Search Engine Optimization for Law Firm Websites

Keyword Selection

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Choosing Law Firm Keywords for Your Site

When you’re optimizing your law firm’s website, you’ll want to select a few sets of keywords related to your law practice and locale to target throughout your page titles, headings, urls, links and content. This will help Google understand what your website is about, and will help get your law practice a higher listing in the search engine results pages.

Keyword Selection Tips

When you’re picking keywords to target, the key is to narrow down a list of keywords that people are actually searching for, and are specific enough that 1. the people who are searching for them are looking for your services and 2. there’s a reasonable chance you’ll be able to achieve a listing for this result.

For example, it might be nice to be ranked in the number one spot on Google for the term “Lawyer,” but in reality this would take too much time and money, and when you do get there, the vast majority of the traffic to your site would not be people who are actually looking for your specific, local law services.

Include Locale in Your Keywords

So, if you’re a criminal defense attorney, you’ll probably want to show up when people in your area are doing a Google search for a criminal defense attorney. With that in mind, a good set of keywords would be “Dallas Criminal Defense Lawyer,” rather than just “Criminal Defense Lawyer.” This will help Google understand that you’re local and should rank for Dallas searches.

Keyword Selection Tools

There are some great tools to help you pick quality keywords for your law firm website. They’ll tell you how many people are searching for keywords every month, and you can use this information to decide which keywords are worth targeting and which are not. The tools aren’t perfect measurements, but they can give you a good idea. A couple are the Google Keyword Tool and Google Insights for Search. You can find more by doing a Google search for “Keyword Research Tools”.

Lots of Lower Traffic Can Equate to High Traffic

You may not be able to immediately compete for the top spot for your optimal law firm keyword set. For example, if you are a law firm in Phoenix and are hoping to rank for Phoenix Criminal Defense Lawyer, it might take some serious work to get on the top of the first page for that search.

That said, if you come up with more specific searches that people might make, such as “Phoenix Mortgage Fraud Lawyers” or “How to hire a DUI lawyer in Phoenix,” and make pages for them, it will likely be much easier to achieve a high ranking and get those individuals to visit your site.

Avoid Keyword Stuffing

The search engines have been around a while, and the days of simply counting the number of times a keyword appears on your website are over. It’s important to have keywords appear in the key areas of your site and throughout your content here or there, but going overboard and sticking them everywhere you can will not help you ranking (and could even hurt it).

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I'm a law firm website designer and developer. I help lawyers develop quality, affordable websites.

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