An attorney SEO Checklist for ranking your business

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Looking for an effective way to improve your law firm’s visibility and attract more clients? Well, the following post is exclusively meant for you. It delves into SEO basics and you can leverage the power of this marketing tool to boost your legal experience.

Ranking a website now involves following a given set of rules, crafting unique content, and earning yourself high-quality links. Here’s a comprehensive checklist to help you optimize your legal business more effectively.


When it comes to on-page law firm SEO, title tags are extremely important. And assuming you have conducted comprehensive research and picked the right keywords, this won’t be so difficult.

Typically, you should concentrate on one primary keyword per page. Make sure that this phrase is placed close to the title tag. Remember, Google prioritizes the first three keywords present in the title tag, so be sure to do it right.  Craft unique keywords and try moving them up as much as possible.

Reduce Bounce Rate

Bounce rate refers to the rate at which new users leave your website instead of sticking around. You definitely want them to stay longer, right? You want them to click links and visit different pages on your site; you need a low bounce rate.

Google utilizes this metric to assess the relevance of your content and how frequently visitors search for them. To reduce the bounce rate, you ought to make your content interesting and more compelling.

Research shows that 86 percent of online buyers are more interested in visual content. Attractive images, videos, as well as infographics,  can significantly reduce bounce rate and compel users to spend more time on your site.

Go for a Simple Language

Always use the language your potential clients are comfortable with. Be conversational and use a language they understand. This will ensure that your content always stays relevant to their search terms.

Minimize legal jargon and speak simply. Avoid wordiness and make your content easy to read. This will reduce your bounce rate and increase the visitor’s dwell time on your web pages. And this will ultimately lead to higher conversion rates. For bold, clear writing, strive to write at a tenth-grade level or below.

This won’t only benefit your visitors, but Google will also reward you. Google takes readability into consideration when making their algorithm rankings. So try simplifying your content as much as you can.

Your Target Keyword Should Be in the First 100 Words

Always make sure that your content appears on the first 100 to 150 words of your page. This plays an important role in reinforcing the meaning of your title to Google. Plus, it ensures that your page looks more relevant to the title you have chosen.

Outbound Links

Link to other popular sites featuring relevant high-quality content. Doing this informs Google that your page contains quality information that users can leverage to enjoy better online experiences. It also makes it easier for the search engine to gain a deeper understanding of your topic.

Internal Links

Ensure that you create internal links to various pages within your website. Giving users more information about related topics elsewhere around your site encourages them to spend more time on your brand.

Content silos are an incredible way to make sure that the internal links you choose create the strongest relationship on different pages within your site.


Backlinks are incoming links to your site. When someone else writes a blog about you, for instance, they might link to your page. Everybody wants to link to quality content. And these backlinks do have a strong impact on every law firm’s SEO ranking. Not only do they make your content more visible but they also draw in new users that you wouldn’t have otherwise found.

What about H1 Tag?

Remember to place your keywords in the H1 tag. This is a special HTML tag which informs Google about your topic. So, be sure to put your target keyword in the H1 tag and use it only once on the page.

Social Media Sharing

Social signals strongly impact on Google rankings. And well-crafted law firm SEO (search engine optimization) encourages social shares to make your content visible to greater audiences. The more the people that read your content, the more likely they’re going to share it.

So don’t forget to incorporate social sharing buttons onto your site- but of course not too many. With so many choices available, visitors can get overwhelmed, especially when deciding on what to pick.

Long Content

If you really need a highly competitive keyword, make long content your friend. A recent study conducted by SerpIQ established that longer content tends to rank higher on Google. However, this has to be balanced with readability. Of course, you want Google to trace you, but you can’t just afford to send readers stuff with a boring post. Give them something interesting. Incorporate visuals and engage potential customers visiting your site.

Latent Semantic Keywords

Be sure to include LSI (latent systematic keywords) in your content. Google users often utilize them to establish what a page is about. In short, LSI keywords refer to those words that are related to the target keyword. You’re more likely to spread LSI keywords evenly throughout your content, especially if its word count is more than 1,000 words.

Perform a comprehensive Google search and scroll to the lower side of the screen and discover new LSI keywords.

Load Time

Users prefer something that loads faster. And they won’t spend their precious time waiting for your page to load. Plus, Google won’t reward you for this either. So, be cautious about your site’s load speed- make it less than 4 seconds.

Call to Action

Law firm search engine optimization is always changing. Popular search engines are continually updating their algorithms and are providing better results. To stay competitive and relevant to the current trends, consider updating your site regularly for better performance.

The Bottom-Line

With the above SEO checklist, you can never go wrong. Stick to it and watch your law firm business grow exponentially. The good thing is that you can still hire an SEO expert like Monopolists to implement them for your law firm.