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Law Firm Marketing: Tips & Traps for Digital Success

lawyer marketing tips
By Jonathan Schwartz, CEO
Bullseye Strategy

How do people find a good lawyer these days? While personal referrals are still common – and often the strongest leads – law firms would be remiss to rely solely on the “I know a guy” tactic to drive business. Considering that the average adult spends 6.3 hours per day interacting with digital media, it’s clear you need an online presence to remain relevant with today’s consumers.

Jonathan Schwartz
Jonathan Schwartz CEO of Bullseye Strategy

Of course, that doesn’t mean you cobble together a functioning website and the case rests. A successful law firm marketing strategy puts your website in front of qualified leads, gains their trust and then guides them straight to your office.

Below are a few ways to get started marketing your law firm.

1. Embrace online reviews

You may balk at online review sites, such as Yelp or Avvo. And you have every right to be frustrated by bad reviews people post on Facebook or comments they leave in forums. But you should know that reviews have become a natural part of the buying process, with 90% of surveyed customers claiming that positive online reviews influenced their buying decisions, while 86 percent said buying decisions were influenced by negative online reviews.

Online reviews can:

  • Feed your organic search efforts: Search engines value the credibility of online review sites, so much so that Google will serve up those star ratings at the top of page one.
  • Differentiate you from the competition: Online reviews are specific to one attorney or one law firm. When someone comments about your dedication to service or strong negotiation skills, this feedback sets you apart from other lawyers in the area.
  • Offer valuable feedback for your firm: Reviews are rich with consumers’ perception, which isn’t always positive. As humbling as it may be, sift through the criticism to learn where you have opportunity to improve. Responding directly to this feedback ultimately will foster loyalty and help grow your clientele.
  • Lower acquisition costs: Positive online reviews are cosmic. Consumers are attracted to the stars and you can’t just buy those stars on Google, Avvo or other important channels – you need to earn them. By actively engaging in this form of reputation management, you can actually lower your customer acquisition costs.
Law Firm Marketing: Tips & Traps for Digital Success - <h2 class=Table of Contents: 

Introduction

If you’re using WordPress, you already have an SEO-friendly foundation—but that doesn’t mean your site is fully optimized. Without the right WordPress SEO settings, plugins, and strategies, your pages might never reach their ranking potential.

One of the biggest reasons WordPress SEO optimization is so effective is that WordPress is built with clean, lightweight code, making it easier for search engines like Google to crawl and index your content. Unlike other website builders that limit customization, WordPress gives you full control over on-page SEO, including meta titles, descriptions, URLs, schema markup, and structured data. Additionally, WordPress allows users to easily integrate SEO plugins for WordPress like All in One SEO or Yoast SEO, which streamline optimization tasks and improve search visibility.

Another major advantage of using WordPress for SEO is its flexibility with themes and plugins. Many WordPress SEO-friendly themes are designed for fast load times, mobile responsiveness, and proper HTML structure—three key ranking factors in Google’s algorithm. Furthermore, WordPress makes it easy to create optimized content with proper headings, internal linking, and multimedia elements to enhance user experience and engagement.

Compared to site builders like Wix, Squarespace, or Shopify, WordPress offers better technical SEO capabilities, including full access to customized permalinks, XML sitemaps, advanced caching, and database optimization. This means you can optimize WordPress for SEO on a much deeper level, ensuring better rankings over time. (Don’t fret if your site is already on Wix, Squarespace or Shopify! These sites can still be very well optimized.)

Whether you’re running a blog, business website, or eCommerce store, following this WordPress SEO checklist will help you maximize your organic traffic and outrank competitors. Let’s dive into the best SEO tips for WordPress to help your site reach the top of search results. 

1. Choose an SEO-Friendly WordPress Theme

Your WordPress theme affects site speed, structure, and user experience—all of which impact SEO. A bloated, slow WordPress theme with poor coding can hurt your rankings before you even start.

What Makes a Theme SEO-Friendly?

