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The Search Engine Optimization (SEO) field seems intricate due to dynamic search engine algorithms and the fact that millions of websites are vying for the top few positions on an given search engine results page (SERP) at any given time. Even with the complexities surrounding SEO, there are a few techniques that legal professionals can almost effortlessly apply to their websites to attain a higher SERP rank.
The following techniques are simple and can be applied to the website of law firm or solo practitioner in an hour or less, and they follow Google’s recommendations for designing sites that conform to organic search standards.
Boost website speed performance
Sites that routinely rank high on the SERP tend to be optimized for speed. A fast web hosting company is important in this regard, but a caching plugin, which uses stored data to generate a readily accessible website, can also improve speed. Popular Web publishing platforms like WordPress call up many resources to display a single page; caching plugins further accelerate the process.
Make images search-friendly
Google and other major search engines have a lot riding on image search. Web traffic from image search results has increased significantly over the last few years and it is likely to continue growing, especially as social networks like Pinterest and Instagram continue to grow. It is imperative, then, that legal professionals optimize pictures on their websites in order to benefit from this growth trend.
The most important step in optimizing images is to use keywords as file names. If, for example, a Glendale truck accidents attorney uploads a portrait to his or her website and the file name is comprised of simple letters or numbers, the image will not rank high on the SERP. That picture, however, can easily be renamed to include the attorney’s name and the keywords “Glendale” and “lawyer.” Just make sure image titles are relevant to the photo and the subject nature of the page
Fix broken links
Links that go nowhere tend to be punished with low SERP rank. Fixing broken links is a simple matter of searching for an online tool to detect them, followed by corrective action and replacement.