marketing. They might have given you inaccurate or misguided information, or maybe they promised you results and didn’t deliver. Maybe they took over your campaign without listening to your input, or simply didn’t devote enough time to you.

Mistakes like these can cost your firm money. If clients aren’t finding your website, you’re not cases, and not getting cases means you’re losing money. The people that could truly benefit from your help aren’t being connected with your practice, and you’re left in the dark, wondering where you (or, rather, your SEO "specialists") went wrong.

At PaperStreet, we hope to change all that. We hope you can use these resources -- from our videos to our personally written blog posts -- to educate yourself on the basics of SEO for lawyers so that you can make informed decisions when it comes to your firm, and when choosing the best company for the job. (Hint: It’s us.)

Long-Term Experience = Happy Client's

As a team, we’ve been helping over 100 clients with lawyer SEO for more than 15 years and have maintained a 90 percent retention rate. Our company was founded by a lawyer, for lawyers, so we understand your needs in ways that most of our competitors can’t. Our team has several former and current attorneys on retainer, along with friendly, capable and qualified internet marketing experts that are ready and willing to help you on your road to SEO success.


Don’t just take our word for it. With PaperStreet clients dominating the SERPs for more than 500 keywords or winning awards for their stunning websites, our proof is in our results.

Overview of PaperStreet’s Law Firm SEO Practices

All-Inclusive: What is Included?

SEO Overview

Search engine optimization is the science of making your webpages rank for lucrative keyword phrases that a potential client may use to search for and find your firm. We can work with you to help you decide which keyword phrases we should target. Then, we start to work our magic to obtain top rankings for each of those keyword phrases. Check out our SEO FAQ to see just what strategies we use to make your site stand out.

Custom Content

From on-page content and photography, to professional videos and newsletters, the content team at PaperStreet does it all. Comprised of attorneys and experts in law, the members of our content team have first-hand experience in the legal market and stay up-to-date on the latest web-writing and attorney SEO practices. We write, edit and produce web-friendly legal website content and marketing materials, blog posts, practice area content, attorney biographies, press releases, legal articles, social media copy and more. If you need something written, just ask! We are more than willing to work with you.

SEO Tips and Tricks with Alex

Authority & Link-Building

In the world of SEO, authority is everything. Without high-quality citations and links, your website will not be able to outperform your competitors. Despite popular belief, it’s not about quantity when it comes to link-building. While we might produce fewer links than other companies that may offer to charge less for their services, you can be sure that your links will be of higher quality and therefore, higher authority.

We want your backlink profile to be as substantial and natural as possible so that it will withstand the test of time -- not just make a quick jump in rankings until your site is penalized for spammy backlinks. Our link-building team focuses on local listings, testimonials and reviews, video marketing, social media, blogging opportunities, events, seminars and more!

What is Link Building?

Social Media

Social media is everywhere! If you’re not utilizing your Facebook, Twitter and other social accounts, you’re missing out on an easy way to increase brand awareness and interact with potential clients. At PaperStreet, we will help you set up and manage these accounts, and we make sure to integrate them with your website. We offer training on social media etiquette and tools like HootSuite, and we can help you troubleshoot when things go wrong. We also provide advice on social media strategy and are more than happy to provide social media content writing and editing services!

Reporting & Analytics

Stay in the loop! When you sign up with us, we’ll provide you with a monthly report detailing all of the hard work we’ve done on your website. Each month you will receive information on your current rankings and traffic, and pitch you fresh, exciting new ideas to help you meet your goals.

Consulting

At PaperStreet, we consider ourselves experts in what we do, but we value our clients’ input. We meet with all of our SEO clients for at least one hour every month to discuss best practices, our goals and how to achieve them. We want you to know how and why we do what we do. Your firm’s internet marketing shouldn’t be a mystery to you, and we pride ourselves on educating all of our clients.

