Google just announced a significant update to structured data that e-commerce sites will likely find very beneficial. The new feature allows for the marking up of individual variants within a product group. For example, if you sell T-shirts in various colors (green, blue, red) and sizes (small, medium, large), you can now detail all these variants within structured data. This advancement is particularly powerful for scaling up the process.

John Mueller’s announcement provides a high-level overview of what this update entails. E-commerce professionals are encouraged to review this post for more in-depth information.

The implementation of this update hinges on a key documentation feature. In the provided documentation, Google offers specific examples of how to mark up product variants. For instance, when marking up a Woolwinter coat, the recommendation is to use ‘type: ProductGroup’ instead of ‘type: Product’. The rest of the fields, such as description and URL pattern, remain largely unchanged. However, you’ll need to specify the ‘varies by’ schema type, indicating all attributes by which the product varies, such as size and color.

For every variant within a product group, a new product structured data must be provided, detailing attributes like SKU, GTIN, and image. By specifying variants by color and size, this method allows for a detailed representation of each product variant, such as a green and small winter coat or a light blue and large one.

This update opens up exciting opportunities for e-commerce sites by enabling the markup of a wide range of product variants across different attributes at scale. It enhances the likelihood of products being eligible for popular products on Google and improves signaling to Google about the content available on a website for highly specific, transactional keywords.

E-commerce sites are highly recommended to explore this new structured data type. Adopting it could allow for rapid and scalable markup of product details, providing Google with a wealth of data and potentially improving search visibility for a wide array of products.

Product Variant Schema: How To Implement ProductGroup Structured Data is an original blog post first published on Go Fish Digital.

This blog aims to equip your personal injury law firm with the knowledge and tools necessary not just to attract, but more importantly, to secure potential clients. Whether you’re looking to improve your current approach or build a new SEO plan from scratch, this blog can be your go-to resource for learning how to gain an online advantage in this demanding market.

Why SEO Matters for Personal Injury Lawyers

For personal injury lawyers, being easily accessible online is vital due to the urgent and sensitive nature of these cases. Did you know that websites appearing on the first page of Google search results garner about 90% of web traffic? This means that if you’re not on the first page, you’re likely invisible to a majority of potential clients.

SEO strategies such as optimizing website content with relevant keywords, ensuring mobile responsiveness, and building a strong backlink profile can significantly enhance a firm’s online presence. And let’s not forget – as a business that typically focuses on a specific geographical location, personal injury law firms can use local SEO tactics to tap into their local market more effectively. These targeted approaches will not only enhance visibility but also increase the likelihood of converting website visitors into actual clients.

Starting with a Strong Foundation

Before diving into SEO techniques, it’s essential for personal injury law firms to evaluate their online presence and truly understand their audience. A thorough evaluation of your website’s design, content quality, user experience, mobile-friendliness, and search ranking is key. This will pave the way for a more effective SEO strategy by enabling you to tailor SEO techniques to your individual goals and the unique needs of your potential clients.

Understanding Your Target Audience

Let’s dive a little deeper into truly understanding your target audience. Knowing who your potential clients are, what they are searching for, and the language they use to search is crucial for a successful SEO strategy. This understanding will shape everything from keyword selection to content creation, ensuring that your online presence resonates with the very people you aim to serve.

To effectively determine your target client base, it’s important to consider factors such as age, gender, location, and the specific circumstances that might lead someone to seek personal injury legal services. Analyzing data from your website and social media platforms or engaging in market research, can also provide valuable information about the interests and behaviors of your audience.

Additionally, staying up to date on trends and the most common types of personal injury cases can significantly refine your target audience. For example, if there’s a surge in workplace-related injuries in your particular region, you can modify your SEO strategy to target individuals searching for attorneys who specialize in workplace injury cases.

Key SEO Strategies for Personal Injury Lawyers

Personal injury lawyers need a comprehensive and multifaceted SEO strategy if they want to effectively navigate this competitive digital landscape. The specific strategies outlined below are designed to help personal injury law firms not only gain visibility online but also connect meaningfully with potential clients.

Keyword Research and Targeting

It all starts with keyword research, a fundamental process that involves identifying words and phrases potential clients tend to use when searching on Google. Traditional keywords are often broad and highly competitive, such as “personal injury lawyer” or “car accident attorney.” These keywords are essential as they align with common search terms, but they also face intense competition. Personal injury lawyers can identify these critical keywords by using tools like Ahrefs and Google’s Keyword Planner, and guide content creation and optimization strategies based on these terms.

Incorporating long-tail keywords — more specific and often longer phrases — can further enhance your SEO. These keywords are less competitive and more targeted towards specific queries and locations, for example “car accident lawyer in [City Name]” or “workplace injury attorney for construction accidents.” While these more specific and localized search terms may have a lower monthly search volume, they can capture a more niche audience, often resulting in higher engagement and conversion rates. We will explore this idea further in the ‘Local SEO for Personal Injury Lawyers’ section.

Here are some potential keyword opportunities for personal injury lawyers:

Content Optimization: Developing Quality Material and Detailed Service Pages

In the competitive field of personal injury law, the more information and qualifying content you have, the better! Content that is both rich and updated regularly not only engages your audience but also signals to search engines that your website is a knowledgeable and authoritative source. This content can be showcased through blog posts about trending legal topics, multimedia elements like videos and white-papers, and specialized service pages for each of the personal injury cases you handle.

Here are some topics your firm could create detailed service pages for:

Link Building Strategies

Link building is another pivotal part of SEO for personal injury lawyers, and its dynamics have significantly evolved over time. The focus has shifted from traditional methods like guest blogging to more contemporary and innovative approaches, known as digital PR.

Digital PR involves creating and promoting newsworthy content that not only captures the attention of journalists and reputable publications but also relates directly to your field or industry. By crafting stories or resources on currently trending topics, your firm can significantly increase its chances of being featured by authoritative media outlets.

When effectively pitched to journalists, these tangential content campaigns can help your law firm secure backlinks that boost your website’s position in search engine results pages (SERPs). Such backlinks not only enhance your website’s visibility but also affirm the credibility, relevance, and reliability of your firm.

To learn more about our digital PR services and the process of link building, feel free to read What Are The Benefits Of Link Building? – Go Fish Digital.

Local SEO for Personal Injury Lawyers

Local SEO is a vital component of any digital marketing strategy, especially for personal injury lawyers. It’s all about enhancing your online presence to effectively reach potential clients in a specific geographical area. By focusing on local search queries like ‘car accident attorney [city name]’ and concentrating your efforts on a more localized approach, you can connect more directly with the people in your close vicinity, increasing the chances that they will reach out seeking your firm’s legal assistance. For example, someone who’s living in Florida and looking for legal advice will most likely turn to a Florida-based firm.

Some tactics that can help you build a strong local SEO strategy for your personal injury law firm include:

• Google Business Profile Optimization: Claiming and optimizing your Google Business Profile (formerly Google My Business) enhances visibility on Google Maps and ensures that potential clients have access to accurate business information, including name, address, phone number, and website.
• Localized Keyword Research: Identify and incorporate keywords related to personal injury law in your specific area. Title tags, meta descriptions, and headers should be optimized with these local keywords to improve local search rankings.
• Content Tailored to Local Interests: Creating localized content such as blog posts, articles, and FAQs that address legal issues in your area can attract local traffic and establish your expertise.
• Managing Online Reviews and Ratings: Positive reviews on platforms like Google, Yelp can boost your local SEO efforts. Responding professionally to all reviews is equally important.
• Local Link Building: Acquiring backlinks from local organizations and relevant businesses enhances your website’s credibility and local search performance.
• Location-Specific Landing Pages: Develop landing pages for each location you serve, with content tailored to the legal needs of clients in those areas.
• Schema Markup: Implementing LocalBusiness structured data can help search engines understand specific details about your firm, such as business hours and location, enhancing visibility in local searches.

By focusing on these tactics and tailoring your SEO efforts to follow a more localized strategy, your services will be visible to those who are most likely to seek them, making local SEO an invaluable tool for personal injury lawyers.

On-Page Optimization Best Practices

On-page SEO involves optimizing the elements of your website that you have direct control over. This includes title tags, meta descriptions, header tags, content structure, image optimization (including alt tags), and URL structure. Each of these elements should be carefully crafted to include relevant keywords (including the location-specific keywords) without sacrificing readability and user experience.

Best practices for on-page optimization also involve ensuring that your website’s structure is logical and easy to navigate. This includes using header tags to structure your content effectively and optimizing images to reduce load times without compromising quality. A well-structured, easily navigable website is more likely to retain visitors, reducing bounce rates, and improving the overall user experience.

Technical SEO: Fine-Tuning User Experience

And finally, technical SEO. Technical SEO is all about enhancing the technical aspects of your website to improve its ranking in search engines – including both desktop and mobile versions. Since a significant portion of web traffic comes from mobile devices, mobile optimization can be just as important as desktop optimization. To be well optimized on mobile, you must ensure that your site is designed to be responsive and easy to navigate on smaller screens.

Here’s a list of Important technical factors to consider:

• Site Speed: Ensuring your website loads quickly to provide a better user experience and improve search engine rankings.
• Mobile Responsiveness: Designing your site to function seamlessly on mobile devices, adapting to different screen sizes and orientations.
• Crawl-ability and Indexing: Ensuring that search engines can easily crawl and index your website’s content.
• Structured Data Markup: Using schema markup to provide search engines with more detailed information about your site’s content. For more information on structured data for SEO, feel free to read our Guide To Structured Data For SEO.
• Image Optimization: Compressing and properly tagging images to reduce load times and improve user experience. Learn more about enhancing your image SEO here: 5 Tips To Improve Your Image SEO | Go Fish Digital.
• Error Handling: Managing 404 errors and redirects effectively to avoid losing traffic and impacting SEO.

Keep in mind, this is just a limited list of technical SEO tactics. There are a multitude of tactics that can enhance your overall web design and functionality of your website. For expert assistance in creating a website that resonates with clients and search engines, consider Go Fish Digital’s Law Firm Web Design Services.

Tracking, Analysis, and Adjustment

At the end of the day, tracking your progress, analyzing the results, and making adjustments accordingly is arguably the most important aspect of crafting a successful SEO strategy. Remember, change is the only constant in the world of SEO, and staying adaptable is the key to success. Keeping a close eye on how your website is doing, being aware of changes in legal trends, and adjusting to Google’s changing algorithms are all critical components of SEO.

Here are some useful tools that can help you navigate the tracking and analyzing process of your SEO strategy:

• Google Analytics: Provides comprehensive data on website traffic, user behavior, and engagement metrics. It is crucial for understanding visitor patterns, the effectiveness of content, and identifying areas for improvement. To learn more about our Google Analytics services, click here or browse our ‘Analytics Articles.’
• Google Search Console: Offers insights into how your website is perceived by Google. It tracks search rankings, identifies indexing issues, and provides data on backlinks, which are essential for evaluating and enhancing SEO performance.
• Google Tag Manager: A tool for managing and deploying marketing tags (snippets of code) on your website without having to modify the code. It’s useful for tracking conversions, site analytics, and managing various marketing activities efficiently.

Upholding Integrity: SEO Ethics and Compliance

Maintaining ethical standards and compliance is another necessity in the realm of SEO for personal injury lawyers. While changing certain aspects and information on your site, you still must adhere to the guidelines set forth by bar associations and search engine policies. Committing to white-hat SEO practices ensures that your online marketing efforts stay within the bounds of ethical standards, building a digital presence that’s not only effective but also trustworthy and credible. Remember, in the world of law, your online reputation is just as important as your courtroom presence.

Case Study: Expanding a Law Firm’s Local SEO Strategy Across Multiple Cities

The Goal

In a recent initiative for a law firm based in Raleigh, NC., we worked to expand their online influence and improve their local SEO strategy. The objective was to extend their online presence beyond Raleigh by targeting additional key cities such as Charlotte, Durham, and Greensboro. This expansion aimed to enhance local visibility, establish the firm as a leading legal authority, and increase our leads from new areas.

The Strategy

To achieve this goal, we employed a multi-tiered approach:

1. Geo-Targeted Area Pages Rollout: We first initiated the strategy with the launch of area-specific pages, beginning with Charlotte on February 28, 2023. These pages (e.g., https://www.clientname.com/areas/charlotte/) served as a foundation for our local SEO efforts in each new city.
2. Focused Service Pages: On March 14, 2023, we started publishing Charlotte-focused service pages, such as https://www.clientname.com/charlotte-car-accidents/. This pattern was replicated for other fruitful services like motorcycle accidents, truck accidents, and workplace accidents.
3. Comprehensive Local SEO Optimization: Each area and city-focused service page was meticulously optimized for local SEO, incorporating city-specific keywords such as charlotte car accident lawyers, and content relevant to the local audience. This included localizing meta tags, headers, and on-page content to reflect the unique aspects of each city.

The Results

The rollout of these localized pages yielded significant positive outcomes. As observed in the image below, we saw a remarkable surge in page one keyword rankings across our site after launching these new city-focused landing pages.

In December 2022, we tracked a total of around 106 keywords on the first page of search results. Once these new pages rolled out, we were tracking roughly 155 first page keyword rankings in April 2022, a 46.2% increase. Moving forward to December 2023, after making a handful of SEO enhancements to these localized pages, we are now tracking a little over 260 first page keyword rankings, an additional 67.7% increase since April.

Personal Injury Law SEO FAQs

What is SEO for personal injury lawyers?

SEO for personal injury lawyers involves optimizing your online presence to enhance visibility on search engines. It’s about strategically using keywords, crafting informative content, and ensuring your website is search-engine friendly to attract potential clients who are actively seeking legal assistance for a personal injury.

Does SEO work for personal injury lawyers?

Absolutely. SEO is highly effective for personal injury lawyers. It’s a form of digital marketing that can help increase online visibility, attract more clients, and compete effectively in a crowded digital marketplace.

How can I find keywords for my personal injury law firm website?

Utilizing tools like Ahrefs, Google Keyword Planner, and Semrush can help when researching and identifying relevant keywords. Including both broad and long-tail phrases that potential clients might use to search for personal injury legal services is crucial.

Why is high-quality content essential for personal injury law firm SEO?

High-quality, informative content is vital for personal injury law firm site’s because it helps establish your firm’s authority and expertise, improves search engine rankings, and engages potential clients by addressing their specific legal concerns and questions.

How can I optimize my personal injury law firm website for local SEO?

Optimizing for local SEO can include a handful of tactics such as discovering location-specific keywords, creating localized content, managing your Google Business Profile, and building local backlinks.

What are some ethical considerations in SEO for personal injury lawyers?

Ethical SEO is crucial in maintaining your personal injury firm’s credibility. It involves adhering to bar association guidelines and search engine policies and focusing on transparent, honest, and white-hat SEO practices to maintain credibility and trust.

How often should I update my SEO strategy for my personal injury law firm?

