What Law Firms Should Know About On-Page SEO

What Law Firms Should Know About On-Page SEO


What Law Firms Should Know About On-Page SEO

On-page optimisation is a process within SEO that consists of all the efforts put forth to craft web pages that are optimal for search engine results. This means, that the you craft content to address questions searchers may have. On-page optimisation links with technical SEO, while on-page is visitor facing, technical is more backend.

The process of on-page optimisation starts with the content of your website.

Keyword research

Before you can start writing the content of your website, you need to be aware of the keywords it will centre around. You can group keywords that relate together, this way you can use multiple keywords on one page, rather than creating separate pages for each. Google Keyword Planner is a great tool to help find keywords to use for your law firm.

Do some research on the competition

There will already be law firms that rank high for the keywords you want to use. Be sure to check their websites out to see what their approach is. Go through their content and devise a plan to make yours better.

Localise keywords

Since clients like to meet lawyers in person to discuss their cases, most of your target audience will be local. You need to display your contact details, address and phone number on every page. The main keywords you use should also have a variation in which you include the city your law firm is in, so you localise the keyword to appear on searches performed in that particular city.

Other aspects of on-page optimisation for lawyers

Internal links

Internal links serve well for both visitors and crawlers. Through internal linking, you allow both to go to other pages of your website that link to the content that they are reading. For crawlers, the links help with crawling and indexing of your website. For visitors, it allows them to find out more information that they may need on the specific topic that may interest them.

Formatting your content with headers

Formatting your content may not seem important but it is for both search engines and users. Using header tags to highlight your main title along with subheadings so both search engines and users can identify the topic at hand. Visitors can also skim through the content with the help of headings, making it easier for them to get the information they need.

Optimising images

High-resolution images are usually the biggest contributor to a slow web page. But they don’t have to slow down the load speed, you can optimise images. Through optimisation you compress the size of the image but enough that it is still visually appealing. There are numerous tools online including WordPress plugins that allow you to optimise images for your website.

What you need to avoid when writing your content

You will find many tactics previously used that are no longer relevant when it comes to boosting your on-page optimisation. You want to make sure to avoid such practices.

• Thin content: Previously, you would find websites that would create separate pages for each keyword they wanted to use. For example, a law firm would create separate pages for “business acquisition” and “business merger.” Google is much smarter now and can pick up on related keywords or phrases. It prefers to rank websites that use keywords that are closely linked together, higher.

• Duplicate content: There is a myth that duplicate content leads to Google penalising your website. While that is not true, duplicating content from another website neither benefits or harms your website. Google just won’t show the duplicated content in search results because it prefers not to show duplicated results to its searchers.

• Cloaking: It was common for website developers to hide text within the HTML coding of a website. This text would be readable by search engine crawlers but not users. Google has since decided the content available to visitors should be the same as crawlers. Since websites started to stuff keywords within HTML coding to rank better whereas the content didn’t reflect so much on them. So the search engine prevents such pages that cloak text to rank higher.

• Keyword stuffing: You don’t need to use a keyword a certain amount of time for a page to rank higher. You just need to use the keyword in the right context to what is being discussed and ensure you address problems your target audience faces and provide a valid solution for it. The content should make sense and keyword stuffing tends to do the opposite.


On-page optimisation is one of the many important aspects of SEO. If you can get it right, you are well on your way to ensuring your firm’s website is ready for search engines and prospects. Remember, most of the elements within a website that search engines rank for are those that ensure visitors have a great user experience and it starts with on-page optimisation. After all, the content you have on the site is what visitors are mostly after.

Related Articles:

What You Need To Know About Technical SEO

How Search Engines Work

A Lawyer’s Guide To SEO



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