Best SEO Practices - PMP


Search Engine Optimization (SEO) is the practice of increasing the quantity and quality of traffic to your website through organic search engine results. The process commonly involves improving website design and structure, publishing high quality content and obtaining votes of authority from other, reputable websites. A well-executed SEO strategy can benefit any law firm that seeks to improve its online presence and reach a larger audience.
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Defining The Audience

Our mission is to leverage SEO to bridge the gap between law firms and individuals that may be marginalized in the legal system.
  • Accessibility and Inclusivity: We prioritize making legal information accessible and understandable to all, regardless of educational background. Our content is crafted to be clear and concise.
  • Local SEO Focus: Recognizing the importance of local search for our target audience, we optimize content for local search traffic. This ensures that our clients’ services appear prominently in search results for local legal support. The quality of the content we create can – in some instances – be selected by search engines and displayed to users that may be outside of a given market.
  • Engagement Through Empathy: Our content strategy goes beyond technical SEO; it’s rooted in empathy and understanding. We understand the challenges that injury victims and their families may face following a serious incident and aim to provide helpful information that encourages them to reach out to our clients for further assistance.
  • Mobile Optimization: Our SEO strategies emphasize mobile-friendly content. This ensures that our clients’ websites and legal resources are easily accessible on any device, removing barriers to access.

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Determining Goals

The primary goal of SEO is to increase a website’s visibility in the organic search results of search engines like Google, Bing, and Yahoo. However, the objectives can be more specifically outlined:
  • Improve Website Ranking – The higher a website appears in the search results, the more likely it is to be visited by users.
  • Increase Organic Traffic – Attracting visitors who are actively searching for information, products, or services related to what the site offers.
  • Enhance User Experience – SEO involves optimizing the website’s structure and content to make it more user-friendly, thereby increasing engagement and the likelihood of conversions.
  • Build Brand Awareness – Being visible in search results helps build brand credibility and recognition over time.
  • Target Quality Traffic – By using relevant keywords and creating valuable content, SEO helps attract users who are more likely to convert into customers or followers.
  • Optimize for Voice Search and Mobile – With the increasing use of mobile devices and voice search, SEO strategies include optimization for these platforms to ensure accessibility and improve reach.

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SEO Components

SEO can be broadly divided into:
  • On-Page SEO: Optimizing individual web pages in order to rank higher and earn more relevant traffic. This includes content creation, keyword optimization, and improving meta tags.
  • Off-Page SEO: Activities outside the bounds of the webpage to improve its position in search rankings, like link building and content syndication.
  • Technical SEO: Improves the technical aspects of a website to increase the ranking of its pages in search engine results. This includes site speed, mobile-friendliness, indexing, crawlability, site architecture, and security.
Successful SEO requires an understanding of search engine algorithms, which are constantly evolving, making SEO a dynamic and ongoing process. The ultimate goal is to create a seamless and positive user experience while delivering information that the search engine deems worth displaying in its top results.
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Our SEO Philosophy

At PMP, our philosophy is rooted in the confluence of technology, data, and strategic insight, driving unparalleled visibility and success for our clients.We recognize that the digital landscape is ever-evolving, with search engine algorithms and user behaviors constantly changing. Our commitment to using cutting-edge technology and innovative SEO practices ensures that our clients not only keep pace but lead the charge in online visibility.
  • Data-Driven Decision Making: At the heart of our SEO strategy lies the power of data harvesting and insights. We believe that informed decisions lead to impactful results. By leveraging advanced data analytics, we tailor our SEO strategies to the unique landscape of the legal industry, ensuring that our clients attract highly relevant traffic with a high intent to engage. Our approach is empirical, relying on metrics and KPIs to refine and perfect our campaigns, maximizing ROI for our clients.
  • Ethical SEO Practices: Integrity is non-negotiable. We uphold the highest standards of ethical SEO practices, steering clear of black-hat techniques that could compromise our clients’ reputations or standings in search results. Our strategies are designed to build authority and trust with both search engines and potential clients, ensuring long-term success over quick, unsustainable wins.
  • User-Centric Optimization: We understand that at the core of SEO success is a flawless user experience. Our strategies extend beyond keywords and rankings, focusing on creating meaningful, engaging content and seamless navigational structures that resonate with potential clients. By prioritizing the user experience, we ensure that our clients’ sites are not only discoverable but also compelling and conversion-optimized.
  • Collaboration and Transparency: As partners in our clients’ success, we believe in complete transparency and collaboration. Our strategies are crafted in close consultation with our clients, ensuring alignment with their goals and vision. Regular reporting and open communication ensure that our clients are always informed and in control of their digital journey.
  • Long-Term Vision: SEO is not a one-time effort but a continuous journey towards excellence. Our focus is on building sustainable online visibility that grows and evolves with our clients’ practices. We are committed to being long-term partners in our clients’ success, adapting our strategies as the firm grows and the digital landscape shifts.
At PMP, we blend technology, data, and strategic insight to unlock the full potential of SEO for our clients, setting a new standard for online marketing in the legal industry. Our philosophy is not just about being found; it’s about being chosen, trusted, and preferred in a competitive digital world.
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Accessibility and Compliance

