Law Firm Marketing Agency
Many legal professionals think that if they follow SEO best practices to the letter, their website will rank well on Google. But the truth is more complicated.
While technical SEO is important, simply crossing every “t” and dotting every “i” doesn’t guarantee success; in fact in many ways, this approach really just levels the playing field and doesn’t give your site the advantage. To achieve and maintain strong rankings, it’s essential to focus on more than just technicalities. Remember, Google prioritizes ranking factors that are difficult to manipulate—things like high-quality content, user experience, and site authority.
This article explains why best practices are not a direct path to best rankings—and the key elements that can actually improve your site’s performance.
The SEO myth of best practices
It’s common for legal professionals to overlook the bigger picture, focusing solely on technical aspects and thinking that will be enough to unlock top rankings in the SERP. But best practices alone don’t guarantee results—success requires a more holistic approach.
Best practices for technical SEO are important. However, Google’s algorithms weigh a variety of factors beyond technical SEO and optimization. Other elements like content quality and user engagement are equally important.
In other words, the path to SEO success is not paved with technical teachers’ pets. Following every technical guideline is likely not enough to yield the SEO results you desire for your firm.
Some things matter more than technical perfection
Even if your site is technically perfect, your rankings will suffer if other crucial aspects are overlooked.
For instance, you may be focusing on site speed and keyword usage but missing the mark on delivering valuable insights to clients with quality content.
Google’s algorithm favors sites that provide meaningful, expert-driven, high-quality content, even if they aren’t technically flawless.
The following elements matter just as much as technical perfection:
- User Experience (UX): A technically flawless site can still struggle if it offers a poor UX. Google’s priority is to serve users effectively, not just tick technical boxes
- Content relevance and quality: Even a well-optimized site may falter if its content is weak or irrelevant. Google values content that meets user needs and search intent.
- Site authority and backlinks: Building authority through strong backlinks is critical for rankings. Best practices alone cannot replace the need for credible and authoritative links.
Understanding Google’s true priorities
Core Web Vitals are a part of Google’s ranking criteria, but they don’t guarantee top rankings by themselves. High scores in these metrics indicate a technically sound site but they’re not enough to snag top ranking if your content isn’t engaging or relevant.
Google’s approach to ranking is holistic.
The algorithms assess various signals, including user behavior metrics such as click-through rates, bounce rates, and time on site. These factors often have a significant impact on rankings, sometimes overshadowing technical optimizations.
To keep your ranking high, you need great content, backlinks, and user engagement
To retain your site’s high rankings, you need to continue investing in several key factors:
Content depth and relevance. Craft content that aligns closely with user search intent and provides in-depth coverage on relevant topics. This helps in meeting user needs and boosting relevance. Hire writers and stick to a content calendar with regular reviews to ensure your topics are resonating.
Backlinks and online authority. Quality backlinks build your site’s authority and credibility. Acquiring strong backlinks is a major ranking factor that technical SEO cannot replace. Focus on earned media and provide value online and offline.
User engagement metrics. Click-through rates (CTR) and dwell time are indicators of user satisfaction and engagement. High engagement metrics can positively influence rankings, so monitoring and optimizing these metrics is essential.
Review and next steps
Technical SEO best practices are foundational, but user satisfaction is also critical.
To truly rank well, your legal site must also focus on delivering high-quality content that satisfies user intent. Engaging, informative content combined with a technically sound site offers the best chance for success.
Focus on what truly matters—user experience and content value—and watch your rankings improve. If you’re unsure how to balance these priorities, consider partnering with an SEO expert to guide your strategy.