How do I increase my web site's ranking in search engines?

Search Engine Rankings

Studies have proven that web users do not look past three pages of results when trying to find a relevant site. If your web site is not within the top 30 results, your firm will not be found. This article details how to improve your web site's rankings through four basic techniques: having reciprocal links, adding relevant content, editing your meta tags, and registering your web site with search engines.

1. Links

As stated by Google, which provides over 80% of search results, the best way to ensure a top listing is for your web site to be linked to a lot of other web sites. This is known as link popularity. Google's automated search robots jump from page to page on the Internet via hyperlinks. The more sites that link to your firm, the more likely it is that Google will list the firm's web site. To raise your web site's link popularity, your firm needs to contact other legal web sites, search engines, and web portals and ask for links. With each new link, your web site increases its rank.

2. Relevant Content

Most potential clients will not search for your firm by name. Rather, potential clients will search for a law firm by typing in "attorney florida workers' compensation" or "how do I implement a labor law plan?" Search engines rank web sites higher if they offer relevant content that contains such words or subjects. For your law firm to be found, your site needs to offer authoritative information on your practice areas through articles, newsletters, bulletin alerts, links, statistics, and more. By offering this information, the search engines will associate your web site with key words that will allow potential clients to find your site.

3. Edit your Code

Title Tags and Meta tags are HTML-coded information that search engines look at when crawling on your web site for information. While keyword and description meta tags are no longer important to search engines, the Title Tag is super important. To optimize the web site, your firm should decide on the most important words to place in title tags (and meta tags if you want). In addition, your firm should create different title tags for each page of the web site. This will allow each page to be indexed differently by the search engine, thus creating several mini-web sites.

4. Submit your Web Site

Your web site needs be registered with the top search engines and as many other web sites as possible. Your firm's web site registration process should include:

A. Submission to search engines, portals, directories and other community and local search engines

B. Getting links with professional organizations, clients, trade groups, consultants, publishers, educational institutions, and other relevant organizations.

Of course, this is just a real basic overview. A lot more factors go into the search engine ranking algorithm.

How We Can Help

PaperStreet Web Design has extensive experience developing, re-designing and optimizing law-related web sites. Our expertise can save you time and money while increasing your firm's business traffic. Why have a web site if no one can find it?

If you have any questions about search engine placement or need your web site optimized for search engines, feel free to contact Peter Boyd at PaperStreet Web Design, or 954.523.2181.


Peter Boyd, is a Florida attorney who practiced in the area of intellectual property law. Mr. Boyd has worked on over 150 web site projects since 1996. He founded PaperStreet during law school when he realized that many firms did not have a web site, or had a poorly designed site. Mr. Boyd is a jack-of-all-trades and can design the initial web sites concepts, incorporate database technology, write custom code, and of course manage projects.

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