FAQ’s for Law Firm SEO

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What is SEO?
SEO or Search Engine Optimisation is the name given to activity that is designed to improve the search engine ranking of your website or individual pages or articles on your website. In search results Google displays links to websites and pages it considers relevant and authoritative.
What are search engines and how do they work?
A search engine is an index of the content that exists on the web. Search engines create the index by researching what content exits on the web.
What is crawling?
Crawling is carried out by software programs named robots or spiders. A robot visits your website, indexes what it finds and stores it in a database so it can be retrieved when someone is searching for the information.
What are some simple SEO tips?
SEO requires your website to be set up so that the search engines can crawl your website and easily index the information. You also need to tell the search engine that the content exists so that they know to index the information.
How does search work?

This short video from Google explains how search engines work in more detail.

How does a search engine determine the best results?
When you type a search query into a search engine it instantaneously assesses the query and matches it with what it believes are the most relevant results from its index.
How do I optimise my content for search engines?
Content can include web pages, images, videos, PDFs or other pieces of content. Search engines have sophisticated sorting algorithms which they use to sort through the index.
What about keywords and links?
SEO techniques can also focus on trying to influence the search engine primarily by keywords and links.

Things like page title tags (computer language page titles), meta descriptions (page descriptions), keyword density (search keywords), H1 tag (headings) and links from other sites are all important.

How important is Content and user experience?
Content is king. Content on your website that is valued by your visitors is an important ranking factor because your visitors are engaging with that content by staying on your site longer or by sharing it.
Is social media important for SEO?
Facebook likes, tweets, retweets and social mentions are all evidence to search engines that your content is valuable and will help your website to rank higher.
What about backlinks
Links to your website from relevant respected industry websites will help your website rank in search engines.
What can you do directly to improve your SEO?
Making your website an interesting place to visit is the key to SEO.

You need to give your clients and potential clients reasons to keep coming back to your website. You need to keep them interested and engaged.

The best way to do this is to make sure that the information on your website is up to date, informative and useful to your target audience.

How important is a blog for your website?
A blog is very important as a communication channel between you and your clients.

A blog is a place for dynamic up to date content on your website, it is easy to update regularly with fresh content like articles on current legal topics, interesting updates about the firms or milestones achieved by your staff. This content can also be distributed by social media or included in your law firm newsletter. All of which search engines take into account when ranking your website.

How does Google know where to find your website?
Make sure that you tell Google where to find your website. You do this by submitting a sitemap of your website to Google via the Google Search Console.
Should I optimise the page titles on my website?
Each page of your law firm website should have a unique title which accurately reflects the content on the page and which contains the keywords that users are searching for.

The page title should be brief but descriptive and it should help visitors understand what they will find on the page. When you click on a link, its format or structure will appear as the URL in your browser address bar. Link formats and the site address should not be made up of random numbers and letters. It should be simple, make sense and be easy to understand both for visitors and for search engines.

What are Meta Tags - Page summaries?
Each page on your website should have a snippet that summarises what the content on the page is all about. A meta tag should be between 150 and 160 characters, contain keywords that your visitors are searching for and a unique description about the page which is designed to get the viewer to click on the link.
Is page loading speed important to SEO?
Page speed is a factor in SEO ranking and it also helps the user experience so visitors will stay on your site longer if your pages load faster.
Should my web pages have internal links?
Internal links to other pages make navigation easier and help to get your visitors to stay on your website longer. It makes information easier to access without having to go through the menu process and Google regards the link as a signal about the relative importance of that page.

SEO Glossary


The period of time a user is active on your site. Google Analytics records a session every time someone visits your website. Every pageview, click, transaction, etc., tracked during this period of activity makes up one “Session.”

If that same visitor comes back several hours later, or the next day, a new session is counted. Therefore one visitor can log multiple sessions.

New Sessions

New Sessions gives the percentage of total user sessions that come from new visitors to a website. This metric helps track two performance goals: the extent to which users are being retained and growth in terms of attracting new visitors.
This refers to the average number of pages viewed during a single session on the website. This metric helps us know how many pages visitors are going to before leaving the website

Engagement Rate

The engagement rate is the percentage of sessions that were engaged sessions.

An “engaged session” is a website visit in which two or more pages were visited or the visitor spent more than 10 seconds on the website or they completed a conversion. If any of these three things happen, the visit is officially an engagement session.

This metric helps us understand if visitors are taking interest in the website’s content and engaging with it.

Average Session Duration

This is how long the average session lasted. Average session duration helps us understand how long visitors are staying on the website and whether they are leaving too early.


Conversions are the visitor actions we are tracking on the website. For example, a visitor signs-up for your email newsletter (this would be considered as a conversion), or they have downloaded a lead magnet.

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