I’m a do-it-yourself (DIY) kind of person with a specialty in plumbing, heating, painting and sealing. Despite some rather horrific fails, like the time we were without running water in the kitchen for 48 hours, I dive into projects because I love to explore the mechanics of how things work. Fortunately, I have a neighbor with a garage full of tools who is a do-it-yourself whiz. He rescues my disastrous DIY projects on a regular basis.

Just as it’s convenient to have some handy skills around the house, it’s also advantageous for law firm marketing professionals to have a general understanding of search engine optimization (SEO). After all, your website should be one of the focal points in your law firm marketing strategy, and by not implementing SEO best practices, you risk diminishing the effectiveness of your site.  

SEO is complex, but acquiring basic SEO knowledge can make a difference in how you manage your law firm website. Even if your law firm uses an SEO professional, it’s still beneficial to have a few tools in your toolkit.

5 Cool Do-It-Yourself SEO Tips

Make sure your website is search engine friendly. Use a search engine simulator tool to get a glimpse of how search engines see your site.

Run a site search on Google and Bing to see which pages the search engines are indexing. Go to https://www.google.com/ and http://www.bing.com/, and type this into the search field, substituting your website for “my site”:


The results you see are the pages the search engines have discovered and added to their Internet index.

Conduct several Google searches for keywords that you think people would be using to find your law firm services. Does your firm show up on the first page, the second page, nowhere? (Keep in mind that your search results will have personalization factors, including browser history, location and social connections, so someone on the other side of the country, searching for the same keywords will more than likely yield different search results.)

Check your law firm website’s domain authority with Open Site Explorer; then compare against your competitors to see how you stack up. (Domain authority is measured on a scale of 1 to 100 – for example, Facebook, ESPN and Wikipedia all have domain authorities of 100.)

Google the name of your law firm. What shows up in the column to the right of your listing? Ideally, you want to see your Google+ business page information, with a map, address and contact information. Notice the calls to action embedded in the search results page: People can connect with you on Google+, find directions, write a review or click through to a variety of pages on your website. Handy, isn’t it?

Jaffe PR Google screen capture



As with any good do-it-yourself project, it’s always best to have a backup professional for the more complex and serious issues you might encounter. But start with these fundamentals, and feel free to reach out to me at mtrudeau@jaffepr.com if you have any questions.