Search Engine Optimization (SEO) is an in-depth facet of digital marketing. In fact, there are four main types of SEO that you should be focusing on within your law firm’s overall SEO strategy. Throughout this article, we will be walking you through the four main types of SEO your firm should be aware of and focusing on if you are investing in SEO for your law firm.

1.) On-Page SEO

On-page SEO essentially encompasses any type of optimization that happens on your law firm’s website. This includes a handful of tasks such as:

• Content creation and optimization
• Internal and external linking
• Optimizing for targeted keyword
• Optimizing URLs, title tags, and meta descriptions
• Optimizing headings

On-page SEO is an extremely critical part of any SEO strategy. This is because when Google crawls your website, they will use the content you have to rank your site for the specific keywords you are targeting. This is why you want your website to be optimized for the keywords you are targeting. Content plays a huge role in all of this. You’ll want your content to be both informative and helpful while also including the keywords you’d like to target. It’s a necessary balance your firm must find to rank well within search results especially with Google emphasizing the importance of E.E.A.T.

2.) Off Page SEO

Off-page SEO encompasses all optimizations and SEO tasks that take place off of your website. This includes tasks such as:

• Backlinking
• Digital PR
• Reviews

Off-page SEO is all about reputation building. It signals to Google that you are a trustworthy firm and in turn, they should rank your website higher for relevant searches. This also ties into E.E.A.T which we mentioned earlier with on-page SEO. Off-page SEO contributes significantly to the trustworthiness and authoritativeness portion of E.E.A.T.

3.) Technical SEO

Technical SEO relates to improving your law firm’s website’s overall performance and user experience. Oftentimes tasks related to technical SEO require help from a developer. Some of these tasks include:

• Page Speed
• Schema
• Sitemaps
• Mobile Friendliness
• Improving User Experience

Technical SEO is crucial to ensuring your website runs like a well-oiled machine and in a way that guarantees your website visitors can easily navigate and find everything they are looking for. A technically sound website also contributes to favorable ranking within search engines.

4.) Local SEO

Local SEO involves optimizing your website and overall presence to rank well within a certain location such as a specific state or city/town. Tasks related to improving your local SEO include the following:

• Optimizing your Google Business Profile
• Creating location-specific content
• Targeting local keywords

Local SEO is critical for firms to ensure they show up in search results where their offices are located. Local SEO helps you build your brand and rank well within search results for location-based searches. On top of this, it allows your firm’s website to show up when someone nearby searches for a relevant service you offer or types in keywords such as “elder law attorney near me”.

Looking to Invest in SEO For Your Law Firm?

At 9Sail, we specialize in creating effective long-term SEO strategies for law firms of all sizes across the United States. If you’re interested in investing in SEO for your law firm, give us a call, and we’d be happy to discuss with you how our team can help your firm grow.