Top 10 Law Firm SEO Mistakes that Can Hurt Rankings & Traffic

Top 10 Law Firm SEO Mistakes that Can Hurt Rankings & Traffic

Properly optimizing your law firm’s website can be the key to seeing better rankings, more traffic and – ideally, more new leads.

Given that SEO for law firms can be a complicated (and evolving) effort, however, it can be difficult to know just what “proper optimization” entails. And that can lead to law firm SEO mistakes that may end up sabotaging the success of a site.

To help your firm avoid these pitfalls, here are the top SEO mistakes commonly made on law firms’ websites, followed by insight on how to sidestep or fix them.

  1. Failing to optimize for the appropriate keywords – Do you know what the top keyword phrases are for your local region and practice? Have these phrases been strategically used across your site? If not, it’s far more likely that your site is targeting the wrong keywords – and that rankings will suffer. Another keyword-related SEO mistake that can negatively affect rankings is trying to target too many different regions or localities in keyword phrases; this can lead to poor rankings for all of the targeted phrases.
    • The Fix: Do the research and find the top keywords for your area (both your locality and area(s) of practice). Make sure these keywords are strategically incorporated in your content. Consider revisiting your keyword research periodically (every 6 to 12 months) to update it as needed.
  2. Failing to carefully craft the meta information – The title tags and descriptions for the pages on your law firm’s website will be the information that users see on search engine results pages (SERPs). Consequently, how this information is written can impact whether users choose to visit your site and, in turn, how search engines rank your firm’s site. So, if titles and descriptions are not unique to a given page – or if they are poorly written, don’t include keywords and/or exceed the necessary character limits, rankings will, again, most likely take a hit.
    • The Fix: Review the titles tags and descriptions for every main page on your firm’s site. Be sure that this data includes a top-ranking keyword and that the title/description for each page is unique.
  3. Failing to streamline the navigation – Clunky navigation usually means a poor user experience. That, in turn, can trigger higher bounce rates, falling rankings and less traffic to your site.
    • The Fix: Make it as easy as possible for visitors to find the information they are looking for on your site – and for them to respond to your call-to-action.
  4. Publishing poor-quality, duplicate and/or thin content – Content that is plagued with typos/grammatical errors, as well as plagiarized content or content with a low word count, will not usually perform well in search engines. This is generally due to the fact that such problematic content can see higher bounce rates (because it provides little to no value for users). And that can mean minimal linking opportunities and distribution, along with falling traffic.
    • The Fix: Inventory the content on your firm’s site and identify any pages that need work. Focus on making sure that every page published on your site is carefully crafted and well written and that each page provides some value or significant information (ideally, information not available on competitors’ sites).
  5. Failing to distribute quality content in other platforms – Having high-quality content is just one piece of the SEO puzzle when it comes to optimizing a law firm’s website. Another important element is making sure that content gets as much attention as possible. And that comes with the right distribution, which can be pivotal to getting more shares, more quality backlinks and more traffic back to a firm’s site.
    • The Fix: Develop (and stick to) a content distribution plan. This can involve regularly posting links to your quality content in social media, sending teasers/links to your content in email newsletters, posting your content on third-party sites, etc.
  6. Overlooking the importance of link buildingLink building is one of the ways that search engines evaluate the relevance and relationship of pages on a law firm’s website. So, if the right links are not put in place across a site, it will be more difficult for search engines to properly assess the value of the pages on that site, which can trigger far less favorable rankings.
    • The Fix: Carefully evaluate both the internal and external links across your site. Remove broken links. Consider hiring an expert to help you devise the best link building strategy for your firm’s site.
  7. Failing to disavow bad links – Bad links from third-party sites can make your firm’s site seem spammy to search engines. And that can lead to falling rankings and possibly even search engine penalties.
    • The Fix: Run an audit on your site to identify poor-quality links, and then take the necessary steps to disavow these links. The disavowal process can be complicated, so it’s usually best to hire professionals to oversee this type of website update.
  8. Failing to optimize images and videos – The images and/or videos on your law firm’s website provide a prime opportunity to tell search engines more about your site – and to strategically incorporate essential keywords across your site. Overlooking this SEO element can end up meaning that your images and videos are not properly indexed by search engines, meaning that your site isn’t gaining all of the potential benefits your visual content may have to offer.
    • The Fix: Make sure that every image, video or other piece of visual content posted to your site has title, alt and description tags. Keep these tags concise, and include a target keyword phrase in them whenever possible.
  9. Overlooking analytics – The analytics for your firm’s site can reveal more about what is (and isn’t) working in terms of the user experience. Failing to review this data on a regular basis can mean that you keep making the same mistakes with your site – and that you’ll overlook opportunities for change that can go a long way towards improving rankings and traffic.
    • The Fix: Make it a point to review the analytics data for your site every 30 to 90 days. Consider having a professional compile, review and report on this data for you so you are gleaning the most important insights from it.
  10. Not investing in ongoing SEO and content work – This can be the single biggest law firm SEO mistake, as it can lead to stagnation, falling rankings and dwindling traffic. The reality is that SEO is a dynamic process and that it should be part of the ongoing maintenance of a site if you want that site to realize the best possible rankings and results. Without ongoing content work, link building and other SEO efforts being made, a site can become stale – making it less relevant to both users and search engines.
    • The Fix: Invest in ongoing SEO work on your firm’s site. Having internet marketing and SEO professionals take care of this important element of your firm’s overall marketing strategies can ensure that:
      • Your site is positioned for optimal success in search engines.
      • You have time to focus on your clients and growing your practice.

Contact Epic Web Results for Effective Law Firm SEO & Marketing Solutions

When you are ready to realize the best results from your law firm’s website, contact the professionals at Epic Web Results. We are up to date with the latest advances in Internet marketing and SEO best practices, and we are highly adept at developing custom solutions that can help law firms’ sites soar to the top of search engines.

Our extensive SEO experience, coupled with our personal service and responsiveness, means that you can rely on us to help you achieve the best possible results from your firm’s website.

To learn more about our customized, innovative solutions, contact us by calling (800) 501-9724 or by emailing us via this contact form.