✅ Fast-loading (loads in under 2 seconds)
✅ Fully responsive (works on all devices)
✅ Schema markup support (helps search engines understand your content)
✅ Accessibility-friendly (for users and WordPress SEO benefits)

Top SEO-Friendly WordPress Themes:

  1. Astra – Lightweight, fast, and integrates well with page builders.
  2. GeneratePress – Highly optimized for speed and SEO.
  3. OceanWP – Feature-rich and performance-focused.
  4. Kadence – Great design flexibility without unnecessary bloat.
  5. Neve – Minimalist, fast, and mobile-optimized.
  6. Schema – Specifically designed for SEO with built-in rich snippets.

A slow-loading theme hurts WordPress SEO optimization, so choosing one of these SEO-friendly themes is a crucial first step.

2. Install an SEO Plugin

What Is a Plugin & Why Do You Need One?

A WordPress plugin is an add-on tool that extends your site’s functionality. WordPress doesn’t automatically optimize for SEO, so an SEO plugin is essential for customizing meta tags, creating XML sitemaps, improving content analysis, and more.

Which SEO Plugin Should You Use?

You only need ONE SEO plugin—installing multiple can cause conflicts. Here’s a comparison:

  • Yoast SEO (open in new tab) – Offers readability analysis, SEO recommendations, and structured data integration. We like its beginner-friendly setup, but the free version is limited and pushes for upgrades.
  • Rank Math  (open in new tab) – More features than Yoast in the free version, including schema markup, redirection management, and keyword tracking. Great for those comfortable with SEO settings.
  • All in One SEO (open in new tab) (Best Choice for Multiple WordPress Sites) – We recommend and prefer this particular WordPress plugin for WordPress SEO  because it includes automatic XML sitemaps, AI-powered content analysis, and deep WooCommerce SEO integrations. It’s the best choice if you manage multiple WordPress sites since it has centralized settings for easier management.

A permalink (permanent link) is the URL structure for your pages and posts. Search engines use permalinks to understand content, and a well-structured permalink improves click-through rates and rankings.

WordPress defaults to:
❌ yourwebsite.com/?p=123 (Bad for SEO—unclear and unreadable)

Instead, go to Settings > Permalinks and choose:
✅ Post Name: yourwebsite.com/best-wordpress-seo-tips/ (Good for SEO—clear and keyword-rich)

A descriptive permalink improves rankings by making it easier for search engines and users to understand what your page is about.

4. Do Smart Keyword Research

Why Is Keyword Research Important?

Keyword research ensures that your content targets terms that people are searching for and that you’re attracting qualified visitors to your site.

How to Find the Best Keywords for WordPress SEO Optimization:

  1. Use Keyword Tools – Google Keyword Planner, Ahrefs, SEMrush, or Ubersuggest.
  2. Look for High-Intent Keywords – Prioritize search terms with moderate competition and high intent (e.g., “best SEO plugins for WordPress” instead of just “SEO”).
  3. Analyze Competitor Rankings – Find gaps in their content and create better, more detailed versions.

Proper SEO keyword research ensures that your pages rank for relevant searches and attract visitors who are actually interested in your content.

Keyword Research Tools: Which One Should You Use?

  • Google Keyword Planner  (open in new tab)  – A free tool by Google that provides keyword search volume and competition data, but it’s primarily designed for Google Ads, so organic SEO insights may be limited.
  • Ahrefs (open in new tab) – A powerful paid SEO tool that offers detailed keyword analysis, competition research, and backlink data, making it great for in-depth SEO strategy.
  • SEMrush (open in new tab)  – Similar to Ahrefs, but with additional features for content marketing and PPC research, plus an SEO writing assistant to optimize content in real-time.
  • Ubersuggest (open in new tab) – A beginner-friendly, freemium tool that provides basic keyword research, search volume, and SEO difficulty insights, making it a good option for those on a budget.

Should You Use All These Tools?

No, you don’t need to use all of them. Google Keyword Planner is a good free starting point, but for deeper insights, Ahrefs or SEMrush are the best choices. If you’re on a budget, Ubersuggest can provide basic keyword ideas, but its data is less comprehensive. Choose one or two tools based on your SEO needs and budget.

