Search engine optimization, or SEO, is all about understanding how complex algorithms pull information from websites and then rank sites according to search relevance and importance. Yet, that does not mean that law firms must hire mathematical and IT geniuses in order to make the most of their SEO efforts.

If your firm is considering implementing a few website changes in order to boost SEO efforts, be sure to include the following SEO best practices as part of your law firm’s website design plan.

Website Layout

The most widely used search engine in America is Google, which uses an SEO algorithm called Hummingbird. Hummingbird judges websites based upon their functionality and ease of navigation. Essentially, disorganized websites filled with dead end links rank lower on the search results page than organized, intuitive, user-friendly pages.

In order to become more user-friendly and increase SEO strength, a law firm’s website design should focus on these layouts tips and tricks:

  1. Organize all websites logically and hierarchically. Messy code and confusing page routes will not help Hummingbird pick up on key phrases and other relevant information.
  2. Make sure that webpages are easy to navigate; viewers should be able to jump from page to page using text links, and also easily return to the homepage.
  3. Maintain a sensible number of relevant links on each webpage—don’t go overboard!
  4. Place keywords and key phrases in optimal locations. For instance, utilize keywords in header tags, image alt-tags, body text, titles, and URLs.


Experiment with including long tail key phrases in your law firm’s original blog and webpage content. More and more Internet users are typing complete questions instead of a single keyword when utilizing Google and other search engines, which can greatly impact your law firm’s website design strategy.

Another best practice to implement when producing content is to bold key phrases within body text in order to signify their elevated importance to the Hummingbird algorithm.

Images and Infographics

Infographics and captioned images can be great ways to present information alongside, or in place of, text. When producing original content or overhauling your law firm’s website design strategy, try to make it a point to include visually appealing images and infographics among written content.

This can increase content viewership on your law firm’s website and may also mean that more websites and social media users will share your material on outside forums. A higher number of inbound links (links that point back to your law firm’s website) increases your chances of ranking toward the top of search results pages.

Optimizing for Mobile Viewing

According to Pew Internet, half of Americans own smartphones and more than one third possess tablets. Considering this massive group of mobile users, it’s essential to also implement the best practices above when crafting your law firm’s mobile website design strategy.

If you have any questions about SEO, please do not hesitate to contact us for more information. We’re here to help!

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