Optimizing your law firm website is a great way to drive clients to your law firm. After all, 96% of people looking for legal advice use a search engine. Of those who visit a law firm’s website, 74% of them take action. The competition in the law firm is fierce and competitive which is why you must invest heavily in SEO. Learning how to tweak your website can increase your search engine ranking and drive traffic. Ranking in organic search isn’t easy for your firm. With the cutthroat competition and changing algorithms, you must have solid SEO strategies to increase your rankings.
Once you have solid SEO strategies, measuring their success is pivotal for your law firm. Knowing your Key Performance Indicators (KPI) not only helps you measure the success of your SEO but also allows you to adjust your strategies. KPIs are metrics that help measure and give clarity to the success of your law firm or SEO campaign. So, what are the most important KPIs for your law firm’s SEO strategies? In this article, we will explore the metrics essential for your law firm:
Organic traffic
Organic traffic is an important metric in measuring the success of your SEO campaign for your law firm. This is because organic traffic symbolizes all the visitors your website is generating solely from organic search. Your overall traffic numbers may give you an overview of your website’s general performance but organic traffic is a great way to measure the direct impact of your SEO plan.
If your campaign is increasing, you should see a steady increase in visitors to your law firm's website. When it comes to organic search traffic, search engine algorithms constantly change that can greatly affect your SEO efforts. You can maximize your organic traffic campaign by using keyword opportunity and ranking, backlinking, and building links to enhance link popularity. More so, you need to produce valuable content that your target leads can benefit from. Make sure to insert relevant keyword phrases so that your visitors can pick up on them.
Leads/conversions
You will want your target leads to become your customers. A lead could be a phone call or a visit to your law firm. You can set up goal funnels to see where people are leaving off in the process and adjust your strategies. An increase in leads means you attract more visitors to your website. These visitors are accomplishing your desired action. You can improve your leads by optimizing your website navigation. You should also look at your CTA and ensure it is noticeable and irresistible for your target audience. Don’t forget to write compelling content that resonates with your prospective clients.
Click-Through Rate
CTR or click-through rate is the percentage of users who clicked on your website from the search engine results page. You can use CTR as a barometer on the effectiveness of your title tags and metadata to attract your target users' attention. If your CTR is low, then you need to work on your metadata and URLs. Pay attention to your featured snippets to capture your prospects’ interest. Boosting your keyword ranking can also help in improving your click-through rate.
Bounce Rate
This metric measures the percent of sessions where the user loads the page and exits immediately without performing any actions. Bounce rate is an important KPI because a great priority for search engine algorithms is matching the user’s search query. The higher your bounce rate, the worse your website performs.
When a user searches a keyword, search engines like Google wants to display the most relevant and highest quality results possible. A bounce-back can indicate that the ranking page doesn’t match their queries. On the other hand, a low bounce rate means that your website is relevant and easy/rewarding to navigate. Conduct a site audit and do an A/B test to see if you can improve your bounce rate.
Backlinks
As backlinks are the backbone of SEO, they should not be overlooked as your metric. You should work on your backlink profile to improve your search rankings. Focus on building great quality links from authoritative websites.
Track the quality score of the website you plan to link to. Monitoring your backlinks gives you valuable insight into how you are building your links. Pay attention to the list of links you didn’t build as they can be potential link opportunities you can use in the future.
Page speed
This important metric can make or break your target traffic. Page speed affects most of the other metrics. When you improve your website's speed from two seconds to one second, your dollars per page view double. Page speed affects your conversion and bounce rate. The fast your website loads, the more chance that your target audience explores your page.
Having a page score of 90 and above is considered good.Work on your page speed if your score is below 90. A few things that you can work on to improve your page speed include resizing your images and videos, minifying your HTML, and using browse caching.
ROI
You can use Return On Investment (ROI) to measure the success of all your marketing campaigns. Measuring your ROI will determine whether the net income is worthy of the money you spent on SEO. It is normal to see negative results when you are just starting. Nevertheless, with the right SEO, strategy, you can see positive results within a few months.
So How do you track SEO results for legal SEO?
Tracking SEO results for legal SEO is important to assess the performance and success of your strategy. Pay attention to the right KPIs based on your overall goals. Furthermore, it is also essential that you use the right tracking tools to track your progress.
