Two of the major keys to success in business are raising awareness of your brand, and maintaining interest in it. A large part of that goal includes creating unique and interesting content that will help your intended audience find you in internet searches. If you have done that but you have not seen an increase in clients, then it may be time to consider your Search Engine Optimization (SEO) techniques.
The following are a few common SEO mistakes to avoid:
The Wrong Keywords – Keywords are a critical element to your SEO success. The “wrong” keywords are those that do not accurately describe your services, and therefore do not convert visitors into clients. To choose the right keywords, you need to think like a client. Consider the categories of your business, and select the words that best describe those categories – including terms or phrases your clients might use. Then test your keywords to see which give you the best results.
Lack of Quality Content – Once you have chosen the right keywords, you need to ensure that the content lives up to the promise. User experience is very important, and your content needs to effectively communicate to your audience, and to bots.
Duplicate Content – If you add the same content to more than one page of your site, you will confuse the search engines. Your pages could wind up competing against each other, or your site could be penalized.
Not Measuring Conversion – Traffic is good, but conversion is essential to the success of your law firm. Excellent content will not necessarily motivate a client to use your services. You need to appeal to your potential clients, but you also have to convince them to become actual clients.
Too Few or Too Many Keywords – According to Google, keyword density must be less than one percent. Many SEO practitioners add either too few or too many keywords, harming Search Engine Optimization, and doing nothing for the search engine ranking of the website.
Unoptimized Images and Videos – All of your on-site images should be formatted as jpg., and all vector images should be formatted as png. Unoptimized image file formats and sizes can deteriorate SEO performance. You should also always optimize image alternative text to position it to rank in a targeted keyword image search.
Not Measuring Results – If you put the time and effort into your site with the goal of acquiring more clients and maintaining the clients you have, then it makes sense to continually assess the results of your work. You need to monitor your work to see what does and does not work.
Although the above represents a fraction of possible SEO mistakes, there are many others. We can help you to avoid making those mistakes so that your website attracts – and keeps – the right clients, and we can help to build your reputation as an authoritative resource. As a boutique digital marketing firm, Premier Legal Marketing offers the very best in personalized service. Call us today at 856-448-4736, or contact us online to learn more about PLM’s internet marketing services for lawyers.