5. Optimize Meta Titles, Descriptions & ALT Tags

How Google Uses Meta Titles & Descriptions

A well-crafted meta title and description can significantly improve click-through rates (CTR), crucial in maintaining and improving your organic rankings. When more users click on your result in search engines, Google sees it as a signal that your page is relevant and valuable, which can lead to higher rankings over time.

Examples:

✅ SEO-Friendly Title: WordPress SEO Optimization: The Essential Checklist for Higher Rankings
✅ SEO-Friendly Description: Learn how to optimize WordPress for SEO with this step-by-step guide. Discover the best WordPress SEO tips, plugins, and strategies to boost your rankings.

ALT Tags & Their SEO Role

An ALT tag (alternative text) describes an image for search engines and visually impaired users, but it also plays a role in SEO rankings. Google crawls and indexes ALT text to understand the content of an image since search engines can’t “see” images the way humans do. Properly optimized ALT tags help images appear in Google Image Search results, driving additional traffic to your site. Additionally, Google considers page relevance and user experience when ranking a page, so well-written ALT text contributes to overall WordPress SEO optimization by improving accessibility and reinforcing keyword relevance.

✅ SEO-Friendly ALT: SEO plugins for WordPress – Yoast vs. Rank Math vs. All in One SEO

Properly optimized ALT tags help Google rank your images in search results.

6. Optimize Images & Compress Files

Why Image Compression Matters for SEO

Large images slow down your website, and Google prioritizes fast sites. Compressing images improves page speed and WordPress SEO rankings.

Top Image Compression Tools for WordPress:

✅ TinyPNG – Easy, free, and maintains image quality.
✅ ShortPixel – Automatically compresses images on upload in WordPress.

We recommend ShortPixel because it automatically compresses images on upload, which saves time and ensures all images are optimized without extra manual steps. It also offers lossy, glossy, and lossless compression options, allowing users to balance image quality and file size based on their needs.

However, TinyPNG is a great free alternative for manual image compression before uploading to WordPress. It’s simple to use and maintains excellent image quality, but it doesn’t offer automatic compression within WordPress, making it less efficient for larger sites.

For WordPress SEO optimization, reducing image file sizes is crucial for faster page speeds, which directly impacts rankings and user experience—so we recommend ShortPixel for its automation and efficiency. 

7. Improve Page Speed

Google recommends a page load time of under 2.5 seconds for optimal WordPress SEO. Test your speed with Google PageSpeed Insights.

How to Improve WordPress Speed:

🚀 Enable caching (WP Rocket or W3 Total Cache)
🚀 Use a CDN (Cloudflare, BunnyCDN)
🚀 Optimize database (WP-Optimize)

A fast site improves SEO rankings and user experience.

Enable Caching (WP Rocket or W3 Total Cache)

Caching helps WordPress load pages faster by storing static versions of your site, reducing the need for the server to generate pages every time a visitor arrives.

How to Enable Caching in WordPress

  1. Install and activate WP Rocket (recommended) or W3 Total Cache from the WordPress plugin directory.
  2. If using WP Rocket (paid), caching is automatically enabled upon activation—no extra setup needed.
  3. If using W3 Total Cache (free), go to Performance > General Settings in your WordPress dashboard.
  4. Enable Page Cache, Object Cache, and Browser Cache for faster loading.
  5. Save changes and test your site’s speed using Google PageSpeed Insights.

Why Caching Improves WordPress SEO

By reducing server load and page load times, caching improves Core Web Vitals, a key ranking factor for Google. Faster pages lead to lower bounce rates and better user experience, both of which help with SEO for WordPress.

Use a CDN (Cloudflare or BunnyCDN)

A Content Delivery Network (CDN) distributes your website’s static files (images, CSS, JavaScript) across multiple servers worldwide, ensuring users load content from the closest server—dramatically improving load times.

How to Enable a CDN in WordPress

  1. Sign up for a CDN service like Cloudflare (free) or BunnyCDN (affordable paid option).
  2. If using Cloudflare, install the Cloudflare plugin in WordPress.
  3. Follow the setup wizard to change your DNS settings and route traffic through Cloudflare.
  4. If using BunnyCDN, install the BunnyCDN plugin and follow the setup instructions to configure your pull zone.
  5. Verify your CDN is working by testing your site speed in Google PageSpeed Insights or GTmetrix.

