Law firms are typically local businesses, and as such, local SEO is primary endeavor for most law firm marketing teams. In a competitive local SEO space, law firms need every advantage they can get when optimizing their website. Marking-up pages of the website using Schema is one advantage that not all SEO-inclined law firms are leveraging.
Schema.org is a resource designed for webmasters and web marketers alike that contains HTML tags that can integrated in a page's content. These Schema markup tags make use of specific "microdata" which better defines the content of the page. In other words, Schema enables webmasters to better communicate what the content of a page is about to search engines.
From an SEO standpoint, certain tags can be used to define a business' name, address, phone, description, hours of operation, images, etc. So when Schema is properly integrated on a law firm's website, search engines like Google can better interpret the website and rank it accordingly (often times better than websites without Schema.)
There are many different forms or categories of Schema that may apply to a law firm, such as "Organization" or "Brand." However, in most cases of law firm SEO, we'll focus primarily on LocalBusiness Schema.
With LocalBusiness Schema, a law firm can tell Google specifically everything it needs to know to better understand the website and it's intention. For SEO, the most important tags or attributes to consider implementing include:
But that's just the tip of the iceberg. A law firm can leverage Schema when marking-up text (H1's, important descriptions mentioned in text [that might be keyword relevant], etc.)
In order to implement Schema markup, your law firm needs to leverage some degree of HTML/technical capacity. Depending on the nature of how a firm manages the website content, in short, you need to implement code in the backend of the website.
If you're working with a SEO-friendly web designer or website developer, most of these tasks will be basic tasks for this individual (and highly suggested) as much of the implementation will be hardcoded and easily dropped in the proper places.
If you managed your website's content using a CMS (content management system), then you may run into some limitations. Fortunately, Wordpress offers a wide range of plug-ins that can be used specifically for Schema markup. This can make the job extremely easy and convenient, even for individuals with little to no HTML knowledge.
Not only can Schema significant boost the value, authority, and overall keyword rankings of a website, but it can improve the overall law firm SEO Traverse City efforts in more ways than one. Many SEO's have noted attaining better rankings in Google local search, as well as organic. Additionally, the integration of Schema can help generate eye-grabbing rich snippets in Google's search results. This not only leads to expanded real estate on Google's search results, but also greater click-throughs and overall traffic.
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