The Complete Guide To Technical SEO

What is technical optimization for your website?

Technical SEO refers to the process of optimizing your website in order to help search engine bots (also known as crawlers or spiders) successfully:

  • access all the pages you want indexed
  • crawl the pages of your website
  • understand the content of your site
  • index the webpages of your site
  • render the pages of your website in web browsers

Technical SEO isn’t exciting (at least not to normal people anyway), but it is an important part of any attorney SEO campaign. Getting the technicals aspects of your website correct becomes even more critical when you’re operating in an online vertical that’s as competitive as legal services.


Website Architecture/URL Structure

Creating user-friendly URL’s that are also SEO-friendly for the pages on your site is a top priority at the start of any website optimization campaign.

Here’s a basic example of how to create a user-friendly URL:

Let’s say you’re a DUI attorney…

Now let’s take this one step further, and create a URL that’s also URL friendly…

Finally, let’s assume you also offer representation in other types of criminal defense cases in addition to driving under the influence…

Now we’ve provided the type of URL structure that will help the search engine crawlers better understand your website.


Adding an SSL Certificate To Make Your Website HTTPS

Installing an SSL certificate on your site means that any user-input information such as:

  • personal information
  • usernames
  • passwords

… is encrypted when it is transferred between your site, and the server.


image of web browser warning on http site


Adding an SSL certificate creates an HTTPS version of your website, which creates a situation that must be addressed at the same time.


‘Merge’ the Versions of Your Site Into One Preferred Domain

Believe it or not, you actually have 4 different versions of your website:

  3. http:/


You didn’t do anything to create these different versions of your site, but the search engines recognize all four of these URL formats.

The problem with that is… the search engines don’t consider these different versions of your website to be the same. They actually consider each version to be a different (separate) site.

We don’t want that. Very bad for rankings.

So we need to consolidate all four versions of your site, so that there is one – and only one site recognized by the search engines.


The 301 Redirect

Most SEO professionals simply create a 301 redirect that points three of the versions to the fourth version (URL) for your website.

For example, if you decided to use:


… as the one version of your site you wanted the search engines to recognize.

You would simply setup a 301 redirect for the other versions that all point to

A 301 redirect tells the search engines that a particular URL has been permanently moved to another destination URL.

You can think of it like the change of address form you would fill out at the Post Office when you move to a new house.



You can use the canonical tag when you have more than one page on your site that is essentially the same. More precisely, when you have more than one page dedicated to the same topic, including a lot of the same content.

The canonical tag lets the search engines know which webpage is your preferred page for that topic.

Canonicals give the search engines one webpage (URL) that should be displayed in the SERP’s, and funnels the SEO value of the other pages on that same topic to the preferred webpage you setup as the canonical.

Ultimate Guide To The Top Local Search Ranking Factors

Revealed: The Top Search Ranking Factors For Local Businesses

Most searches for legal services are local in nature.

So how do you make sure your site rankings in the Maps 3-Pack, and in Google’s organic listings for relevant local searches?

Optimizing for local search results can get confusing (and overwhelming) pretty quickly, with over 300 ranking signals having been identified by professionals from the top law firm SEO services


screenshot of the local maps 3-pack in Google search results



From a big-picture perspective, optimizing for local search really comes down to just a few things.

  • Trust
  • Relevance
  • Authority



You have to build trust with the search engines. Google wants to know that:

  • You are who you say you are
  • you’re located where you say you’re located
  • you actually do what you say you do (your services)

Building trust takes time. Time, effort, and resources.

How do you build trust with a search engine?

You need votes, and you need consistency.

Votes = Trust

Every backlink you acquire from a high-quality, authoritative website is like a ‘vote’ in Google’s eyes. The more ‘votes’ you have the more trust you earn with Google.

Consistency builds on that trust

The more Google sees consistent information across the internet that corroborates things such as the information in your Google My Business listing, the more certain the algorithm can be that the information is correct.

Think about it this way.

When you create a Google My Business listing for your firm, Google actually has no way of knowing if you’re a real business or not.

Sure, they send you a verification postcard, but Maps search results in many industries are full of fake, spammy listings that aren’t legitimate, local businesses.

The search engines don’t dispatch a real person to physically verify that it’s really you, and that you actually have an office at the location you listed in your GMB profile.

Remember, the algorithm is just a machine. It’s a computer.

So Google has to rely on the next most viable option to determine if they should trust you… which is to use the information they find about your business in other places online to confirm what you’ve told them.


You have to build relevance in the eyes of the search engine algorithms for the searches that are important to your practice area(s).

Building relevance also takes time, effort, and resources.


At the same time that you’re building trust, and relevance with the search engines, you also have to increase the authority of your website.

Google My Business (GMB) Signals

Primary GMB Category

It’s very important to choose the most appropriate primary category for your GMB listing. If there is a primary category available that more closely matches your practice area than a generic category like lawyer, or law firm – choose the more specific category.

For example, most criminal defense (and DUI) attorneys select ‘criminal justice lawyer’ as their primary GMB category.

Not surprisingly, attorneys at personal injury firms choose ‘personal injury lawyer’ as their primary category.

After you’ve chosen the most specific category available relating to your practice area, then you want to choose several secondary GMB categories.

Secondary GMB Categories

Your work isn’t done once you’ve selected the primary category for your GMB listing. You also want to add several supporting categories to your listing as well.

Categories like lawyer, and law firm are generic, but they will be useful when you ‘theme’ inner-pages on your website for additional, or sub-practice areas.

