Chapter 7: Measuring Success

Monitoring Website Analytics

The needs of your visitors are constantly changing. The ways in which they search and find your website also change. Did they find you via Google, Bing, Facebook, Google Places, or did they click on a referral link? What keywords did they search to find you? What content did they read? Did their visit result in a Web form or phone call? What did visitors read last month or the month before?

This type of information needs to be constantly monitored and compared to historical data to understand visitor trends on your website. Evaluate this information to make informed decisions about website content and adjustments that need to be made. At, we constantly review our Platinum clients’ data and make recommendations or make the changes needed to make their website(s) perform at the optimum level.

What Types of Benchmarks and Metrics Should I Track for a Legal SEO Campaign?

Here are some basic metrics that you’ll want to monitor to be sure your campaign is moving in the right direction:

  • Site Performance
  • Organic Traffic
  • Referral Traffic
  • Direct Traffic
  • Bounce Rate
  • Average Time Spent on Site
  • Pageviews
  • Conversion Rate
  • SEO Metrics
  • Referring Domains
  • Backlinks
  • Indexed Pages
  • Click-Through Rate (CTR), Keywords, Impressions, and Clicks in Google Search Console
  • Social Metrics
  • Facebook
  • Twitter
  • LinkedIn
  • Any other social networks on which you’re active or share your content

When Will I Start to See Results from Legal SEO?

The time it takes to see results from legal SEO varies among law firms. It all depends on where you’re starting compared to those ranking above you. If you have a brand-new website and your competitors have been actively marketing for years, you should be prepared to accept that you have some catching up to do.

Depending on the strength of the players in the market, the investment of time and resources that you make into your strategy, and lots of other factors, catching up could take several months to years. If you have an established website with good traffic and decent rankings already, the time to see results will certainly be reduced.


What’s Next?

This introductory guide about SEO for lawyers was jam-packed with the information you need to optimize your law firm’s website. We have covered competitor research, keyword research, various aspects of content, technical SEO for lawyers, and practices for on-site, off-site, and local SEO. We hope we have broken down the information in a way that helps you take action, but we also know that digital marketing can be overwhelming for some.

As you build your law firm’s website and/or begin the optimization process, you don’t have to worry if you get stuck. We are here to help you with any aspect of SEO for lawyers. Contact us today with any questions and to learn more about the services we offer our legal clients.

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