Law Firm SEO Data: Demystifying Data Tracking and Analysis

How to Improve Your Law Firm’s SEO with Data

Topics Covered In This Article

• Why Track SEO Data?
• Which SEO Tools to Use
• Which SEO Data to Track
• Interpreting SEO Data
• SEO Data Administration

Why Track SEO Data?

• SEO data measures how well your content is performing.
• Data allows you to allocate more resources to what’s working and adjust what’s not.
• If you don’t have data about how your content is doing, then you are guessing.
• Data is the feedback that allows you to improve your processes.

Which SEO Tools To Use

• Google Search Console, Google Analytics, and Google Ads are the most important data tracking tools because they allow you to have a direct conversation with Google.

→These tools are free to use.

• You can also use paid data tracking tools like Semrush, Ahrefs, and Moz.

→They offer features that Google does not, such as competitor research, keyword rankings, and domain authority scores.
→They offer some features for free
→SE Ranking offers similar features but at a lower cost.

• Use Google WordPress Site Kit to view data from Google Search Console, Google Ads, and Google Analytics directly from your WordPress Dashboard.

Which SEO Data to Track

In general, you track traffic and conversions

• Traffic is people visiting your website
• Conversions are people signing up for your email list, filling out a contact form, calling you, buying something, or contacting you from your website

When a person contacts you, they become a lead

• This event is called a conversion
• The idea is to get as much traffic and as many conversions as possible

Key SEO data to track

• Keyword Ranking: your position in search results for a particular keyword (Semrush, Ahrefs, and Moz)
• Google Business Profile Metrics: track page views, calls, and clicks (Google Business Profile)
• Backlinks: links to your site from other websites

→Use Google Search Console to check your website for spam backlinks and remove them. You only want high-quality backlinks.
→You can also check your backlinks with Semrush, Ahrefs, and Moz
→Backlinko is a good, budget-friendly backlink checker

• Session Duration: the amount of time a user spends on your site during a single visit (Google Analytics)
• Pages Per Session: the number of pages a user visits on your site during a single session (Google Analytics)
• Clicks: the number of times users clicked a link from Google to your site (Google Search Console)
• Impressions: the number of times your page showed up in search results (Google Search Console)
• Conversions: any time someone completes a desired action on your website (Google Analytics)
• Examples of conversions:

→Submitting a contact form
→Sending an email
→Making a phone call
→Scheduling a consultation
→Subscribing to an email list

• PageRank and Domain Authority are two good metrics to track the overall strength of your website (Moz, Ahrefs)

→Record them before you start working (or start with a new service provider) to track your progress

Interpreting SEO Data

• In general, you want to maximize:

1. Traffic
2. Time spent on the page
3. Conversion percentages

• Dedicate more resources (time and money) to what’s working, adjust what’s not

SEO Data Administration

• Make sure you always have administrative control over your website and your data – meaning you have control over who can access it.
• Specifically, you should always have control over your:

1. WordPress Account
2. Google Business Profile
3. Google Analytics
4. Google Search Console
5. Google Ads
6. Web Hosting Accounts

• These contain your most valuable SEO data. They are proprietary. Make sure you own and control them and will continue to own and control them should you terminate the service provider.
• Make sure that is expressly written in your contract. If your provider will not agree to that, then find a different provider.

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