Why Partnerships are Important for an SEO Campaign's Success

No Strings Attached

In the world of digital marketing, it takes time to produce the best results. However, we know that a long-term contract isn’t for everyone. We’d love to see you stick around and stay with PaperStreet forever, but if for any reason you decide that our services are no longer needed, we make it easy for you to cut ties and bid us farewell. (We would miss you, though.)

Cost & Plan Levels That Work For You

At PaperStreet, we know that there is no “one size fits all” solution for every law firm. We offer a variety of plan levels, starting from just $500 per month and go to over several thousand dollars a month.  We have a wide array of services to suit your firm’s individual needs.  Most of the time we consult with the client to set a custom plan based on their content needs, geographic area, practice areas, and competitiveness of the keyword phrases they are targeting.

      • Legacy: Our Legacy Plan is best suited for a firm looking for a boost in rankings to a local area and specific niche practice area. It includes:
        • Education Materials
        • Keyword Research
        • On-page Optimization
        • Authority Building (aka link building)
        • Consulting
        • Reporting & Analytics

Note that with this plan, all clients are responsible for writing content and producing on a monthly basis.

Example keyword phrases we target are: Key West criminal defense, Austin eminent domain lawyer, Texas eminent domain lawyer, New Orleans traffic court lawyers, Baltimore discrimination lawyers

      • Base: Our SEO Base Plan is our most popular choice.  With this plan we target our clients primary city and primary practice areas.  With this plan the key difference is that we are writing content on a monthly basis for the client. We assist you with:
        • Education Materials
        • Keyword Research
        • On-page Optimization
        • Authority Building (aka link building)
        • Consulting
        • Reporting & Analytics
        • ...and content writing (2 monthly posts).

PaperStreet will provide two additional pages of content (blogs or a core content page). You will also receive two summarized social media posts and one hour of scheduled consultation time.

Example keyword phrases we target are: Atlanta trial lawyer, Hawaii real estate lawyer, Washington D.C. patent lawyer, Raleigh white collar defense attorney, Fort Lauderdale business lawyer

      • Core: If you need help with content but are still looking for a more affordable option, the SEO Core Plan could be right for you. In addition to targeting 10 keyword phrases, PaperStreet will write five fresh, new pages of core content for your website. Need more than that? We can easily write more pages for you in place of your monthly blog posts to ensure you’re getting the highest quality content. Other highlights of this plan include 20 pages of on-page optimization, four monthly pieces of original content and four social media posts.

We assist you with:

        • Education Materials
        • Keyword Research
        • On-page Optimization
        • Authority Building (aka link building)
        • Consulting
        • Reporting & Analytics
        • ...and initial content of 5 new pages
          ...and content writing (4 monthly posts).

Example keyword phrases we target are: Tuscaloosa accident attorney, New Orleans criminal defense lawyer, California environmental regulatory lawyer, South Florida personal injury attorney

      • Advanced: PaperStreet’s Advanced SEO Plan really steps things up. This plan is best for potential clients that live in a very competitive location. We are able to target 20 primary keyword phrases and conduct 25 pages of on-page optimization, so you can be sure that you’re getting the very best out of your SEO campaign. This plan is also great for law firms that need help writing their content. We want to help you have an edge over your competitors, and with 10 pages of original content, you will be well on your way. Like our Core Plan, any additional pages can be provided in lieu of blog posts. Other highlights of this plan include six monthly pieces of content, written and optimized, as well as six summarized social media posts and one hour of consultation time. We assist you with:
        • Education Materials
        • Keyword Research
        • On-page Optimization
        • Authority Building (aka link building)
        • Consulting
        • Reporting & Analytics
        • ...and initial content of 10 new pages
        • ...and content writing (6 monthly posts).