Why a CDN Helps with WordPress SEO Optimization

A CDN reduces server response time, ensuring that your website loads quickly regardless of a visitor’s location. Google prioritizes fast, globally accessible websites, making a CDN essential for optimizing WordPress for SEO.

Optimize Your WordPress Database (WP-Optimize)

Over time, WordPress databases collect unnecessary data (revisions, spam comments, trashed posts) that slow down your site. Cleaning your database improves performance and SEO rankings.

How to Optimize Your Database in WordPress

  1. Install and activate WP-Optimize from the WordPress plugin directory.
  2. Go to WP-Optimize > Database in your WordPress dashboard.
  3. Select options to clean:
    ✅ Remove post revisions
    ✅ Delete spam & trashed comments
    ✅ Optimize database tables
  4. Click Run Optimization to remove unnecessary data.
  5. Enable scheduled cleanups to keep your database optimized regularly.

Why Database Optimization Matters for WordPress SEO

A bloated database slows down WordPress, making pages take longer to load. Regular optimization keeps WordPress SEO-friendly, ensuring fast site performance, which helps with ranking higher in Google search results.

Final Thoughts: Speed Up WordPress SEO Optimization

By enabling caching, using a CDN, and optimizing your database, your site will load faster, rank better, and provide a seamless user experience. Implement these SEO tips for WordPress, and test your site speed using Google PageSpeed Insights to track improvements! 🚀

8. Ensure Mobile-Friendliness

After enabling a responsive theme, test your site on Google’s Mobile-Friendly Test to ensure it displays properly.

Ensuring your site is mobile-friendly is essential for WordPress SEO optimization because Google uses mobile-first indexing, meaning it primarily ranks the mobile version of your site. Even if your site looks great on desktop, poor mobile performance can hurt rankings, traffic, and user experience. After enabling a responsive WordPress theme, test your site with Google’s Mobile-Friendly Test to confirm that text, images, and buttons are properly displayed on all devices. A fully optimized mobile site improves engagement, lowers bounce rates, and strengthens SEO for WordPress, helping your pages rank higher in search results.

9. Secure Your Site with HTTPS

Google penalizes non-HTTPS sites. Most WordPress hosting providers (like Bluehost, SiteGround, WP Engine) offer free SSL certificates via Let’s Encrypt. Enable it in your hosting dashboard under “Security” or “SSL.”

Internal links play a crucial role in WordPress SEO optimization by helping search engines crawl and understand your site’s structure, while also guiding users to relevant content. When you strategically place internal links, you distribute SEO value (also known as link equity) from high-authority pages to other important pages, which can improve rankings. Google follows internal links to discover new pages, determine how content is related, and evaluate its importance within your site.

To optimize SEO for WordPress, you need to select relevant internal links that enhance both search rankings and user experience (UX). Follow these steps:

  1. Identify Pages That Need More Authority – If you’re optimizing a new post or a lower-ranking page, link to it from high-performing pages that already have authority.
  2. Match Internal Links to Keyword Intent – Use anchor text that naturally includes your primary keyword and supports the topic.
  3. Prioritize Relevance for Users – Link to pages that provide additional value based on what visitors might need next. Avoid forcing links that don’t make sense contextually.
  4. Use a Site Search or SEO Plugin – In WordPress, use the site search bar or an SEO tool like Yoast SEO or Link Whisper to find existing content that relates to your new post’s topic.
  5. Avoid Overloading Links – Too many internal links on a page can dilute their impact. Focus on quality over quantity by linking only where it adds real value.

Example of Optimized Internal Linking

Instead of using vague anchor text like:
❌ “Click here to learn more.”

Use a keyword-rich, descriptive internal link:
✅ “Read our guide on WordPress SEO tips to boost your rankings.”

By using descriptive anchor text that includes targeted keywords, you help search engines understand the page’s topic, while also improving UX by setting clear expectations for users. When properly implemented, internal links strengthen WordPress SEO optimization, making your site easier to navigate, better indexed, and more likely to rank higher in search results.

