Search Engine Optimization
Search Engine Optimization is the process of making changes and adjustments to websites and web pages which will result in higher search engine rankings for desired search terms. These changes include both "on-site" optimization and "off-site" optimization.
On-site optimization includes architecture changes, navigation changes, changes to Meta tags, content changes, and more. Off-site optimization includes various strategies such as link building that will increase the relevancy of you're firm's website for search engine ranking purposes.
Search engines don't consider factors like the experience or expertise of a law firm's attorneys in determining the rankings listed for a search. As a result, it's important to utilize all the optimization opportunities available so that your firm's website scores well in the factors that are used for search engine rankings. Proper optimization leads to higher search engine rankings, and more traffic to your firm's website from potential clients seeking the services offered by your firm. For more information, read why search engine optimization is important for lawyers and law firms.
Our Search Engine Optimization Program consists of the following components:
Baseline Website Analysis and Report
A baseline websites analysis and report consists of determining a firm’s website rankings across various search engines, an audit of website code to identify broken links and search engine spider problems, submission of the firm’s website to relevant search engines, preparing and adding a Google site map to the website, and basic structural recommendations.
The Website Analysis and Report is necessary to ensure that site submittals have been made to appropriate search engines. It's also necessary to ensure that coding and other aspects of the website are search engine friendly so that the search engine bots can read and index the content from the website.
Competitive Analysis Report
The competitive analysis involves examining the website architecture of your key competitors (up to ten) based on key services provided by your firm. As part of this process, an understanding is determined as to how your firm’s website compares to your competitors that are currently achieving the top search results rankings.
The Competitive Analysis Report is important because it provides an understanding of factors such as the number and types of content pages required in order to achieve high rankings for key terms, as well as the number of incoming links and meta tags that support such rankings. By analyzing the factors that lead to high search engine rankings of your competitors, we can put together more solid recommendations of what needs to be done for your website to achieve search engine rankings higher than your competitors.
Website Architecture Recommendation
The Competitive Analysis Report focuses on how your firm’s website is performing against your primary competitors. It does not identify potential keyword opportunities or the number of pages that should be optimized.
Therefore, we next perform a Keyword Analysis to find the keywords that are actually used in searches by potential clients. Typically during this process a number of key terms are uncovered, which can be capitalized on to get prospective clients to your firm through either search engine optimization or search engine marketing.
Based on the Keyword Analysis, the Competitive Analysis Report, and your firm's positioning, a website architecture report is prepared that provides a detailed recommendation about the number, content, and page layout your firm should use to improve its rankings.
Content and Page Optimization
Content and page optimization flows from the Website Architecture Recommendation. Content and Page Optimization is the process of adding new web pages (or articles) to your website that will help both with your search rankings and perceived expertise.
Since search engine optimization is all about optimizing your firm’s website to achieve high website rankings, Esquire Interactive will ensure that the amount of content on the page is sufficiently long, and that the content is relevant and consistent with the website architecture report. If you desire, we will prepare optimized page content consistent with the Website Architecture Recommendation, including Meta tags, additional pages, and/or custom content for your site.
Creating Custom Content
Esquire Interactive also provides custom content services. We can work with you to add additional custom content to your firm's website that will help further improve search engine optimization.
Press Releases
An effective but significantly underused way of increasing website search engine visibility is through the use of optimized press releases. We’ll show you how to set up an effective press release schedule to improve search engine visibility, and how to write press releases that are properly optimized to be congruent with your website content.
Learn more about how Press Releases can be effectively used by your firm.
Blog Implementation
As an attorney, you have expertise in legal matters. Share this expertise or latest developments in the law on your firm’s website. We will show you how to do it correctly to attract potential clients, further market your brand, and increase search engine visibility.
Read more on the use of Blogs in conjunction with your website.
Log Analysis for Search Term Usage
Log analysis consists of examining search terms used by users who have actually visited your website. Most servers have software that provides basic statistics about a website, such as the number of visits, amount of information transferred, and a list of the top key words used by visitors to find the website.
By looking at these records, it’s easy to see how visitors are finding your firm's website. We can prepare a report that explains how your website is being found, which enables a better focus on both an on-site optimization process and internet marketing strategies.
