In order to “crack Google’s code” and get the most from your legal SEO, you must first understand what the most important ranking factors are. Of course this perpetually changes as Google continues to evolve, and SEO techniques can change in terms of their importance. For this post, I’d like to reference a recent study performed by First Page Sage, which analyzed what the most important ranking factors are in 2017. Here’s what you should focus on this year.
Although some SEO marketers have been predicting the death of links as a primary ranking factor for awhile now, research proves that they’re still incredibly important. Your law firm’s link profile lets Google know how valuable your site is and heavily influences where you end up ranking in SERPs for targeted keywords. In turn, this is still the number one place that you want to put your attention in 2017.
You want do everything within your power to ensure that you’ve got a strong link profile and that you’re not doing anything that could potentially get you penalized. For guidance on link building, I suggest checking out this guide from Backlinko. It’s a great resource that should keep you on the right track.
#2 Consistent Output (Epic Content)
It’s no secret that great content plays an integral role in where your law firm ranks. In fact, Search Engine Journal actually lists content as the number one overall ranking factor. The bottom line is that high-quality content should be a top priority this year. Not only that, you want to make sure that you’re consistently creating fresh content that scratches your audience’s itch.
#3 Keyword-Rich Meta Titles
I honestly found this to be a bit of surprise. Of course meta titles are a big deal, but according to First Page Sage, keyword-rich meta titles account for 10 percent of Google’s algorithm ranking factors. That’s significant!
What this means is that you need to take your time when creating meta titles and ensure that you’re incorporating targeted keywords you want to rank for. On top of this, you’ll want to sprinkle your keywords throughout the body of your content. If you run your legal site off WordPress, I recommend installing Yoast SEO because it takes the guesswork out of keywords and makes this aspect of SEO much easier.
No one can dispute the ubiquity of mobile devices. They’re everywhere, and mobile Internet use actually eclipsed desktop Internet use in 2016. And don’t think that Google didn’t take notice. With a string of mobile-related updates over the past few years, it only makes sense that the mobile-friendliness (or the lack thereof) of your legal site will influence its rankings. On top of this, it’s important to create mobile-friendly content, which you can learn about on this post from Neil Patel.
Although there are known to be as many as 200 different ranking factors that Google uses, these four demand your attention the most in 2017. By focusing your effort on the right areas of SEO, you’ll be in a position to outrank competitors and ensure a constant flow or quality, organic traffic this year.
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