Backlinks—links from other websites pointing to yours—are one of the strongest ranking factors for WordPress SEO optimization and a crucial component of off-page SEO. Google sees backlinks as votes of confidence, signaling that your content is authoritative, valuable, and trustworthy. The more high-quality backlinks you earn, the higher your site’s domain authority, which improves your chances of ranking for competitive keywords. However, not all backlinks are created equal—quality matters more than quantity. Links from reputable, industry-relevant sites carry more weight than random or low-authority sources.

Earning high-quality backlinks takes time and effort, but the right strategies can significantly improve your SEO for WordPress. Here’s how to build links the right way:

1. Guest Posting on Niche Websites

Guest blogging is one of the most effective ways to get authoritative backlinks while positioning yourself as an industry expert. Look for reputable blogs in your niche that accept guest contributions.

How to do it:

  • Search Google for opportunities: “write for us + [your industry]” or “guest post + [your topic]”.
  • Reach out with a compelling pitch offering unique, high-value content.
  • Ensure your guest post includes a natural link back to your website, ideally within the content, rather than just in the author bio.

2. Publishing Link-Worthy Content (Guides, Research, Tools)

Creating high-value, in-depth content naturally attracts backlinks because other websites want to reference and share useful resources.

Types of link-worthy content:
✅ Ultimate guides – Comprehensive, step-by-step tutorials (e.g., The Complete WordPress SEO Checklist).
✅ Original research & data – Statistics, case studies, and industry trends that journalists and bloggers will cite.
✅ Free tools & templates – Interactive tools, calculators, or downloadable resources that help users.

To increase the chances of earning backlinks, promote your content via outreach, social media, and industry forums.

3. Getting Listed in Business Directories & Industry Listings

If you run a local business or a service-based website, directory listings provide easy, high-quality backlinks while improving local SEO.

Where to get listed:

  • Google Business Profile – Essential for local search rankings.
  • Industry-specific directories – (e.g., Clutch for agencies, Yelp for restaurants).
  • Chamber of Commerce & trade associations – Trusted, authoritative sources.

Without backlinks, even the best-optimized content may struggle to rank in competitive search results. Google prioritizes websites with strong authority, and backlinks are a key factor in determining trustworthiness and credibility. By securing high-quality backlinks from relevant sources, you boost your domain authority, improve rankings, and drive referral traffic to your site.

Building backlinks takes strategy and persistence, but when done right, it can significantly enhance your WordPress SEO optimization and long-term search visibility. 

Final Thoughts: Take Your WordPress SEO to the Next Level

Following this WordPress SEO checklist will help you optimize WordPress for SEO and improve rankings. Need expert help? Bullseye Strategy specializes in WordPress SEO optimization—let’s take your site to the top! 

Download a PDF version of this here for your reference. 

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Standing up a reviews strategy

Understanding how important reviews are to your law firm’s marketing efforts, it’s important to create a thoughtful strategy for collecting these reviews that will not be deemed as intrusive by your clients. A digital agency can help you sort through the options, such as frequency of the reviews requests, the medium for reaching out (text, email or other), the exact language of your request, and which channels fit best with your firm’s clientele. We have worked to establish partnerships between law firms and a number of different web review platforms, all of which will take care of every step of the review sourcing process on your behalf, from the initial request for a review via email or text, to guiding your clients through the review process on the channel of your choice (Avvo, Google, Yelp, etc.), to managing negative feedback effectively.


2. Dial up SEO efforts

Why this matters

Search engine optimization (SEO) is the practice of increasing the quantity and quality of traffic to your website through organic search results. There are several reasons to be grateful for SEO, especially if you’re an attorney trying to gain credibility and brand awareness among consumers. 

Your search rank is also a major influence on how many queries become actual clients. It’s been reported that the first page of Google accounts for 71% of search traffic clicks, compared to a measly 6% for second-page results. If your website does not rank on page one for the most relevant queries, you have very little chance of being seen and leading consumers through the conversion funnel unless you are spending money on Google Ads.   

And since finding an attorney is largely based on geography, the majority of your law firm marketing efforts should be focused on local SEO. Local SEO involves increasing your visibility in what’s known as the “local pack.” The local pack is defined by the top three results that are displayed after a local search query, such as “real estate attorney Boynton Beach” or “real estate lawyer near me.”

