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  • Writer's picturePaul Richardson

The 7 Elements of On-Page SEO: A Guide for Small Law Firms

If you are trying to rework your own website to improve its SEO rankings, it is easy to get lost in a rabbit hole of keyword rankings, but keywords are only part of the picture. Even if you have all the right keywords in all the right places (such as your domain name and in the file names of images on your site), you are still not doing everything necessary to propel your law firm’s website to the top of Google’s organic search results. Of course, you still need top quality legal blog content on your site. Content is king, but SEO is not an absolute monarchy.

1. The Speed of Your Site

Even if your website is full of dazzling content, several technical factors can count against your site’s SEO rankings. One of these factors is a slow loading time. Users will get frustrated with waiting for your site to load. They will click away and navigate to another site, which will soon outrank yours, thanks to its superior on-page SEO.

2. Site Security

Google now tries to protect users from shady sites that will compromise the security of their computers, hence the existence of the deep web. If your website’s security is not up to date, this will work against its SEO rankings.

3. No Broken Links

Linking your law firm’s web pages to other pages on your site or to other websites is a great way to boost your SEO rankings. If the links on your site lead nowhere, though, then having them there is worse than not having any links.

4. User Friendliness

The amount of time visitors spend on your website is a factor in the site’s SEO rankings. If your site is not user friendly, users will give up on it quickly, and Google’s algorithms will notice this. Glitches and a confusing format are just some of the ways that a website can be user unfriendly. The greatest content in the world is useless if users can’t find it when they get to your site.

5. Keyword-Rich Content

Keywords are still important, even though they are only one element, out of seven, of on-page SEO. Searches are becoming more diverse and sophisticated, so it is better to have multiple keywords appear once on your site than to have one keyword appear numerous times.

6. Frequently Updated Blog

You should post at least one new blog post per month on your law firm’s website. If you are in an especially competitive market, then you should add new blog posts even more frequently.

7. Mobile Compatibility

In 2020, the vast majority of Google searches for law-related topics take place on mobile phones and tablets. If your website is not compatible with mobile devices, you might as well be writing your blog content on vellum with a quill pen.

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