SEO is one of the go-to marketing strategies for many law firms and can have a potential ROI as high as 5,000 percent.
But here’s the thing. SEO is by no means a one-off type of deal. For it to be truly effective and extract its full potential, it requires ongoing effort.
Here are some specific SEO maintenance techniques that you’ll want to periodically perform to preserve your rankings.
Check Page Speed
SEO expert Brian Dean ranks page speed as number 22 out of 200 ranking factors, making it fairly high on the list. Not only is having a fast loading legal site important for appeasing search engines, it’s also vital for providing a positive visitor experience.
After all, any major delays can send visitors running, which raises your bounce rate and hurts engagement — neither of which are good for generating solid leads. So it only makes sense that you’ll want to check your page speed from time-to-time.
GTmetrix is an excellent tool for testing this and will provide you with actionable recommendations you can use to improve. Or if you want to specifically test your mobile speed, this free tool from Google is perfect.
Remove Broken Links
Broken links will inevitably accumulate no matter how careful you are. And this is problematic because it disrupts user navigation and can leave visitors frustrated when they click on a link only to find a 404 error, missing link, etc.
While this isn’t thought to directly lead to Google penalties, the diminished user experience can potentially hurt you in the long run. It can lower the average amount of time spent on your site, increase bounce rate and generally make people more reluctant to browse your site.
Now there are two main solutions for this problem. One is to simply install a plugin like the Broken Link Checker, which will scan and fix broken links for you. The other is to use broken links as a chance to redirect visitors to another page on your site (such as a contact or landing page). Neil Patel writes a great guide on this.
Brian Dean explains, “The authority (PageRank) of the referring page has been an extremely important ranking factor since Google’s early days and still is.” So you always want to know who is linking to you and how trustworthy they are in the eyes of Google.
Allowing questionable domains to link to you can potentially create issues and lower your ranking. You’re essentially guilty by association.
That’s why it’s critical to analyze your backlinks on occasion. Perhaps the best tool for doing this pound-for-pound is Ahrefs. It provides you with in-depth insights on who’s linking to you, their domain rating, URL rating and more. Pricing plans vary depending upon your needs, but you can get a 7 day trial for $7.
SEO is like a car in the sense that it requires ongoing maintenance to stay at its best. Performing the tasks mentioned here should help your SEO campaign function like a well-oiled machine. That way you can preserve or even improve your rankings.
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