SEO is an ongoing process. Regularly monitoring performance using tools like Google Analytics and adjusting strategies in response to changes in search algorithms, legal trends, and client behavior is very important.

What role do online reviews play in SEO for personal injury lawyers?

Positive online reviews are crucial for SEO, especially in showcasing EEAT signals. For personal injury lawyers, positive reviews can boost local SEO rankings and bolster the firm’s credibility. They are key in shaping the firm’s online reputation and play a vital role in validating the quality and reliability of your legal services.

How can Google Ads complement my SEO efforts for my personal injury law firm?

While SEO is key for organic search visibility, integrating Google Ads can significantly amplify your online reach. For insights on using Google Ads effectively for law firms, check out Go Fish Digital’s comprehensive guide to Google Ads for lawyers. Additionally, specialized Lawyer PPC Services offered by Go Fish Digital can further enhance your firm’s paid search strategies, working hand in hand with your SEO efforts.

Upgrade Your Personal Injury Lawyer SEO with Go Fish Digital

As we’ve explored, SEO is an indispensable tool for personal injury lawyers looking to stand out in a crowded digital landscape. Implementing the strategies discussed here can significantly enhance your online visibility, attract more clients, and establish your firm as an authority in personal injury law. If you’re ready to take your SEO to the next level, Go Fish Digital is here to help. With comprehensive SEO solutions tailored to the unique needs of legal professionals, Go Fish Digital can elevate your online presence. Discover what we can do for your firm by visiting Go Fish Digital’s Lawyer SEO Services.

Understanding the SEO Landscape for Personal Injury Lawyers is an original blog post first published on Go Fish Digital.

What Are the Best SEO Chrome Extensions?

These are the best free Chrome extensions that SEOs should use:

• Meta SEO Inspector
• Redirect Path
• Web Developer
• Wayback
• Wappalyzer
• SERP Counter
• Check My Links
• NoFollow Referrer
• View Rendered Source
• Word Counter

What Are Chrome Extensions For SEO?

Google Chrome extensions for SEO are integrated software programs users can install to improve their overall browsing experience. These can be customized to create the best setup for each individual user and their needs – like a pocket knife for browsing! For reference, Chrome extensions appear in line with the address bar on the right-hand side of the Chrome interface. In addition, most of these tools can be found in the Google Web Store.

Related Content:

• Technical SEO Agency
• Ecommerce SEO Agency
• Shopify SEO Services
• Franchise SEO Agency
• Enterprise SEO Services

The SEO Chrome extensions detailed here are those that I have found to be most useful for my work, however, there are also a few that help me in everyday life as well. Installing an extension takes no time at all and they can increase your efficiency tenfold. Check out the best SEO Chrome extensions below to up your browsing game!

1. Meta SEO Inspector

This is by far the most-used SEO extension I have, and it makes SEO inspection a snap. This tool has it all when it comes to individual page evaluations.This extensions allows you to check on key SEO elements and even provides helpful warnings for problem areas. Just a few of the components it displays include metadata, headers, alt text, and canonicals. If you’re an SEO, this is a definite must-have Chrome extension.

2. Redirect Path

This chrome extension is invaluable for every SEO or web developer. It displays a drop-down list of server response codes and associated URLs, which can be copied. This allows you to be aware of every redirect and 404 error without performing a full crawl of the site. It is especially helpful when identifying and resolving redirect chains or redirects with too many hops. All of these are critical data points for Technical SEO reviews.

3. Web Developer

This one truly does it all. My favorite use for this extension is being able to view a page without Javascript or CSS. This makes it easy for me to see what it might look like to a web crawler and to quickly recognize any problems that need to be resolved. This extension also overlaps with the Meta SEO Inspector (the first tool in this list) by displaying header tags, alt text, and printing on-page links among other things.

4. Wayback

An SEO Chrome Extensions that lets you look into the past is The Wayback Machine. It allows you to view archived versions of webpages. This function can provide valuable insights into why a page may be performing a certain way in search results in relation to changes made to the page. Additionally, being able to see where it came from gives you a much greater perspective of the site. With that background information in mind, you can thoughtfully strategize the direction you should take yoru SEO strategy moving forward.

5. Wappalyzer

As an SEO, when I encounter a new site, I want to see what I‘m working with. This means the first things I want to check are the systems being used. Wappalyzer is a Chrome extension that makes this a breeze by immediately showing the variety of technologies that are being utilized by the site. From the CMS to the SEO plugin, Wappalyzer can give you a peek into the back end.

6. SERP Counter

The SERP Counter is so simple yet effective SEO Chrome Extension. It helps put SERPs into perspective, especially when queries result in links being pushed further down the page. In addition, it’s a great visual to share with others so they can know where the site stands with SEO performance. As Search Engine Result Pagess have evolved, the SERP Counter makes them easier to understand.

7. Check My Links

With the Check My Links extension, you get a fast track look at the state of links across individual pages. This tool will highlight valid links, redirects, invalid links, and more which makes optimizations that much easier. The Meta SEO Inspector (the first tool listed) displays the anchor text for each individual link as well, which is another example of how these tools work in unison.

8. NoFollow Referrer

The NoFollow Referrer extension is also helpful when you want to identify potentially problematic links that may be negatively impacting your SEO initiatives. This Chrome extension works by outlining no-follow and do-follow links so you’ll know which links are being crawled, and those that may not be. Furthermore, it saves you a trip into Google Search Console by pointing out no index HTML tags as well.

9. View Rendered Source

Being able to view how a browser renders a page is critical for SEOs who are trying to understand how search engines see the content. This convenient SEO extension displays the raw source code, the rendered source code, and a comparison of the differences between the two.

10. Word Counter

Last, but certainly not least, the humble Word Counter is my go-to SEO Chrome Extension. I frequently take advantage of this tool when writing or evaluating metadata to ensure I’m using the full available character count while avoiding potential truncation. I also like to use it in competitor comparisons to determine if page length is a commonality among top-ranking URLs.

With each of these Chrome extensions in your back pocket, you are sure to make new SEO discoveries. I speak for myself and my fellow SEO team members when I say these tools greatly impact our everyday work and allow us to communicate our findings more efficiently. While these are the most valuable SEO extensions, there are a few others I’d like to recommend for more general use. These are less technical but no less useful!

Honorable Mentions:

Each of the extensions noted below can be helpful for any marketer or web user in general. These can definitely save you a few headaches and clicks so you can get more done!

Multiple Tabs Search

With this fantastic SEO tool, you can search for multiple queries at once and have all the SERPs appear in different tabs. You can also open several pages in different tabs at once. This has been a critical tool during competitor research when I’m reviewing numerous competitor pages and it is also helpful during keyword research when I’d like to take a look at a variety of SERPs.

Copy All URLs

This is another invaluable tool similar to the one mentioned above. With Copy All URLs, you can select multiple Chrome tabs by holding “shift” then click the extension. Once copied you can paste all associated URLs wherever you need them to go. 

Save image as PNG

When my SEO efforts have me working on improving site speed, I frequently download images in order to resize and compress them appropriately. All too often, I find I have downloaded a WebP file which makes this process more difficult. This little trick allows you to download any image as a PNG and avoid the annoying discovery of a WebP in your downloads folder.

Grammarly

Honestly, if you aren’t using Grammarly, what are you doing? Grammarly is the spell check of this decade and I’m not sure how I ever survived without it. The “New Document” feature is also immensely valuable for writing and reviewing copy. It allows you to see word count, reading time, and readability in addition to the spelling and grammar corrections, all important aspects of ensuring a page comes across as trustworthy, one of the important SEO EEAT signals.

Disable Extensions Temporarily

If you’ve now installed each of these SEO Chrome extensions, you likely have a lot going on at the top of your browser. As such, I‘ll leave you with this parting extension gift. If your extensions are ever acting funky or you need to view a page without them (ad blockers are common culprits here) this extension will turn them all off at once. You can turn them all back on easily, but be sure to put this in a spot where you will not click it accidentally.

With all of that being said extensions can also add a lot of weight to Chrome. In order to avoid overly taxing your browser be sure to audit your extensions every few months. By doing this you can remove those you’re not using or deactivate extensions that aren’t used often while keeping them around for the rare instances they are needed.

Now that you know all the best SEO chrome extensions, go forth and be a better marketer, developer, or SEO! There are thousands of other SEO Chrome extensions waiting to be discovered as well. If you find another extension that is helpful, let us know below. Learn more about how our team of SEO experts can help improve your technical insights by getting in touch with us today!

Note: This article has been updated to include information relevant for 2024. 

The Top 15 Chrome Extensions For SEO is an original blog post first published on Go Fish Digital.

B2B SEO, or Business-to-Business Search Engine Optimization, refers to the strategic approach that companies take to increase their website’s visibility in the search engine results pages (SERPs) when targeting other businesses as their primary audience. Unlike B2C (Business-to-Consumer) SEO, which focuses on reaching individual consumers, B2B SEO aims at attracting and engaging other businesses that might be interested in purchasing products or services in a more formal, decision-making process.

This type of SEO requires a nuanced approach because the buying cycle in the B2B market is typically longer and involves multiple decision-makers. Content must be tailored to address the needs, challenges, and questions of various stakeholders within the target organizations. This involves creating detailed, high-quality content that covers topics deeply relevant to the industry, coupled with optimizing for keywords that these businesses are likely to search for when looking for solutions or partners.

Moreover, B2B SEO strategies focus on building authority and trustworthiness in a specific industry. This is achieved through a combination of on-page optimization, such as optimizing for the right keywords and structuring content effectively, and off-page optimization, like earning backlinks from reputable sites within the same industry. Social media presence and engagement also play a crucial role in reinforcing the company’s expertise and reliability.

What Are The Benefits Of B2B SEO?

The benefits of B2B SEO are far-reaching and can significantly impact a company’s market presence, lead generation capabilities, and ultimately, its bottom line. By implementing a robust B2B SEO strategy, businesses can enjoy the following advantages:

1. Enhanced Visibility and Brand Awareness: One of the primary benefits of B2B SEO is increased visibility in search engines. By ranking higher for targeted keywords, a business can ensure that it appears in front of potential clients who are actively searching for the products or services it offers. This heightened visibility not only drives more traffic to the website but also helps in building brand awareness. When your business appears consistently at the top of search results, it can become top-of-mind for potential customers, establishing your brand as a leader in your industry.

2. Attraction of High-Quality Leads: B2B SEO focuses on attracting businesses that are in the market for the services or products you offer. Through keyword research and content creation tailored to the needs and search habits of your target audience, B2B SEO helps in attracting more qualified leads. These are potential customers who have a higher likelihood of converting into sales since they are actively seeking solutions that your business provides. This targeted approach to lead generation is more efficient and cost-effective compared to traditional advertising methods that cast a wider, less focused net.

3. Improved User Experience: SEO is not just about optimizing for search engines; it’s also about providing a better experience for website visitors. B2B SEO involves improving the website’s structure, speed, and content, making it more user-friendly. A well-optimized site can help keep potential customers engaged, reduce bounce rates, and encourage visitors to explore more of your content. This improved user experience can lead to higher conversion rates and more meaningful interactions with your brand.

4. Long-Term Return on Investment (ROI): While B2B SEO requires an upfront investment in time and resources, it offers a long-term ROI that outpaces many traditional advertising strategies. Once your website ranks high in search results, it continues to attract organic traffic without the ongoing costs associated with pay-per-click (PPC) advertising. Moreover, the trust and authority built through effective SEO strategies can solidify your business’s reputation, leading to sustained business growth and customer loyalty.

How Is B2B SEO Different Than B2C SEO?

B2B (Business-to-Business) SEO and B2C (Business-to-Consumer) SEO both aim to increase a website’s visibility in search engine results pages (SERPs), but they cater to fundamentally different audiences with distinct behaviors, decision-making processes, and goals. Understanding these differences is crucial for developing an effective SEO strategy tailored to each audience. Here are the key ways in which B2B SEO differs from B2C SEO:

1. Target Audience and Intent: The most significant difference lies in the target audience. B2B SEO targets the needs, interests, and challenges of other businesses, while B2C SEO focuses on individual consumers. Consequently, B2B SEO content is often more informational and detailed, aimed at educating and informing a professional audience making decisions for their organizations. B2C SEO, on the other hand, is more likely to focus on emotional engagement, brand awareness, and immediate sales conversions.

2. Buying Cycle and Decision-Making Process: The B2B buying cycle is typically longer and more complex than the B2C buying cycle, involving multiple decision-makers and a higher level of scrutiny. B2B SEO strategies must account for this extended decision-making process, emphasizing content that supports each stage of the buying cycle—from awareness and consideration to decision. B2C SEO often aims at quicker conversions, with a focus on optimizing for keywords that indicate immediate buying intent.

3. Keyword Strategy and Content: Given the differences in audience and intent, B2B and B2C SEO also diverge in their keyword strategies and content creation. B2B SEO tends to focus on niche, industry-specific keywords and longer, more detailed content that addresses specific business challenges or questions. This content is designed to generate leads by providing value and establishing authority in the industry. B2C SEO, conversely, often targets broader, high-volume keywords and creates content that is more concise and designed to drive immediate sales or engagement.

4. Conversion Goals and Metrics: The goals and metrics used to measure success in B2B versus B2C SEO also differ. B2B SEO focuses on generating qualified leads that can be nurtured into long-term business relationships, with metrics like lead quality, time on site, and content engagement being paramount. B2C SEO metrics, meanwhile, tend to focus on immediate sales, cart size, and conversion rates, reflecting the shorter sales cycle and direct-to-consumer nature of B2C transactions.

5. Content Distribution and Promotion: The channels used for content distribution and promotion can vary between B2B and B2C SEO. B2B companies may place more emphasis on LinkedIn and industry-specific forums for sharing content and engaging with potential clients, whereas B2C brands might focus more on broader social media platforms like Instagram, Facebook, and Twitter to reach consumers directly.

What Are Common B2B SEO Strategies?

To effectively reach and engage other businesses through search engines, B2B companies employ a variety of SEO strategies tailored to the unique needs and behaviors of their target audiences. These strategies are designed not only to improve rankings in search engine results pages (SERPs) but also to attract high-quality leads that are more likely to convert into customers. Here are some common B2B SEO strategies:

1. Keyword Research and Targeting: Identifying and targeting the right keywords is fundamental in B2B SEO. This involves extensive research to understand the terms and phrases that potential business clients are using to find solutions or products similar to what you offer. B2B keyword strategies often focus on long-tail keywords, which are more specific and less competitive, enabling businesses to attract more qualified leads. These keywords are then incorporated into website content, meta tags, and URLs to improve visibility for those specific searches.

2. High-Quality, Industry-Specific Content Creation: Content is a cornerstone of B2B SEO, serving both to attract search engine traffic and engage prospective clients. B2B companies focus on creating high-quality, informative content that addresses the specific needs and questions of their target audience. This can include blog posts, whitepapers, case studies, and how-to guides that provide value to other businesses. The goal is to establish the company as a thought leader in its industry, building trust and authority with potential clients.

