The Role of Meta Tags in Law Firm SEO 

The role of meta tags is a vital part of the on-site SEO process. These small bits of code sit alongside website page titles and brief page summaries on SERPs, describing what the page is about in a few short words. Unlike webpage titles, meta descriptions do not have a direct impact on organic search rankings, but they can still help your law firm’s SEO in the form of increased click-through rates. 

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When people perform online searches, they often read the brief descriptions that accompany the results. These descriptions are designed to inform and entice users to click on the link that will take them to the relevant web page. The more informative and interesting the description is, the more likely it will be to compel potential clients to act. 

While some law firms might be tempted to “over-stuff” their meta descriptions with primary keywords in an effort to rank higher, this could backfire on them in the long run. Adding too many keywords to your meta descriptions can cause Google to interpret the web page as spam and penalize the site in the search rankings. The best way to incorporate keywords into your meta descriptions is to make sure that they are natural and provide value to the searcher. 

Another important aspect of on-site SEO is the use of backlinks and offsite citations. These are the links and references that point back to your website from other sites, typically based on a specific keyword. Incorporating high-quality backlinks into your law firm’s SEO strategy is a critical component of achieving top rankings on SERPs. 

In addition to attracting organic search traffic, backlinks and offsite citations also increase your site’s credibility with Google, which can ultimately boost your ranking. Having multiple reputable sources linking to your site is the best way to improve your law firm’s search engine ranking. 

Offsite citations are also an important element of local SEO, which is critical for law firm marketing. These are the citations that appear on other websites and digital channels, such as business directories, review platforms, social media profiles, and more. Having the same information across these channels helps to improve your law firm’s local visibility, which can lead to more prospective clients visiting your website. 

While there are a variety of other aspects to consider when performing on-site SEO, the title and summary of each page are arguably the most important. This is where you can compel potential clients to visit your site by promising the solution they are seeking. Using compelling keywords and phrases in your title and description can help increase the likelihood that your content is clicked on, which will then lead to more prospects contacting your law firm for assistance. 

While a well-written title and summary can help your law firm’s SEO, the first step in a successful on-site SEO strategy is identifying the right keywords to target. By incorporating targeted secondary keywords into your content, you can attract search queries that are related to your primary keywords but less frequently searched, allowing your law firm to reach new audiences and generate more high-quality leads.