Chloe Wingate
Did you know, the first five results on a search engine results page (SERP) account for 67.6% of all clicks? It’s therefore safe to say that getting to the top of Google results should be a key part of your digital marketing strategy. And that’s where search engine optimisation (SEO) comes in – it can drive over 1000% more traffic to your site than organic social media.
What is SEO?
Essentially, SEO is about helping search engines to understand the content on your website. Based on the data provided, Google and Bing can include your website in results pages when a user searches for something related to your services, such as ‘Family Lawyers in Birmingham’. The more data that is provided, the better.
The importance of keywords
Search engines scan websites for keywords when producing results. So, if you are conveyancing specialists, make sure ‘conveyancing’ is used across the website– you could mention it in the relevant team members’ bios, in blogs and on services pages.
What the user sees
Each page on your website will have a specific URL, meta title and meta descriptions. Not only will this allow Google to find your firm, but it will help a user to decide whether to click on your website when it appears in the SERP. The URL should include words that clearly indicate what is on the page, and the titles and description should concisely summarise the content. The meta title should ideally be 60-70 characters, and the description should be up to 160 characters. If they are any longer, Google will cut off the end of the sentences.
Clear and accessible content
Organise your content so it’s clear and easy to read – both for a user and for Google. Use headings and subheadings to break up the text, so it is easier to digest. Also, make sure you are using alt text to describe the images on your site. This is important for a range of reasons – firstly, it makes sure the images are accessible to visually impaired people. Plus, it is beneficial if the images are not loading on a user’s browser. But it’s not just people that read the alt text – search engines use this data to better understand what is on your website.
SEO – a continuous effort
So, writing your website content with SEO in mind will help you to start climbing the search ranks. Then, the more people who click on your page, the more likely it is that your site will keep appearing in SERP. But boosting your SEO is not just one quick fix – you need to make sure you are posting regular content to keep on Google’s radar. Plus, search engines take into account the speed of your website and its compatibility with mobiles and tablets.
Talk to us
TOMD can help you with your website’s SEO to ensure potential clients can find you when searching for legal services. Click here to find out more, or get in touch at info@tomd.co.uk. To read more about TOMD please see their supplier page on our website.