Google Ranking Factors

Understanding and leveraging Google ranking factors is crucial for organically increasing your law firm’s online presence through SEO practices. This chapter offers insights into optimizing your website to achieve higher rankings for relevant keywords to your law practice. By delving into Google’s ranking factors, you’ll be better equipped to expedite the optimization process and attain the organic results you aim for.

Given Google’s dominance in search, focusing on their ranking criteria is strategic, as other search engines often adopt similar approaches for their SERPs.

How Google Ranks Law Firms When Users Search

Experts estimate that Google uses around 200 ranking factors in its algorithm to rank websites within a given web search query. They assert that SEO is about making small modifications and incremental improvements to your law firm’s website that impact your site’s user experience and performance in organic search engine results.

Overall, we could summarize this whole section into the most important one, high-quality content.  If your site has the best content that is relevant to the user’s search,  you will most likely rank well. This content would answer search engine users’ questions or needs, quickly and thoroughly.   Good content is also always evolving and the way you present this content also has a major say on your ranking. Google says it best “Create a useful, information-rich site, and write pages that clearly and accurately describe your content” in their webmaster guidelines.

It’s critical to note how Google interrelates user experience and search results. Many of Google’s most significant changes to the way it measures law firm website rankings focus on the user performing the web search. Google algorithms are the complex formulas it uses to determine website rankings. These algorithms consider a myriad of factors when ranking websites like the quality of content, user analytics, link profiles, social media signals, and many others.

Correct Your Local Citations

Having and creating local citations is important, but what matters most is making sure all the information for your law firm is consistent online. A local citation refers to any online mention of your law firms (NAP+W information):

  • Name
  • Address
  • Phone number
  • Website

Correct Citations help people find you when they need a lawyer. It’s crucial to create and maintain a wide range of popular internet accounts to keep a strong local footprint. This not only includes Google Business Profile, but Yelp, Facebook, YouTube, Twitter, LinkedIn, even Instagram, and Tik Tok.

If your citations are inconsistent, not only could it negatively affect your standing and branding, but it could also frustrate customers trying to contact your firm because of outdated or wrong information.