Lawyer Website Marketing Like an Expert

The online market for legal services is tough. The best keywords for lawyer website marketing tend to have a lot of competition. However, most web sites are also poorly optimized, including the big budget Flash productions some of your competitors may be using to promote their firms. So if you all you do is perform some keyword research, pick some specific keywords (based on estimated search count and competition) and optimize your site using the advice below, you will be on your way to a successful search engine optimization campaign.

Matt Cutts is a Google engineer who has become quite famous within the walls of the search engine marketing community for his blog that helps marketers better understand how Google works. A recent MediaPost article focusing on tips culled from various Cutts blog posts revealed the following strategy for optimizing a web page for a particular keyword:

Use your keyword in the page URL, in the title, in the description tag, once in a heading, once in italic, once in bold, and once high on the page.

The above advice masterfully and simply summarizes how to optimize a web page, at least from a content perspective. Certainly, there is more to it than that. For example, it does not take into consideration things like keyword density or keyword frequency. But follow the above advice and you are already halfway to dominating your competition.

It is also very important that a site be cleanly coded so that search engine spiders can find those keywords that are emphasized in the copy.

Possibly the hardest part of this strategy is getting the keyword in the URL. The ideal solution is to have a domain name that contains one or two critical keywords. This is often in conflict with a company's branding strategy, however. You want to make sure that your main URL is short and easy for people to remember.

An alternative to having keywords in your root domain name is to use the keywords in sub-pages or sub-directories specifically optimized for those keywords.

For example: www.mylawfirm.com/boating-accidents.htm

In the above example, we have still used the keywords in the URL even though they are not in the root domain.

One good strategy for creating web pages with keyword-rich names is by publishing a blog. With most blogging platforms, pages are automatically created based on the content of the blog posts. If you use important keywords early in your blog posts, and use keyword-rich tags to describe your posts, then your blogging platform should create archive pages that contain those keywords in the URL.

As for the other parts of the strategy, it's easy. Just figure out the best keywords for which to optimize your site and use those keywords often in your pages, spread out exactly as recommended above.

Follow this simple lawyer website marketing formula and you can begin immediately to improve the search engine visibility of your law firm’s web site.

Work Media is here to help you with your lawyer website marketing campaign. We have the experience of working with dozens of law firm web sites, and we have the tools and techniques to get the job done right and fast, so you can concentrate on running your law firm. Check us out at www.workmedia.net.