The number of tools that modern legal marketers have at their disposal are numerous. Ask most experts, and they’ll tell you that one of the best is Ahrefs, which offers “tools to improve your search traffic, research your competitors and monitor your niche.”
It has a massive database and can provide you with insights on many different aspects of your marketing campaign. One that I’ll discuss here is how you can use Ahrefs to identify top pages on your website so you’ll know what’s resonating the most with your audience and what they’re most receptive to.
Enter Your URL
The first thing you need to do is type in the URL of your law firm’s website from your dashboard.
30 days is the default setting, but you may want to set it back further so you’ll have access to more comprehensive data. In this case, I’ll set it back to 180 days.
Press enter, and you’ll see something that looks like this.
This is an overview of your site and includes a plethora of information. What you want to do is click on “Top pages” on the left hand side of the screen.
From there, Ahrefs will provide you a break down of your website’s top pages in terms of organic search traffic.
Just like that, you can instantly identify top pages and determine which ones are performing the best. At the same time, you can scroll down to the bottom of the list to determine which pages are underperforming. Having access to this data is important because it provides you with valuable insights.
There are two main things you can do with this information. One is to look for is commonalities between your top ranking pages.
Are there any discernible trends such as your top pages containing more keywords? Are there any particular topics that your audience appears to be responding to more than others? Or are there topics that just aren’t hitting their mark?
Unearthing this information provides you with an objective perspective on what’s working and what’s not. That way you’ll know how to better approach your future content.
Another thing you can do is identify top pages that are ranking on the first page of Google SERPs but aren’t in position one. For instance, you may have a particular page that’s sitting at number three. It’s no doubt bringing in traffic but could use a boost where you try to move it to position one.
You might want to go back and spend some time optimizing that page in an attempt to give it a bit more “SEO juice.” With any luck, you can move it up the rankings and increase your organic search traffic. Doing this for multiple pages can really pay dividends.
Ahrefs is an amazing tool that can shed a lot of light on your legal marketing and help you become more efficient. Identifying top pages is just one feature among many and can provide you with some great insights without having to do the work manually. In turn, you can fine-tune your marketing, appease your audience and bring in more organic search traffic.
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