How to get it done

Since finding an attorney is largely based on geography, the majority of your law firm marketing efforts as it relates to SEO should be focused on local SEO. Local SEO involves increasing your visibility in what’s known as the “local pack.” The local pack is defined by the top three results that are displayed after a local search query, such as “real estate attorney fort lauderdale” or “real estate lawyer near me.”

Law Firm Marketing: Tips & Traps for Digital Success - <h2 class=Table of Contents: 

Introduction

If you’re using WordPress, you already have an SEO-friendly foundation—but that doesn’t mean your site is fully optimized. Without the right WordPress SEO settings, plugins, and strategies, your pages might never reach their ranking potential.

One of the biggest reasons WordPress SEO optimization is so effective is that WordPress is built with clean, lightweight code, making it easier for search engines like Google to crawl and index your content. Unlike other website builders that limit customization, WordPress gives you full control over on-page SEO, including meta titles, descriptions, URLs, schema markup, and structured data. Additionally, WordPress allows users to easily integrate SEO plugins for WordPress like All in One SEO or Yoast SEO, which streamline optimization tasks and improve search visibility.

Another major advantage of using WordPress for SEO is its flexibility with themes and plugins. Many WordPress SEO-friendly themes are designed for fast load times, mobile responsiveness, and proper HTML structure—three key ranking factors in Google’s algorithm. Furthermore, WordPress makes it easy to create optimized content with proper headings, internal linking, and multimedia elements to enhance user experience and engagement.

Compared to site builders like Wix, Squarespace, or Shopify, WordPress offers better technical SEO capabilities, including full access to customized permalinks, XML sitemaps, advanced caching, and database optimization. This means you can optimize WordPress for SEO on a much deeper level, ensuring better rankings over time. (Don’t fret if your site is already on Wix, Squarespace or Shopify! These sites can still be very well optimized.)

Whether you’re running a blog, business website, or eCommerce store, following this WordPress SEO checklist will help you maximize your organic traffic and outrank competitors. Let’s dive into the best SEO tips for WordPress to help your site reach the top of search results. 

1. Choose an SEO-Friendly WordPress Theme

Your WordPress theme affects site speed, structure, and user experience—all of which impact SEO. A bloated, slow WordPress theme with poor coding can hurt your rankings before you even start.

What Makes a Theme SEO-Friendly?

✅ Fast-loading (loads in under 2 seconds)
✅ Fully responsive (works on all devices)
✅ Schema markup support (helps search engines understand your content)
✅ Accessibility-friendly (for users and WordPress SEO benefits)

Top SEO-Friendly WordPress Themes:

  1. Astra – Lightweight, fast, and integrates well with page builders.
  2. GeneratePress – Highly optimized for speed and SEO.
  3. OceanWP – Feature-rich and performance-focused.
  4. Kadence – Great design flexibility without unnecessary bloat.
  5. Neve – Minimalist, fast, and mobile-optimized.
  6. Schema – Specifically designed for SEO with built-in rich snippets.

A slow-loading theme hurts WordPress SEO optimization, so choosing one of these SEO-friendly themes is a crucial first step.

2. Install an SEO Plugin

What Is a Plugin & Why Do You Need One?

A WordPress plugin is an add-on tool that extends your site’s functionality. WordPress doesn’t automatically optimize for SEO, so an SEO plugin is essential for customizing meta tags, creating XML sitemaps, improving content analysis, and more.

Which SEO Plugin Should You Use?

You only need ONE SEO plugin—installing multiple can cause conflicts. Here’s a comparison:

  • Yoast SEO (open in new tab) – Offers readability analysis, SEO recommendations, and structured data integration. We like its beginner-friendly setup, but the free version is limited and pushes for upgrades.
  • Rank Math  (open in new tab) – More features than Yoast in the free version, including schema markup, redirection management, and keyword tracking. Great for those comfortable with SEO settings.
  • All in One SEO (open in new tab) (Best Choice for Multiple WordPress Sites) – We recommend and prefer this particular WordPress plugin for WordPress SEO  because it includes automatic XML sitemaps, AI-powered content analysis, and deep WooCommerce SEO integrations. It’s the best choice if you manage multiple WordPress sites since it has centralized settings for easier management.

