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Do you know the four basic types of Search Engine Optimization that can boost your law firm’s website visibility?

Do you know the difference between SEO and SERP (Search Engine Results Pages)?

Are you aware of the search optimization basics?

Answers to these and other questions can be found in the Beginners Guide to SEO published by the US Chamber of Commerce. The Guide outlines the basics of search engine optimization.

“By optimizing your website, you’re helping customers find your products and services,” writes Jessica Elliott, content contributor for the US Chamber. “Search engine optimization, aka SEO, refers to any activities to increase your visibility on search engine results pages (SERPs). Correct SEO implementation helps search engines understand your content and, in turn, gives people a list of links relevant to their search query.”

Download the Beginners Guide to SEO.

Your law practice has unique characteristics that identify it to the public and distinguish it from other firms. Are you maximizing those strengths? Are you blending all the disparate elements of your practice – experience, expertise, personnel, website, logo, font type, community involvement – into a clear, consistent and compelling law firm brand? Join us on March 29 at 12 noon CST for our one-hour CLE webinar Law Firm Branding: Practical Tips and Ethical Traps. You’ll learn the basics of branding, the relevant Rules of Professional Conduct on messaging, marketing and advertising, and best practices for compliance with the ADA and other laws. And you’ll learn how to clearly and concisely articulate who you are, what you do, and why you’re the right lawyer for the job. This course is taught by an authority on legal ethics and a tech expert who creates lawyer websites that are ethical and effective. Yet another benefit of the Alta Pro Lawyers Risk Purchasing Group! Click here to register.

Four Types of SEO

Following are highlights from SEO: The 4 Types You Need to Know in the US Chamber of Commerce newsletter CO.

On-page SEO

Main elements: (a) Title tag: A shortened version of your page title (less than 60 characters) that has your main keyword, secondary keyword, and brand name. (b) Meta description: A short (160 or fewer characters) summary of your webpage that tells people what to expect and encourages them to click. (c) Images: Optimize your photo titles, file names, captions, and alt text for humans first, then SEO. Include keywords where applicable. (d) URL structure: Typically, it’s best to avoid strings of numbers or dates. Instead, separate your page title (including any keywords) by dashes—review Search Engine Journal’s in-depth URL guide for more information. (e) Internal linking: These help search engines find and understand your pages and keep visitors on your website, which tells Google that your information is relevant. Use a keyword as anchor text, not “click here.” (f) Content: Write high-quality, original, search-optimized content based on search intent. Include your keyword in the first few sentences and at least one header. Use variations of your keyword throughout your content.

Off-page SEO

Main elements: (a) Backlinks: “When high-quality websites link to your site, it increases your authority. However, inbound links can take time to acquire.” (b) Online reviews: “Devise a strategy for collecting customer testimonials on your Google Business Profile (formerly Google My Business), Yelp, and other pertinent review sites.” (c) Brand signals: “Actions like people entering your company’s name into a search box or interacting with your social profiles show Google that your business is real. Brand awareness and social media marketing help your off-page SEO efforts.”

Local SEO

Local SEO elements: (a) Putting your name, address, and phone number (NAP) on every website page. (b) Ensuring NAP accuracy in local directories, business listings, and social profiles. (c) Creating and maintaining your Google Business Profile.

Technical SEO

“Technical SEO is the foundation for your optimization efforts. A web developer, SEO firm, or technically savvy staffer can help: Increase your page speed; Fix site errors; Ensure your site is mobile-friendly; Create a site map; Avoid duplicate content.”

Source: Search Engine Optimization (SEO): The 4 Types You Need to Know (

Do you practice in Wisconsin, Texas, Minnesota, Ohio, Illinois, Indiana or Michigan? Is your professional liability coverage managed through Alta Pro? If so, you’re automatically a member of the Alta Pro Risk Purchasing Group (RPG), which offers a wealth of benefits for your practice: free, cutting-edge CLE webinars featuring top experts tackling timely topics; the Pro Practice Playbook; the Pro Practice Blog; Reminger’s ProLink risk management assistance; Reminger’s Claim Repair Hotline; discounts on CLIO practice management software; tax savings on health insurance; and access to the Risk Pro, who can help keep your firm safe and successful. Register here and start enjoying your Alta Pro RPG benefits.


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