PMP is at the forefront of providing comprehensive digital marketing solutions that now include ensuring your website meets the WCAG 2.1 Level A standards for accessibility. Our approach is designed to ensure that your digital presence is inclusive, expanding your reach and reinforcing your firm’s commitment to equality and accessibility.

What is WCAG 2.1 Level A?

The Web Content Accessibility Guidelines (WCAG) 2.1 are developed through the W3C process in cooperation with individuals and organizations around the world. They aim to make web content more accessible to people with a wide range of disabilities, including visual, auditory, physical, speech, cognitive, language, learning, and neurological disabilities. Level A compliance is the minimum level of accessibility, addressing the most critical and impactful barriers that disabled individuals face.

The Impact of Compliance

PMP’s WCAG 2.1 Level A compliance services are comprehensive and tailored to the unique needs of law firms. Ensuring your website is compliant with WCAG 2.1 Level A standards is not just about adhering to legal requirements — it’s about making your services accessible to a broader audience, improving user experience, and demonstrating your firm’s commitment to diversity and inclusion. Our compliance services include:
  • Accessibility Audit: A thorough examination of your current website to identify non-compliance issues and areas for improvement.
  • Implementation and Optimization: Technical enhancements to PMP’s native website’s code, design, and content meet WCAG 2.1 Level A standards, ensuring that all users have equal access to information and functionality.
  • Continuous Monitoring and Updates: Regular reviews and updates to maintain compliance as new content is added to your site and as standards evolve.
  • Comprehensive Approach: We go beyond just technical compliance, understanding that true accessibility impacts content, design, and user experience.
  • Commitment to Excellence: We are dedicated to delivering high-quality services that reflect the latest in web accessibility standards and best practices.
  • Proven Track Record: With a history of successful implementations, our agency is trusted by law firms nationwide to enhance their digital accessibility and inclusivity.
Our goal is to empower your firm to reach every potential client, regardless of their abilities, ensuring that your online presence is as inclusive, welcoming, and accessible as your physical offices.
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Innovative Onsite SEO Strategies

PMP pioneers with an avant-garde approach to onsite SEO, blending cutting-edge technology, in-depth legal industry insight, and a holistic digital marketing methodology. Our mission is clear: to sculpt an online presence for law firms that not only ranks but resonates.

