There’s no denying the necessity of a well-run SEO campaign. With 93 percent of online experiences starting with a search engine, it’s vital for driving organic traffic to your law firm’s website.
Unfortunately, many of the tactics involved with SEO have a reputation for being exhausting and time consuming. But they don’t have to be.
Here are four simple ways to boost SEO without creating new content.
1) Optimize Top Performing Pages
This technique revolves around identifying pages from your legal site that are performing well in terms of search engine rankings but could use a push. For example, you might have a page that’s ranked number eight, but you’d like to bump it up into the top five results for a particular keyword.
Doing so can lead to a significant spike in organic traffic and allows you to get the absolute most out of a top performing page.
Here are some ways to do that:
- Incorporate additional media like videos, images, infographics and slideshows – Be sure to optimize them by including proper descriptions, tags, etc.
- Trim back truncated titles and meta descriptions – Google won’t display full titles and descriptions in search results that exceed a certain length. The SERP Simulator is a helpful tool for this.
- Add power words to titles – Here’s a list of 595 power words.
2) Improve Slumping Content
On the other end of the spectrum is identifying content that was once performing well but has since taken a turn for the worst. For instance, you might have a page that was raking in tons or organic traffic but has taken a nosedive in recent months. This would be a great candidate for some tweaking and improving.
Some ideas include:
- Making updates to out of date data
- Adding additional media
- Rewriting clunky paragraphs and sentences
- Using the LSI Graph to find relevant keywords to add
3) Beef Up Internal Links
“Internal Links are hyperlinks that point at (target) the same domain as the domain that the link exists on (source),” Moz explains. “In layman’s terms, an internal link is one that points to another page on the same website.”
Internal linking is important because it gives your site more “SEO juice” and also directs visitors to relevant content they may be interested in, which increases the average time spent on your site. If you’ve skimped on this practice in the past, you can always go back and add internal links throughout your existing content.
4) Fix Broken Backlinks
Broken backlinks are bad news because they can hurt the user experience when visitors get hit with a “404 error.” And in the long run, this can erode your SEO because visitors may end up leaving prematurely, and your bounce rate may increase.
So you’ll want to stay on top of broken backlinks and fix them periodically. One of the easiest ways to do this is to use a WordPress plugin like the Broken Link Checker. This automatically “monitors links in your posts, pages, comments, the blogroll, and custom fields” and will notify you whenever there’s an issue.
As we’ve just learned, there are several ways to boost SEO without a massive overhaul of your website or creating new content. Focusing on these four tactics should result in a noticeable improvement with a minimal amount of effort.