At Digital Spotlight, we use proven SEO techniques backed by comprehensive marketing expertise to help your law practice stand out in the increasingly competitive legal field.
Our targeted SEO strategies are designed not only to improve your visibility but also to solidify your law practice as a trusted option in your community.
Search Engine Optimisation
Before jumping into any plan, we’ll take the time to understand your goals and the roadblocks you may encounter. Our team will dig deep to get a clear picture of what your practice needs to grow.
We’ll also analyse what your local competitors are doing to establish their strengths and weaknesses. Beyond standard rankings analysis, we can reverse-engineer their successful strategies to find opportunities for your site to outperform them.
To build a solid offensive strategy, we’ll conduct thorough market research to help us target the right keywords and position your law office ahead of competitors in search results.
Content Optimisation
As part of your campaign, our audit will analyse your website’s current content through an SEO lens.
From there, we’ll craft SEO-focused guidelines designed to create content that resonates with your audience.
Our thorough keyword research will help us develop engaging, relevant, and search-intent-aligned content. This process helps your website rank better and connect with visitors more effectively.
Additionally, we’ll factor in local competition and your existing local online presence. Our technical insights will help you understand your current position and the subsequent steps to take.
Our focus is on editorial SEO, with the aim of dominating content marketing. We don’t believe in shortcuts; every piece of content we’ll create is human-researched and human-written.
On-Page Optimisation
Once we identify the best local search keywords and optimisation opportunities, we’ll implement key on-site SEO methods to enhance your Google relevance.
Core Web Vitals
These criteria measure user experience by looking at a website’s interactivity, loading performance, and visual stability. To ensure that your site adheres to these, we’ll optimise the following elements:
- Largest Contentful Paint (LCP): This measures how fast the main content of your site loads (ideally within 2.5 seconds). If your site is taking longer to appear, it may be due to slow loading speeds or duplicate content. We can spot these problem areas and fix them immediately.
- Interaction to Next Paint (INP): This gauges the worst-case interaction latency. A score of 200 milliseconds or less ensures that your site responds quickly to user actions. We can help identify what’s causing any lag on this end and get things running smoothly.
- Cumulative Layout Shift (CLS): This metric looks at how stable a page is as it loads (the best scores are 0.1 or less). We design websites to be visually stable and responsive, so they’re easy to navigate even if you’re updating things in the middle of a campaign.
Mobile-Friendly
Making sure your website is optimised for mobile devices is a crucial part of boosting its visibility in search engine results. Our SEO strategies focus heavily on PageSpeed Insights and the aforementioned Core
Web Vitals to enhance the mobile browsing experience.
PageSpeed Insights offers a clear view of your site’s performance on both mobile and desktop devices, providing suggestions to improve speed and usability across platforms. These insights help ensure smoother
UX, which is essential for maintaining strong SEO rankings.
This means your site won’t just load faster; it’ll also perform better in searches made from any device, increasing your chances of being seen by users on the go.
We’ll specifically optimise your website for smartphones, as approximately 45% of all internet traffic in Australia comes from mobile devices.
HTTPS
To prioritise secure browsing, our website design philosophy is built on hypertext transfer protocol secure (HTTPS). This protects the sensitive information flowing between your site and its visitors.
We’ll further strengthen your website’s security by implementing the secure sockets layer (SSL) protocol, which establishes a protected connection between servers and web browsers. This helps safeguard user data and maintain privacy across your site.
No Intrusive Interstitials
When users visit your site, the content should be easily accessible without unnecessary barriers or interruptions. Intrusive interstitials, such as screen-spanning pop-ups or content-blocking text, can disrupt UX.
Aside from being annoying, these overlays can actually hurt your site’s SEO performance. Google has a harder time crawling and understanding your content when it’s hidden behind pop-ups or blocked by dialogues.
We’re experts at creating well-designed websites and keeping your web page clear of intrusive elements so that it remains appealing to your most desired audiences.