A permalink (permanent link) is the URL structure for your pages and posts. Search engines use permalinks to understand content, and a well-structured permalink improves click-through rates and rankings.

WordPress defaults to:
❌ yourwebsite.com/?p=123 (Bad for SEO—unclear and unreadable)

Instead, go to Settings > Permalinks and choose:
✅ Post Name: yourwebsite.com/best-wordpress-seo-tips/ (Good for SEO—clear and keyword-rich)

A descriptive permalink improves rankings by making it easier for search engines and users to understand what your page is about.

4. Do Smart Keyword Research

Why Is Keyword Research Important?

Keyword research ensures that your content targets terms that people are searching for and that you’re attracting qualified visitors to your site.

How to Find the Best Keywords for WordPress SEO Optimization:

  1. Use Keyword Tools – Google Keyword Planner, Ahrefs, SEMrush, or Ubersuggest.
  2. Look for High-Intent Keywords – Prioritize search terms with moderate competition and high intent (e.g., “best SEO plugins for WordPress” instead of just “SEO”).
  3. Analyze Competitor Rankings – Find gaps in their content and create better, more detailed versions.

Proper SEO keyword research ensures that your pages rank for relevant searches and attract visitors who are actually interested in your content.

Keyword Research Tools: Which One Should You Use?

  • Google Keyword Planner  (open in new tab)  – A free tool by Google that provides keyword search volume and competition data, but it’s primarily designed for Google Ads, so organic SEO insights may be limited.
  • Ahrefs (open in new tab) – A powerful paid SEO tool that offers detailed keyword analysis, competition research, and backlink data, making it great for in-depth SEO strategy.
  • SEMrush (open in new tab)  – Similar to Ahrefs, but with additional features for content marketing and PPC research, plus an SEO writing assistant to optimize content in real-time.
  • Ubersuggest (open in new tab) – A beginner-friendly, freemium tool that provides basic keyword research, search volume, and SEO difficulty insights, making it a good option for those on a budget.

Should You Use All These Tools?

No, you don’t need to use all of them. Google Keyword Planner is a good free starting point, but for deeper insights, Ahrefs or SEMrush are the best choices. If you’re on a budget, Ubersuggest can provide basic keyword ideas, but its data is less comprehensive. Choose one or two tools based on your SEO needs and budget.

5. Optimize Meta Titles, Descriptions & ALT Tags

How Google Uses Meta Titles & Descriptions

A well-crafted meta title and description can significantly improve click-through rates (CTR), crucial in maintaining and improving your organic rankings. When more users click on your result in search engines, Google sees it as a signal that your page is relevant and valuable, which can lead to higher rankings over time.

Examples:

✅ SEO-Friendly Title: WordPress SEO Optimization: The Essential Checklist for Higher Rankings
✅ SEO-Friendly Description: Learn how to optimize WordPress for SEO with this step-by-step guide. Discover the best WordPress SEO tips, plugins, and strategies to boost your rankings.

ALT Tags & Their SEO Role

An ALT tag (alternative text) describes an image for search engines and visually impaired users, but it also plays a role in SEO rankings. Google crawls and indexes ALT text to understand the content of an image since search engines can’t “see” images the way humans do. Properly optimized ALT tags help images appear in Google Image Search results, driving additional traffic to your site. Additionally, Google considers page relevance and user experience when ranking a page, so well-written ALT text contributes to overall WordPress SEO optimization by improving accessibility and reinforcing keyword relevance.

✅ SEO-Friendly ALT: SEO plugins for WordPress – Yoast vs. Rank Math vs. All in One SEO

Properly optimized ALT tags help Google rank your images in search results.

6. Optimize Images & Compress Files

Why Image Compression Matters for SEO

Large images slow down your website, and Google prioritizes fast sites. Compressing images improves page speed and WordPress SEO rankings.

Top Image Compression Tools for WordPress:

✅ TinyPNG – Easy, free, and maintains image quality.
✅ ShortPixel – Automatically compresses images on upload in WordPress.

