Business owners, marketers, and content creators are in a never-ending competition to rank higher than the competition on Google search results. This competitiveness gets tighter and tighter with the number of business websites and blogs created in every field and niche and with the constantly changing methods and trends in online marketing. However, there are still Search Engine Optimization basics that will help put you on the right track to rank your intellectual property law firm’s website above the competition in search engine results.
Get a Blog Section on your Website
Google loves fresh and new content and to meet this, you need an engaging blog for your intellectual property law firm. In this blog, you can write, or hire writers to write, about the important questions that may come to your potential clients. This will not only show Google that your website is active with fresh content but also establish an engagement between your law firm and its website visitors/potential clients.
You’re Providing an Answer so Start with a Question
Think of the elements most successful articles and content have in general, you will find that most of their titles come in the form of a question. As titles, questions have proven to have a high Click Through Rate which means people click on a question that they asked before or that they feel an urge to know the answer to. Having a high CTR tells Google that people are finding answers on your website and therefore recommends it to other searchers / potential clients.
Never Underestimate Meta Descriptions
No matter how much we insist on the importance of meta descriptions, it’s still never enough. I’m sure many competitors of your intellectual property law firm don’t use meta descriptions and you need to take advantage of these details. Meta descriptions are teasers that will attract your potential clients even more to the page you want them to access. Another important detail to consider is that when you don’t fill meta descriptions, Google fills them automatically and that’s not a helping element in your efforts to rank high in search.
KEYWORDS; Quality and Not Quantity
Keywords are the heart of a successful search engine optimization campaign. Many websites and marketers make the common mistake of focusing on keyword density instead of placing them properly and naturally. Google has developed smart algorithms that will detect unnatural keyword placement and rank the page in question low. To avoid this, make sure that the keywords you use on your intellectual property law firm’s website and/or blog.
When it comes to finding the best keywords to include in your IP law firm’s website, there are many paid and free options that we will explore in our next article.