You’ve taken all the “right” steps to make your law firm’s website as SEO-friendly as possible, so why isn’t your website ranking higher on the search results page? It’s important to recognize that there are a lot of factors—over 200—that affect how search engines determine their rankings. Let’s take a look at some of the top Google Search ranking factors currently in use so you can give your website the boost it needs to attract more traffic.
Content Still Matters
Google’s search algorithm continues to prioritize sites with high-quality written content. Gone are the days of stuffing your web pages with buzzwords and slapping together content just for the sake of ranking higher; instead, content should focus on the user experience (UX) and speak to topics and information that clients actually want to read. Additionally, sites that use E-A-T signals (Expertise, Authoritativeness, and Trustworthiness) tend to rank higher than sites that don’t. Including content that demonstrates your knowledge, experience, and trustworthiness not only helps your website rise higher in the rankings—it also encourages potential clients to put their trust in you.
Anticipating and Addressing Common User Questions
Google uses an algorithm known as RankBrain that uses machine learning to understand complex user searches and how they relate to various topics. Websites containing information that addresses common user search terms and questions are generally rewarded with higher rankings. Thinking about your client’s most common questions and concerns is a great way to develop content that specifically addresses these topics and signals to Google that your site has the answers to these types of questions.
Mobile Friendliness and Page Speed
Google recognizes that people are increasingly using their smartphones to perform web searches, so it favors sites that prioritize the mobile user experience. Content targeting a specific location tends to rank higher when peope search for legal services in their area. Additionally, it’s critical that your website loads as quickly as possible–even a second or two of delay can prompt users to look elsewhere. Websites with slow loading times will struggle to rank high in search results.
Learn more about SEO strategies to boost your website’s ranking by calling Upsource today at (800) 893-2590.