3. On-Page SEO: On-page SEO involves optimizing individual web pages to rank higher and earn more relevant traffic. This includes optimizing title tags, meta descriptions, header tags, and images, ensuring they include targeted keywords without sacrificing readability and user experience. Additionally, B2B companies ensure their website’s structure is logical and easy to navigate, facilitating both search engines’ understanding of the site and users’ ability to find information quickly.

4. Link Building and Authority Building: Earning backlinks from reputable websites within the same industry is crucial for improving a site’s authority and search engine rankings. B2B SEO strategies often include guest blogging, creating shareable infographics, and participating in industry forums to gain high-quality backlinks. Building a strong backlink profile helps signal to search engines that other reputable sites vouch for your content, enhancing your site’s credibility and rank.

5. Technical SEO: Technical SEO refers to the optimization of website and server aspects to help search engine spiders crawl and index your site more effectively. This includes improving site speed, ensuring mobile-friendliness, implementing secure sockets layer (SSL) for security, and creating an XML sitemap. These technical optimizations help improve user experience and can significantly impact search rankings.

How Do You Create A B2B SEO Content Strategy?

Creating a content strategy for B2B SEO involves a systematic approach that aligns with the unique needs, challenges, and decision-making processes of businesses in your target market. An effective content strategy will not only improve your SEO performance but also position your brand as a thought leader in your industry. Here’s a step-by-step guide to creating a B2B SEO content strategy:

1. Understand Your Target Audience: Start by gaining a deep understanding of your target businesses, including their industry, size, pain points, needs, and the decision-making process. Create buyer personas to represent your ideal customers, outlining their roles, goals, challenges, and information consumption preferences. This understanding will guide your content creation efforts, ensuring they resonate with your audience.

2. Perform Keyword Research: Use keyword research tools to identify the terms and phrases that your target audience is searching for. Focus on long-tail keywords that are specific to the business problems your products or services solve. These keywords should form the foundation of your content topics, helping you to attract the right audience to your website.

3. Analyze Competitor Content: Evaluate the content strategies of your competitors, noting what works well and where there are gaps that your content can fill. This analysis can provide insights into industry trends, popular topics, and content formats that engage your target audience.

4. Define Your Content Goals: Set clear, measurable goals for your content strategy. These could include increasing organic traffic, generating leads, improving search engine rankings for specific keywords, or establishing thought leadership in your industry. Your goals will help prioritize content topics and formats.

5. Plan Your Content Mix: Decide on the types of content that will best meet your audience’s needs and support your SEO goals. B2B content often includes blog posts, whitepapers, case studies, industry reports, how-to guides, and webinars. Your content mix should address each stage of the buyer’s journey, from awareness to decision.

6. Create and Optimize Content: Produce high-quality, informative content that addresses your audience’s questions and challenges, incorporating targeted keywords naturally. Ensure your content is well-structured, with clear headings, subheadings, and calls to action. Optimize on-page elements like meta titles, descriptions, and URL structures to improve SEO performance.

7. Promote and Distribute Your Content: Share your content across channels where your target audience is active, such as LinkedIn, industry forums, and email newsletters. Consider leveraging partnerships with industry influencers or guest posting on relevant websites to expand your reach and authority.

8. Measure and Refine: Use analytics tools to track the performance of your content against your goals. Analyze metrics like traffic, engagement, lead generation, and keyword rankings to understand what’s working and where improvements can be made. Continuously refine your content strategy based on these insights.

What Is B2B SEO? is an original blog post first published on Go Fish Digital.

As prospective clients increasingly turn to the internet for legal services, effective SEO becomes vital to a law firm’s marketing strategy. Join us as we explore the nuances, insights, and success stories that will empower your law firm’s SEO and overall digital presence.

What is Law Firm SEO?

Law firm SEO involves optimizing your law practice’s website to appear higher in search engine results, making it more visible to potential clients. Think of SEO as fine-tuning your online presence to ensure that when people search for legal services, your firm is one of the first results, making it easier for them to find and choose you.

Successful attorney or lawyer SEO requires you to produce valuable and top-notch content. When your law firm’s content can genuinely assist your audience, addressing their legal concerns and delivering it in a way that captivates and informs while incorporating an SEO strategy, Google will likely reward your site.

Mastery of these elements enhances the user experience on your website and positions your firm favorably in Google’s ranking algorithm. Some of the leading players in lawyer SEO have honed this art of providing meaningful, high-quality content, reaping the rewards of heightened online visibility and trustworthiness.

Why is SEO for Law Firms Important?

Law firm SEO, and specifically, local SEO for lawyers is incredibly important for reaching the right clients and earning top positions in Google’s search results pages. Research has proven that local SEO for lawyers, attorneys, and law firms is significantly critical and necessary for organic visibility and growth.

Take a look at how the interest in “law firm near me” has trended in Google search over the past decade:

This upward trend in interest means that most consumers looked for a lawyer on Google. When a law firm’s website appears at the top of Google’s results pages, consumers are more likely to trust those pages and click on them. Research also shows that .63% of consumers visit Google’s second page, meaning that your law firm’s website must rank on Google’s first page to earn clicks and leads from potential clients.

Furthermore, earning the #1 ranking position in Google is obviously significantly more valuable than any other position, but did you know that earning the #1 position in Google makes your law firm’s website 10x more likely to receive clicks than ranking in position #10?

6 Benefits of SEO for Law Firms

Here are 6 compelling benefits of law firm SEO and reasons why local SEO for lawyers is incredibly important:

1. Law Firm SEO Provides Targeted Visibility

Law firms primarily serve a local clientele. Local SEO ensures that your firm appears prominently in local search results when potential clients seek legal services in your geographic area. This targeted visibility increases the likelihood of attracting clients relevant to your practice.

2. SEO Enhances Trust and Credibility for Lawyers

Local searchers often prioritize businesses with a physical presence in their vicinity. Optimizing for local SEO builds trust and credibility, as your law firm is perceived as accessible and connected to the community. This local relevance contributes to a positive perception among potential clients.

3. Dominate Mobile Search and Google My Business (GMB)

With the rise of mobile devices, local searches seeking legal services have become prevalent. SEO ensures that your law firm is visible to users conducting searches on mobile devices, capitalizing on the mobile-dominant landscape for local legal services.

Additionally, it involves optimizing your Google My Business listing, a crucial component for law firms. A well-optimized GMB profile enhances your firm’s visibility in local packs, map searches, and voice searches, providing valuable information to potential clients.

4. Gain a Local Competitive Advantage

SEO efforts for attorneys and lawyers provide a competitive edge in your immediate business environment. By appearing prominently in local search results, your law firm can outshine competitors, capturing the attention of clients seeking legal services within the same locality.

5. Improve Your Law Firms Reviews and Reputation Management

Online reviews and reputation management often work in tandem with SEO services for lawyers. A local SEO strategy for law firms typically includes managing online reviews, which play a pivotal role in a law firm’s reputation. Positive reviews and actively addressing any negative feedback demonstrate a commitment to client satisfaction, further bolstering your firm’s local standing. Learn more about managing your online reputation and start generating more five-star reviews for your law firm practice.

6. SEO for Lawyers is Cost-Effective Marketing

SEO is a cost-effective marketing strategy, especially for smaller law firms. It allows you to target a specific audience without the expansive costs associated with broader marketing campaigns, ensuring efficient allocation of resources for optimal results.

The benefits of SEO for law firms are endless, and are essential for targeted visibility, building trust, and gaining a competitive advantage in the local legal landscape. Connecting with an SEO agency for law firms can help align your online presence with the specific needs of local clients, making it a strategic investment for sustained growth and client acquisition.

How to Implement a Successful Law Firm SEO Strategy

When it comes to devising a successful SEO strategy as an attorney or lawyer, there are some key elements to prioritize and keep in mind. Here are some factors to consider as a law firm implementing an SEO digital strategy:

Importance of Backlinks

In the legal world, building trust is essential, and that’s where backlink building comes into play. Think of them as recommendations from respected voices in the legal community, vouching for the credibility and expertise of your law firm. Each link is like a vote of confidence, telling search engines that your insights are worth noticing. Plus, in the legal sphere, social interactions—likes, comments, and shares on your legal content—don’t just boost online visibility; they spark genuine conversations and connections within the legal community.

But how can law firms earn high-quality, relevant backlinks? Here are some examples and ideas to get your law firm started:

Guest Contributions to Legal Publications

Offer to write insightful guest posts for reputable legal publications or industry blogs. This not only positions your firm as an authority but also provides opportunities for backlinks within the content.

Collaborate with Legal Associations

Engage with legal associations and organizations relevant to your practice areas. Participate in events, contribute to newsletters, or offer to write articles for their websites, gaining exposure and potential backlinks.

Create Comprehensive Legal Resources

Develop in-depth legal resources, such as guides, whitepapers, or case studies. Outreach to legal influencers or organizations, offering them as valuable references. When others find your content helpful, they are more likely to link back to it.

Legal Directories and Listings

Ensure your law firm is listed in authoritative legal directories and listings. Many of these platforms allow you to include a link to your website, providing valuable backlinks and reinforcing your firm’s legitimacy.

Participate in Webinars or Podcasts

Collaborate with legal webinars or podcasts as a guest speaker. This not only expands your reach but also often results in backlinks from the event’s website or promotional materials.

Collaborate with Clients and Partners

Foster collaborations with satisfied clients, legal partners, or industry professionals. Jointly publish content, co-author articles, or engage in mutual promotional activities, leading to reciprocal backlinks.

Engage in Local Community Initiatives

Actively participate in local events, sponsorships, or community initiatives. Local news outlets or community websites may mention your involvement, providing opportunities for backlinks.

Offer Legal Insights on Social Media

Share valuable legal insights on social media platforms like LinkedIn, Twitter, Facebook, and more. When your content is shared or discussed within the legal community, it can attract backlinks from those who find your expertise noteworthy.

Create Shareable Legal Infographics

Design informative legal infographics that simplify complex legal concepts. Share these on your website and social media, making them easily shareable and likely to attract backlinks.

Want to know how we helped a client earn 50 new backlinks and 120 new keyword rankings? Click here to learn how we used creative content to earn high-quality backlinks and drive the client’s organic traffic to new heights.

Monitor and Outreach to Mentions

Use tools to monitor online mentions of your law firm. When your firm is referenced but not linked, reach out to the author or website, politely asking for a backlink to your site.

Remember, the key is to focus on creating valuable, shareable content and building genuine relationships within the legal community. High-quality backlinks often result from providing valuable resources and fostering connections.

Technical SEO Factors

Technical SEO is the backbone of your law firm’s website. This type of SEO ensures your law firm’s website is finely tuned for search engines. Addressing crucial factors like website speed, mobile-friendliness, site structure, and schema markup is foundational to enhancing your online presence and delivering an optimal user experience.

Optimizing Website Speed and Mobile-Friendliness

The speed and mobile-friendliness of your law firm’s website are crucial. A sluggish site can discourage users and adversely affect your search engine rankings. Prioritize the optimization of your website for mobile devices and efficient loading times to keep users engaged and satisfied.

Crafting a Well-Structured Site

A meticulously organized site structure is key for effective content indexing by search engines. Ensure that legal articles, services, and resources are intuitively navigable and logically categorized. This not only benefits your SEO efforts but also elevates the overall user experience.

URL Structure

Ensure that your URLs are concise and logically structured, integrating keywords whenever possible. For instance, a clean URL for a legal article could appear as follows: “www.yourlawfirm.com/blog/legal-advice-for-businesses.”

Leveraging Schema Markup for Legal Offerings

Schema markup, a code strategically added to your website, provides search engines with additional context about your law firm’s services. This implementation can result in rich search results, commonly known as “rich snippets,” capturing more attention and clicks from users seeking legal information.

Embarking on a Technical SEO journey empowers your law firm’s website to be both user-friendly and search-engine-friendly. This dual optimization not only improves search engine rankings but also amplifies your visibility within the competitive legal landscape. Incorporate these technical facets into your SEO strategy, and you’ll pave the way for success in the legal industry.

Check out these case studies where Go Fish Digital’s technical SEO approach contributed to our client’s outstanding results:

• BroBible: Technical SEO Results In Millions Of Clicks From Discover & Top Stories
• Online Trading Academy: Skyrocketing Organic Traffic with Technical SEO
• B.F. Saul: Technical SEO Boosts Resident Occupancy 96% in One Year

Content

Content stands as the linchpin that connects potential clients to your expertise. Crafting a content strategy that resonates with users’ keyword searches and queries is not just a best practice; it’s a game-changer for driving organic traffic and converting visitors into valuable leads to your law firm.

Here are some ways to unlock law firm success with SEO-optimized content:

Keyword Optimization for Precision

Incorporate carefully researched keywords seamlessly into your content, ensuring it aligns with users’ language when seeking legal services.

Relevance and Helpfulness to Users

Prioritize content that directly addresses the needs and questions of your audience, offering valuable insights that resonate with real-life legal concerns.

Accessibility to Both Users and Search Engines

Strike a balance between user-friendly content and search engine optimization, using clear writing while structuring information for easy comprehension by both humans and search engine crawlers.

Capturing Organic Demand

Proactively address popular legal queries, making your website a go-to resource for individuals seeking legal assistance and thereby attracting organic search traffic.

Converting Visitors into Leads

Encourage engagement through compelling calls-to-action, user-friendly contact forms, and downloadable resources, guiding visitors seamlessly from informative content to taking desired actions and turning organic traffic into potential clients.

Here are some SEO-optimized content types to elevate your law firm’s online presence:

• Step-by-Step How-to Guides: Break down complex legal processes into user-friendly step-by-step guides, offering practical insights and actionable advice that resonate with your audience’s legal queries.
• Comprehensive Legal Topic Guides: Create in-depth guides that serve as authoritative resources on specific legal topics. Cover nuances, precedents, and relevant case studies to establish your firm’s expertise and provide valuable information for your audience.
• Localized Practice Area Pages with SEO Emphasis: Develop practice area pages that not only outline your legal services but also incorporate localized keywords. Tailor the content to address regional legal needs, optimizing it for local search visibility.
• FAQ Pages Geared for Featured Snippets: Craft FAQ pages strategically designed for featured snippets. Anticipate common legal questions your audience might ask and provide concise, informative answers to secure a spot in Google’s coveted featured snippets.
• Checklists: Simplify legal processes for your audience by creating practical checklists. Whether it’s a pre-court checklist or steps for legal document preparation, these resources add tangible value and enhance user engagement.
• Ebooks: Offer comprehensive ebooks on intricate legal subjects, showcasing your firm’s authority in the field. Encourage downloads by requiring simple registration, turning readers into potential leads.
• Engaging Video Content: Leverage the power of video to convey legal insights, share client testimonials, or discuss complex legal topics. Video content not only enhances user engagement but also caters to the growing preference for visual content online. Discover how our client, Brilliant Earth, reached millions through a viral video, earning high-quality links and national press — a testament to the impactful synergy of video strategies, as detailed in our article on how we leveraged YouTube for Brilliant Earth’s success.
• Insightful Interviews with Industry Professionals: Feature interviews with legal experts, industry professionals, or even satisfied clients. Leverage these insights to humanize your firm, demonstrate thought leadership, and foster trust among your audience.
• Local Event Guides: Create guides for local legal events, conferences, or seminars. Optimize the content for local search terms to not only inform your audience but also boost your firm’s visibility in regional searches.