Core Elements of Our Onsite SEO Strategy

  • Advanced Keyword Research: Leveraging AI and machine learning technologies, we delve beyond surface-level keywords to uncover nuanced, highly relevant long-tail phrases. These are integral to capturing the specific legal inquiries of your potential clients, ensuring your firm appears exactly when and where it’s needed.
  • Targeted Content: Our content strategy transcends mere optimization, embodying a dual focus on legal expertise and engaging storytelling. Every piece of content is crafted to inform, assist, and convert your audience, reinforced by SEO best practices to ensure maximum visibility.
  • Technical SEO Excellence: We prioritize a seamless, swift, and secure user experience. From enhancing site speed through cutting-edge development techniques to ensuring mobile responsiveness and securing your site with HTTPS, our technical SEO ensures your firm’s website is both accessible and authoritative.
  • Structured Data Implementation: By incorporating structured data, we not only aid search engines in understanding the context of your content but also enhance your visibility in rich snippets and featured positions. This strategic inclusion propels your firm’s information to the forefront, offering direct answers to your audience’s most pressing legal questions.
  • User Experience (UX) Optimization: Recognizing the symbiotic relationship between UX and SEO, our approach focuses on creating an intuitive, engaging site navigation structure. Accessibility and user satisfaction are paramount, ensuring that once visitors arrive, they are compelled to stay, explore, and ultimately reach out.
  • Ongoing Analysis and Adaptation: The digital domain is perpetually evolving, and so are our strategies. Through continuous monitoring, analysis, and leveraging of real-time data, we adapt and refine our SEO tactics to keep your firm’s online presence ahead of the curve.
At PMP, our commitment to innovation, coupled with our deep understanding of the legal industry, positions us as the ideal partner for law firms aiming to achieve unprecedented online visibility and client engagement. We recognize the unique challenges and opportunities within legal digital marketing and are dedicated to leveraging onsite SEO not just as a tool for increased traffic, but as a cornerstone for building your firm’s digital legacy.
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Content Optimization

In the digital age, where legal advice is often sought first through search engines, PMP pioneers a transformative approach to content creation for law firms. We merge the precision of SEO with the artistry of compelling content to ensure that your law firm not only ranks at the top but also resonates deeply with those in need of legal guidance.
  • Deep-Dive Keyword Research: Utilizing advanced SEO tools and analytics, we conduct exhaustive keyword research tailored to the legal industry’s specific nuances. This research informs our content strategy, ensuring we target phrases and questions that potential clients are actively seeking.
  • Engaging, Informative Content: Our content philosophy centers around providing real value to your audience. From detailed blog posts on pertinent legal issues to insightful FAQs and guides, we craft content that educates, engages, and encourages readers to take action.
  • User Intent Focus: Beyond keywords, we delve into understanding the intent behind searches. This insight allows us to create content that addresses the reader’s underlying needs and questions, positioning your firm as the authoritative source for legal advice and representation.
  • On-Brand, On-Message: Each piece of content is meticulously aligned with your firm’s ethos, areas of practice, and brand voice. This consistency builds trust with your audience, reinforcing your firm’s reputation as a leader in the legal field.
  • Technical SEO Integration: From optimizing meta tags and headers to structuring content for readability and engagement, we ensure that all technical SEO aspects are finely tuned. This optimization ensures that our content not only attracts but also retains user attention.
  • Continuous Optimization and Updating: The digital landscape and legal regulations are ever-evolving. We commit to regularly reviewing and updating our content to keep it current, relevant, and optimized for the latest SEO standards.
Our approach goes beyond traditional SEO content writing. We aim to engage your potential clients at every touchpoint, providing them with the answers they seek and the confidence to choose your firm for their legal needs.With PMP, your content becomes more than just words on a page; it becomes a powerful tool for connection, education, and conversion. Let us transform your online content into an asset that works tirelessly for your firm, attracting, engaging, and converting potential clients day and night.
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Offsite SEO and Strategic Link Building

In the competitive legal landscape, establishing a robust digital presence extends beyond the confines of your website. PMP is at the vanguard of offsite SEO strategies, pioneering practices that amplify your law firm’s online authority and reach. Our bespoke approach intertwines the art of relationship-building with the science of SEO, fostering a digital ecosystem where your firm’s presence is both prominent and prestigious.Strategic Pillars of Our Offsite SEO Approach:
  • Quality Over Quantity in Link Building: Our ethos is centered on forging high-quality, authoritative backlinks from sites that are not just relevant to the legal domain but are recognized pillars of industry knowledge and ethics. This strategy ensures that every link acts as a strong, trust-building signal to search engines, enhancing your firm’s credibility and search engine positioning.
  • Content-Driven Partnerships: We leverage our network of legal blogs, forums, and news sites to create and distribute compelling content that naturally attracts backlinks. Our focus is on crafting insightful, authoritative articles, case studies, and legal analyses that command attention and foster organic link acquisition.
  • Digital PR and Thought Leadership: Our offsite SEO transcends traditional link building, embracing digital public relations to establish your firm’s attorneys as thought leaders. Through interviews, guest posts, and collaborations with esteemed legal publications, we elevate your firm’s profile, attracting links and enhancing your digital authority.
  • Social Media Synergy: Recognizing the power of social media in amplifying your content’s reach, we harness these platforms to foster engagement, share expert commentary, and drive traffic back to your site. Our strategic content promotion extends your firm’s influence and facilitates the acquisition of social signals that have the opportunity to positively impact SEO.
  • Reputation Management and Brand Advocacy: We monitor the web for mentions of your firm, ensuring that positive news and legal victories are highlighted and linked back to your site. Our approach includes turning unlinked mentions into backlinks and engaging in community discussions to advocate for your firm’s expertise, subtly enhancing your offsite SEO footprint.
Our commitment to ethical, effective SEO practices and our focus on building genuine, valuable connections set us apart. We don’t just aim for higher rankings; we strive to build a digital reputation that mirrors the excellence and integrity of your law firm.
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Revolutionizing Local SEO for Law Firms

