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.
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.
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.
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.
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 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.
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.
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.
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.