Having a well-rounded content strategy for law firm SEO is a strategic investment that pays dividends in visibility, credibility, and lead generation. By understanding the nuances of keyword optimization, delivering relevant and helpful content, and seamlessly guiding users through their journey, your law firm can position itself as a trusted authority in the legal landscape. Additionally, having a diverse array of content not only caters to varied user preferences but also amplifies your law firm’s SEO impact.

User Experience (UX)

The experience your law firm provides to potential clients matters immensely. A user-friendly website not only guides visitors seamlessly through your legal offerings but also aligns with search engine preferences. When your site is easy to navigate, loads quickly, and offers valuable information, it keeps visitors engaged and signals to search engines that your firm is a trusted resource. A positive user experience not only fosters client satisfaction but also boosts your law firm’s visibility in search engine rankings, ensuring that those seeking legal expertise find your services with ease.

Want to ensure that your law firm’s website is providing the best user experience? Here are key SEO strategies for improving experience:

Intuitive Navigation

Be sure to design a clear and intuitive navigation menu that allows visitors to easily find information about your legal services, practice areas, and contact details.

Optimize Your Site for Mobile Devices

Optimize your website for mobile devices to accommodate users who access your site from smartphones or tablets. Mobile-friendly design is crucial for a positive user experience and can impact search rankings.

Page Speed Optimization

Ensure that your website loads quickly. Compress images, leverage browser caching, and optimize code to reduce page load times. Fast-loading pages contribute to a positive user experience and improved SEO.

Provide Relevant and Engaging Content

Provide informative and engaging content that answers common legal questions, explains legal processes, and showcases your expertise. High-quality, relevant content not only helps users but also contributes to SEO.

Implement Clear Calls-to-Action (CTAs)

Incorporate clear and strategically placed calls-to-action throughout your site. Whether it’s encouraging users to contact your firm, schedule a consultation, or download informative resources, well-designed CTAs guide visitors in taking the next step.

Accessible Design

Ensure your website is accessible to individuals with disabilities. This includes providing alternative text for images, using legible fonts, and ensuring that navigation is possible for those using screen readers. Be sure that your website is compliant with the Web Content and Accessibility Guidelines (WCAG) 2.1 level AA to ensure your site is accessible and adhering with the Americans with Disabilities Act (ADA).

Security Measures

Implement robust security measures to protect user data. A secure website not only builds trust but also contributes to a positive user experience.

Regular and Consistent Website Maintenance

Conduct regular audits and maintenance to address broken links, update content, and ensure that all features and functionalities work smoothly. A well-maintained website contributes to user satisfaction.

Feedback Mechanisms

Incorporate feedback mechanisms such as contact forms or surveys to gather insights from users. Understanding their needs and preferences helps in continuous improvement.

Analytics and Monitoring

Utilize analytics tools to monitor user behavior on your site. Analyzing data helps you understand user preferences, popular content, and areas for improvement.

By consistently focusing on these aspects, law firms can create a website that not only provides an excellent user experience but also aligns with SEO best practices, contributing to improved online visibility and client engagement.

Keywords for Law Firm SEO

Keyword utilization and keyword research serve as the foundation of successful law firm SEO. These are the terms and phrases potential clients use when searching for legal services online. Strategically integrating these keywords into your website content helps search engines like Google understand your legal practice, subsequently boosting your website’s ranking in search results. The potency of keywords lies in their ability to bridge the gap between your law firm and your target audience.

To kickstart your SEO endeavors in the legal realm, consider incorporating keywords such as:

• Legal consultation services
• Criminal defense attorney
• Family law advice
• Estate planning lawyer
• Immigration law services
• Personal injury representation
• Corporate legal assistance
• Employment law guidance
• Intellectual property lawyer
• Legal counsel for startups

For specialized law practices, long-tail keywords play a crucial role. These are specific and extended phrases tailored to a distinct audience. For instance, if your firm specializes in immigration law, a pertinent long-tail keyword might be “immigration law services for businesses.” While these keywords may have lower search volumes, they often boast higher conversion rates by attracting users actively seeking precisely what your firm offers. Long-tail keywords enable you to carve out a niche and connect with a highly targeted audience.

Image Optimization

Images play a crucial role in the legal sector, but improper optimization can affect your website’s loading speed. Compress and resize legal images to enhance load times, and use descriptive file names and alt text that incorporate legal-related keywords. Optimizing your images not only enhances user experience but also renders your site more search-engine-friendly.

Internal Linking

Leverage internal links to connect related legal content within your website. This not only guides users to explore more of your content but also aids search engines in indexing your pages more effectively.

Types of Law Businesses We Help

• Law Firms (General Practice): Provide comprehensive digital marketing strategies to law firms offering general legal services.
• Personal Injury Law Firms: Assist in attracting clients seeking legal representation for personal injury cases.
• Criminal Defense Attorneys: Implement marketing strategies to reach individuals in need of criminal defense services.
• Family Law Practices: Target individuals seeking legal assistance for family-related matters such as divorce, child custody, and adoption.
• Estate Planning Lawyers: Help law firms specializing in estate planning attract clients looking for wills, trusts, and probate services.
• Immigration Law Firms: Assist in marketing to individuals seeking immigration-related legal services.
• Corporate Law Firms: Target businesses in need of corporate legal services, including contract law and business litigation.
• Employment Law Attorneys: Attract businesses and individuals seeking legal advice on employment-related matters.
• Intellectual Property Lawyers: Assist law firms specializing in protecting intellectual property rights, including trademarks and patents.
• Bankruptcy Attorneys: Implement strategies to reach individuals and businesses facing financial challenges seeking bankruptcy assistance.
• Real Estate Law Firms: Target clients involved in real estate transactions, including buyers, sellers, and property developers.
• Environmental Law Practices: Assist firms dealing with legal issues related to environmental regulations and compliance.
• Healthcare Law Firms: Target healthcare providers and organizations seeking legal counsel on regulatory matters.
• International Law Practices: Help firms specializing in international law to attract clients with global legal needs.
• Tax Law Attorneys: Assist in marketing to individuals and businesses seeking tax-related legal advice and representation.
• Social Justice Law Firms: Support firms dedicated to social justice causes and community advocacy through targeted marketing.
• Human Rights Lawyers: Assist legal professionals focused on human rights issues with strategic marketing.
• Entertainment Law Firms: Target clients in the entertainment industry, including musicians, actors, and producers.
• Technology and Cybersecurity Law: Assist firms dealing with legal aspects of technology, data protection, and cybersecurity.
• Labor Law Attorneys: Target businesses and employees in need of legal counsel on labor and employment law matters.
• Whistleblower Protection Lawyers: Help legal professionals focused on whistleblower protection laws and representing whistleblowers.

Case Studies

A Law Firm’s SEO Triumph, Dominating the Legal Landscape

The Goal

A law firm sought to establish itself as a prominent player in qui tam cases. Despite already enjoying a strong online presence, the firm aimed to further enhance its visibility and authority in search engine results. The primary objective was to consistently secure the coveted featured snippet for the term “qui tam” and outrank authoritative entities like the Department of Justice (DOJ), Wikipedia, and various .gov sites.

The Strategy

Go Fish Digital devised a tailored strategy to elevate the law firm’s online standing in the realm of qui tam cases:

• SEO Mastery: Through a meticulous SEO audit and optimization process, the firm’s website structure, content, and technical SEO elements were fine-tuned to perfection, ensuring maximum visibility for the target keywords.
• Content Excellence: Strategic content creation focused on providing valuable and informative resources related to qui tam cases. This approach not only showcased the firm’s expertise but also aimed to secure the Featured Snippet position.
• Competitive Link Building: A robust link-building strategy targeted authoritative domains, aiming to surpass competitors like the DOJ and Wikipedia. High-quality backlinks were acquired to strengthen the firm’s online authority.

The Results

The outcomes of the SEO campaign were nothing short of exceptional:

Our law firm client consistently occupies the featured snippet for “qui tam,” surpassing even government entities like the Department of Justice and Wikipedia.

• Search Engine Dominance: The firm regularly fluctuates between positions 1-3 in organic search results, showcasing its supremacy in the highly competitive legal landscape.
• Outranking Government Giants: Our law firm’s triumph over .gov sites in the search results reaffirms its position as a leader in qui tam cases.

This SEO success story highlights our client’s journey from being a contender to a frontrunner in the online visibility race, showcasing the effectiveness of a strategic and targeted SEO approach.

A Law Firm’s Geo-Targeted Lawsuit Strategy

The Goal

Stepping into the legal arena, our client aimed to leverage an innovative approach to SEO by anchoring their strategy in geo-targeted lawsuits. With a focus on establishing prominence in specific geographic locations, the objective was to solidify the firm’s position as a go-to legal authority for key lawsuits in those regions.

The Strategy

Based on the law firm’s goals, our SEO strategy was meticulously crafted to align with the firm’s focus on geo-targeted lawsuits:

• Geo-Targeted SEO Expertise: A comprehensive understanding of local search dynamics was employed to optimize the firm’s online presence for specific geographic areas. This involved refining website content, local listings, and other SEO elements like optimizing the site for localized keywords to resonate with the target audience.
• Content Tailored to Geo-Specific Lawsuits: Their website underwent strategic content enhancements, featuring detailed information on key lawsuits relevant to the targeted regions. This not only positioned the firm as an expert in these matters but also appealed to the local audience seeking legal representation.
• Local Keyword Strategy: Our team implemented a localized keyword strategy, ensuring that the content on their website was optimized for specific legal terms and phrases relevant to the targeted geographic areas. This strategic use of keywords contributed to improved visibility in local search results.

The Results

The outcomes of the law firm’s geo-targeted lawsuit strategy were impactful:

• The law firm achieved a notable increase in visibility for targeted lawsuits within specific geographic regions, solidifying its position as a regional legal authority.
• Improved Local Rankings: We witnessed a substantial rise in local search rankings, attaining prominent positions for key lawsuit-related terms in the target areas.

You can see below how the law firm’s priority keyword rankings improved in Google’s search results pages. Keywords ranking in positions 1-3 experienced a more than +300% increase in rankings. Keywords ranking in positions 4-10 also increased +150%.



• Client Engagement and Conversion: The strategy not only increased visibility but also attracted a higher volume of qualified leads. The law firm successfully converted these leads into clients, showcasing the effectiveness of the geo-targeted approach.

This SEO success story underscores our client’s strategic foray into geo-targeted lawsuits, demonstrating how a tailored SEO strategy, including a local keyword approach, can elevate a law firm’s presence and impact within specific regions.

SEO for Lawyers FAQs

What is SEO, and why is it important for my law firm?

Search Engine Optimization (SEO) is crucial for law firms as it improves online visibility, ensuring that your legal services are easily discoverable by those searching online. With the majority of clients turning to search engines for legal representation, a robust SEO strategy helps law firms stand out, attract potential clients, and establish authority in the legal domain.

Should law firms use SEO?

Yes, law firms should definitely consider implementing an SEO strategy. Potential clients often turn to search engines when seeking legal services. SEO helps law firms improve their online visibility, making it easier for individuals in need of legal assistance to find them. By investing in SEO, law firms can enhance their digital presence, attract targeted traffic, and stay competitive in the increasingly digital legal landscape.

How can SEO help my law firm?

SEO is instrumental in boosting the visibility of law firms, attracting potential clients actively searching for legal services. It contributes to building credibility and trust among online users, offering a competitive advantage in a crowded legal market. By aligning with user behavior and search patterns, SEO provides a cost-effective and sustainable marketing strategy for long-term growth.

How can I find the right keywords for my law firm website?

Identifying relevant keywords for your law firm can be done using tools like Google Keyword Planner, SEMrush, or Ahrefs. Additionally, studying the content of competitor websites, identifying potential content gaps, and leveraging your legal industry knowledge can help uncover the most impactful keywords for your SEO strategy.

Why is content important for law firm SEO?

High-quality, informative content is critical for law firm SEO. It not only attracts and engages your target audience but also helps establish your law firm as an authority in legal matters. Content plays a key role in improving search engine rankings and ensuring that your law firm is prominently featured when potential clients search for legal services.

Are backlinks important for law firm SEO?

Absolutely. Backlinks, or links from other reputable websites to your law firm’s site, act as a vote of confidence in your legal content. They signal to search engines the credibility and authority of your law firm, positively impacting your SEO and online reputation.

How can I optimize my law firm website for local SEO?

Optimizing your law firm website for local SEO is crucial for attracting clients in your local area. Ensure your business is listed on Google My Business, incorporates localized keywords, and encourages client reviews. These strategies enhance your law firm’s local search visibility, making it more accessible to potential clients nearby.

Are long-tail keywords important for niche law practices?

Yes, long-tail keywords are particularly important for niche law practices. These specific and longer phrases cater to a specialized audience, ensuring that your law firm attracts highly targeted traffic looking for specialized legal services. Utilizing long-tail keywords can enhance the visibility of niche law practices in search engine results.

How long does it take to see results from SEO efforts for a law firm?

The timeline for seeing results from SEO efforts for a law firm can vary based on factors such as competition in your legal niche and the strategies implemented. Typically, it takes several months to see significant improvements in search engine rankings. Patience and consistent efforts are key to realizing the long-term benefits of SEO for law firms.

Can law firms handle SEO in-house, or is it advisable to hire professionals?

While some law firms may choose to handle SEO in-house, many find value in hiring professional SEO agencies. SEO experts bring specialized knowledge, experience, and tools to navigate the intricacies of the legal industry’s online competition, ensuring a more effective and strategic approach to digital marketing.

How can law firms measure the success of their SEO efforts?

Measuring the success of SEO efforts involves tracking key performance indicators (KPIs) such as website traffic, keyword rankings, conversion rates, and online visibility. Analytics tools like Google Analytics and Search Console provide valuable insights into the performance of your law firm’s SEO strategies.

What role does social media play in law firm SEO?

While social media itself doesn’t directly impact traditional SEO rankings, it can contribute to your law firm’s online presence. Sharing legal insights, engaging with clients, and promoting your content on social platforms can enhance brand visibility, drive traffic, and indirectly support SEO efforts. Learn more about how Go Fish Digital can help boost your law firm marketing strategy through social media management.

Can law firms benefit from paid advertising alongside SEO efforts?

