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Using Search Engine Optimization to Scale Your Law Firm

At BluShark Digital, we implement aggressive search engine optimization (SEO) strategies to help law firms and businesses stand out from the pack and convert searchers into new leads. We work hand-in-hand with each one of our clients to develop an advanced legal SEO plan that is specific to their business model. This allows us to build a website that highlights their focus, personality, and brand.

For lawyers and other industry professionals, the strongest SEO combines long-standing best practices with cutting-edge innovation in digital marketing. At BluShark Digital, our emphasis on collaboration and contemporary marketing strategies results in unique and authoritative websites that help your law firm, agency, or company make an impression online.

See The Four Fundamentals Of Digital Marketing

We Do What We Do Best So That You Can Focus On Your Clients

BluShark Digital LLC
Your Partner In Internet Marketing

BluShark Digital LLC was founded on the principle of providing high quality online marketing solutions for companies struggling to stand out online. Whether through localorganic, or paid search, BluShark Digital can help your business grow and succeed online.

BluShark Reviews
We’ve been working with BluShark for about 7 months and have seen a significant increase in rankings, web traffic, back links, pages, and all the things that make the Google...
Cassidy Lewis
Cassidy Lewis
Cooper Hurley Injury Lawyers
While I know it takes time for SEO to work, I have been very pleased with the speed of the results with working with BluShark. They do a lot more...
Michael McCready
Michael McCready
Founding Attorney at McCready Law
Love BluShark Digital. The people at BSD make the true difference. They are committed to getting the best possible results. When I was in the middle of no-man's land as...
Don McClure
Don McClure
Attorney at Law Office of Don E. McClure, Jr. , PLLC
When Seth Price, Esq. talked with me about switching to BluShark Digital as the partner for our law firm’s website, my first response was “Why?” We were happy with the...
John Fisher
John Fisher
Founder of John H. Fisher P.C. Law Firm
I have known these guys for several years and I am proud to say that they are my marketing partners. For me its not only that the have experience in...
Neal Goldstein
Neal Goldstein
Partner Goldstein and Bashner Law Firm
Simply the best! BluShark has helped take our business to a different level! Cannot say enough good things about this company and its team. Highly recommend.
Attorney William Colarulo
Attorney William Colarulo
Partner at the Grungo Colarulo Law Firm
The Ever-Changing Art of Law Firm SEO

Law Firm SEO

The Google algorithm is always changing. A home run one day can fail the very next. Google’s goal, however, has remained the same: to provide the searcher with the best possible answer to their question. With the right SEO strategies, legal and business professionals have an opportunity to provide Google with information that builds their online presence and helps searchers with their queries.

By creating a technically sound site with carefully cultivated content, generating authoritative backlinks, and building a strong local presence, a law firm or company is practicing the highest form of search engine optimization. As a result, this investment can yield tremendous returns regardless of whether your business is in the legal, medical, home improvement, or any other industry.

Contact us today for a complimentary legal SEO report on your site and to learn more about our services.

(202) 664-8444

SEO Search Engine Optimization

BluShark digital is at the cutting edge of legal SEO techniques for lawyers and our results back this. We bring together high-quality content creation, authoritative online linking, creative back-end programming, and grassroots local branding. Our SEO is more than just a product. It is our practice.


The Four Fundamentals of Digital Marketing

Our digital marketing strategies focus on the four fundamentals of Search Engine Optimization for our clients – technical optimization, sophisticated content, authoritative link-building, and local optimization.

When these four cornerstones are effectively utilized, a website can gain trustworthiness and authority in the eyes of Google, move higher up the search engine results page (SERP), and produce quality results.

Building a Website with

High-Quality Technical Optimization

Just as Google wants to show sites that provide the best answer to a user’s search query, Google also places value on sites that are technically optimized. Ensuring that your site is technically sound keeps both Google and the user happy.

For example, a site that loads quickly and works across all digital platforms – computers, phones, and tablets – is important. Given that over 50% of Google searches come from mobile users, a lawyer who only creates a desktop version of their site is missing out on over half of their potential customer base. This is why all sites we build use a responsive design, which changes depending on the size of your screen.

Our team has dedicated website development specialists to create a site that will work for you, work for your users, and work for Google. At BluShark Digital, we look at each facet of your online presence to create a holistic site that can bring you valuable results

Becoming a Legal Authority Through

Sophisticated Content

As a lawyer or business owner, it is imperative to be able to demonstrate to Google your authority through the written word. Google is extremely sophisticated in its ability to decipher the difference between high- and low-quality content. As such, providing sophisticated content is necessary to building a solid foundation for an optimized website that actually ranks and brings in leads.

Our approach to digital marketing for industry professionals encompasses original, informative, and topical content for your specific website. Given the nature of legal matters, for example, law firm marketing services must adapt to the legal sphere, specifying the applicable laws from a federal level all the way down to local jurisdictions.

To match this specificity, our SEO strategies and content can be tailored to any company, small or large, and cover any type of industry or law – from personal injury and criminal defense to estate planning and immigration law – in order to help your business rank well and withstand Google’s constant algorithm updates

Building a Trustworthy Brand Through

Authoritative Backlink Strategies

Once you have built a foundation of optimized and informative content, Google needs to understand that your content is trustworthy enough to be endorsed by other websites – that other websites are raising their hand and citing your brand and your information – through backlinks. When a website links to your law firm or business, this is a signal to Google that another website trusts your content and believes you are an expert in your industry.
The more websites that point at your content through backlinking, the more likely Google is to understand your content is the best answer for its searcher. Our digital marketing helps create quality backlinks to your domain, so that your site and its content can develop and maintain the authority needed to rank well

Dominating a Market with

Local SEO for Law Firms and Businesses

Search Engine Optimization often focuses on ranking a company’s website in the top ten organic results. However, these results are steadily slipping lower and lower (scroll after scroll on a mobile device) on the first page of Google. Now, Google Ads often show at the very top of the SERP, showing above the organic top ten results. This is often followed by Google’s “Local 3-pack” or “Map Pack”.

