Practice Area Power Pages
If you’re in a law firm, your practice area pages should be some of your highest ranked pages. If you’re not, no worries! If you have the content to support it, a powerful service-area page can become a valuable asset in helping grow your site’s overall authority and rankings. Lets see what our SEO Toronto Team tips.
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1) Create an editorial calendar
An editorial calendar is a great way to keep track of what topics you’re writing about and when. It also gives you an idea of how much content you’ll have for your service pages, which will help you plan out how many links and social shares per month you’ll be able to build up. Check out this article on creating an editorial calendar for some helpful tips on spicing it up and adding a bit of fun to your blogging.
2) Build links
Don’t be too quick to link out from your service pages, though. You want to telegraph these pages as authoritative and useful for your target keywords, so don’t throw in any random links just yet. Find out where your target audience hangs out online, and link to other helpful resources they might find beneficial. You can also link back to your home page or blog for additional promotion.
3) Optimize the Page Title Tags
Your service area pages should include core keywords you’re targeting for that particular topic. Make sure the first words of your page’s title are the most important to your SEO efforts; you can see how Google calculates this with its page-ranking algo here .
4) Optimize Meta Descriptions
A meta description is what users see displayed under your tile in search results. The first 155 characters are visible, so use descriptive language that summarizes what the user will find on the page. You should include your main keywords in here, too; studies show that titles and descriptions that include primary keywords tend to get clicked and shared more than those that don’t.
5) Add a Local Business Listing
A great way to link back to your site is by adding yourself as an NAP citation (name, address, phone number) on local business sites like Yelp and Google+ Local. If your service pages are powerful enough to rank for keywords in your industry (i.e., “best family law attorney in Phoenix”), users might be inclined to check you out on their own accord.
6) Use Schema Markup
Schema helps search engines understand what specific parts of your content are for (title, author, date). It’s especially helpful in local SEO when you’re using Google+ Local or Bing Local to add business listings. Here’s a great resource on how to set up schema markup for your service area pages; make sure you check with Google before implementing this on your site–they’ve been known to give penalties for over-optimization.
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7) Get Citations
You probably already know the importance of citations (externally linking to your business), but it’s especially important to get them on popular local directories like Yelp, Google+, FourSquare and CitySearch. Be sure you’re writing stellar content on your service pages so you can start ranking for these citations–which will drive referral traffic back to your site.
8) Add Schema Markup
Schema markup helps search engines better understand what’s on your page. It’s especially helpful when you’re using Google+ Local or Bing Local to add business listings; here’s a great resource on how to set up schema markup for your service area pages.
9) Keep Content Fresh
As with any page, try to keep content fresh and relevant for your visitors. If you’re not adding new information or updating older posts, users might get bored and go somewhere else to find what they’re looking for. A good rule is to stop by your service pages at least once per month and update them with new content.
10) Link to Your Social Profiles
If it’s appropriate for the subject of your page, include links back to your social profiles as well as those belonging to other industry influencers you’ve worked with or admire. Google has said it takes social signals into account when determining page rank, so this can be a great way to boost your authority in the eyes of the search engine gods.
11) Optimize for Mobile Search
Speaking of Google, they’re now throwing mobile search volume into their ranking algorithms. Make sure you’re optimizing your service pages for mobile users by including shorter titles and descriptions; H2 and H3 tags (you can manually change these in WordPress); and call-to-action buttons like “find us on Facebook” that will direct users to your mobile site.
12) Create a Pinterest Board
This social network is growing fast, with 55% of its traffic coming from users 55 years old and up. Show them visuals of the services you offer by creating a Pinterest board . If you’re not sure where to start, try using an online tool like Canva to create boards that are easy for users to pin, repin and share on their own volition.
13) Link Back to Your Site
Don’t forget to link back to your site as much as possible on your service pages. If it’s relevant, include the URL of your homepage in page titles and descriptions; within blog posts; and even on images (if you can find a way to edit their metadata).
14) Include FAQs
FAQs are a great way to give your users the information they’re looking for on your service pages, without having to leave your site. You’ll probably attract more visitors if you create a separate subpages like “What is Family Law?” and “How Much Does It Cost?”.
15) Create an Online Review
If you’ve got great reviews of your business online, make sure you link to them on your service pages and create any necessary markup for them . Google has said it takes online reviews into account when determining page rank, so this can be a great way to boost your influence in the eyes of local searchers.
16) Add Rich Snippets
This is another one that’s only partially in your control–it really depends on whether your customers and clients go through the effort of adding reviews to sites like Yelp. If you’re fortunate enough, they might decide to add rich snippets to their reviews (like star ratings), which can increase clickthrough rate by 4x .
17) Use Social Sharing Buttons
Many service pages only ever get one or two visitors per day. It can be hard to make the case for optimizing these pages for organic search traffic–especially when you don’t have much of it yet. Singapore SEO states one trick that will help is pointing social sharing buttons at your service pages , so that every time someone likes or shares one of your posts, they’re giving you free link juice.
18) Use a Plugin to Get More Google Analytics Data
It’s very likely that you’re using Google Analytics to measure the traffic coming in and out of your service pages. However, there are probably some things you’d like to know that go beyond what Google has provided (e.g., demographics, geographical data). A great plugin to do this with is MonsterInsights , which will give you just about every bit of data you need.
19) Optimize for Google+
If your customers or clients are on Google+, it makes sense to optimize your service pages for them . While only 7% of Internet users have a G+ account, that number still accounts for a significant portion of people who access the Internet via their mobile devices–which means you should be optimizing for them whether they’re on G+ or not.
20) Create a Facebook Tab
In addition to enabling social sharing buttons, these can be excellent way to get more organic search traffic from Facebook . It’s easy to create a Facebook tab for your business, and the analytics you receive will help you see which posts are getting the most organic reach.
21) Optimize for Mobile
If more than 60% of your website traffic comes from mobile devices, then it makes sense to optimize at least some parts of your service pages with them in mind . A great way to start is by adding a mobile-friendly site map to your site, so that Google and other search engines crawl all the pages on your site–not just those optimized for smartphones.
When it comes time to optimize your service pages with these tips in mind, remember: don’t do everything at once! It’s much better to focus on one or two of these strategies (e.g., social sharing buttons) and really hone in on them before moving onto the next set of ideas.