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Updated: Dec 17, 2021



A metric is a criterion that you measure to determine the success of something, so deciding what to measure is as important as measuring it. For example, think of all the metrics that people adopt as measures of success, to their own detriment. Measuring personal success by the amount of money in your bank account, your youthful looks, or the number of Facebook friends you have only makes you unhappy, but it puts plenty of money in the bank accounts of entrepreneurship coaches, cosmetic surgeons, and social media companies. A similar principle applies to search engine optimization (SEO) for law firm websites. You can spend lots of money improving your website so that it performs better on a given SEO metric, but if you choose a useless metric, it will not help your law firm increase its revenues. These are some of the SEO metrics that are useful for measuring the true effectiveness of your law firm website. Regularly updating your website with high quality legal blog content can help your site perform better on these metrics.



Organic Traffic



Organic traffic is the raw number of clicks that lead Google users to your website from your link in the organic search results. It is an effective SEO metric because it shows that people are visiting your site and not only that they see the link to your site but that they choose it among the other links visible in the same search (which are usually your closest competitors). Likewise, it is useful in SEO to measure organic website traffic separately from paid search engine advertisements.


Keyword Rankings


Being obsessed with keywords and keyword rankings to the exclusion of other metrics is an SEO rookie mistake, but keyword rankings play an important role in the overall performance of your site. You should track how your keyword performs on general (as opposed to long tail) keywords, such as “Texas DWI penalties” and “New Jersey child support guidelines.”



Share of Visibility


Measuring the number of clicks your site gets is good, but measuring the percentage of clicks on law firm sites in your city that go to your law firm’s site is even better. This is known as your share of visibility. A mediocre website for a law firm in Los Angeles will get more clicks than an awesome website for a law firm in Augusta, Maine simply because of the populations of those cities. The Augusta law firm should concern itself with other law firms in Augusta, and the Los Angeles law firm should not assume that it is doing better than it is just because it gets X number of clicks, because these represent a small percentage of the total clicks of Los Angeles law firms in its practice area.


Keyword Value


Even if you aren’t participating in pay per click (PPC) advertising, the going rate for clicks still matters. The more it costs for a click on your website resulting from a given keyword, the more important that keyword is. That doesn’t mean that you need to buy clicks, it just means that you need to concentrate on competing for the same keywords that the suckers who have invested in PPC are paying for.


Let the Pros Help You Identify the Right SEO Metrics




Law Blog Writers does more than just writing blog posts. The legal content writers at Law Blog Writers can help you identify the most important SEO metrics on which to base your content marketing strategy.


Many students in foreign languages have struggled when, after dutifully memorizing hundreds of vocabulary words on flash cards or Quizlet quizzes, they still had little ability to combine and arrange the words in ways that would yield meaningful sentences. Just as language is more than just a bunch of words, search engine optimization (SEO) is more than just a bunch of keywords. Where the keywords are in relation to each other matters just as much as which keywords your website contains and the total number of times that each keyword occurs. Keyword mapping can help you arrange your keywords across the pages on your website in a strategic way so that you can get the maximum SEO boost from each keyword occurrence. You are already doing your law firm a great service if you regularly update the blog on your website, but keyword mapping can make your legal blog content even more effective from an SEO perspective.


The Four Types of Keyword Search Intent


Keyword mapping requires you to categorize the keywords for which your website ranks, or for which you want it to rank, into four different categories based on the user’s motivation for entering each type of keyword: this is called keyword search intent. These are some examples of how each keyword search intent can manifest itself on law firm websites:


· Navigational – These keywords simply indicate what kind of website the user is looking for. In the context of law firms, it could be your law firm’s name, practice area, or location. Examples include “Bloggins Law Group,” “South Orange workers’ compensation lawyer,” or “men’s divorce lawyer Pittsburgh.”

· Informational – These keywords indicate that the user is looking for information about a topic but not necessarily looking to contact a law firm. Examples include “what are noneconomic damages,” “how to expunge an arrest record,” and “California community property state.”

· Commercial investigation – These keywords indicate that the user is doing research with the eventual goal of contacting you. Examples include “what to ask a lawyer during a consultation,” “how much do personal injury lawyers charge,” and “do I need a lawyer for uncontested divorce.”

· Transactional – These keywords indicate that the user has decided to contact a lawyer and is trying to find the most relevant or accessible one. These include “best DUI lawyer Seattle” and “hire a car accident lawyer,” or “traffic violations lawyer near me."


Strategic Placement of Keywords Can Help Your Website Avoid Competing With Itself


Remember that your website contains multiple pages and that you should attempt to increase the SEO rankings of the whole site and of each. Ideally, each page (such as individual blog posts and practice area pages) should include at least one keyword of each category. If the same keyword (phrased exactly the same way) appears on multiple pages, it could cause them to compete with each other. The solution is to vary the wording, such as one blog post ranking for “DUI lawyer Tallahassee,” another for “DUI attorney Tallahassee,” and a third for “drunk driving lawyer Tallahassee,” and so on.


Legal Keyword Mapping Experts


The legal content writers at Law Blog Writers can help you develop and implement a comprehensive keyword strategy for your law firm’s website.



If you have been researching how to optimize your own law firm’s website, you have probably run into the terms “white hat” and “black hat” (perhaps as well as “gray hat”) when researching how to do your own search engine optimization (SEO). White hat SEO means using techniques that do not violate Google’s SEO guidelines; in other words, successful white hat SEO just means making a website that is useful to the target audience of your website (in your case, current and prospective clients of your law firm) and by adding the best SEO tags (that Google’s bots see, but visitors to the site do not).


Black hat SEO, by contrast, aims to deceive visitors and search engines; when Google finds out that a certain black hat SEO technique is in widespread use, it updates its algorithms to penalize sites that use the black hat technique by making their rankings lower instead of higher. According to Joshua Hardwick of Ahrefs, businesses are still using some decades old black hat SEO techniques, even in 2021. Instead of resorting to these desperate and ineffective practices, you should make your law firm’s website shine by regularly adding unimpeachable legal blog content.


The Black Hat Approach to Keywords


Keywords are one of the oldest elements of SEO. Before search engines were as sophisticated as they are today, they relied almost exclusively on keywords to determine which web pages were most relevant to a search query. Keywords are still important, but today the focus should be on quality over quantity. Long tail keywords and key phrases that match voice queries have Google’s attention now; keyword stuffing (where you say “Council Bluffs DUI lawyer” 20 times in a 500-word blog post) will only deter readers and search engines.



The Black Hat Approach to Links


It’s always great when people want to share your content and link to your site, but the only legitimate way to do that is to create a website that is so informative that people want to recommend it to others. Paying people to link to your site (buying backlinks) is a black hat SEO technique that does not work. Likewise, posting irrelevant comments on other people’s blogs just to get links back to your site is also a waste of time because the website administrators will just put “no follow” tags on your links.


Spinning Content for Guest Blog Posts


You can recognize spun content (blog posts that are lazily and clumsily paraphrased from other posts) when you see it; you always navigate away from it quickly and so does everyone else. You would not want it on your own site, so do not send it to your colleagues in the form of guest posts.


The Only Hat You Need to Wear Is Your Lawyer Hat


The best solution is to leave the SEO, with all the hat wearing it involves, to the professionals. The legal content writers at Law Blog Writers will create custom-written law firm blog content that stays on the right side of Google’s algorithms.