How Law Firm SEO and Internet Marketing Works.

We make the whole SEO process simple and hassle-free, taking care of all the details for you. Here is a general outline of how our proven method works:

1) Researching Key Words

An important first step in SEO is deciding what search engine keyword phrases to go after. For lawyers, it usually involves your main practice areas and geographic location (For example, New Jersey Employment Lawyer or Dallas Criminal Attorney).

Our SEO team helps you brainstorm such terms based on our years of experience, and we also conduct data-driven research to find out what terms people are searching for the most. We may discover a phrase you had not thought of, or realize that one term is more valuable than originally thought.

It is also important to consider the amount of competition for each term. Many markets are highly saturated, and you can see faster, more effective results optimizing for more specific cities, neighborhoods, and niche practice areas (DUI attorney instead of criminal lawyer, patent prosecution law firm instead of intellectual property attorneys, etc).

Our SEO team is experienced in analyzing what terms will bring you the most traffic and can be best achieved within your budget and your timetable.

2) Competitive Research

We also research your competitors to find the keyword phrases they are targeting, the content they have written, and the links they have received. A competitive research campaign can uncover hidden keyword phrases that you may want to target.

3) SEO Coding, Submission

Part of every SEO campaign involves coding your web site to make it friendly to search engines and then submitting it to those search engines for indexing.

This involves multiple steps, including but not limited to the following:

  • Title Tag Modification
  • Meta Description Modification - Unique
  • Alt Tag Modification & Other Code Changes
  • Spam Check
    • No Hidden Text
    • No Keyword Stuffing
    • No Redirect Tags
    • No Doorway Pages
  • Domain Redirections
    • Canonical domain forwarding is established
    • 301 Redirects Used
    • www used and not non-www
  • Technical Modifications
    • SEO Friendly URLs
    • .htaccess File (Apache) or HTTPD.ini file (IIS)
    • custom 404 error page with site links / site map
    • robots.txt file added
    • Resource directory for building links, as needed
  • Site Build Modification
    • Move JavaScript & CSS into separate file(s) if present
    • Create and actual Sitemap
    • Include Google Analytics
    • Submit client website to Google Webmaster Central
    • Remove any "splash" entry pages
    • Add XML Sitemap in Root (.xml and .txt)
  • Content Editing/Writing
    • Guidelines sent to Client to Write Content
    • Add footer links to main (if not all) pages on site
    • Modify all links to include keywords

4) Link Building

A vital part of every SEO campaign is link building. This usually means linking to other quality sites and having them link to you. Search engines assign a value to every web site, and when you have highly ranked sites that link to you, search engines take it as a sign that you are also high quality and increase your rankings.

The emphasis is always on quality, not just quantity. Links can come from directories, social media sites, PR press releases, Blogs, article sites and more.

Through our years in the business, we have developed a network of law firms and attorneys who link to each other. Our SEO team spends additional hours finding and developing quality links to benefit you.

5) Creating and Editing Quality Content

Another boost to search engine rankings is web site content. Search engines search your content to determine if your web site is relevant to a user’s search. The more relevant, the higher it will rank. Search engines look for keywords throughout the text, consider your headlines, weigh the length of an article, check it against other web sites to see if it is original or just copied, and numerous other factors.

Our team can work with you to make your existing web site content search-engine friendly or we can start from scratch. An effective use of content to boost rankings involves writing targeted, topical articles, or regular blogs posts on your key practice areas and phrases – a service we also can provide.

6) Monthly Analytics and Consulting

Each month we review your web sites analytics, traffic, rankings and prepare a report for you to review. We also consult with your firm on any changes in algorithm, technology, trends and your practice.

This is the critical step of any SEO campaign: review, test and improve. We do this each month to keep your site ranking high and/or achieve the goals set out initially.

7) Beyond SEO – PPC, Local Search and More

SEO is a long-term investment, but let’s face it: Sometimes we want instant results. That’s where additional marketing techniques can be a valuable supplement to your SEO campaign.

The most popular option is Pay-per-Click advertising, which involves the paid listings that appear on the right-hand side of the search results screen. Our team can work with you to:

  • Determine which key words you want to go after;
  • Develop your ads;
  • Set up your account to determine how much you want to bid per click; as well as
  • Set your overall budget ceiling.

The benefit of Pay-Per-Click is that, once our team sets up your account, the results are immediate. And you have total control if you want to change your key words, increase or decrease your budget.

The next most popular feature is Local Search, with Google Local being the most common. You may have noticed that when you search on sites like Google, the first result no longer is an “organic” result, but a local map listing for a related business with an address, phone number and other contact info. This is Google Local.

It is imperative that every law firm take advantage of this tremendous opportunity to vault over other organic search results to the top spot. Our SEO team can set up your Local Search listing for a reasonable fee and, within one day to one week, you will see dramatic results.

Putting It All Together

Whether you take advantage of one or all of these techniques will depend on your budget, timeline and business goals. Call us today at 954.523.2181 for a consultation and let PaperStreet increase your web traffic and client inquiries with our SEO and Internet Marketing packages for various budgets.

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