Site Mirroring – Step 1

It’s important to include your primary Google My Business category in the h1 header tag on the appropriate page of your website – the page with the theme that most closely matches that category.

Example: A criminal defense attorney with a single office location would include the primary GMB category ‘criminal justice lawyer’ in the h1 header tag on the home page of his or her site.

You want Google to see your primary category reflected prominently in the HTML code of the appropriate page on your website.

Site Mirroring – Step 2

Uploading a collection of images to your Google My Business listing is an important part of optimizing your profile.

Some examples of the types of images you should upload to GMB are:

  • images of individual attorneys in your firm
  • group images of your attorneys
  • images of the interior of your office
  • images of the exterior of your office location
  • Images of your signage
  • images of billboards or other advertising assets
  • images of awards your firm has won
  • seals and logos of recognition you have received

For example, if you’ve been named a Top 100 Attorney, that’s the type of recognition you’d want to upload a seal or logo for to your GMB images.

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Do you recognize any (or all) of these 4 signs that your SEO campaign is a dud?

#1 – You’ve been stuck on page 2 (or worse) of Google search results.

#2 – You haven’t see any improvement in the organic search traffic coming to your website.

#3 – You aren’t ranking in the local Maps 3-Pack – (searching while at your office doesn’t count!).

#4 – Your Google My Business listing isn’t generating phone calls from potential clients. READ MORE

The Ultimate Guide To Off-Page SEO For Professionals

The Only Off-Page Optimization Guide You’ll Ever Need

What is off-page optimization?

Essentially, just about anything you can do to improve your positioning the SERP’s that isn’t actually on your website falls under the umbrella of off-page.

Most people assume that off-page optimization refers strictly to link-building activities.

While link-building is certainly the foundation, off-page also encompasses other factors like social media, and brand mentions.


graphic depicting the various aspects of off-page seo


Why is off-page SEO so important to search engine rankings?

Off-page, at least the link-building aspect of it, is a lot like a popularity content.

It’s helpful to think of backlinks as ‘votes.’ Search engines look at backlinks as the measure of a website’s ‘popularity’ with other websites – and people as well.

The more backlinks you have from other websites, the more value you build in the eyes (the algorithms) of the search engines.

All these ‘votes’ for your website must mean that you have plenty of high-quality, authoritative content on your site.


No one actually knows how the different ranking factors are weighted in Google’s algorithm.

But according to data from a study conducted by Moz, it is widely believed that off-page related factors account for more than 50% of where a site ranks in the SERP’s.


In hyper-competitive online verticals like law firm search engine optimization, you need to build as many high-quality backlinks as you possibly can from quality websites that have high domain authority ratings. 


Trust And Authority

When you first launch your shiny new website, you’re the new kid on the block, with o friends, and no reputation.

The more backlinks (votes) you accumulate for your site, the more trust you establish with the search engines.

It takes time to develop trust with any search algorithm, but if you stick to acquiring backlinks from other quality sites with strong domain authority, you will enhance your reputation with Google.



Off-page signals, such as anchor text, are also used by search engine algorithms to help determine what your site is about.

Because anchor text has been such a widely abused part of link-building, it’s best to follow a conservative anchor text strategy.

You will still be able to let the search engines understand what your site is all about, and the anchor text in your backlink profile will look natural.


Types of BackLinks

How a link was earned determines how it is classified for SEO purposes, and there are essentially three basic categories of backlinks.


Natural links

These are he type of links you earn by producing content, and they require no direct action on your part.


Manually-created links

These are the links that you acquire through the direct result of your efforts. Manually-created links usually involve some form of outreach on your part.


Self-created links

These are the links that you create yourself – hence the name. Forum comment links, directory links, press releases, and blog comments are a few examples of self-created links.


How the value of a backlink is determined

It should come as no surprise that SEO professionals will always advise you to avoid links from low-quality, or spammy websites. You want links from other high-quality, authoritative websites ‘voting’ for – linking to, your site.

But what factors do search engines use to assess the quality, or value of the links pointing to your site?

  • Popularity of the referring domain
  • Topical relevance between the referring domain and your site
  • The anchor text in the backlink
  • The trustworthiness of the referring domain
  • Authority of the referring domain
  • Authority of the specific page (URL) contains the backlink.


screenshot of a backlink profile in ahrefs

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The 10 Most Important Search Engine Ranking Factors For Topping The Google SERP’s

There are hundreds of search engine rankings factors that affect how well your website will rank in search results. But we’ve boiled the list down to the Top 10 most important factors that you want to focus on first.

1. Quality Content

The quality, and completeness of the content on your site is the ultimate ranking factor., If your content isn’t up to snuff, it doesn’t matter how perfectly optimized your website is. You aren’t going to rank anywhere near the top spots on page one.

So what exactly is ‘quality content’ in Google’s eyes? READ MORE

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Have you ever wondered what the most successful firms in every major metro in the U.S. have in common?

With very few exceptions, they’ve all invested in building a dominant presence in online search results by finding the best SEO company for lawyers, and partnering with them on a high-powered search engine optimization campaign. READ MORE

How Long Does A Search Engine Optimization Campaign Take To Show Results?

I know ‘it depends’ isn’t the answer you’re looking for, so we’ll be able to narrow down some realistic timeframes for different starting points, and varying circumstances as we cover the factors that affect how long it will take for your SEO campaign to begin producing rankings – and results.

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