How to Boost Your Law Firm’s Keyword Ranking

by | Aug 7, 2018

Improving your website’s Google ranking doesn’t have to be difficult. With the method I’m about to describe, given adequate time and effort, anyone can do it!

How to Rank on Google With Relevant Content

Google loves relevant content. Relevancy to a search term entered by a user (a.k.a. keywords) is the key element the search engine considers when returning ranked results. The more your page relates to that search, the higher it will rank.

One simple way to increase the relevancy of your target page is to have supporting pages linking to it. Whether you create new pages specifically for this purpose or if you modify existing pages, you can use supporting pages to make your target page rank higher.

What are Supporting Pages?

Supporting pages are just web pages with content that support your target keyword.

Let’s say that your law firm provides family law services, and you want to rank higher for the keyword “child custody”. Examples of supporting pages for “child custody” on your website might be things like “Fathers’ Rights in Arkansas” or “Questions About Child Custody”.

How to Use Supporting Pages to Improve Your Google Ranking

Now that you know what supporting pages are, I will show you how to use them to boost your search ranking.

If you don’t already have supporting pages, go ahead and make them (we do this for our clients all the time). Pick 4-5 topics that support the keyword of your chosen web page and publish additional web pages for each of them. Include links back to the web page that you are wanting to rank.

If you already have multiple web pages on your website, you might have existing pages that you can use. There is a quick way to see which already pages you already have that you can turn into supporting pages. The best part is it’s free.

Validate Your Existing Pages

Go to Google and copy the URL for your website into the search bar like this: “site:”. This will display everything that Google has indexed for your website. Most attorney sites we see don’t have a lot of content. Often, they have between 5 and 20 indexed pages.

To see which of these pages Google ranks for a specific keyword, you will add the keyword to your site search. If “child custody” is your keyword, then your search query would look like this: “site: child support”.

Write down the URLs of the following 5 pages listed, not including the page that you are trying to rank higher for that keyword. These are the top 5 pages on your site that Google has decided are the most relevant to the keyword. These will be your supporting pages. Modify each of these pages to include a contextual backlink to the practice area page that you want to rank higher.

Advanced Strategy: SEO Siloing

If you don’t have much content yet, or if are starting from scratch, you may be in luck! You can start planning your content the right way from the very beginning by structuring your pages into what is called a “content silo”. Both search engines and site visitors love content silos, because they create a natural and easy way to navigate your content. A perfect silo would look something like the following:

Create an SEO silo to boost your Google ranking

Each keyword, or category, has its own silo structure. Here you can see how the supporting pages (SP) lead back to their respective target pages through hierarchical links. These are often achieved within your website menu.

A good silo will then interlink all the supporting pages within each category, ideally through on-page navigation as well as contextual anchor links. This will keep many of your visitors on your site longer as they navigate through related content, which is a key metric Google uses to determine the value of your content.

A great silo goes one step further by cross-linking to support pages of other target pages that are in some way contextually related. This is very powerful stuff!

Important note: use cross-linking ONLY if you have another page that is truly relevant to the topic at hand. When this is abused, your visitors will feel misled and bounce. Google’s search algorithm won’t like it, either, and it will penalize your ranking accordingly. Cross-linking is very effective, but do it with care!

Show Up Higher in Google Today!

Take the simple steps above and apply them to your practice pages. It’s an easy way to increase the relevance of your website on Google and show up higher in the search rankings.