Law Firm Website Completely Switching Marketing Focus - How to Best Handle
-
Hi Moz Community,
Thanks in advance for the help! We have a law firm client interested in fully switching their SEO marketing from Criminal Defense to Personal Injury. Our client no longer wants any business for Criminal Defense cases.
Background Info: The website for the last 10 years has focused on Criminal Defense (and ranks well). Over the last couple of years we have introduced Personal Injury content on the website and achieved some decent rankings as well.
In order to make the website less relevant for Criminal Defense, it had crossed our minds to de-index these specific Criminal Defense pages but still leave them present on the website.
Question: Would you recommend de-indexing all of the pages at once or done in a gradual manner?
Our concern it that doing it all at once could affect the overall domain's authority more sharply and harm rankings for any other keywords not involving Criminal Defense.
-
Hi @peteboyd
Here I am sharing my experience and powerful SEO strategy for your Law Firm website. You should keep this in mind when you will be starting SEO for Law Firm.
Here are some steps you Follow While Doing SEO for Law Firm Websites
Step 1: Finding and Analyzing CompetitorsStep 2: Technical SEO Audit For Law Firm Website
Step 3: Zero-Down on the Keywords
Step 4: Optimize Google Business Profile according to your competitors
Step 5: Optimize website Content with SEO Keywords
Step 6: Optimize Metas (Title & Meta Description) with SEO Keywords
Step 7: Optimize Heading & Subheading tags with SEO Keywords
Step 8: Optimize Schema Tags (Organization, Local Business, Navigation, Attorney, Event, Video, Rating & review, FAQs, etc)
Step 9: Optimize Footer add about content, location, and images with SEO Keywords
Step 10: And lastly You should Focus on High-Quality Link building (Profile creation, business citation, classified, bookmarking, content syndication, guest post, content outreach, web 2.0, forums, Q&A, etc.)
I hope these steps will help to rank higher in Google SERPs.
Also, if you don't have any experience SEO team you can consult with No. #1 India SEO company.
Thank you.
-
If the rankings of the criminal defense pages have direct links then those links are helpful to any query that any page of the site competes for. So, I would not delete them.
There are law firms with strong websites that rule the SERPs for everything in their town. Their office takes any call that comes in, accepts the cases in practice areas where they have interest and expertise, and refers the rest to other firms for a referral fee.
-
I would not deindex anything. The search rankings are the bread and butter. The question is how do you leverage current traffic and use it to boost personal injury.
I would start by curating new content that aligns with the criminal justice content. Then take the criminal justice content and redirect it to your new content.
If you deindex, traffic will drop considerably and it will be like starting from scratch. If you redirect you may be able to pass link juice to your new pages while rankings start to increase for personal injury.
Got a burning SEO question?
Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.
Browse Questions
Explore more categories
-
Moz Tools
Chat with the community about the Moz tools.
-
SEO Tactics
Discuss the SEO process with fellow marketers
-
Community
Discuss industry events, jobs, and news!
-
Digital Marketing
Chat about tactics outside of SEO
-
Research & Trends
Dive into research and trends in the search industry.
-
Support
Connect on product support and feature requests.
Related Questions
-
Having issues crawling a website
We looked to use the Screaming Frog Tool to crawl this website and get a list of all meta-titles from the site, however, it only resulted with the one result - the homepage. We then sought to obtain a list of the URLs of the site by creating a sitemap using https://www.xml-sitemaps.com/. Once again however, we just go the one result - the homepage. There is something that seems to be restricting these tools from crawling all pages. If you anyone can shed some light as to what this could be, we'd be most appreciative.
Intermediate & Advanced SEO | | Gavo0 -
Allowing Guest Posts on Website
I am planning to allow Guest posts on my website blog where authors or writers can post articles to my blog. All content will be manually approved by me. But i would like to know if guest posts will cause any harm to my site or is it good way to generate content. Another thing as guest posts will be having do-follow links & author section too will be up. So firstly i would like to know whether its a good step or not? Would even like to know what checks should i do before approving a guest posts?
Intermediate & Advanced SEO | | welcomecure0 -
How to handle individual page redirects on Wix?
