There are millions of articles and regularly new advice on SEO. That also makes sense, because search engine optimization is an important and complex topic for many professions, like attorneys. Law firms in particular can benefit greatly from increasured exposure to potential clients, given the high value of each one.
While it is certainly preferable to work with a professional agency that provides SEO for lawyers, you can still try your hand at same basics yourself. With just a few steps you can often get a lot more out of your own website.
The starting point of every successful SEO is to define the right keywords. Keywords are the terms under which Internet users most often search for information, images, products or other things from your subject area.
Finding the right keywords is not complicated. It already helps to put yourself in the shoes of other users. How you can proceed exactly is described in this article on the subject of keyword research.
The following does not apply to SEO: The more keywords I use, the better. It’s more important to use the right keywords naturally – as if you weren’t “talking” to Google, but to a real person.
Note for advanced users: This article deals exclusively with onpage optimization, i.e. measures with which you can directly ensure on your website that your page is better ranked by Google.
Step 1: Page Title (meta title)
You can see the page title of a website at the top of the browser window. In addition, your visitors (or you) will see the page title first on search engines: The title corresponds to the blue heading that leads directly to your website by clicking.
The page title has two parts:
- The General Page Title: This title is the main title of your website for all subpages.
- The individual page title for subpages, which displays the theme of the subpage in Google before the general title of the website.
Here an appropriate name fits like “About us” or “Picture gallery”. If you do not determine the individual page title yourself, the name of the respective subpage will be displayed.
Step 2: Page Description
The page description should directly address potential visitors. This is because the description is displayed to users at Google & Co. as text under the page title and is intended to convince users to click on your website. It is therefore not “technically” important for search engines to find your site, but informs users about your content.
Good to know: If you don’t define them yourself, most search engines will use any arbitrary text passages from the website – and they probably aren’t very meaningful. Remember to do white hat SEO, so don’t just stuff keywords into your descriptions (or anywhere, really).
The page description should contain a maximum of 155 to 160 characters. It is also good if you include the most important concepts of the website in it. Google will often display them in bold type in search results – and that can help get more visitors to your site.
Here’s how you do it: Insert a short page description for each subpage of your website. It should get to the heart of what it’s all about and, if possible, contain the most important keywords. More about what to look out for when writing your page description can be found in this article.
Step 3: Headings (H1, H2, H3)
Now we come to the secret SEO king discipline! Your headlines are not just text in larger font. They divide your website into different sections. Thus the headings help the search engines to recognize your content structure – just like we as readers of a newspaper want to know fast where we find which contents.
The abbreviations H1, H2 and H3 are of course not visible to visitors on your website. However, Google recognizes them in the HTML code of your page. This gives Google information about the structure of your website: Where is which content?
The H1 is your main heading and therefore refers to the entire text on the page. The H2 and H3 headings refer to the subordinate paragraphs – but of course they are no less important.
This is how you proceed: Give each of your subpages one (and really only one) H1 heading. It should describe clearly and simply what your website is about. Integrate, if possible, the most important keywords – but also make sure that the wording does not become unnatural.
Step 4: Alt Image Tags
Alternative picture texts express with words what can be seen on your pictures. Normally they are not visible for your visitors, but they decode the image content for search engines.
Use the central search terms also as “alternative image text” on your website. In the example you would write “Black Men’s Suit”. You can find many more tips in our article about image optimization for design and SEO.
This is how you proceed: For each picture on your website, click on the symbol caption/alternative text in your CMS (I recomment WordPress) and describe it with a few words as accurately and comprehensibly as possible. For shop products, the product name corresponds to the old text.
Step 5: Content
Admittedly: Simply optimizing all content for search engines is not done in five minutes. Nevertheless: The content of your website is the most important factor in onpage optimization.
If you take the time to research the right content for your website and incorporate keywords, you’ll soon notice that you’re attracting significantly more visitors via Google & Co.
What should you watch out for? The most important point has already been mentioned above: Always remember that you write the texts for people and not for the search engines. As soon as you integrate texts with exciting content and important information into your website, you will also attract visitors and attract the attention of search engines.
This is how you proceed: Take some time to create good and meaningful content for your website. It may be tempting to focus more on the look and feel, but the text is even more important than that. They should answer the most important questions about your product or service and describe clearly what your website is about.
Also make sure you present different content on different subpages and adjust your SEO settings accordingly. But the most important thing is: Use a natural language and don’t fill the texts with keywords by hook or by crook – it should still be fun for your visitors to read them.
Be brave: you don’t have to reinvent the wheel! Sometimes search engines seem like a black box where you don’t know what’s going on. So it’s good to know that you can fall back on numerous tricks that others have already tried before you and found good.
Do you have any questions about our tips or would you like to tell us about your own experiences?
We are looking forward to your comments!