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Page Titles & Meta Descriptions for Law Firms How do I create effective, search engine- friendly page and post titles and descriptions on my law firm website and blog? Gyi Tsakalakis Law firm web strategy AttorneySync firstname.lastname@example.org (773) 328-2027AttorneySync.com | email@example.com | (773) 828-8878 1
Why Do Titles and Meta Descriptions Matter? • A factor in whether someone reads what you write. • A factor in whether someone subscribes to what you publish. • A factor in whether someone clicks on your listing in a search result. • A factor in whether someone might call your firm.AttorneySync.com | firstname.lastname@example.org | (773) 828-8878 2
Titles & Meta Descriptions in Search Results Titles and meta descriptions make up a large part of your visible listings in search results.AttorneySync.com | email@example.com | (773) 828-8878 3
How Search Engines Work • ―Googles generation of page titles and descriptions (or "snippets") is completely automated and takes into account both the content of a page as well as references to it that appear on the web. The goal of the snippet and title is to best represent and describe each result and explain how it relates to the users query.‖ • ―We use a number of different sources for this information, including descriptive information in the title and meta tags for each page. We may also use publicly available information—for instance, anchor text or listings from the Open Directory Project (DMOZ)—or create rich snippets based on markup on the page.‖ • ―While we cant manually change titles or snippets for individual sites, were always working to make them as relevant as possible. You can help improve the quality of the title and snippet displayed for your pages by following the general guidelines below.‖ – Google Webmaster SupportAttorneySync.com | firstname.lastname@example.org | (773) 828-8878 4
Creating Descriptive Page Titles • Titles to every page and post of your law firm website and blog should be uniquely specified in the <title> tag. • Page titles should describe the content of the page. What is the page specifically about? Avoid using vague or unnecessarily long titles, which are likely to get cropped in search results. • Don’t stuff keywords into your titles. There’s no good reason to repeat the same words or phrases over and over in your titles. • It’s best to have distinct, descriptive titles for each page on your law firm website and blog. Titling every page on a legal site ―Chicago Personal Injury Lawyers", for example, makes it impossible for users to distinguish how one page differs another. Your titles should precisely reflect the actual content of the page.AttorneySync.com | email@example.com | (773) 828-8878 5
Creating Meta Descriptions • Don’t forget a meta description for every page and post. • Use different descriptions on different pages. • Meta descriptions don’t have to be limited to sentences. Including structured data about the page provides search engines with a more rich understanding of your page content. For example, legal news or blog postings should list the author, date of publication, or byline information. • Make sure your descriptions are very descriptive and designed to attract clicks. Good descriptions are typically displayed in search results, and can have a significant impact on your site’s traffic from search.AttorneySync.com | firstname.lastname@example.org | (773) 828-8878 6
Good vs. Bad Poor Titles / Better Titles / Meta Descriptions Meta Descriptions • Missing altogether. • Exists on every page. • Same on each page. • Is unique on every • Isn’t very descriptive. page. • Stuffed With • Is very descriptive about Keywords. the page’s content. • Unnecessarily Long. • Clear and concise. • Lacks Structured • Includes structured Information. information. • Doesn’t motivate • Motivates searchers to clicks. click.AttorneySync.com | email@example.com | (773) 828-8878 7
Write for Your Audience • Who is your target audience online? • What are they looking for online? • Where are they looking for it? • Why are they looking? • How can you help them? • Why should they ―click‖ your listing?AttorneySync.com | firstname.lastname@example.org | (773) 828-8878 9
Title Themes • Answer a question. • Share an experience. • Tell a story. • Demonstrate your knowledge. • Solve a problem. • Distinguish yourself from others. • Provide your opinions.AttorneySync.com | email@example.com | (773) 828-8878 10
Description Themes • Offer a service. • Summarize the page content. • Use calls to action. • Include structured information like author. • Give something away for free. • Consider your punctuation. • Provide a teaser.AttorneySync.com | firstname.lastname@example.org | (773) 828-8878 11
Learn More • More on internet marketing specifically for law firms: AttorneySync.com/blog/ • More on Google Guidelines: https://support.google.com/webmast ers/?hl=en • More on search engine optimization generally: Seomoz.orgAttorneySync.com | email@example.com | (773) 828-8878 12
Thanks! Thanks for viewing. Should you have any feedback or questions, please don’t hesitate to contact us: AttorneySync firstname.lastname@example.org (773) 828 - 8878AttorneySync.com | email@example.com | (773) 828-8878 13