Google’s top slots are the most desirable pieces of cyber real estate because 75% of people never make it past the first page when browsing the web. A potential client may need to quickly make an informed decision on a car accident settlement. Your law firm’s website will never be found without the proper use of SEO. Search engine optimization is the process of achieving a high ranking in searching engines.

Search Engine Optimization is not something that can be learned overnight. In the past, simply adding a few keywords to your meta-description would launch your website to the top, however, the internet has evolved since then. To eliminate the risk of a single website building a monopoly, Google, Bing and Yahoo have formulated rotating algorithms that secretly modify their ranking values.          


A well thought-out heading will put you on the right track to an attractive level on your favorite search engine. There are 30 trillion websites that Google has to sort through on a daily basis and your headings has to stand out. Generally, headings are informative but concise. Placing the location of your business in your heading will separate your law website from others. Workplace injury lawyers, for example, should specify their address to narrow a user’s search. Another consideration is the use of unique keyword language. Words that are used consistently have a higher search volume than words that are unrelated to the topic

Check out your heading and the headings of your competitors by:

  1. Right clicking the webpage and choosing “inspect element” or “view page source”
  2. On the new page, hold the control button
  3. Press the F Key to find the H1 or Heading 1 source. It should be a short fragment with the location in the description. An example of a heading in your law office may read: Law Office of John Smith in Miami, Florida

Title Tags

Title tags appear at the top bar of your page and also represent the page in search engines results as a clickable link. The job of a title tag is to summarize the overall description of the page. As always, it is important to involve keywords to alert Google to your page.   

To find the Title Tag:

  1. Right Click the website
  2. Select “View Page Source”
  3. Search the coding for the Title Tag element under “title”


Usually between 130 to 160 words, the meta-description is a HTML element that outlines the website. It is displayed under the title tag on the search engine results page and is structured in the same fashion as a blurb. Marketers strategically use the meta-description to entreat visitors and rank by use of keyword placement.      

Keyword Relevance      

Every business has a unique set of keywords they can utilize. These key or “buzzwords” help search engines categorize your webpage to make it easier for potential clients to find you. The more individualized your sentence is, the better Google can match it. Expert marketers use keywords to string together a story that is short yet compelling. Be specific as you will yield more results from “motor vehicle accident lawyer in Miami” than you would by simply typing: lawyer.

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