Yes, law firms can complement their SEO efforts with paid advertising, such as Google Ads. While SEO provides long-term organic growth, paid advertising can offer immediate visibility. Integrating both strategies creates a well-rounded digital marketing approach for law firms aiming to maximize online reach. Interested in PPC (pay per click) for Law Firms? Learn more about how you can leverage Google Ads and expedite the number of leads you receive.

Unleash the Power of SEO for Your Law Firm

Take your law firm to new heights by leveraging the full potential of SEO. In the highly competitive legal landscape, where online visibility is key, embracing SEO is a strategic imperative. Our comprehensive guide dives deep into proven strategies, best practices, and expert insights tailored for law firms. Whether you specialize in personal injury law, corporate litigation, or family law, SEO is your indispensable ally. Embark on this transformative journey with us, and let’s elevate your law firm’s digital presence together.

Ready to take the first step? Reach out to Go Fish Digital for customized SEO solutions or request a proposal to unlock the full potential of your law firm today!

An Ultimate Guide to Mastering SEO for Law Firms is an original blog post first published on Go Fish Digital.

Join us on a journey where we’ll explore the strategies, techniques, and insider tips that will not only elevate your online presence but also drive your brand’s success to new heights. Get ready to discover how SEO can be your beauty business’s secret weapon! 

What Is Beauty SEO?

Beauty SEO is optimizing your online presence to make your beauty business more visible to those seeking beauty products, services, and expertise. SEO for the beauty industry is about strategically aligning your website, content, and digital marketing efforts with search engine algorithms to connect with your target audience effectively. By selecting the right beauty keywords and crafting compelling content, beauty SEO not only enhances your online ranking but also elevates your brand’s digital allure, ultimately leading more potential clients to your beauty business.

How Competitive Is the Beauty Industry?

The beauty industry is a dynamic and highly competitive market, consistently generating over $100 billion in annual revenue globally. Its ever-evolving nature is driven by rapidly changing consumer preferences, emerging trends, and innovative products.

Interest in beauty marketing has also recently taken off, climbing the charts of Google Trends over the years, and skyrocketing to an all-time high in interest around October 2023.

In such a fiercely competitive landscape, businesses must adapt to stay ahead. One crucial strategy for gaining a competitive edge is the effective use of SEO. With an increasing number of consumers turning to online platforms to research and purchase beauty products, having robust SEO strategies in place can significantly enhance a beauty company’s visibility, attracting more potential customers and improving its overall market position. In a world where trends and preferences shift quickly, SEO offers beauty businesses a powerful tool to maintain their relevance and thrive in this competitive environment.

What Are the Benefits of Using SEO in the Beauty Industry?

In the beauty industry, your digital presence is your gateway to success. Beauty industry SEO holds the key to unlocking the remarkable advantages that can transform your beauty business. From heightened visibility to cost-effective strategies, and from establishing brand authority to expanding your reach, here are some of the remarkable benefits of having a beauty industry SEO strategy for your beauty business.

Increased Online Visibility

Increased online visibility is one of the primary benefits of implementing beauty industry SEO. When your beauty business appears on the first page of search engine results like Google, potential customers are more likely to discover your products or services. This enhanced visibility can significantly boost your brand’s reach and influence.

Targeted Audience Engagement

SEO allows you to engage with a highly targeted audience interested in beauty-related topics. By optimizing your content for relevant beauty keywords, you can attract visitors who are more likely to convert into customers, creating a loyal following for your beauty business.

Cost-Effective Marketing

Having a beauty SEO strategy in place is a cost-effective alternative to traditional advertising. It offers a high return on investment (ROI) as it brings organic traffic to your website, reducing the need for potentially expensive paid ads. This cost-efficiency is especially valuable for beauty businesses operating on a budget.

Building Brand Authority

SEO can help your beauty business build brand authority within its industry. A strong online presence establishes your beauty brand as a trusted authority. When potential customers see your brand as a credible source of beauty information, they’re more likely to choose your products or services over competitors.

Local SEO for Beauty Salons and Studios

Local SEO is crucial for beauty salons and studios with physical locations. It ensures your business appears in local search results, driving foot traffic through your doors. By optimizing for location-specific beauty keywords and maintaining accurate business listings, you can attract nearby clients effectively.

Expanding Your Online Store Presence

For e-commerce beauty businesses, SEO is a key driver of growth. It helps you reach a broader customer base, increase online sales, and extend your beauty products to a wider market. Effective SEO strategies are essential for the success of online beauty retailers.

Measurable Results and Analytics

Having an SEO strategy for your beauty business offers the advantage of measurable results. With tools like Google Analytics, you can track the performance of your SEO efforts. This data-driven approach allows you to make informed decisions, refine your strategies, and continuously improve your online presence.

Staying Competitive in the Beauty Industry

In the competitive beauty industry, staying visible and relevant is crucial. SEO for the beauty industry ensures that your business remains competitive by keeping up with industry trends, adapting to algorithm changes, and consistently reaching your target audience.

Establishing Long-Term Success

SEO for beauty brands isn’t just about short-term gains. A well-executed SEO strategy can lead to long-term success. By consistently implementing SEO best practices, your beauty business can enjoy sustainable growth and maintain its position in the industry.

SEO Fundamentals for Beauty Businesses

In the fiercely competitive beauty industry, staying at the forefront of your customers’ minds and search engine results is essential for success. Implementing the following SEO fundamentals can be the key to unlocking your beauty brand’s full potential. An effective SEO strategy for beauty brands typically consists of keyword optimization, content creation, backlink building, and local SEO techniques. These elements work in synergy to improve your website’s visibility, drive more organic traffic, and ultimately, lead to higher conversion rates. By delving into these SEO fundamentals, you’ll be better equipped to outshine your competitors and make your beauty brand stand out in the digital beauty landscape.

The Power of Keywords

Keywords are the cornerstone of SEO. They are the words and phrases that potential customers use to search for beauty products and services online. By strategically incorporating these keywords into your website content, you can make it easier for search engines like Google to understand what your business is about and rank your website higher in search results. The power of keywords lies in their ability to connect your business with your target audience.

Here are some popular beauty industry keywords that can help you get started with your SEO efforts:

• Skin care products
• Haircare tips
• Makeup tutorials
• Anti-aging skincare
• Natural beauty products
• Best hair salons
• Nail art ideas
• Lipstick shades
• Eyebrow shaping
• Beauty influencers

For niche beauty businesses, long-tail keywords are particularly valuable. These are more specific and longer phrases that cater to a specialized audience. For example, if your business specializes in organic skincare for sensitive skin, a long-tail keyword could be “organic skincare for sensitive skin.” These keywords may have lower search volume, but they often have higher conversion rates as they attract users looking for precisely what you offer. In a competitive industry like beauty, long-tail keywords can help you carve out a niche and connect with a highly targeted audience.

Understanding the nuances of keyword research and effectively implementing them on your website is a fundamental aspect of SEO success in the beauty industry. It’s the first step towards gaining a competitive edge and ensuring that your beauty business gets noticed in the digital landscape.

On-Page SEO for Beauty Brands

On-page SEO is a critical aspect of any beauty brand’s digital marketing strategy. It involves optimizing various elements of your website to improve its search engine rankings and enhance the user experience.

Here are some essential on-page SEO techniques that will help you excel in the beauty industry:

Meta Tags

Meta tags, including the title tag and meta description, play a crucial role in attracting visitors to your beauty website. Be sure to craft compelling titles and descriptions that incorporate relevant keywords. These tags provide a sneak peek into what your content offers and can significantly impact click-through rates.

Content Optimization

High-quality, informative content is the lifeblood of your beauty brand’s online presence. Ensure your beauty articles, tutorials, and product descriptions are not only engaging but also optimized with beauty-related keywords. This helps search engines understand the relevance of your content to user queries. For example, if you’re writing about “skincare routines,” use this keyword strategically throughout the content.

Image Optimization

Images are essential in the beauty industry, but they can also affect your website’s loading speed if not optimized correctly. Compress and resize beauty images to reduce load times, and don’t forget to use descriptive file names and alt text that contain beauty-related keywords. Optimizing your images for SEO not only improves the user experience but also makes your site more search-engine-friendly.

URL Structure

Ensure that your URLs are clean and structured logically, incorporating keywords when possible. For example, a clean URL for a beauty article could look like this: “www.yourbeautybrand.com/skincare-tips-for-glowing-skin.”

Internal Linking

Utilize internal links to connect related beauty content within your website. This not only guides users to explore more of your content but also helps search engines index your pages more effectively.

By implementing these on-page SEO techniques, your beauty brand can improve its visibility in search results, attract more beauty enthusiasts, and ultimately excel in the highly competitive beauty industry.

Off-Page SEO Strategies for Beauty Brands

Off-page SEO is an essential facet of enhancing your beauty brand’s online presence and authority beyond the elements on your website. This approach focuses on activities and strategies conducted outside your website to build credibility and recognition. By emphasizing backlinks, social signals, influencer marketing, and local SEO, you can make a significant impact on your brand’s success in the beauty industry. These off-page SEO techniques not only increase your brand’s visibility but also boost your reputation in the highly competitive world of beauty.

Backlinks and Social Signals

Backlinks, or external links from other reputable websites to your beauty brand’s site, are essential for search engine credibility. They act as a vote of confidence in your content. In addition, social signals, such as likes, shares, and comments on your beauty-related posts, help boost your brand’s online visibility and engagement.

Influencer Marketing

Collaborating with beauty influencers can be a game-changer for your brand. Influencers have the power to reach and influence a large and dedicated audience in the beauty industry. Leveraging their popularity and credibility can lead to more backlinks, increased social signals, and heightened brand recognition.

Local SEO

For beauty salons, barber shops, tattoo studios, etc., local SEO is crucial. Optimize your Google My Business profile, include local keywords, and encourage customer reviews. This will help your physical business rank higher in local search results and attract potential clients looking for beauty services in your area.

By incorporating these off-page SEO strategies, your beauty brand can build a strong online presence, gain credibility, and establish itself as a reputable source in the beauty industry.

Technical SEO for Beauty Websites

Technical SEO is the foundation that ensures your beauty website is well-optimized for search engines and addresses factors like website speed, mobile-friendliness, site structure, and schema markup. You can enhance your brand’s online visibility and user experience with a fleshed-out technical SEO strategy.

Website Speed and Mobile-Friendliness

In the fast-paced digital world, website speed and mobile-friendliness are paramount. A slow-loading site can deter users and negatively impact your search engine rankings. Ensure your beauty website is optimized for mobile devices and runs efficiently to keep users engaged and satisfied.

Site Structure

A well-organized site structure helps search engines index your content effectively. Ensure that your beauty articles, products, and services are easily navigable and logically categorized. This not only benefits SEO but also enhances the user experience.

Schema Markup for Products and Services

Schema markup is a code that you can add to your website to provide search engines with more context about your brand’s products and services. This can result in rich search results, also known as “rich snippets,” which can attract more attention and clicks from users searching for beauty-related information.

By focusing on technical SEO, your beauty brand can ensure that your website is user-friendly and search-engine-friendly, ultimately leading to better search engine rankings and increased visibility. Incorporate these technical aspects into your SEO strategy, and you’ll be well on your way to excelling in the competitive beauty industry.

Types of Beauty Businesses We Help

• • Salons and Spas: We can help hair salons, beauty salons, day spas, and wellness centers attract and retain clients through digital marketing, social media, and local advertising.
  • Skincare Brands: Skincare companies often need assistance with product launches, branding, influencer partnerships, and e-commerce strategies.
  • Cosmetics and Makeup Brands: Makeup brands can benefit from marketing to promote their products through influencer marketing, content creation, and e-commerce optimization.
  • Haircare Brands: We can assist haircare brands in promoting products, running advertising campaigns, and improving their online presence.
  • Nail Salons and Nail Care Brands: Nail salons and nail care brands can utilize our marketing solutions for branding, social media marketing, and local SEO.
  • Barber Shops: Barber shops can improve their local visibility and customer retention through marketing strategies like Google My Business optimization and social media.
  • Wellness and Fitness Centers: Businesses offering fitness and wellness services often require marketing assistance to attract clients, promote classes, and enhance their online presence.
  • Medical Spas and Aesthetic Clinics: Medical spas and aesthetic clinics can utilize marketing services for branding, reputation management, and SEO to attract clients seeking cosmetic treatments.
  • Beauty Schools and Training Centers: We can help beauty schools attract students and promote their courses and programs.
  • Beauty E-commerce Retailers: Online retailers selling beauty products may need help with e-commerce optimization, content marketing, and advertising.
  • Beauty Influencers and Bloggers: Individual beauty influencers and bloggers often collaborate with marketing agencies to manage partnerships, brand deals, and content creation.
  • Tattoo Studios and Artists: Tattoo studios can benefit from marketing solutions for local SEO, social media marketing, and reputation management.
  • Permanent Makeup Artists: Permanent makeup artists may require assistance with branding, online booking systems, and local advertising.
  • Spa and Beauty Equipment Manufacturers: Companies that produce beauty equipment may need marketing support for product launches, B2B marketing, and brand awareness.
  • Fragrance and Perfume Brands: Perfume and fragrance brands can utilize marketing agencies for product launches, e-commerce optimization, and influencer collaborations.
  • Beauty Event Organizers: We can help promote beauty events, trade shows, and expos to attract attendees, exhibitors, and sponsors.
  • Beauty Subscription Box Services: Subscription box services can benefit from marketing agencies like Go Fish Digital to attract subscribers and promote their unique offerings.
  • Beauty and Cosmetology Associations: Associations within the beauty industry may need marketing support to engage members, promote events, and advocate for the industry.
  • Beauty Product Packaging and Design Companies: Companies involved in packaging and design for beauty products can use marketing solutions for branding and B2B marketing.
  • Beauty and Wellness App Developers: Developers of beauty and wellness apps may require marketing assistance to acquire users and promote their mobile applications.

• Case Studies

  Award-Winning, International Beauty Brand’s Remarkable Organic Traffic Growth

  The Goal

  In 2019, an internationally renowned beauty brand, primarily reliant on influencer marketing for growth, approached Go Fish Digital with ambitious objectives. They aimed to diversify their growth strategies, focusing on SEO and brand building through quality backlinks. Their overarching goal was to harness organic traffic growth and, ultimately, drive substantial increases in product sales.

  The Strategy

  Go Fish Digital devised a comprehensive strategy to transform the beauty brand’s online presence. The key elements of the strategy included:

  • SEO Optimization: An in-depth SEO audit and optimization process was implemented to enhance the brand’s website structure, content quality, and technical SEO aspects.
  • Content Creation: Engaging and informative content creation, catering to the beauty industry, was prioritized. This aimed to appeal to a broader audience while improving the brand’s relevance in search engine results.
  • Link Building: A robust link-building strategy was designed to improve the brand’s backlink profile, ensuring high-quality and authoritative links from reputable sources.

