Law Firm Web Marketing

    

Technical SEO Tips to Help Your Site Rank Higher & Faster

Technical SEOWhen people talk about SEO, most think of keyword research, content optimization, and building links. While these aspects are indeed important for SEO, many people often neglect the technical side of the SEO equation.

Technical SEO is a huge aspect of the equation, entailing complex and code-heavy processes that are invisible to users. While technical SEO focuses on the site’s HTML structure and mark-up, these components can impact a site’s performance in more ways the one.

In a nut shell, technical SEO focuses on a site’s internal construct and addresses its fluidity of search engine crawling and indexing. A site that has employed excellent technical SEO techniques is more easily indexed by search engines and are easily located by users, which adds to its user-friendliness and positive user experience.

The following are technical SEO tips that you might want to consider when optimizing your site.

Fix HTML Errors

Locate and repair HTML errors and other issues. HTML errors can be nuisance especially to both site owners and users. Common HTML issues such as crawl errors, like DNS lookup errors and 404 pages can hamper user experience and impede the performance of your site. These errors can lead to loss of users, mainly because they will quickly look for other alternatives and sources.

Optimize & Integrate Sitemaps

Sitemaps are basically your site’s visible index to all your site’s pages. There are two types of sitemaps: HTML and XML. HTML sitemaps are basically food to search engine crawlers and spiders. If your product, service, or content is not indexed in your HTML sitemap, search engine crawlers will have trouble locating your content and have it indexed in its database.

XML sitemaps are specifically designed for Google Webmaster Tools. But essentially they function like HTML sitemaps - they help search engines to find your site’s content and have it indexed.

Ensure All Content is Unique (Espeically Meta Data)

Make sure your meta data is unique. Duplicate meta tags (page titles and meta descriptions) can spell bad things for your site and its performance if you can’t locate them and fix them quickly. Meta tags that contain similar words and descriptions will confuse crawlers and may lead to mis-indexing of pages.

Use Canonical Tags Where Appropriate

There are certain sites, particularly large e-commerce sites, have multiple sites that contain same content. Canonical tags help search engine spiders to find the most meaningful site or URL. This will make sure that spiders index the right page over other pages with similar content.

Similar to canonical tags, another very important technical SEO integration you'll want to use when marking-up your site's content is Schema.org. Here you can better define what exactly your content is for search engines. Schema.org lays everything out on the table, and it's a great resource to learn and implement new tags as you go.

Keyword Optimize URLs

When your URLs, basically the words bunched together in the webpage’s address bar, are not optimize, the chances of the search engine spider finding it is close to minimal. It is just wrong when your URL says something about real estate when your content tackles on dental technicians.

Whether for enterprise-level SEO or local SEO, technical SEO can have a profound impact on rankings. There is a variety of technical SEO tips out there that are not mentioned in this article. Do your research and experiment with various ideas. There's always new and emerging strategies being brought up in forums and discussion sites.

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Improve Your Law Firm SEO with LocalBusiness Schema Markup

Web Design SEOLaw 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.)

LocalBusiness Schema for Law Firm SEO

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:

  • Business name
  • Address or location
  • Phone number
  • Hours of operation
  • Brand (associated with the location)

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.)

Implementing Schema for Law firms

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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Moz Unveils 2015 "Future of SEO" Survey

Moz SEO 2015Every two years, Moz interviews some of the best minds in the SEO industry concerning the future of search engine optimization and how Google's ever changing algorithm is influencing it now and in the future.

This time, there are a handful of useful insights we can gather from the latest survey by Moz on 2015 ranking factors. In addition to this, the survey also touches on how Google's algorithm features are expected to change in the next 1 year.

Foundational Factors of SEO

Of course they still had to touch on the same ranking factors that we're all familiar with. These include mobile friendliness, analysis of site pages, usage of data (CTR), readability and design, influence of structured data on serps, app popularity, site speed and many more.

Of all the ranking factors that were taken into account, the survey projected that some factors would remain constant in the next one year. These included topical relevance of links, quantity of paid results on serps, social signals, presence and prominence of ads over content, raw domain authority, internal links and many more.

The survey also predicted that the effectiveness of paid links and influence of anchor text would decrease. Nevertheless, all the factors that Google's algorithm touched revolved around user friendliness. So the general consensus was that the search engine was more concerned with user experience than anything else. That's the reason it touched heavily on mobile friendliness, perceived value, readability and many more.

Specific SEO Ranking Factors

On a scale of 1-10 (Least relevant to most relevant), below we outline several specific ranking factors that impact Travers City SEO in 2015.

On-page keyword optimization

On-page SEO is concentrated on particular keywords placed on some parts of the HTML code. When it comes to on-page optimization, keywords put in title elements still maintained an influence of 8.34. On the other hand, keywords incorporated into specific parts of HTML elements maintained a relevance of 4.16.

Domain-level keyword features

These are features that deal with how keywords are used in the domain and sub-domain names, plus how they're likely to affect ranking. Keywords incorporated in the exact match domain had relevance of 5.83, while keyword in the domain extension had 2.55 only.

Link metrics for individual pages

This has to do with metrics concerning various pages of a website. These include page rank, number of inbound (backlinks) and outbound links and many more. In this study, it was found that raw quantity of in-bound links from high authority sites had a relevance of 7.78, while external links pointing back to a page had a relevance of 3.85 only.

The uniqueness of a page had an influence of 7.85, while pages that featured open graph data maintained it at 3.64.

Qualities of branding & brand metrics

The search volume of the brand or domain showed a relevance of 6.54, while social media pages for popular businesses fell at 3.99 relevance.

Page social features

This part studied third-party metrics related to social media sites like Facebook, Twitter, Google+ and many more. The survey found that content engagement stood at 3.87 on average, while up-votes on particular site pages on social media maintained a relevance of 2.7.

The future of SEO

These SEO experts were asked to give their views on anything they thought would come up and influence ranking. Some of the sentiments worth noting are summarized below:

  • The app world will be noticed by Google. For instance, if a webmaster had a popular app that was relative to their competitor, Google wouldn't hesitate to notice it.
  • Mobile-friendliness will increase, together with directly or indirectly related factors.
  • User location may influence mobile serps. On the other hand, connected devices like watches and cars would allow voice search.

These factors, plus many more, make the world of SEO and ranking now and in the next 12 months. Therefore, with this information, webmasters can fine-tune their site resources to maximize on these changes and also stay out of the way for possible penalties.

To learn more about the survey and its findings, visit Moz.com.

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