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How to Optimize Your Law Firm's Website (Part A)

The first step in optimizing your website is pinpointing your most valuable key words and phrases, as these will help you determine what Web content you need to create.

After you've got your key phrases, it's time to put them to work! This next step in making your website work for you is a tricky one - you have to make your key phrases appeal to both your readers and the search engine spiders. This means you'll need to create a balance where your Web content has the factors search engines are looking for as well as the information and readability your website's visitors are looking for.

Key Phrase Density

The search engine spiders are looking for the density of your key phrases - that is, how many times a key phrase appears in each page of your website. A good rule of thumb is 2 to 5% density per page. This means if you have a 600-word article, your key phrase should appear about 6 to 8 times. Going above this density can have your content labeled as "spam" by the search engine spiders. This can result in the search engines not only ignoring your content, but pushing it to the bottom of the search engine results pages so no one will ever find it.

It's also important you do not stuff your key phrase awkwardly into every few sentences just to make your quota. After all, the end result is that real people are going to be reading this content. Stuffing your key phrases into sentences without any real context is over-the-top and will make your readers question whether you even know how to write a sentence. If your readers are convinced you can't write a coherent sentence, they are not going to hire you.

Updating Old Web Content with New Key Phrases

When you've settled on your shiny new key phrases, it's time to put them to work by refreshing your old Web content. You don't always have to rewrite everything on a page to get your key phrases in there. Sometimes, it's just as simple as replacing a generic phrase with your more specific key phrase.

For example, if your copy reads "Our law firm specializes in personal injury and accident law," you can beef it up with your key phrases to create spider and client-friendly content. "Central Florida attorneys Jones and Jones specialize in car accident, medical malpractice, and workplace injury cases for clients in the Daytona, Tampa, and Orlando areas"

Now you're hitting your locations and your specific practice areas in one fell swoop. Your Web content is now relevant to the spiders, and it still makes perfect, readable sense to your clients.

For more tips on key phrase usage and optimizing Web content, continue reading...

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