Example keyword phrases we target are: Washington D.C. tax lawyer, Florida personal injury lawyer, Houston trucking injury lawyer, Denver accident lawyer, Albany DWI defense attorney

      • Premium: Our Premium Plan is our top tier SEO package. With 20 pages of new content, 50 pages of on-page optimization and eight additional monthly pieces, this plan really gets down to the nitty gritty of SEO and content. It is by far our most aggressive package, and it ensures results for clients in even the most competitive markets. We want to see you ranking for all 20 of your primary keyword phrases. This plan also provides two hours of consultation time with the lawyer SEO experts at PaperStreet per month, as well as eight social media posts. We assist you with:
        • Education Materials
        • Keyword Research
        • On-page Optimization
        • Authority Building (aka link building)
        • Consulting
        • Reporting & Analytics
        • ...and initial content of 20 new pages
        • ...and content writing (8 monthly posts)

Example keyword phrases we target are: New York personal injury lawyer, New York City auto accident lawyer, securities fraud attorney, vaccine attorney, marine lawyer

What Steps are Involved in a SEO Campaign?

What Makes PaperStreet Different: Exclusive, Ethical, Results

Exclusive

At PaperStreet, we work for you. We can guarantee that we will never accept a competing law firm as a client in your region or practice area. While other marketing companies have no qualms about working for competitors in the same region, or even the same building, it’s a practice that we don’t believe in. In addition to hindering results, it is also a conflict of interest. Our services are exclusive, and our goal is to help you succeed. We want to see you dominate in your market!

Ethical Tactics Only

With the competition heating up, some attorney SEO companies will resort to cheap or unethical tactics to improve their clients’ rankings, also known as “blackhat” SEO tactics. This includes:

  • Link Schemes and Directories. Building high-quality backlinks to your site is great. However, there are many companies that rely on link schemes and paid directories to generate juice for your firm. From forum comments that link back to your website to sketchy directory and bookmark sites, these strategies just don’t work. We don’t pay for links, and we make sure all of our backlinks are organic and trustworthy.
  • Keyword Stuffing. Long, long ago when SEO first hit the internet marketing scene, one of the most common beliefs was that keyword density was the key to getting the best rankings. This led to something that we call keyword stuffing. You might have seen it, or maybe you were advised to employ this outdated tactic on your own website. Keywords, keywords everywhere -- in your page titles, in your footer, cramped into your site’s code and stuffed into your on-page copy. It might have worked back then, but now Google has caught on and issues serious penalties for cheap tactics like this. More importantly, clients have caught on. People are getting more keen on how the internet works, and they can clearly see when a site is untrustworthy.
  • Bad Content. Can you imagine visiting a competitor’s website and seeing the very same content that is being used on yours? Sadly, this happens all the time. It isn’t uncommon for cheap SEO companies to reuse pre-written content for all of their clients, with no regard for what makes you and your firm special. Duplicate content looks bad, to clients and to Google.
  • Outsourcing. It’s true that one team can only do so much, and sometimes outside help has to be brought in to complete your work and occasionally, meet your budget. This usually includes interns, freelancers, or partner companies. However, in some cases, you might be paying for your so-called SEO experts to send their dirty work to other countries, like India, Pakistan or Russia. Needless to say, the results aren’t usually good.

These outdated strategies can result in temporary advantages in Google’s search results. But more importantly, they can lead to bans and penalties for your website. At PaperStreet, we don’t believe in shortcuts. We play by the books, and we put the work in up front to ensure your long-term success.

We pride ourselves on our organic, natural SEO. Gone are the days of writing for Google’s algorithms and slaving over keyword percentages. From our title tags to our on-page copy, our custom content is eye-catching, compelling and effective. We make it easy for your clients to get the information they need in a way that is interesting and easy for them to read.

Results

We’re confident in our team, but we’ll never promise you the moon. Any SEO company that guarantees results should be treated with extreme caution. In addition to being against Google’s guidelines, this is simply not realistic in the ever-changing climate of the internet. We can guarantee that we’ll do everything we can to improve your website and web presence. At PaperStreet, we’re passionate about SEO, and our results speak for themselves.