Off-Page SEO
Off-site SEO is performed outside your website to build its authority and popularity, which will help improve your page’s position in organic search engine results.
Here are the primary off-page optimisation services we provide to help strengthen your online presence:
- Backlinks: We’ll work to secure backlinks from local businesses, news outlets, and blogs to improve the credibility of your optimised content. This step will indicate to search engines that your website is both authoritative and relevant.
- Brand Mentions: We’ll strategically place brand mentions across the internet to expand your presence. Our prospecting and outreach team handles this link-building part of the process.
- Guest Blogging: This approach can earn high-quality backlinks and drive referral traffic. Our guest posting service includes creating and publishing well-crafted articles on credible blogs and websites to expand your reach and authority.
Local Optimisation
Our services are designed to help your website gain greater prominence in search results when people look for legal services in your area.
When someone types in geo-specific keywords like “lawyer near me”, you’ll want your business to be front and centre.
Our deep understanding of how search engine algorithms work points us in the right direction in optimising your site, matching local search intent, and boosting your visibility for those key local searches.
Our strategy goes beyond just keywords. We’ll take a close look at everything that impacts your local search ranking, including customer reviews, local citations, and your Google Business Profile.
More importantly, we don’t just set things up and walk away. We’ll continuously optimise, research new keywords, and make ranking adjustments to keep your business in the spotlight.
WordPress SEO
While we work with various content management systems (CMS), such as Joomla and Drupal, WordPress is a standout choice for several reasons.
Firstly, it’s free, which helps reduce costs associated with building a professional-looking website. It’s also user-friendly, allowing us to structure your site for maximum local SEO impact easily.
WordPress also gives us the flexibility to customise your site so that it’s not only visually appealing but also optimised for search engines. This way, you get a robust online presence that aligns with your practice’s goals.
Connecting Google Tools
To get the most out of your SEO campaign, we’ll use the right Google tools to further enhance your website. These systems will provide a clear view of your site’s performance and your visitors’ interactions with it.
Aside from establishing your Google Business Profile, we’ll also configure Google Analytics and Google Tag Manager to track crucial data.
Additionally, we’ll register your site with Google Search Console and handle sitemap submissions, making it easier for Google to index and crawl your pages.
If any issues are flagged by Google Search Console, we can resolve them promptly to ensure your site continues to run smoothly and ranks higher.
Image Optimisation
As part of our services, we can optimise your pictures to support your SEO campaign. Our primary approach to this is using alt text, which are brief descriptions of images that provide valuable context to search engines and boost your site’s visibility in image search results.
Besides boosting your online presence, alt text is also crucial for accessibility, as screen readers use these descriptions to describe images to visually impaired users.
For example, suppose you have a photo of a law office on your site. In that case, a good alt text might be, “law office building facade with a professionally dressed lawyer standing outside during daytime”.
This text includes keywords that can help boost your search engine rankings.
We’ll also optimise your image file sizes and update your sitemaps to include your photos and videos.
Together, these steps boost your site’s visual experience and load times.
Monthly Reporting
Tracking your SEO campaign’s performance is essential for understanding its impact. That’s why we provide detailed monthly reports that break down key areas, including:
- Keyword visibility: See where you’re ranking for important search terms.
- Planned and completed tasks: Get insights into what’s been done and what’s up next.
- Organic traffic breakdown: Understand the flow of traffic to your site and where it’s coming from.
- Rankings: Monitor your site’s position in search engine results.
- Technical analyses: Review findings from our specialists to keep your site running smoothly.
These reports are designed to be transparent, allowing you to clearly see how your campaign is progressing and where your investment is being allocated.
We’ll use Looker Studio to generate these reports, delivering real-time insights through a live dashboard with customisable charts and tables.
This way, you’ll always have an accurate idea of your performance, which will ideally help you make informed decisions as your campaign progresses.
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