SEO is one of if not the most important digital marketing techniques for many law firms.
“51 percent of all website traffic comes from organic search, and four in five consumers use search engines to find local information.” So of course you’ll want to devote a significant amount of time, energy and financial resources toward SEO.
But to ensure that you’re heading in the right direction, you’ll want to keep tabs on your law firm’s SEO progress. Here are some of the key elements to evaluate when doing so.
Number of Backlinks
SEO is all about backlinks. Even though Google has become incredibly advanced over the years, this is still one of the main things they look at when determining page rank.
So the first thing you’ll want to examine is the number of backlinks that are pointing to your legal site. An easy way to find this is to plug your site’s URL into SEMrush.
Just check out “Domain Overview,” and it will tell you the number of total backlinks as well as the number of referring domains and IPs.
Generally speaking, the more backlinks, the better.
Quality of Backlinks
Of course having a high volume of backlinks won’t do you much good if they’re coming from weak domains that lack authority. So it’s important that your backlinks are coming from reputable, relevant websites.
To find this information, scroll to the bottom to “Referring Domains.”
This will show you the top five referring domains. But you can click on “View full report” to see more. Note that you have to purchase a paid plan to see everything, but the free version should give you a pretty good idea of what your link profile looks like.
Percent of Traffic Coming Through Search
Next, you’ll want to know how many of your visitors are coming through search engines as opposed to other channels. For this, you’ll need to go to your Google Analytics account.
From your dashboard, click on “Acquisition” > “Overview.” This will instantly tell you what percentage of traffic is coming through search and provide a pie graph so you can see it visually.
Ideally, you’ll have a sizable percentage of at least 20 percent, but 30+ percent is even better.
Finally, you’ll want to see how technically sound your legal site is. SEO writer Lucinda Huneycutt highlights some specific aspects to investigate in Search Engine Journal and suggests asking yourself the following questions:
- Can the search engines crawl your website?
- Does it load quickly?
- Is the content well organized?
- Are you prepared for the mobile-first index? Making mistakes in preparing your site for mobile-first can harm your ranking.
- Are crawl errors showing in the Google Search Console?
- Do you have title tags and meta descriptions on all of your pages?
- Do all images have appropriate alt tags?
SEO is integral to most legal marketing campaigns. Analyzing the key elements listed here should let you know how far you’ve come and what your SEO progress is like. That way you’ll know if any adjustments need to be made to improve your campaign.