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.
Here's a recent Google SERP for "๐๐ต๐ผ ๐ฎ๐ฟ๐ฒ ๐๐ต๐ฒ ๐ฏ๐ฒ๐๐ ๐ฐ๐ฎ๐ฟ ๐ฎ๐ฐ๐ฐ๐ถ๐ฑ๐ฒ๐ป๐ ๐น๐ฎ๐๐๐ฒ๐ฟ๐ ๐ถ๐ป ๐ฝ๐ต๐ถ๐น๐ฎ๐ฑ๐ฒ๐น๐ฝ๐ต๐ถ๐ฎ." Ads? โLSAs? โLocal Pack? โLinks? โ ๐ท AI Overview? โ 6 firms listed. Only one tiny ๐. Click the ๐ฆ๐ต๐ผ๐ ๐บ๐ผ๐ฟ๐ฒ button? ๐ฌ๐ผ๐ ๐ด๐ฒ๐: Here's a more detailed look at some of these firms: THE PEARCE LAW FIRM, P.C.Edith Pearce, […]
On April 22, 2025, Google sent an email updating Local Services Ads Additional Terms for Providers: Subject: Action required: important updates to Local Service Ads Additional Terms Many people are arguing that lawyers cannot participate in Local Services Ads, as this would constitute a per se violation of the Rules of Professional Conduct related to […]
Conrad and I recently joined Zack at Lawyerist to record a conversation about AI and marketing. You might think that we spend the whole time on how lawyers can use AI to publish content. You'd be wrong. While AI can certainly support publishing, there are many more interesting ways to use it in legal marketing. […]
As more legal services consumers turn to ChatGPT for local law firm recommendations, a fascinating intersection between AI, search, and maps unfolds. While Google remains the undisputed leader in local business data, ChatGPT is increasingly becoming an entry point for searchers seeking legal representation. But hereโs the kicker: instead of keeping users within its ecosystem, […]
When law firms contact us, they usually want to talk: โข PPC Ads โข SEO Rankings โข Lead Generation Very few want to talk: โข Brand โข Trust & Recognition โข Emotional Connection Admittedly, much of this concerns that AttorneySync is known for lead generation across those common digital channels. But even when we start […]
According to an October 2024 study by SE Ranking: "The legal niche triggers the highest percentage of AIOs (77.67%). The average number of links matched between the AI Overview resources and the top 20 search results was 6.49 for legal topics. AI Overviews for legal topics most frequently link to NYCourts.gov (114 links), YouTube.com (48 […]
I'm grateful for my friend, Charley Mann of Law firm Alchemy. If you're a lawyer, subscribe to his Free Email List. In a recent email, Charley calls out bad guru advice on hiring: "Trying to execute a major SEO improvement? You need to find people who will help you, instead of trying to DIY it […]
If youโve spent any time on LinkedIn, youโve likely seen posts from law firm SEO experts showing off charts with an โup and to the rightโ trajectory. These screenshots, often pulled from tools like Semrush or Ahrefs, are meant to signal SEO success. And itโs not just the agencies celebratingโ๐น๐ฎ๐ ๐ณ๐ถ๐ฟ๐บ๐ ๐๐ต๐ฎ๐ ๐ต๐ฎ๐๐ฒ ๐ต๐ถ๐ฟ๐ฒ๐ฑ ๐๐ต๐ฒ๐บ […]
Meh, links! All things being equal, links still tend to move the dial more than any other factor in legal SERPs. Maybe links are having a diminishing impact internet-wide. But in my experience, quality links, especially relevant links (both topically and geographically), tend to improve law firm visibility in search more than most everything else. […]