Many of our clients boast first-page rankings and bring in several new inquiries each day, along with millions of dollars in revenue. Once you sign up, we provide monthly reports that will allow you to easily keep a finger on the pulse of how your website is performing. We do our best to be transparent and honest about every step of the SEO process, and we want to help educate you on how and why we make the decisions we do. We encourage open communication, and we’ll never make any changes to your website without your approval.

Good things come to those who wait, and SEO is no different. There are a number of factors that can play into just how long it will take for your rankings to improve, including but not limited to:

  • How competitive your market is
  • How long your website has been online
  • The amount and quality of content on your website
  • The size of your geographically targeted area
  • The overall design and usability of your website
  • The structure (or site architecture) of your site
  • Whether you previously engaged in “black-hat” SEO techniques

We typically see our best results in six months for an average client. Organic SEO takes time, patience, and dedication, and that is something we can promise you.

Get a Free Consultation about your Firm's SEO

Are you ready to start seeing results? Call us today at 954-523-2181 for a free website analysis, or contact us online. Someone from our team will get back to you as soon as possible to discuss your options.

Want to Learn More about Law Firm SEO? Our SEO FAQs

Do I need an SEO company?

In short, yes. While we can provide resources to help you understand the “basics,” SEO is far from simple. The guidelines and standards for what works and what doesn’t are constantly changing and evolving. We view them like a puzzle or a code that we need to crack, and it can sometimes be challenging. It takes expert knowledge and experience to get the results you need, and more than anything, it takes time. As a lawyer, we know you’re busy handling cases and clients. They need your utmost attention. Leave the technical stuff to us.

What are meta descriptions and title tags, and do I need them?

Title tags and meta descriptions are the on-page elements that appear on search engines. This typically includes a short title that links to your page and a brief description as to what potential clients will find. Writing good title tags and meta descriptions is one of the easiest ways to give your on-page SEO a little boost. While it obviously doesn’t guarantee a #1 ranking, having properly optimized meta tags will ensure that Google knows what terms or keyword phrases you’re trying to rank for. Organic titles and thorough, attention-grabbing descriptions will also lead to more clicks from readers, and more traffic is always a good thing.

How do I recover bad rankings?

It’s okay, we won’t judge you. If you’ve engaged in unethical SEO practices in the past, it might take some time for your site to recover from penalties from search engines. Thankfully, there are a few things you can do that can help repair your relationship with Google. This includes:

  • Cleaning up your backlinks. Remove and disavow those spammy, paid directories and replace them with high-quality links.
  • Writing better content. Google favors original content (which you can find more information on below), so start writing and revising. Clean up your spammy copy and create information that people will want and like to read.
  • Checking out algorithm changes. I know, I know, we’ve said it a lot, but Google’s guidelines for good SEO are always changing, and you need to stay up-to-date on the latest policies to ensure the most success for your website.

What is good content?  

There are many questions that we ask ourselves when we’re writing and reviewing content:

  • Is it easy to read?
  • Is it written for your audience?
  • Does it naturally include our keywords?
  • Is it linkable to other pages on our site?
  • Does it drive readers to take action?
  • Is it better than our competitors?

In general, we recommend that all optimized content be at least 500 words.  We actually recommend it to be above 2,000 words (just like this page).  It should all be original and feature information that is of value to your readers. This includes general legal website content and marketing materials, blog posts, attorney biographies, legal articles and more! Beware of duplicate content or (even worse) template content, as these will hurt your rankings.

How much content should I produce?

This answer is highly dependant on your market and your competitors. Our new recommendation is over 2,000 word pages.  Yes, that is a lot of content, but those tend to rank high (just like this page).  We want you to be the expert in your area of law, so we obviously want you to have the most complete and valuable resources. Essentially, anything your competitors do, you can do better. For every two pages that they have, you should have two. This doesn’t mean cranking out low-quality content just to be the best. This means creating content hubs and building out your practice areas so that you are the go-to source for potential clients.

What are some top SEO violations, according to Google?