To navigate this, the best SEO for lawyers and local industry professionals should have a healthy balance of content curation, Pay Per Click (PPC), and localized strategies to help a business make an impact in their area.

How Search Engines

Generate Search Results

In a broad sense, Google and other search engines want to list “high-quality” results. They determine page quality based on factors like load time, content relevancy, and referrals to and from other authoritative websites. However, this is far from a complete picture of how search engines sort through millions of active domains and billions of individual pages to find exactly what they think a particular user is looking for. Understanding how that picture comes together can be vital to effectively using SEO marketing for law firms and other businesses.

Simply put, Google and other search platforms use “crawlers” to read through websites, scanning for specific features that indicate site relevance and quality. There are hundreds of factors that these algorithms take into consideration when “crawling” webpages, including backlinks and mobile friendliness, the presence of “keywords” that match a user’s query, the amount of unique information a site has across multiple pages, and even the average word count of content on individual pages.

Most importantly, your site must have a logical structure on the backend that both Google and users can navigate easily. Google crawls sites by following on-page links, not just by performing billions of keyword searches. It needs a path to follow to reach any individual pages past your homepage. BluShark Digital can help you build your web platform from the ground up to make those pathways easy for Google and other search engines to find.

What Does a Webpage with

Good SEO Look Like

No one knows exactly how the Google algorithm weighs different factors or even what specific factors it considers, and the formula often changes substantially with each update. That said, there are still some best practices for making individual pages more likely to rank highly in search engines. BluShark Digital could help you implement these practices at a pace and scale that suits your business.

One principle to keep in mind when it comes to effective on-page SEO is that keywords should appear in multiple places, not just in body text. Properly formatting page headings, section titles, and subsection titles (H1s, H2s, and H3s) so that they can be recognized as headings and then crawled for keywords can be vital to boosting your ranking in search results.

Additionally, the content you include within those page sections should prioritize two things: that you have relevant expertise in something a user may be searching for, and that you are an authoritative source worthy of a user’s trust. Put simply, this means your on-page content should be clear, concise, informative, and accurate based on the information provided in the page heading. For instance, a landing page for “car accident lawyer” should discuss topics like how civil liability works in car crash claims, what losses a plaintiff could seek compensation for, and what legal roadblocks an attorney could help that plaintiff navigate.

Optimizing for

Google Image Search

Of course, text is far from the only thing you should optimize for search engine readability. Provided that you format them correctly and complete a few extra steps, a relevant image or two embedded into your firm’s website can substantially boost its search ranking in standard search as well as Google Images.

If you have an image you want to include in a webpage, it should be uploaded with a short but descriptive file name—for example, car_accident.jpg rather than image1.jpg. Every image should also have alt text that includes relevant keywords to the page and the image itself. Images should be formatted in HTML so that they are recognized as a “picture” element on the page.

This is important because Google and other search engine bots crawl both the frontend and backend of all webpages they index. An individual page visitor may not see the filename or HTML formatting of an embedded image, but a search bot will, and it can factor that information into how it ranks the page overall and whether that image comes up in separate Google Images searches.

All that said, the same principles that apply to optimizing written on-page content also apply to embedded images. Just like the content in the main body of the page, filenames and alt text should not be overly long or stuffed with keywords. Support from the digital marketing team at BluShark Digital can be vital to building new pages and adjusting old ones with these practices in mind.

Avoiding “Black Hat”

SEO Strategies

The information above is just a brief primer on how search engines work and how SEO principles help search algorithms recognize your site as authoritative, informative, and trustworthy. In practice, building out high-quality content within a functional site structure can take time and effort. If you’re wondering whether it’s really necessary to go through all that work when seemingly low-quality websites still rank highly for lots of searches, you certainly wouldn’t be the first person to do so.

“Black hat” SEO strategies like keyword spamming, hiding text in the background of pages, and building different pages for users and search engine bots have been effective in the past, if inconsistently. However, they will continually become less and less effective. Google and other search engine platforms are relentless in ferreting out non-user-friendly practices like these and lowering the ranking of sites that use them. They may even delist sites from search engine indexes altogether, and if that happens, your only option may be to rebuild an entirely new web domain from scratch.
Our dedication to sustainable “white hat” SEO practices is what sets BluShark Digital apart in this constantly changing and ever-growing field. We want to help you establish a platform that will satisfy your existing customers and supply you with new leads today, tomorrow, and for years to come. Give us a call today to learn how we can support you in boosting your online visibility, reaching your target audience, and ensuring your law firm or business achieves its maximum potential.

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The Seo Insider

Join co-founder Seth Price every week as he explores the best practices and updates of Search Engine Optimization (SEO) to provide you the tools to grow your business or law firm online.


Call to Start Making an Impression Today

BluShark Digital is at the cutting edge of SEO techniques – and our results prove it. We bring together high-quality content creation, authoritative online linking, creative back-end programming, and grassroots local branding to create our legal marketing strategies.

When we offer SEO for lawyers, medical professionals, home improvement specialists, and other business owners, it is more than just a product. It is our practice. To learn more about how we could help your firm make an impression online, call us today for a free consultation.