  The Results

  The outcomes of the collaborative efforts were nothing short of extraordinary:

  The beauty brand witnessed a meteoric rise in organic traffic, catapulting from around 20,000 organic sessions per month in 2019 to an astounding average of 120,000 organic sessions each month in 2023, reflecting an impressive +500% increase. This remarkable growth highlighted the effectiveness of the SEO and content strategies.

  Organic ranking keywords surged from around 17,510 in 2019 to a staggering 124,000 ranking organic keywords in 2023, demonstrating a substantial +610% increase. This underscored the brand’s remarkable increase in visibility and relevance in search engine results.

  Total referring domains also increased significantly, rising from 238 in 2019 to an impressive 671 in October of 2023, marking a remarkable +181% increase. This substantial growth in backlinks further solidified the brand’s online authority and reach.
  

  These exceptional results underscored the successful transformation of the beauty brand’s growth strategy. By diversifying into SEO, brand building through backlinks, and organic traffic expansion, the brand not only met but exceeded its goals. Moreover, this remarkable growth translated into significant increases in product sales, showcasing the immense potential of a holistic digital marketing approach.

  Cosmetic Dental Practice Achieves Impressive Growth in Paid Conversions & Organic Traffic

  The Goal

  A family dentistry clinic, based in Westminster, MD, had a clear vision to enhance its online visibility and expand its reach within the local community. This included promoting specialized services like Dental Implants and Sedation Dentistry. Despite being geographically located away from their primary target area, they were determined to improve their digital presence. To achieve these objectives, the dental practice partnered with Go Fish Digital, aiming to strengthen its SEO foundation and initiate effective paid advertising campaigns.

  The Strategy

  Go Fish Digital designed a comprehensive strategy to boost new patient sign-ups. The objectives encompassed creating and managing Google Ads campaigns to target specific practice areas, executing localized paid advertising, optimizing on-page content for service landing pages, addressing technical SEO issues, and more.

  The Results

  The meticulous execution of the digital marketing strategy resulted in remarkable improvements for the dental practice. These included a substantial +172% increase in phone call conversions, a 72% reduction in the cost per conversion through refinements in search ad campaigns, and an astonishing +314% surge in organic traffic. This multi-pronged approach, combining SEO and paid advertising, effectively elevated the dental practice’s online presence, leading to increased conversions and heightened site traffic from multiple channels. This case study exemplifies the tangible benefits of a well-executed online marketing strategy for businesses aiming to excel in the digital landscape.

  To explore and read more about this success story, click here.

  Beauty Business SEO FAQs

  Should beauty business owners use SEO?

  Yes, beauty business owners should consider implementing an SEO strategy for their business. It’s important for beauty business owners to approach SEO as part of their overall marketing strategy. Whether you’re a spa, salon, skincare brand, or other beauty-related business, investing in SEO can contribute to the success and growth of your business in the digital landscape.

  Can SEO help my beauty brand?

  Yes! SEO boosts beauty brand visibility, attracts targeted traffic, and builds credibility, providing a competitive advantage and ensuring discovery by consumers actively searching for beauty products or services. It offers long-term growth and cost-effective marketing aligned with user behavior.

  What is SEO, and why is it important for my beauty business?

  Search Engine Optimization is essential for your beauty business because it helps improve your online visibility, making it easier for potential customers to find your products or services when they search online. Learn more about why SEO is important and how you can use it to drive your beauty brand further.

  How can I find the right keywords for my beauty website?

  Keyword research tools like Google Keyword Planner, SEMrush, and Ahrefs can help you identify relevant keywords. You can also look at competitor websites and use your industry knowledge.

  Why is content important for beauty SEO?

  High-quality, informative content is crucial for SEO, especially for beauty brands. It helps you attract and engage your target audience, establish authority in the beauty industry, and improve your search engine rankings.

  Are backlinks important for beauty SEO?

  Yes, backlinks are important for SEO in the beauty industry, as they are in many other industries. Backlinks are links from other websites to your website. They serve as a signal to search engines about the credibility and authority of your site.

  How can I optimize my beauty website for local SEO?

  Optimizing your beauty website for local SEO is crucial for attracting customers in your local area. Ensure your business is listed on Google My Business, use localized keywords, and encourage customer reviews. These strategies can enhance your local search visibility.

  Are long-tail keywords important for niche beauty businesses?

  Yes, long-tail keywords can be particularly important for niche beauty businesses. Long-tail keywords are specific and longer phrases that cater to a specialized audience. They are essential for niche beauty businesses because they attract highly targeted traffic looking for specific products or services.

  How long does it take to see results from SEO efforts for a beauty business?

  The timeline for seeing results from SEO efforts for a beauty business can vary based on several factors. Typically it takes several months to see significant improvements. The timeline depends on the competitiveness of your niche and the strategies implemented.

  Unlock the Potential of Your Beauty Business with SEO

  Elevate your beauty brand to new heights by harnessing the power of SEO. In the dynamic world of the beauty industry, where competition is fierce, and trends evolve rapidly, staying ahead is paramount. Our comprehensive guide delves into the strategies, techniques, and insider tips that will not only enhance your online presence but also drive your brand’s success. Whether you’re running a salon, selling skincare products, or offering makeup tutorials, SEO is your secret weapon. Join us on this journey, and let’s transform your beauty business together. Ready to get started? Contact Go Fish Digital for tailored SEO services or request a proposal to unlock the full potential of your beauty brand today!

Grow Your Beauty Business with SEO is an original blog post first published on Go Fish Digital.

Maybe you are a provider with a product page ranking on page 1, and suddenly a review site has knocked you down in rankings. 

Or, maybe the opposite has happened – you have an informational resource page that previously performed well for a keyword, and now another competitor product page has shifted in rankings, changing yours as a result.

A mixed intent SERP is likely the culprit, and those are very common. 

In this article, we’ll discuss:

• What search intent is
• The most common types of search intent
• What a mixed intent SERP is
• How mixed intent SERPs can impact your rankings
• How to respond to those rankings impacts

What is search intent?

Behind every query, there is an intent. The user is looking for something, and Google does its best to serve up the most relevant, useful results. Sometimes, a query’s intent is pretty obvious. Queries that include “What is _____” are often informational and, therefore, Google serves up informational resources. Queries that contain, “_____ for sale” or “buy ______” are often transactional, meaning Google will serve up results that allow that user to buy something (E-commerce, local stores, etc.).

Search intent refers to the types of results Google returns for a particular query. If informational results make up most of a SERP, it’s an informational SERP. If it’s filled with transactional, product-focused queries, it’s transactional. While this might sound obvious now, it gets more complicated when looking at mixed intent SERPs and the types of queries that return those.

Before we dive into mixed intent SERPs, let’s take a quick look at informational and transactional SERPs.

Informational Intent SERPs

Informational intent for a keyword refers to keywords where a user needs an answer to their question with no apparent desire to purchase anything. These are often in the form of a question but don’t always have to be. SERPs for these keywords are often purely informational or return only informational results.

A good example might be, “what is fletching”. This keyword is pretty obvious in its intent: the user is looking for an answer to their question, so Google is serving up purely informational results to serve that query.

However, there are informational queries where you could likely argue that this person is about to be ready to purchase. These queries generally suggest that the person is conducting research for an upcoming purchase, such as, “What’s the best fletching”? We sometimes refer to these as “consideration” or “commercial investigation” intent, meaning the person is between the research and purchase phase (or researching for their purchase).

Transactional Intent

Transactional intent refers to queries where it’s clear that the user is trying to purchase something. These queries can be as obvious as to include phrases like “for sale,” “buy,” “cheap,” “near me,” among others. However, they’re usually a bit more subtle. These result in transactional SERPs where Google serves up local stores, E-commerce sites, product ads, etc.

Let’s take a look at the SERP for “buy fletchings,” a keyword that is obviously transactional because of the use of “buy”:

Here, we see nothing but buying options, ranging from E-commerce to local brick-and-mortar stores. These results very much serve the intent of the query. 

Mixed Intent

Now that we’ve had a quick refresh on two of the more basic search intents, we can talk about mixed intent. 

Mixed intent means that Google serves up a mix of informational and transactional results because the query intent is not entirely clear. 

Mixed intent SERPs often skew one way or the other. I tend to see 6/4, 7/3, and 8/2 splits. It’s rarely half and half. This is just based on my personal experience, though. 

Sometimes even the most subtle changes in a query can change the intent. Let’s take a look at the SERP for “fletching:”

This is a mixed intent SERP with a heavy skew towards informational, with a dictionary definition at the top, a Wikipedia knowledge panel, several informational guide-type pages, etc. What’s making this mixed is the Amazon transactional result at #3.

Now, this is where intent can get tricky. Let’s look at the plural version of the keyword we just looked at: “fletchings.”

Here, we have Wikipedia, followed by Amazon, and then 3Rivers Archery: an informational result, followed by two transactional results. This is another mixed intent SERP with a heavier skew towards transactional results. If we were to scroll further down the “fletchings” SERP, we’d only see one more informational result; everything else is transactional. So, in this case, 8/2 split with a skew towards transactional. 

The tricky thing about mixed intent SERPs is that they can be volatile and can lead to rankings shifts that are difficult to understand or explain.

When Search Intent Shifts Impact Your Rankings

Let’s go back in time to August 2022, when the SERP for “fletchings” had an even heavier skew towards transactional:

Here, we can see that 3Rivers Archery is in the #2 slot, right behind Amazon. Wikipedia, the first informational result in this SERP, doesn’t rank until #4. This is still a mixed intent SERP, but it has a much heavier skew towards transactional since positions 1 – 3 are all transactional. 

Fast forward to now, and 3Rivers Archery is in the #3 slot behind Wikipedia and Amazon. Wikipedia, Amazon, and 3Rivers Archery are still the top 3 results, but Wikipedia, an informational, non-business competitor, rose in rankings, which pushed 3Rivers Archery down.

Did it lose rankings? Technically, yes. But, if you think about it: it’s still the second transactional result in the SERP. So, it’s not like a business competitor has suddenly begun outcompeting them; Google has just suddenly shifted this SERP’s intent in favor of informational results. And, unfortunately, there’s not much we can do to change Google’s mind behind this shift.

Fortunately, though, there are tactics you can employ to try and regain your rankings.

How to Get Your Rankings Back for Keywords With Mixed Search Intent 

I mentioned earlier that search intent often shifts. Tomorrow or even later today, we could likely see Amazon back in #1 and 3Rivers Archery back in #2. So, sometimes, you don’t have to do anything to get your rankings back – it’ll just happen.

But, let’s say, for example, that this search intent is locked down. What can 3Rivers Archery do to regain their #2 spot or get to #1?

The way I see it, they’ve got two options: 

1. Become the #1 transactional result by outranking Amazon and, thus, becoming the #2 position behind Wikipedia.
2. Create an informational piece of content that’s worthy of the #1 position.

In this unique instance, both options will be challenging, considering we’re talking about outranking Wikipedia and Amazon, but these are the two solutions I’d start with in most cases.

If you’re exploring option number 2, you might have a couple of questions, such as:

Can a site’s transactional content rank alongside its informational content on page 1? Yes.

Will there be content cannibalization between the two pages that are targeting the same keyword? Not if it’s done correctly.

Let’s address the first question: 

Can a transactional and an informational result rank alongside each other from the same site for the same query?

I don’t see this a ton, but I have seen it.

For this part of the discussion, let’s change our keyword focus and look at “applicant tracking system.” SERPs for SaaS keywords like this are all kinds of mixed, and here’s a great example:

In this screenshot, there are at least two noteworthy things:

• Jobscan’s Applicant Tracking System product page ranks right next to its informational blog post. It is worth noting that this is back in 2021. So, maybe we don’t see this as much these days. 
• This SERP is all kinds of mixed: it contains purely transactional results (for instance, Jobscan’s product page), purely informational results (Wikipedia), and consideration intent results like G2’s reviews.

So, yes, transactional and informational content from the same site can rank on page 1 for the same query. However, we can also see that mixed intent SERPs can be complex, with Google serving multiple intents. 

And I mentioned volatility earlier. Just for fun, let’s look at the Ahrefs ranking history report for this keyword: 

Wow.

But will there be content cannibalization if you have two pages targeting the same keyword? 

As long as the two pages serve unique intents/purposes and the intents are clear to both Google and users, I say “no.” 

In fact, folks trying to target “applicant tracking system” with their product pages are likely missing a huge opportunity by not having an in-depth, informational resource dedicated to applicant tracking systems.

With a heavily mixed intent SERP as we saw above, either or both the product page and an informational resource could rank on page 1. Are they both worth having? Absolutely. They’re both likely crucial if you want to be competitive for this term.

Intent Changes Are Tough, but Not Impossible to Navigate

So, you’ve lost rankings, and a non-business competitor is pushing you down in SERPs.

Losing rankings is never fun, but this situation is one to expect and one that’s possible to address with the right tactics.

Don’t have time for all that yourself? Our SEO team sees this often and would love to help you get back on top. In fact, we’re a 4x SEO agency of the year, with experience achieving results for our clients, including:

• 500% Increase in SQLs for SMS Marketing Software
• +49% Organic Traffic Improvement from technical SEO
• 1125% ROI for an online retailer

The Impact that Search Intent Can Have on Keyword Rankings is an original blog post first published on Go Fish Digital.

At Go Fish Digital, we work with a lot of Shopify clients and have developed our own internal framework for how we perform SEO on Shopify. As a result, over the years we’ve started to really get a feel for the tools and apps that we prefer working with. While Shopify’s app marketplace might not contain as many options as WordPress plugins, there are still plenty of Shopify SEO tools that are at your disposal to make your life easier/

Related Content:

• Technical SEO Agency
• Ecommerce SEO Agency
• Shopify SEO Services
• Franchise SEO Agency
• Enterprise SEO Services

In this post, we’ll talk about some of our favorite tools to use with the platform. This includes some Shopify tools and apps that are native to their ecosystem as well as general SEO tools that we find ourselves using with our clients over and over again.

What Are The Best Shopify SEO Tools?

The best Shopify SEO tools are:

1. Ahrefs
2. Schema App Total Schema Markup
3. Crush.pics
4. Lazysizes Library
5. Shopify Redirection
6. Search Console
7. Screaming Frog
8. STAT
9. Google Analytics
10. Rewind Backups

Below, we’ll take a deeper dive into each one.

1. Ahrefs

Shopify SEO Tool Best For: Keyword research, backlink analysis, competitive research

Of all the Shopify SEO tools we couldn’t live without, Ahrefs is certainly up there. Ahrefs provides a great suite of SEO tools that includes keyword research, backlink analysis, rank tracking, competitive research, content gap analysis and much more. This is a tool that we use daily for our Shopify clients at Go Fish Digital.

One of the strongest components of Ahrefs is in its keyword research functionality. Let’s say we’re doing keyword research for a client in the apparel industry and they’ve identified Bombas as a competitor. Since we’re most interested in our Shopify site’s category pages, we want to find keyword opportunities where Bombas’s category pages rank well. Finding these keywords could be highly beneficial as they are more likely to convert since Google has identified the keywords as transactional.

