SEO Guide for Law Firms

Page Titles

Page meta titles are the titles that show up above page descriptions in search results. SEO titles should mention the keyword you are targeting with the corresponding page. This is important because these meta titles are relevant SEO ranking factors.

Meta Descriptions

Every page has a meta description. A meta description is an HTML tag for the page which is made up of about 155 characters. It is a summary of what is found on the page. Think about the results you saw on page one for the last thing you searched for on Google. The little snippets of text you read under each link is a meta description. Use your keyword or phrase in a way that will appeal to your target audience. It should be noted that the meta description itself does not count as a ranking factor for Google’s search algorithm, but it should be crafted so as to encourage people searching for your main target keyword to click on your site. A higher click-through rate to your page can have a positive effect on SEO.

Using H1 and H2 Tags

The H tags are heading tags. In your webpage copy, you can break up your sections into having section headings and paragraph text. The H tags start at 1 and go up from there. The H1 tag (aka “heading 1”) is generally reserved for the page or post title. H2 and H3 tags are used for section and sub-section headings. If you are editing your page content in WordPress, if you highlight your text and choose the paragraph symbol, you’ll get a drop down that then allows you to choose a title case like heading or body text. Your H1 should definitely include your target keyword or phrase. At least one of your H2 subheadings should also include it. But, for readability sake, you might not want to place those two items extremely close together. These tags are something you’d use on every page.

Alt Tags

Alt tags are used with images. Since search engine algorithms cannot “see” images, they read the alt tags, which are meant to provide descriptions of what is in each corresponding image. Alt tags basically help contribute some SEO benefits to images on your website.

Andrew Cabasso
About the Author: Andrew Cabasso
Andrew Cabasso is an attorney and co-founder of JurisPage, an online marketing agency for law firms, now part of Uptime Legal. Andrew has given many lectures and CLEs on website design and Internet marketing to legal professionals. He is the author of Search Engine Optimization for Lawyers and The Complete Guide to Attorney PPC. Follow Andrew on LinkedIn, Google+, or Twitter.

Leave a Reply