Google alone receives over 100 billion searches per month. But if your law firm isn’t utilizing sound SEO practices (on-site, off-site and technical SEO), you’re failing to capitalize on your piece of the search engine pie. If you’re not getting the results you’re looking for in the form of organic traffic and a high conversion rate, you may want to perform an SEO audit.
What Exactly is an SEO Audit?
According to SEO Works, “An SEO Audit is a health check for your website. It looks at the technical infrastructure of your website, the on-page elements and off-page essentials to optimize search engine visibility, usability and conversion.” It’s basically a checklist that lets you know what shape your site is in and which specific areas demand your attention. With that being said, here are some signs that it’s time for an SEO audit.
Only a Sliver of Your Traffic Comes from Search Engines
Although the percentage of traffic that comes from search engines can vary from site to site, a study from The BrightEdge found “Organic search drives 51 percent of all visitors to B2B and B2C websites.” However, some sites will have 75 percent or more of their traffic coming from search engines.
If your law firm’s site is getting far less than this, it’s most definitely time for an SEO audit. This typically means that you have low visibility in search engines and something needs to be changed. This may involve targeting longtail keywords with minimal competition, improving on-site elements, etc.
You’ve Noticed a Traffic Drop Off After an Algorithm Change
Google love tweaking its algorithm. We know this. Major updates like Panda, Penguin, Hummingbird and the Mobile-Friendly update have shaken up the SEO landscape significantly over the years. If you notice a plunge in your organic traffic after an algorithm update, then the odds are good that you’ve been adversely impacted and may have been penalized. In this case, you’ll want to figure out exactly what’s going on before your traffic suffers any more.
There’s a High Bounce Rate
Your bounce rate is an indicator of how long visitors are staying on your site. If your bounce rate is high (typically anything over 70 percent), something is wrong and it could very well be related to your SEO. For instance, you may have misleading titles or meta descriptions that are causing visitors to hit the back button.
How Do I Go About Performing an SEO Audit?
There are two ways to go about this process. One is to have a professional SEO agency handle it for you. If you have little to no experience with SEO or simply don’t have the time, this is usually your best route. The other option is to handle it yourself. In this case, I recommend consulting this 16-step guide from Ahrefs. It will walk you through the process step-by-step and explain the key areas to analyze.
An SEO audit is perfect for determining the strengths and weaknesses of your law firm’s SEO. Use it for fine-tuning your efforts and maximizing your high-quality, organic traffic.
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