I switched from one domain to another because I wanted a domain that had our company name so it was more brand-y. However, the old domain had better DA/PA. Originally I set up a global 301 from the old to the new, but now I'm finding that I actually need to set up individual 301's from each URL of the old site, or at least from each page. However, I am using Wix so it looks like I can't always do URL-URL 301's, although I can redirect any URL to a page on the new website. The problem is that, in some cases, the content on the new site is different (or, for example, I can only link a particular blog post on the old site back to the new site's blog's main page). How closely do URLS/pages need to resemble each other for link juice to be transferred? Also, should I try to set up all these redirects manually or bite the bullet and go back to using the old domain? The problem is that I did a lot of beginner SEO junk for the new domain, like submitting to a few higher-quality directories, and getting our website on various industry resource sites, etc. I'd need to re-do this entirely if I go back to the old page. What do you think?
Intermediate & Advanced SEO | | BohmKalish1230 -
Training Website Improvements...
Hi Folks, I'm in the process of going over our corporate website with a view to improving on-page optimisation, layout, design and user experience and I would like your feedback on what you think I should improve or change with respect to SEO. Some of my ideas include: Restructure Home Page to Better Show Our Services Possibly Add a Slider to the Home Page (I know engagement rates with these are generally low) Restructure the Course Pages Completely (https://purplegriffon.com/courses/itil-training/itil-foundation-training/itil-foundation) Restructure the Events Pages Completely (https://purplegriffon.com/event/2028/itil-foundation) Improve & Streamline the Booking Process AJAXIFY the Booking Process Improve Responsive Elements I'm also interested in conducting user testing before I go ahead and make any changes. What are your thoughts? What would you change? Thanks. Gaz
Intermediate & Advanced SEO | | PurpleGriffon0 -
Website not coming up properly on Google
Hello, our website (http://www.roguevalleymicro.com/index.php) is not coming up properly on Google search (for example, when you search for Rogue Valley Microdevices on Google). We believe that there is something wrong with the website source code, and Google cannot index it properly. However, your Crawl Test results did not indicate any such problems. Can someone help us with some advice please?
Intermediate & Advanced SEO | | medved441 -
Switching the IP?
I am currently in the process of migrating a site, the domain will stay the same, it will go from example.com to example.com. The only thing that is changing is the IP address and the host. The server's will still be in America. I have done research on this question and have gotten varied answers, some saying that the ip change will affect the SEO rankings depending on where country is, and some saying that Google only looks at the URL not the ip address in terms of rankings. Does anyone have an answer so I can be prepared and mitigate as much damage as possible?
Intermediate & Advanced SEO | | Asher0 -
Looking for guidance on transferring and incorporating content from a purchased website into an existing website
One of my client’s recently purchased a competitor’s website, and we would like to transfer the content from the competitor’s website (http://www.wilson-hardness.com) to our client’s existing website (http://www.buehler.com); at the same time we want to minimize loss in keyword rankings the competitor’s website has established. The two websites work in similar fields: one measures and offers products in scientific measurement and analysis of various materials. The other website offers products that are in similar field: hardness testing equipment. Looking for suggestions on how to proceed or recommended reading on the topic. I’ve tried to do research, but haven’t found anything, so I’m not sure what to topic-names to search. Any guidance would be appreciated.
Intermediate & Advanced SEO | | TopFloor0 -
Duplicate content, website authority and affiliates
We've got a dilemma at the moment with the content we supply to an affiliate. We currently supply the affiliate with our product database which includes everything about a product including the price, title, description and images. The affiliate then lists the products on their website and provides a Commission Junction link back to our ecommerce store which tracks any purchases with the affiliate getting a commission based on any sales via a cookie. This has been very successful for us in terms of sales but we've noticed a significant dip over the past year in ranking whilst the affiliate has achieved a peak...all eyes are pointing towards the Panda update. Whenever I type one of our 'uniquely written' product descriptions into Google, the affiliate website appears higher than ours suggesting Google has ranked them the authority. My question is, without writing unique content for the affiliate and changing the commission junction link. What would be the best option to be recognised as the authority of the content which we wrote in the first place? It always appears on our website first but Google seems to position the affiliate higher than us in the SERPS after a few weeks. The commission junction link is written like this: http://www.anrdoezrs.net/click-1428744-10475505?sid=shopp&url=http://www.outdoormegastore.co.uk/vango-calisto-600xl-tent.html
Intermediate & Advanced SEO | | gavinhoman0