We specialize in crafting bespoke local SEO strategies that elevate law firms above the local competition, ensuring they are not only visible but also preferred and trusted within their communities.

Tailored Local SEO Strategies

  • Optimized Google My Business Listings: Our approach starts with a meticulously optimized Google My Business (GMB) profile, ensuring that your law firm’s name, address, phone number (NAP), and service offerings are accurate, consistent, and fully optimized for maximum visibility and engagement.
  • Localized Content Creation: We produce compelling, localized content that resonates with your community. From detailed guides on local legal issues to insights on community events, our content strategy is designed to position your firm as both a legal authority and a community advocate.
  • Strategic Citation Building: Our team focuses on building high-quality citations across reputable legal directories and local business listings. We ensure consistency in your firm’s NAP information, boosting your local search rankings while fostering trust and credibility.
  • Reputation Management and Reviews: Positive reviews are a cornerstone of local SEO. We can help to implement strategic processes to encourage satisfied clients to share their experiences, enhancing your firm’s reputation online. Our vigilant reputation management ensures that your firm’s online presence is reflective of its real-world excellence.
  • Mobile Optimization: With the majority of local searches conducted on mobile devices, we prioritize mobile optimization, ensuring your website offers an impeccable user experience, fast loading times, and easy navigation for on-the-go users.
  • Local Backlink Strategy: We secure backlinks from locally relevant sites, such as local chambers of commerce, legal associations, and community blogs and other resources, strengthening your local SEO footprint.

Strategic Citation Management

  • Accurate and Consistent Citations: Our primary focus is on the accuracy and consistency of your law firm’s NAP (Name, Address, Phone Number) information across all platforms. This consistency is crucial for search engines to validate the authenticity of your business, directly influencing your local search rankings.
  • High-Quality, Relevant Directories: We meticulously select directories that are not only high in authority but also relevant to the legal industry and your specific practice areas. This targeted approach ensures that your citations contribute positively to your SEO efforts, connecting your firm with potential clients looking for legal assistance in your area.
  • Ongoing Monitoring and Optimization: The digital landscape is ever-evolving, and so are your citation needs. [Agency Name] employs continuous monitoring and optimization strategies to ensure that your citations remain up to date and continue to drive your local SEO performance. This includes managing listings, updating information as your firm evolves, and responding to reviews to maintain a positive online reputation.
  • Integration with Broader SEO Strategies: We understand that citations are just one piece of the local SEO puzzle. Our approach integrates citations with broader SEO strategies, including on-site optimization, content marketing, and link building, to create a cohesive and comprehensive digital marketing plan that drives local engagement and conversions.
  • Data-Driven Insights for Strategic Decisions: Utilizing advanced analytics and tracking tools, we measure the impact of our citation building efforts on your firm’s local search visibility and overall digital marketing success. These insights inform our ongoing strategy, ensuring that our efforts are always aligned with your firm’s growth objectives.

Why Partner with PMP?

Choosing PMP means selecting a partner that understands the intersection of law, technology, and marketing. Our unique blend of SEO expertise, legal industry knowledge, and content creation skill sets us apart. We are not just marketers; we are storytellers, analysts, and strategists dedicated to elevating your law firm’s online presence.
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