  • Keyword stuffing. Including your keywords is important in any SEO strategy. However, including them too many times can result in a penalty for keyword stuffing. If your key phrases are appearing in every header and every other sentence, you should prepare yourself to see a serious drop in rankings.
  • Hidden text. To avoid keyword stuffing, some black hat SEO companies will hide their keywords. Whether they are sneaked in your website’s HTML code or hiding in plain site by matching the text color to the page background, hidden text violates Google’s guidelines and should be avoided.
  • Paid links. It might be tempting to resort to paying for links when building a backlink profile for your website. It’s easy, right? Just pay a fee to have your practice added to a variety of online directories. Wrong. Spend the time building organic links, or you’re going to be penalized.
  • Cloaking. When a site is modified to display different content based on who (or what) is viewing it, this is known as cloaking. The version of your site that an average, day-to-day user sees is the same one that should be shown to search engine bots. Anything else is considered a serious SEO violation.
  • Doorway pages. Doorway pages are created to increase the chances of a website appearing multiple times in Google’s search results. These spammy pages redirect users to an internal page without them knowing.

What is a conversion?

Every web page is created with a goal in mind. One goal achieved = one conversion. Clothing retailers want you to purchase their products. News websites want you to subscribe to their publications. For law firms like yours, the goal of your website is to get potential clients to contact you for a consultation. From eye-popping images to attention-grabbing headlines, there are many strategies we use to make sure our lawyers convert.

Does page speed matter?

You bet! We’ve all been through the struggle of waiting for a slow website to load. Studies have shown that more than one third of internet browsers will abandon a site that takes just three seconds or more to load. Even a one second delay in page response can lead to a 7% drop in conversions! And that means you’re losing clients. Not only is a slow website annoying, but it can also affect how Google views your website. Google has stated in the past that site speed and page speed are used by its algorithm to rank pages.

If you’re struggling with the load time of your website, there are a few things we typically look for. Are your plugins bogging you down? How about your code? Are your graphics taking too long to load? You can find more information on how to speed things up here.

Do blogs still matter?

Yes, they do. Companies that blog on a regular basis are shown to attract 75% more traffic to their websites! Google loves seeing fresh, valuable, well-optimized content being added to your site, and what better way to do this than with a blog? In addition to boosting your rankings, these informational posts also help establish your law firm’s credibility, authority and online usability. Potential clients will spend more time on your site, which increases the chance of them contacting you about your services. It’s a win-win situation!

What is a slug and does it matter?

A slug is the part of your website’s URL that explains what each page is about. For example:

www.paperstreet.com/internet-marketing/

The slug for our Internet Marketing page is, simply, internet-marketing. This clearly communicates to users and search engines alike what the focus of the page should be. The best slugs are short and to-the-point, and they should closely match the keyword phrase you are targeting for that page.

What directories should I have my law firm listed?

Only high quality directories matter.  Please DON’T sign up for 1,000+ link buys.  You will actually kill your rankings and require more work for a massive disavow file.  You can check out our detailed article about this topic here.  Link building is an important part of dominating Google rankings. If you are new to link building, the list below will be helpful as you begin your journey to the number one spot in the rankings. At a minimum, we recommend a profile for each of these local directories, legal directories and social media sites. However, we always recommend to make sure each site is relevant to your business.

Should I disavow bad links?

Yes, but only as a last resort. Disavowing bad links is a great way to clean up your act when it comes to low-quality links. But sometimes a website, like one of those spammy directories mentioned above, might ask for you to pay them to remove a link. This isn’t necessary. Disavowing a link sends a clear message to Google that you no longer associate with the website in question and don’t want it to count toward your ranking. However, they will want to see that you made an effort to have the link removed the old-fashioned way.

What is duplicate content?

Duplicate content is just what its name suggests -- content that is found in more than one place online. We see this most often with SEO companies who reuse content for various clients, or -- even worse -- plagiarize content from other websites. Duplicate content isn’t always intentionally malicious though! It’s important to check your site for unintentional violations that could occur from fault URL variations and code.

