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Do research on industry-specific keywords and implement them on your site appropriately. Identify the keywords that people are using in their searches when trying to find services in your legal realm. When these keywords appear throughout the content on your website, your prospective clients are able to locate your website when they use those same or similar terms in their search. Google will recognize the search terms recurring throughout your website and will, therefore, rank your website higher in the search results. But use them sporadically. If overused, Google will recognize this and know you are trying to rank for these terms. Instead, use them in the content naturally in an informational way.
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Improve content on your site. Google robots are always on the hunt for those websites that continuously update their content and provide useful information for people using Google search (especially after Google’s Fred update earlier this year). Recognition of fresh, new, and unique content by robots crawling your website will ultimately improve your website’s Google search ranking. This is especially true when your website content uses specific keywords in blog titles and web pages.
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Make sure all of your contact information is correct. A firm’s contact information page is one of the most frequently viewed sections of their website. Make sure that your firm name, address, and phone number is correct. Additionally, make sure that the same contact information appears in all legal directories. Consistency and accuracy of information is key. The more accurate your name, address and phone number across the web, the more likely Google will show your law firm listing in the map area of the search engine results when a potential new client searches for legal advice in their area.
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Create a mobile-friendly website. Google knows that a website that is accessible on mobile devices is very important to those performing online searches. In fact, Google plans on rolling out a mobile first indexing algorithm soon, which means that Google will look at your website’s mobile version of site when determining rankings. Why? Because a Google study showed that 94% of people with smartphones search for local information with their phones. If someone is using their phone to search for local legal services, they are going to want to look at a firm’s website. If the user interface on your firm’s mobile website is complicated or difficult to access, this bad user experience will drive people away from your website (known as a bounce) and your firm. Google takes bounce rate into consideration when determining rankings even has a label for whether or not a website is mobile-friendly. Your competitors will have the mobile-friendly website label, and if yours does not, they will immediately get the competitive edge over you.
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