If you have been reading our articles for some time, you know that your search engine ranking is just as important as providing informative content. After all, you need people to find your site before they can read it, so every page should be optimized for both human readers and search engine robots.

However, trying to write pages that are full of keywords can make for some pretty clunky phrasing. If readers are turned off by your SEO attention-grabbing, they’re likely to click away. So how do you satisfy everyone?

A big step in improving your law firm’s Google ranking without annoying your customers is to optimize your website behind the scenes. For example, here are two ways to optimize without your readers even realizing it:

  • Custom URLs. The URL is the specific address of a page of content. If your software publishes your posts automatically, the URL is often just a shortened form of the blog title. But these can be modified to be packed with keywords—which is important, since search engines place a lot of value on the address of a page.
  • Internal linking. Including hyperlinks to other pages of your website isn’t just a good idea, it’s an extra bump of publicity in your search ranking. If a blog article references something you wrote about earlier (for example, tax breaks), create a link with a relevant keyword phrase as anchor text (such as “tax exemptions for California businesses”).

While these may seem like small adjustments, they can make huge improvements in the number of hits your legal website generates. To find out more ways to add to your law firm’s client base, call 888-791-2150 today or click the link on this page to download a free sample chapter of our Great Legal Marketing book.

Ben Glass
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Ben is a nationally recognized expert in attorney marketing and the owner of Great Legal Marketing.
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