June 15th – June 21st, 2015
It is a common mistake to let pride in your work cloud your judgment. You probably worked hard to get your law firm’s website up and running and you are probably pretty pleased with it. However, if the site isn’t attracting visitors, there is something wrong with it. You may find it difficult to see anything that could be changed. This is because you don’t know what to look for. The only way to assess your own site with objectivity is to use SEO tools. Search Engine Land, Search Engine Journaland Search Engine Watch have some great tips on SEO tools this week, along with examples of how to use them. Here’s a rundown of some tools you could use to improve the rankings of your law firm’s website.
Most of the best utilities for analyzing your website are online tools and a lot of them are free. Google provides a number of different tools. Google Trends won’t analyze your law firm’s site, but it gives live data on what subjects are important. You can narrow the results to show what searchers are looking for in your local area. This tool can give you ideas on topics for blog posts and also help you target your law firm’s specializations to the practice areas that seem to be in particular demand.
One of the most important analytical tools that website owners use is called Google Webmaster Tools. This tool offers in-depth analysis of SEO factors on your site. You need to link your site to the tool before you can use it. Google has renamed the tool to “Search Console.” However, everyone still calls it Google Webmaster Tools, as does the author of this article. Search Console is included in this list of tools you can use to check the SEO qualities of your law firm’s site. Other tools demonstrated in this article are Screaming Frog, Xenu Link Sleuth, Copyscape, Pingdom and Google Analytics.
The main aim of SEO is to get your website a high ranking for specific keywords. Therefore, getting Google to log your law firm’s site for the keywords that potential clients are likely to search for is of primary importance. This article explains tools that you can use to find the right keywords for your new website. The first port of call in this journey is the Google AdWords Keyword Planner, which is another free tool from Google. Other tools illustrated in this guide are SEMRush and Term Explorer.
All the writing on your law firm’s website, even the “Hello and welcome” message on your homepage, is called “content.” This article explains how to gear your law firm’s content so that it contains all the important keywords you need to rank for and engages visitors long enough that you get a ranking boost from the amount of time they spend on each page. The first tool this article visits is the Google AdWords Keyword Planner that was explained in the previous article. You can get ideas for topics to write about on your site from Hubspot’s Blog Topic Generator and see which articles are doing well right now (both yours and that of your rivals) through BuzzSumo and Impactana. The article suggests using Grammarly to check the grammar in your new articles and explains WordPress SEO, which would be of use to those of you using WordPress. Sendible and BuzzBundle can help you promote your site on social media and in comments and reviews.
This article outlines methods for market testing your law firm’s site to see which versions appeal more to the general public. This is a case study of how one site owner tested different text on a button on his site that encouraged people to access a free trial. The study includes the use of Optimizely and VWO SEO tools.