Boss Digital work with ambitious professional service organisations, such as law firms, to transform all aspects of their digital marketing. One of the key channels for law firms is the search engines.

For nearly 10 years we have been optimising brands to punch above their weight in the search engines, driving targeted, highly converting traffic to their websites. The compound nature of SEO means that for many firms, there’s probably no greater digital source of long term strategic value.

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For many law firms, the search engines remain a key route to market. The vast majority of legal user journeys begin with s search into Google and search engine traffic typically converts at a higher rate than other forms of lead generation (due to the combination that it is highly targeted and in ranking at the top you have established a degree of credibility with the user). so a law firm’s ability to capture that traffic for its given niche(s) can be of huge strategic significance.

As Google’s priority (much like the user’s) is to prioritise the best content from the most credible brands, SEO has evolved in recent years beyond mere technical optimisation and towards full blown digital brand and content strategies. You can see our ultimate guide to marketing for law firms here.

As explained, for SEO to have any sustained impact it needs to form part of a much larger strategy for the firm’s brand. Therefore, while we begin by addressing the technical and on-page elements of the site, our campaigns quickly move onto broader brand, content and channel activity.

Technical SEO is principally about demonstrating to Google that the website is safe, well built and fast. Components to our audit therefore include:

  • Page load times.
  • Compatibility across all devices and browsers.
  • Image compression.
  • Hosting speed.
  • Domain security.

On-page optimisation is principally about ensuring Google can interpret the content of your landing page. For example, if someone searches for “commercial solicitor in London”, we need to help Google understand that the content of our most relevant page relates to that query. This is achieved through the editing of key tags and elements, including title tags, image alt tags, URL’s and headers. We may also review the keyword density of the broader content (for example, how many times do the words “commercial solicitor” and “London”, along with related synonyms, appear within the body copy?). We will also edit meta descriptions although this is more about the click through rate from SERPs than it is about any direct impact on rankings.

As important as the technical and on-page components of SEO are, there is one factor that has grown to overtake all else in its direct correlation with highly ranking web pages.

It all begins with asking one question – what is going through the user’s mind when they make the search query in mind?

For example, when someone searches for “Divorce lawyers in Reading”, what are they hoping to find? Presumably, they’d like to see some detail about the services provided, but perhaps they are also interested in pricing? Maybe they’d like to see the face and name of the person that heads up that function? Or even better, details of people just like themselves who have been through this emotional turmoil and how the firm was able to provide all the necessary support along with a great outcome? Perhaps they need to see the address information in case they wish to visit in person? Or are there useful resources, whether on-site or off, that the page could link to that might add value to their experience?

The more of these expectations the page can fulfil, and the more intuitively this information can be presented, the better the page is going to rank (not to mention the better the experience for the user and the higher the conversion rates!).

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