There's a ton of information out there about optimizing web pages. Fortunately, most of what you need to know can be found at Moz, especially here and here. While this is likely to confuse Google about what this page is about, I thought I'd mark up Rand's perfectly optimized page example with some slight modifications.
URL: https://www.marysbakery.com/donuts/chocolate/
Page Title: Chocolate Donuts | Mary's Barkery
Meta Description: Mary's Bakery's chocolate donuts are possibly th most delicious, perfectly formed, flawlessly chocolately donuts ever made.
H1 Headline: Chocolate Donuts from Mary's Bakery
Navigation (Breadcrumbs:) Mary's Bakery >> Donuts >> Chocolate
Image Filename: chocolate-donuts.jpg Photo of Donuts (with Alt Attribute): Chocolate Donuts
Body Text: ___________________chocolate donuts___________________________donuts_________________chocolate donuts_______________________________chocolate flavored donuts__________________________________________________.
Chocolate donuts________________donuts. ____________________________________________donuts. _______________________________.
H2 Sub-Headline: What Makes Mary's Chocolate Donuts the Best?
Chocolate donuts________________donuts. ____________________________________________donuts. _______________________________.
Obviously, marketing legal services isn't the same as selling donuts. But in terms of basic on-page search engine optimization, the main principles are the same.
URL: https://www.larrylawyer.com/practice/bankruptcy/
Page Title: Bankruptcy Law Practice | Larry Lawyer
Meta Description: Larry Lawyer helps people facing serious financial issues understand their options. Request a free bankruptcy legal consultation.
H1 Headline: Our Bankruptcy Law Practice
Navigation (Breadcrumbs:) Home >> Practice >> Bankruptcy
Image Filename: bankruptcy.jpg Photo of Larry with Bankruptcy Clients (with Alt Attribute): Bankruptcy Law Practice
Body Text: ___________________bankruptcy___________________________bankruptcy law_________________bankruptcy lawyers_______________________________bankruptcy issues__________________________________________________.
Bankruptcy law________________bankruptcy. ____________________________________________bankruptcy lawyers. _______________________________.
H2 Sub-Headline: Is Larry the Right Bankruptcy Lawyer for You?
Bankruptcy law________________bankruptcy. ____________________________________________bankruptcy lawyers. _______________________________.
Notice what's not going on here:
While these are the most very basic on-page optimizations you can implement, they are also commonly overlooked by many law firm websites that we evaluate.
For those of you already getting this stuff right, here are a bunch more ways that you can optimize your pages to stand out in SERPs.
Now open your pages, right click to view your source code and fix your page titles, meta descriptions and schema.
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