What is the difference between paid and organic results?

The difference between paid and organic results is easy to understand! Paid or inorganic results are simply search results that advertisers have paid for. They typically appear at the top or the side of the page, above the organic listings. Organic listings are free, and their ranking and position depends completely on Google’s algorithms.

Does PPC impact my PPC impact my SEO?

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How do you decide which keywords to use?

At PaperStreet, we rely on in-depth keyword research to determine which keywords will be the most relevant, most competitive and most lucrative for your law firm. Some of our steps for this process include:

  • Establish your geographical area. Determining the region you want to focus on -- whether it’s a specific city, county or sometimes even nationwide -- is the first step to creating an effective list of keywords.
  • Identify keywords based on content. Content based around keyword phrases is viewed as more relevant by search engines and will help improve your rankings.
  • Add keyword suffix terms. Don’t just focus on one term! In the legal industry, there are so many options available to you. Use the terms “lawyer,” “lawyers,” “attorney,” “attorneys,” “law firm,” and “law firms” for the best results.
  • Use suggestion tools. Tools like Google Adwords’ Keyword Planner and other sites like Ubersuggest are a great resource for generating ideas you might have missed.Adwords’ Keyword Planner and other sites like Ubersuggest are a great resource for generating ideas you might have missed.

How many times should I use a keyword on a page?

Unfortunately there’s no magic formula for how many times a keyword should be included in your copy. At PaperStreet, we don’t believe in complying to strict keyword density percentages. Keyword stuffing can lead to big penalties from Google, and it’s jarring for readers, which could turn them off from your website completely. We like our copy to be organic and readable, and we rely on natural opportunities for our keywords that will only enhance our content.

Does my domain name matter?

When it comes to achieving high search engine ranking, your domain name does matter. However, you should avoid keyword stuffing, just as you would with your content, and opt for a professional, memorable, keyword rich domain instead. PaperStreet can provide detailed hints and tips on how to choose a great domain name for your law firm.

How does social media impact my SEO?

Just because your practice’s Facebook page has thousands of likes doesn’t mean you’ll skyrocket to the front page of Google. However, social media marketing campaigns, like Facebook or Instagram ads, are a great compliment to a solid SEO campaign and can lead to increased traffic and even conversions for your website. More visitors, more backlinks and more engagement means higher rankings, and that’s exactly what we want to see.

Social media also allows you to build up a loyal community, which allows potential clients to see that you must be trustworthy and good at what you do if all of these people like you -- literally!

What are “White Hat” and “Black Hat” SEO?

White Hat versus Black Hat is essentially the SEO world’s version of good versus evil. Black Hat SEO strategies rely on unethical tactics like keyword stuffing and paid links to manipulate their search engine rankings, fast. Their techniques violate Google’s guidelines and can result in your website being penalized or even banned.

At PaperStreet, we rely on White Hat SEO. While it might take more time and effort, these techniques can and will achieve long-term success. We focus on high-quality backlinks; original, reader-friendly content; heavily-researched keywords and more to ensure results for our clients.

Are internal links good for SEO?

Yes. Internal links, or interlinking, allows Google to establish a hierarchy of pages for your website. This leads to a better experience for users, and it also allows search engines to access all pages of your website when scanning for content. It doesn’t matter how great your copy is, or how well it’s optimized. If your pages can’t be reached, they essentially don’t exist to Google, and they can’t help your rankings.

An Overview of Law Firm SEO Best Practices

What Does it Mean to Over-Optimize a Website?

How Title Tags and Meta Descriptions Affect SEO

What is Technical SEO?

How Does PaperStreet Run Their Keyword Research?

How to Optimize Headlines, Subheads and Website Content

Why Website Speed Matters

How Backlinks & Citations Pass Authority to a Website

Three SEO Benefits of Publications and Sponsorships

Why is Video Marketing Important for my Business?

The Difference Between Web and Video SEO

SEO Hack for YouTube Videos


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