There are a lot of acronyms in legal marketing these days. Some are more important than others. Search Engine Optimization (SEO) is a pillar of marketing speak these days and is extremely important to your business. In a world where users start their search with Google, it is important to optimize your site so that they can find you.
At a high-level SEO is a branch of legal marketing that includes many tactics to help you optimize your website for search engines, meaning to help you appear on the first page of Google results. There are many search engines today, but Google still dominates, holding a 92% market share. For that reason, the tips covered in this guide will focus on optimizing your site for Google.
SEO has so many facets, it can be overwhelming. At the most basic level, it is important to understand the following:
- Search Engines – Google, Bing, DuckDuckGo. These are all search engines.
- Rankings – when users search something in a search engine, the results they are presented are shown in order of rank.
- Search Query – what users input into search engines. For example, “best legal marketing firm” is a query. Legal marketing firm are the keywords that you would optimize a site for in this case.
- Keywords – Keywords are words or phrases that you include in your website content in hopes of matching a user’s search query.
- Optimization – tactics and strategies employed on a website that improve the odds that the site ranks high with search engines.
With those...
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