Three ways to immediately boost your law firm’s Google rankings

With no SEO knowledge necessary!

September 26, 2024

Law firms often ask us:

“What’s the best way to boost my firm’s visibility on search engines?”

The answer is often:

Technical SEO.

Unlike content SEO (which is based on the terms and keywords associated with your brand), technical SEO is determined by your website’s “under the hood” technical settings.

This is the foundation that boosts your rankings on Google before you ever write a word of content!

Today, we’ll lay out three key steps you can take to make sure your technical SEO is set up properly, as soon as today — even if you’re brand new to how it works.

NUMBER ONE: Optimize your website’s architecture

The elements of website architecture are crawling, indexing, and rendering.

  1. Crawling

Google uses a program called “Googlebot,” which “crawls” websites across the internet.

It jumps from link to link, looking for new pages to add to Google’s index — through your website’s navigational menus, sidebars, and any other links it can find.

  1. Indexing

Crawling links is how Google adds pages to its index.

This is a double-edged sword, because...

If you don’t have a link to a page on your site, then there is no way for Googlebot to find it!

For instance, if you have blog posts on your site, but no links to them, then those pages are very unlikely to appear in Google search results.

Because if a human can’t click through your site to find a page, then neither can Googlebot!

  1. Rendering

“Rendering” means that a page is visually displaying the way that it’s supposed to.

There should be no obviously broken sections of the website, and no “404” error pages.

NUMBER TWO: Fix any errors your site might have

An easy way to do this is to use tools like:

Run your site through any of these tools, and they’ll catch common SEO issues, errors, and broken pages for you automatically.

A quick aside on trust (this is The Trusted Law Firm Newsletter, after all 😉)...

Errors on your site erode trust in your brand.

Your website is like a storefront. If a visitor shows up and sees a 404 page or a broken link, it’s as if they knocked on your door, saw a “nobody’s home” sign, and were forced to go home empty-handed.

Worse, they might move on to one of your competitors whose storefront is open.

NUMBER THREE: Make sure your site loads quickly

If visitors are forced to wait a long time for a page to load, they’ll hit the “back“ button.

This sends a signal to Google that effectively states, “I didn’t find what I was looking for. Don’t send me there again, and don’t send people like me there again.”

This is terrible for your SEO!

Make sure your pages load as quickly as possible.

These three steps are just a few of the strategies we use at ApricotLaw to help our partners rank higher on Google and attract their ideal clients.

We're a full-service digital marketing partner for law firms looking to scale (and provide new business for their attorneys).

We scale your brand through:

  • Hand-designed websites optimized for organic SEO traffic, to convert more leads from Google searches

  • Layered content marketing for your website and social media, to position your firm as an authority in your niche

  • Pay-per-click advertising strategies tailor-made for law firms, to dial in the perfect audience for your Google ads

  • Optimizing your existing website so it loads quickly, reducing friction and converting more visitors 

  • What we call Bot Experience, or BX, and User Experience, or UX

If you’d like to chat about how we can help improve your technical SEO...

Meanwhile, keep an eye on your inbox for The Trusted Law Firm every Tuesday and Thursday.