Using Ahrefs, we can perform a search for “bombas.com/collections/” to show us all of the queries their category pages rank well for. Note how the “Prefix” option is selected here.

Then by looking at the “Organic Keywords” report, we can see the keywords that drive the most traffic to their category pages. This will then show us all of the different category page keywords where Bombas is ranking well.

These are great opportunities as these are keywords where a /collections/ page is ranking, thus more likely to drive site conversions. If these keywords are relevant to our site’s products, we can then start to add them to our tracking tools.

Ahrefs also has great backlink analysis tools. One of my favorites is the “Best By Links” report, which shows you a domain’s most linked-to pages. If you filter this report to show the 404 pages with the most backlinks, you might be able to find link reclamation opportunities. This is especially powerful if you’ve migrated to Shopify from another platform and might not have redirected all of your backlinks.

For instance, in this example we can see how Dress Barn migrated from another platform (possibly Magento) to Shopify. However, they could redirect some of these old URLs to reclaim lost link equity.

Overall, Ahrefs provides a fantastic suite of tools for Shopify owners. While it is a paid solution, it provides one of the best values in terms for how many tools you get for the price. With an Ahrefs subscription, you’ll have a lot of what you need to start SEO on Shopify sites.

2. Schema App Total Schema Markup

Shopify SEO Tool Best For: Structured Data

Structured data on Shopify can actually be quite the headache. One of the issues with structured data is that there are many fragmented sources that will try to implement structured data on your store. Oftentimes, both the theme and various third party apps will add schema to the site. For instance, both your theme and Yotpo could be adding “Product” structured data like the example below:

This isn’t the ideal way to implement structured data. Ideally, your structured data will be consolidated so that only a single instance of each schema type is available. This helps better outline exactly what the content of your page is about.

Fortunately, the Schema App Total Schema Markup is a great Shopify SEO tool and makes adding structured data very easy. Once you install the app, it should automatically add the following structured data to your site:

• Organization: Home page
• OfferCatalog: Category pages
• Product: Product pages
• BlogPosting: Blog posts

The OfferCatalog schema is a really nice touch as it allows for markup to exist on your category pages which most sites don’t really have. This marks up every single product on your category pages and gives Google additional information such as their name, price and availability.

As well, Schema App can also be configured to filter out duplicate schema from Shopify’s themes via the “Microdata Filtering” section. This can make it even easier to clean up the redundant schema.

Overall, we really love this app for adding structured data to Shopify sites. One thing that you might consider if you have a developer is to have them implement structured data instead of doing it through an app. This will help save you from paying a monthly service fee just to have structured data on the site. However, if you don’t have these resources, this app is the way to go.

3. Crush.pics

Shopify SEO Tool Best For: Image compression

It’s no secret that Shopify stores are going to use a lot of images. In general, the more SKUs you offer on the store, the more images there are going to be. Of course, a common recommendation to improve site speed is to optimize images. However, when you’re dealing with larger Shopify stores, this can be quite difficult to do at scale.

Crush.pics is a great Shopify SEO tool that automatically compress all of your site’s images. Simply install the app and Crush.pics should start compressing all of your Shopify domain’s images. It will also automatically compress all new images that are uploaded to the store. Using this app is a great way to apply at least some level compression to all images that are used on the site.

4. Lazysizes Library

Shopify SEO Tool Best For: Lazy loading

Another way that you can further optimize the images on your Shopify site is by implementing lazy loading. Lazy loading occurs when images of a page only load once a user has scrolled to them in the viewport. This helps save a user’s browser bandwidth as all of a page’s images don’t load immediately, so they’re only served what they need to see.

Instead of using an app to implement lazy loading, we really like to use the lazysizes library. This library works extremely well with Shopify and is generally very straightforward for a developer to implement. By using lazysizes, you can easily implement lazy loading functionality on your Shopify store.

5. Shopify URL Redirects

Shopify SEO Tool Best For: Redirects

Shopify makes redirecting URLs really easy out of the box. In order to implement redirects, you don’t need to download any special app to do so. Instead, you can do this natively in Shopify by navigating to Online Store > Navigation > View URL Redirects

In this tool, you’ll be able to see all of the redirects that have been implemented on Shopify. As well, you can easily add new ones by selecting “Create URL redirect”:

This is fantastic for cleaning up old and outdated URLs. For instance, if you have recently migrated from another platform, you might consider using the URL redirects tool to ensure that your old URLs are properly mapping to your new ones. You can even bulk upload URLs to redirect using a CSV file.

Please note that in order to implement redirects on Shopify, you must completely delete the URL first. This means that if the page is still active on Shopify (even if it isn’t published), you cannot implement the redirect. You must first delete the page.

6. Google Search Console

Shopify SEO Tool Best For: Crawl analysis, Keyword research

Throughout the years, Google Search Console has been a tried and true tool for SEOs everywhere. Search Console offers a wide variety of reports that can be useful for both technical and contextual SEO. Since store owners will gain value from all of its different reports, Search Console is an essential Shopify SEO tool.

One of the most popular reports in Search Console is the “Performance” report. This report shows you what keywords users are using to find your site and how many clicks/impressions each keyword is getting. This can be really valuable information to have, especially for revenue-generating pages. For instance, in the Performance report, you can filter down to URLs that contain “/products/” in the URL slug. This will show you the top keywords where you product pages are generating the most clicks and impressions:

Very quickly, you’re able to see potentially valuable keywords that are mapped to your pages that generate revenue for your site. As well, you can pull a similar report for category pages by filtering down to see pages with “/collections/” in the URL. These are fantastic keywords that you can then track and optimize for.

Another report of Search Console that’s worth pointing out is the “Coverage” report. This is a fantastic section of Search Console that shows you which URLs Google is crawling and whether or not it is including them in the index.

If the URL is not getting indexed, Google will give you some level of detail as to why it’s excluding it such as “Alternate page with proper canonical tag” or the infamous “Crawled – currently not indexed“. By using this report you can start to check for some technical SEO issues around crawling and indexing:

• Are URLs that should be indexed getting excluded?
• Is Google able to crawl URLs that it shouldn’t be crawling?
• Are low quality pages getting included in the index?

We recommend that Shopify store owners dig into this report to analyze how you site is being handled, especially if you have a large store. The insights you pull from Search Console’s Coverage report can be really valuable to understanding how Google is processing your site’s content.

7. Screaming Frog

Shopify SEO Tool Best For: Technical SEO analysis

What “best SEO tool” list is complete without Screaming Frog? It’s a go-to in the arsenal of the vast majority of SEOs. However, there’s a very good reason for it. It can really help identify technical SEO issues and opportunities in so many different ways.

Why is Screaming Frog such a great Shopify SEO tool? Here are some of the ways we use it:

1. Perform a site crawl to identify duplicate content created by Shopify such as product pages that use the /collections/.*/products/ URL path. Identify if there are any internal links to these duplicate pages and work with a developer on eliminating them.
2. Analyze the crawl to see how many internal links are pointing to key pages such as your site’s products pages. Consider implementing elements such as “Related Products” internal links if you’re not finding a lot of internal links.
3. Connect Screaming Frog to PageSpeed Insights to get benchmark site speed data. After you’ve made changes, compare your benchmark metrics to the new ones.
4. Analyze the anchor text used to link to key pages such as your product and category pages. Sometimes category pages might not be using descriptive text to reference product pages.
5. If you’ve migrated to Shopify, use Screaming Frog to confirm that all of your old URLs correctly 301 redirect to the new ones.
6. Crawl Shopify’s sitemap.xml file. Identify pages that are non-indexable and consider deleting and redirecting any outdated ones.

For instance, here’s an example of some of the duplicate /collections/.*/products/ pages on The Economist’s Shopify site. We can easily find them with a Screaming Frog crawl:

And that’s only scratching the surface. There’s a whole host of ways you can use Screaming Frog with Shopify sites. If you plan on doing any technical SEO analysis for Shopify (or eComm in general), this is a must-have. Of course, Screaming Frog can also be used for other eCommerce platforms, such as improving Magento SEO.

8. STAT

Shopify SEO Tool Best For: Rank tracking

In terms of a rank tracking solution, STAT is one of the best on the market. STAT is unparalleled in terms of the ranking data that it collects. STAT will track your keywords daily, which gives you a lot more insight in to how your rankings are trending over time. Additionally, you can use keyword segmentation, to isolate your rankings by different groups of keywords.

For example, with a Shopify site, you might create keyword segments within STAT that track your different categories of products over time. If your store sells running shoes, you might set up keyword segments for categories such as “womens running shoes”, “mens runnings shoes” and “trail running shoes”.

Using STAT, you could then see ranking trends over time for those specific categories. Here’s what our “women’s running shoes” segment might look like. We can see that in general, rankings for these keywords have been trending upwards.

However, looking at our “men’s running shoes” segment, we can see that rankings appear to be trending downward. We might want to look at optimizations that we can apply to those specific pages:

STAT is definitely more of an enterprise-level tool so it comes at a bit of a cost. If you’re a smaller business, you might consider using another rank tracking solution such as Moz Pro, Ahrefs, or SEMRush. You may also be able to access STAT data through an agency partner (we use STAT at Go Fish Digital for example).

9. Google Analytics

Shopify SEO Tool Best For: Website analytics

Of course, you’re going to want to track more than rankings. Both organic traffic and organic revenue should serve as core KPIs for your Shopify SEO campaign. In general, there’s no easier way to track this data than by using Google Analytics. As the most popular Web analytics platform, Google Analytics provides you with robust data that you can use to measure the success of your campaign. As well, Google Analytics is completely free to install and use.

One of our favorite KPIs to track is YoY organic traffic. For instance, if you want to see how your store performed the week of Black Friday as compared to the previous year, you can easily do so using Google Analytics. Simply create a segment for “Organic Traffic” and then use a comparison timeline to compare organic traffic to the previous year. Using an example, we can see how this website generated a lot more organic revenue as compared to the week of Black Friday during the previous year.

This is just one of the many insights to your site’s data you’ll be able to get with Google Analytics. Google Analytics is an absolutely must-have Shopify SEO tool for any store.

10. Rewind Backups

Shopify SEO Tool Best For: Website backups

As we all know, SEO isn’t just changing words on a page anywhere. It requires coordination with multiple teams from design to developers. When new functionality is added to your site such as schema, UX changes, or new page designs, things don’t always go as planned. This is why it’s essential that you have some sort of backup solution. Even just knowing that you have this will make implementations feel like much less pressure as you can always revert the site back to its previous state. While it’s not strictly an “SEO” tool, this Shopify app will make your life a whole lot easier and much more stress free.

Once installed, Rewind Backups is pretty easy to use. You can choose the different types of pages you wish to restore including blogs, pages and images. Overall the existence of this app on your store will give you a peace of mind that’s well worth it.

Conclusion

Using the Shopify SEO tools and apps above, you should be well equipped with the technology you need to start improving rankings on your site. While no single tool can immediately improve your SEO without research and implementation from an analyst, they can help give you insights that you might not have had otherwise. If you have any questions on the best tools or our Shopify SEO services, feel free to reach out to us!

Other Shopify SEO Resources

• Shopify Speed Optimization
• Improving Shopify Duplicate Content
• Shopify Sitemap.xml Guide
• Shopify Robots.txt Guide
• Shopify Structured Data
• Shopify Plus SEO
• All Shopify SEO Articles

The 10 Best Shopify SEO Apps & Tools 2024 is an original blog post first published on Go Fish Digital.

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• The 8 Best Digital Marketing Strategies For Dentists

Below you can find our playbook for how to improve the SEO of dental websites.

1. Research Your Dental SEO Keywords

When starting your dental SEO campaign, the first step that you’ll want to take is to perform keyword research for your business. Keyword research is simply the process of identifying the keywords that your potential clients could be searching for when looking for services that you offer. For example, a dentist in Miami, FL the following keywords may be important to their business:

1. miami dentist
2. dentist in miami
3. family dentist miami
4. teeth whitening services miami
5. cosmetic dentistry miami

You must be identifying the most important keywords that users could be searching to find your dental practice. You’ll want to inventory all the different services that you offer to perform research to see if users are searching for terms around them. To find these terms, there are several different tools that you can use:

1. Google Search Console
2. Google Keyword Planner
3. Moz Keyword Explorer (Paid)
4. Ahrefs Keyword Explorer (Paid)

The most important one to start with is your Google Search Console account. Once logged in, you can navigate to the “Performance” report. Here you should be able to see data on the actual search terms that users queried to find your dental practice.

Manually review search terms that you think align with your core service offerings and add them to a spreadsheet. After you’ve collected all the relevant ones you can find, consider using the other tools above for additional research. Keep adding terms to your spreadsheet until you believe the list accurately reflects the majority of your service offerings.

2. Track Your Keywords

Once your keyword research list is complete, you’ll want to be sure that you’re tracking your keywords. Keyword tracking is software that monitors where your keywords are ranking in the search results. For instance, our Miami dentist could track the term “dentist miami” and see that she ranks in the #3 position.

By utilizing keyword tracking, your business can accomplish two different goals:

1. Monitor ranking positions for individual search terms
2. Review aggregated rankings to understand the overall SEO health of your site

For individual keyword rankings, this can give you insights on specific pages to optimize. For example, if you see that our rankings have dropped for “miami teeth whitening” over time, then you can prioritize changes to that specific page.

The other advantage of tracking keywords is getting a pulse on overall SEO health. Most keyword rank tools will show you how you’re performing across all keywords over time. This data can give you insights into how your site is trending. Are overall rankings improving, staying the same, or declining?

These insights can be valuable to help you understand the overall direction of your dental practice’s SEO. If you see that things are improving, you’ll know that your current strategy and initiatives are on a good path. If not, you might want to consider reevaluating the actions you’re taking to improve things.

To track keywords, you’ll need some type of software to do so. Most solutions are paid but many have reasonable costs and small business plans. Below you can find some of the most popular choices for keyword tracking:

1. Ahrefs
2. Moz Pro
3. SEMRush

3. Improve Local SEO For Your Dentistry

Now that you’ve researched and are tracking your core keywords, it’s time to start making changes to improve your visibility in the search engines. The very first step that you’ll want to take is your practice’s “local SEO” presence.

When users are looking for a product or service that they can get in a specific geographic area, local SEO becomes a major factor. Generally, the most prominent part of local SEO is the “map pack results”. These are results that appear that contain the names, addresses, phone numbers, and map listings of local businesses. Here you can see a map pack result for “dentist miami”.

Of course, because we specified the exact location that we were looking in, Google is showing us businesses in that area. However, Google will often show local results, even when the location isn’t specified. For instance, a user in Miami Beach might see search results like this when just querying the term “dentist”.

This is because even though we didn’t specify a location, Google implicitly understands that we’re looking for a local business. Therefore, it shows local businesses in the search results by default. This means that your site could be capable of ranking well for broad search terms such as “dentist” or “dentist near me”.

To improve your visibility in these results, you’ll want to take action to optimize your Google Business profile.

Google Business Profile Optimization

For anything to be eligible to rank in the map packs, you’ll need:

1. A Google Business profile
2. Proper categories set
3. Proximity near the location you want to rank

If you haven’t claimed your Google Business profile, you’ll want to take that step immediately. Fortunately, Google has provided documentation that makes this a fairly straightforward process.

1. Navigate to Google Maps
2. Search for your business name
3. Choose “Claim this business” and follow the steps

By claiming your business, you’ll now be able to directly make edits to your Google Business profile. This will allow you to control important information such as your name, address, and hours of operation. Be sure to review all of these elements to ensure their accuracy. It’s very common to see issues such as incorrect business hours. Inaccurate information like this could lead to frustrated patients or even lost business opportunities.

The next step that you’ll want to take is to set proper Google Business categories. If you don’t have categories that line up with the keywords users are searching for, your business won’t be able to appear in the local SEO results. It’s imperative that you fill out these categories as comprehensively as you possibly can.

For example, here are categories for an Orthodontist that also offers dental and implant services.

While the categories you choose will depend on your specific business, below are some good options for dental providers to consider choosing from:

• Dentist
• Cosmetic dentist
• Pediatric dentist
• Dental implants provider
• Dental clinic
• Orthodontist
• Dental hygienist
• Emergency dental service

By claiming your Google Business profile and optimizing your categories, your business will be in a much better position to perform well in the local results. Now you can consider more advanced local SEO tactics such as improving citations, local backlinks, and generating business reviews.

4. Create Dental Practice Area Landing Pages For SEO

Your dental practice likely has multiple different services. Different services might include dental implants, teeth whitening, same-day services, etc. A dental SEO initiative that you’ll want to check early on is that you have landing pages created for each service that you offer. This is important for several reasons:

1. Customers can read specific information about exactly what your practice provides for each service
2. Search engines will be able to rank those pages for keywords users search around them. A user searching for “emergency dental services” might see your “Same Day” page rank in Google as opposed to your home page

For example, this site appears to offer emergency services but it does not have a dedicated “Emergency” page created on their site.

This could be a missed opportunity as creating this page could help their site improve visibility for terms such as “emergency dentist Miami”. This is likely a very high intent search.

Below you can see examples of services that you would want to create a dedicated landing page on your site:

1. Teeth Whiting
2. Dental Implants
3. Bridges
4. Veneers
5. Bonding
6. Dentures
7. Invisalign

You’ll want to be sure that most services you offer have a mapped landing page that talks about them in-depth. If you’re unsure of which pages to create, consider reviewing competitor websites to see what types of pages they have created.

5. Build Local Backlinks

One of the most important components of SEO is building links to your site. Links from other sites act as “votes of confidence” that your domain contains quality material and is worth referencing. Broadly speaking, the more links you have pointing to your site from trusted sources, the easier it will be for your site to rank well in the search engines.

For local sites, a great way to get started with this initiative is to find local sources of influence and identify ways to build backlinks. In the vast majority of communities, there are local newspapers, clubs, charities, food blogs, businesses, and other organizations that would make for good opportunities.

There are a few benefits of going after local links specifically. Generally, they’ll be easier to acquire. You’ll most likely be dealing with smaller organizations where it is easier to get in touch with the person who runs the website. As well, your ties to the local community will make your partnership a more natural fit. Local links can also be an important step in showing search engines that your site is relevant to a particular geographic area.

Going back to our Miami example, it looks like a local publication runs a “Best Dentists” list that ranks the top practices in the area. This could be a great opportunity to get a relevant local link and help drive customers directly from the article.

Local sponsorships can also be another great path to go. Plenty of events and organizations would take sponsors from local businesses. For example, this dental practice is sponsoring a local board game event on Meetup.com. In return, they’re getting a link back.

There are many different places where you can look for local links. Some of the best include:

1. Events
2. Partner businesses
3. Meetups
4. Clubs
5. Charities

If you’re looking to go deeper here, this is a great guide from Moz that will give you very actionable advice on how to build links in your local area by using events.

6. Use Dentist Structured Data

A great way to improve Google’s understanding of your site is to utilize structured data. Structured data is code that can be placed on a particular page to improve Google’s understanding of what the content is about. While Google is very adept at understanding a page’s contents, this can give the search engine an additional layer of confidence.

While there are many different schema types, the most relevant one for dental practices is “Dentist” structured data.

Within the “Dentist” schema, you can tell Google very specific things about your practice. You can provide Google with information such as:

1. Business name (name)
2. Phone number (telephone)
3. Address (address)
4. Hours of operation (openingHours)
5. Social media profiles (sameAs)
6. Google Maps link (hasMap)

Below is an example of structured data that you could use on your site.

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Dentist",
  "name": "Your Name",
  "image": "www.exampleimage.jpg",
  "@id": "",
  "url": "www.example.com",
  "telephone": "111-111-1111",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "10 Maple Drive",
    "addressLocality": "Miami",
    "addressRegion": "FL",
    "postalCode": "33101",
    "addressCountry": "US"
  }  
}
</script>

Generally, structured data is best implemented by a developer. If you worked with one to create your site, consider asking them to add this structured data to your home page. If you’re more technical, you could generate a custom one using the Schema Generator and add it to the site via the template or a tool like Google Tag Manager.

7. Review The UX Of Your Dentistry Site

Another great review that can significantly impact your dental SEO performance is reviewing the overall user experience of your site. By and large, Google wants to rank sites that make it easy for the user to find the exact content that they’re looking for. You’ll want to review your website and look for any opportunities to make your site easier and help get users to the information they want.

While many different factors go into a site’s user experience, here are some elements that you should ensure your site has:

1. Clear calls to action
2. Pages that inform key decision-making factors (insurance, payment)
3. Landing pages for specific dental services
4. A fast website experience
5. Straightforward navigation paths
6. Strong imagery that captures the value proposition of the page
7. A clean design that allows for a readable website
8. Internal search functionality

For example, when we navigate to this site’s home page we can see that there are two obvious calls to action presented to the user. In the above-the-fold content, you’re immediately provided options to either get more information on “Financing” or “Membership”. This makes it very clear what the next steps are for the user.

This is another good example of a site UX that provides users with a strong user experience. Directly in the site navigation, they outline important pages that users will want to interact with before making a decision. Here they can see what services are offered, insurances accepted, and payment options.

By clearly outlining these critical pages, it makes it easier for users to discover the information and make a decision on whether or not this dental provider is the best for their personal needs.

Dental SEO Conclusion

There are a lot of opportunities to improve your dental site’s search visibility. By understanding core principles such as your site’s keywords, local SEO and UX best practices, you’ll put your site in a much better position to perform well in the search engines. While dentist SEO can be a longer-term play, the results can definitely be worth it as your site can more consistently generate traffic and new patients.

SEO For Dentists: An SEO Guide For Dental Practices is an original blog post first published on Go Fish Digital.

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However, the challenge with long tail keywords is that they might not be immediately obvious. Upon doing some initial keyword research, you may find that the bulk of the terms you uncover are higher volume and higher competition “head” queries. In order to find these wonderful long tail keywords, you may need to dive a little deeper.

How To Find Long Tail Keywords:

Here’s how to find long tail keywords:

1. Integrate Search Console with Data Studio
2. Review Google Ads data
3. Look at high performing forums
4. Scrape Google Autocomplete
5. Utilize internal search data

Below, we’ll go more in depth in each one of these methods.

1. Use Data Studio To Find Long Tail Keywords

My favorite methodology of finding long tail keywords is by using Google Data Studio. This strategy works great if you have a larger site but haven’t been able to access all of your query data in Search Console. One of the biggest frustrations of many SEOs is that Search Console limits you to 1,000 queries in their export.

However, a little known fact is that you can actually get a much larger export from Search Console by using Data Studio instead. Larger datasets mean you’ll have more opportunities to mine for long tail queries.

Here’s how to create a Data Studio report that provides more of your Search Console queries:

1. Open up Google Data Studio
2. Click on Create > Report
3. In Connect to data search for “Search Console”.
4. Find your site and choose “Site Impression” & “web”
5. Remove “Google Property” from “Dimension”
6. Click “Add Dimension” and select “Query”
7. Add any additional “Metrics” that you like (Impressions, Site CTR, Average Position)

Now you should have access to a much larger number of queries from Search Console. Here you can see that I have access to 150,000+ queries in this report.

This process allows me to go much deeper into finding long tail keywords in my research. Armed with this data, I can mine individual topics to find low competition terms.

For instance, let’s say that I wanted to create more content around iPhones and identify some easy to compete for keywords. I could create a simple filter that shows me “iphone” queries above 100 impressions.

Next I could sort in ascending order to find low competition queries that have few impressions. One keyword I found was “retrieve deleted text messages iphone without backup”

When reviewing the SERP for this keyword I can find that the competition isn’t overwhelming and there are no branded results from apple.com present. This might make a good opportunity to create new content for a very specific issue that users are having.

2. Review Google Ads Data For Long Tail Keywords

I’ve said many times that PPC data is extremely underutilized by SEOs. It’s one of the only places where you can still find conversion/revenue data at the keyword-level. By ignoring these insights, SEOs are missing out on opportunities to better understand what queries are driving qualified traffic and where there are gaps in the SEO strategy.

Many PPC campaigns bid on a large variety of keywords. Combine this with Google’s changes to the broad match modifier and it’s a recipe for finding a lot of long tail queries within your PPC data.

Currently, in Universal Analytics, the “Search Queries” report makes these terms very easy to find by using filters to drill down to lower volume queries. How you do this will depend on how much traffic you generate from Google Ads but here’s a general process that I use:

Universal Analytics

1. Navigate to Google Analytics
2. Go to Acquisition > Google Ads > Search Queries
3. Click “advanced”
4. In this example I filtered by queries between 20-200 sessions with more than $500 in revenue

If you’re using GA4, the following process should help you identify these keywords with Google Ads data.

Google Analytics 4

1. Navigate to Google Analytics
2. Go to Acquisition > Overview
3. Find the card with your Google Ads campaigns and select “View Google Ads campaigns”
4. Select the “Session Google Ads campaign” dropdown and select “Session Google Ads query”

From there you can identify longer tail terms associated with revenue-generating queries from Google Ads. This is an extremely powerful way to find low competition keywords that have conversion potential.

3. Review High Performing Forums

Another strong way to find low competition terms is by analyzing forum sites. Forums provide a great resource for users to ask questions and get answers for very specific problems that they have. Since many users often have the same problem, these forum questions are often mapped to long tail queries and can end up ranking in the SERPs. However, these forum results can generally be easily surpassed by a well-written and optimized article.

For example, if you’re in the home improvement space, you might see forum questions from doityourself.com ranking well from time to time. This is a community where users can ask questions about common issues they’re having with their DIY projects.

To find long tail keywords at scale, we can run this forum through a tool like Ahrefs to find instances where a forum thread might be ranking well. We might also want to drill down to specific topics that we know we want to focus our content around.

In this example, I found opportunities where the forum is ranking well around “garage” keywords by following these steps:

1. Open up Ahrefs
2. In the search bar, add the URL prefix in (https://www.doityourself.com/forum/). Ensure “Path” is selected.
3. Select the “Organic keywords” report in the left sidebar
4. Perform a search
5. In the “Keyword” dropdown, select “contains” and then your target topic (“garage” in this example”).

Here we can see a list of queries where a forum page is ranking well.

We can then review the SERPs for these queries to verify there’s weaker competition for these long tail phrases. Here you can see that there are two forum threads ranking in the top three results. This means there’s a prime opportunity for new content to be created as an article may be easily able to outperform these forum threads.

If you know of a forum in your industry that you’ve seen appear on the first page, it’s typically a good idea to analyze what queries that forum ranks for. You can leverage that knowledge to create your content for those same topics. While the forums vary by industry, broader ones to target would be sites like Reddit and Quora.

4. Scrape Google Autocomplete For Long Tail Keywords

Google Autocomplete is probably one of the fastest ways to quickly generate content ideas that are mapped to long tail keywords. This is because autocomplete tries to make query suggestions based on what previous users have looked for. As a result, you can quickly get a lot of suggestions around very specific topics.

Going back to the iPhone example, when I enter “how to connect iphone to tv”, you start to see that Google suggests some pretty specific queries. I could start reviewing these topic ideas and see if any would be a good fit for our content strategy.

Of course, the most powerful way of doing this research is to utilize some type of tool that scrapes Google Autocomplete. This is an extremely fast way of getting a lot of query suggestions that could make great long tail keywords to target.

When using Google Autocomplete, a great strategy can be thinking of the core topic that you want to find long tail keywords for and then using question modifiers before the topic. Some of the most common question modifiers include:

1. How
2. Why
3. Can
4. What
5. When
6. Does

There are a variety of tools out there that scrape Google Autocomplete but I recommend using one called Keyword Sh!tter. It uses a really simple interface and is extremely straightforward to use.

Here I just entered three seed keywords to scrape Google Autocomplete:

• how to connect iphone to tv
• how to connect iphone to car
• how to connect iphone to ipad

Within a minute I already have 500+ different queries that it found from Google’s Autocomplete.

You can then export the data and run it through your search volume tool of choice. Here, I simply took the terms and ran it through Google’s Keyword Planner. You can then use “Avg monthly searches” as a gauge to determine what types of queries you think would make great long tail keyword opportunities.

5. Find Long-Tail Keywords In Internal Site Search Data

If your site generates a large amount of traffic from internal search, this is another good place to check for long tail keywords. This strategy generally works the best if you’re an eCommerce site and you’re looking to identify specific category pages that are mapped to low competition keywords. If users are commonly using this feature, you might be sitting on a lot of data that’s work checking out.

You can use the following process to find this data in Google Analytics:

Universal Analytics

1. Navigate to Google Analytics
2. In the left sidebar go to Behavior > Site Search > Search Terms
3. Click “advanced”
4. Create your filtering criteria. Here I looked for search terms that generated at least $1,000 in revenue with fewer than 200 unique searches

This will show you a report of internal queries that aren’t searched that frequently but still contribute to a considerable amount of revenue. Of course, the individual criteria that you use will be determined by how frequently people utilize and convert off your site’s internal search functionality.

While internal search data can be useful for identifying longer tail keywords, there are some drawbacks to this method. Generally, users don’t get too specific when using internal search. A user is much more likely to look for “skinny jeans” than “size 10 black skinny jeans” using internal search. Most eCommerce sites will have a faceted navigation that will allow the user drill further down into the product attributes that they’re looking for. However, if you’re looking for longer tail keywords, internal search data shouldn’t be ignored!

With all of this information in mind, you should be well equipped to start finding long tail keyword opportunities for your site. By utilizing these methods, you should be able to identify lower competition queries that better connect with some of your most prominent users.

How To Find Long Tail Keywords is an original blog post first published on Go Fish Digital.