We recommend ShortPixel because it automatically compresses images on upload, which saves time and ensures all images are optimized without extra manual steps. It also offers lossy, glossy, and lossless compression options, allowing users to balance image quality and file size based on their needs.

However, TinyPNG is a great free alternative for manual image compression before uploading to WordPress. It’s simple to use and maintains excellent image quality, but it doesn’t offer automatic compression within WordPress, making it less efficient for larger sites.

For WordPress SEO optimization, reducing image file sizes is crucial for faster page speeds, which directly impacts rankings and user experience—so we recommend ShortPixel for its automation and efficiency. 

7. Improve Page Speed

Google recommends a page load time of under 2.5 seconds for optimal WordPress SEO. Test your speed with Google PageSpeed Insights.

How to Improve WordPress Speed:

🚀 Enable caching (WP Rocket or W3 Total Cache)
🚀 Use a CDN (Cloudflare, BunnyCDN)
🚀 Optimize database (WP-Optimize)

A fast site improves SEO rankings and user experience.

Enable Caching (WP Rocket or W3 Total Cache)

Caching helps WordPress load pages faster by storing static versions of your site, reducing the need for the server to generate pages every time a visitor arrives.

How to Enable Caching in WordPress

  1. Install and activate WP Rocket (recommended) or W3 Total Cache from the WordPress plugin directory.
  2. If using WP Rocket (paid), caching is automatically enabled upon activation—no extra setup needed.
  3. If using W3 Total Cache (free), go to Performance > General Settings in your WordPress dashboard.
  4. Enable Page Cache, Object Cache, and Browser Cache for faster loading.
  5. Save changes and test your site’s speed using Google PageSpeed Insights.

Why Caching Improves WordPress SEO

By reducing server load and page load times, caching improves Core Web Vitals, a key ranking factor for Google. Faster pages lead to lower bounce rates and better user experience, both of which help with SEO for WordPress.

Use a CDN (Cloudflare or BunnyCDN)

A Content Delivery Network (CDN) distributes your website’s static files (images, CSS, JavaScript) across multiple servers worldwide, ensuring users load content from the closest server—dramatically improving load times.

How to Enable a CDN in WordPress

  1. Sign up for a CDN service like Cloudflare (free) or BunnyCDN (affordable paid option).
  2. If using Cloudflare, install the Cloudflare plugin in WordPress.
  3. Follow the setup wizard to change your DNS settings and route traffic through Cloudflare.
  4. If using BunnyCDN, install the BunnyCDN plugin and follow the setup instructions to configure your pull zone.
  5. Verify your CDN is working by testing your site speed in Google PageSpeed Insights or GTmetrix.

Why a CDN Helps with WordPress SEO Optimization

A CDN reduces server response time, ensuring that your website loads quickly regardless of a visitor’s location. Google prioritizes fast, globally accessible websites, making a CDN essential for optimizing WordPress for SEO.

Optimize Your WordPress Database (WP-Optimize)

Over time, WordPress databases collect unnecessary data (revisions, spam comments, trashed posts) that slow down your site. Cleaning your database improves performance and SEO rankings.

How to Optimize Your Database in WordPress

  1. Install and activate WP-Optimize from the WordPress plugin directory.
  2. Go to WP-Optimize > Database in your WordPress dashboard.
  3. Select options to clean:
    ✅ Remove post revisions
    ✅ Delete spam & trashed comments
    ✅ Optimize database tables
  4. Click Run Optimization to remove unnecessary data.
  5. Enable scheduled cleanups to keep your database optimized regularly.

Why Database Optimization Matters for WordPress SEO

A bloated database slows down WordPress, making pages take longer to load. Regular optimization keeps WordPress SEO-friendly, ensuring fast site performance, which helps with ranking higher in Google search results.

Final Thoughts: Speed Up WordPress SEO Optimization

By enabling caching, using a CDN, and optimizing your database, your site will load faster, rank better, and provide a seamless user experience. Implement these SEO tips for WordPress, and test your site speed using Google PageSpeed Insights to track improvements! 🚀

8. Ensure Mobile-Friendliness

After enabling a responsive theme, test your site on Google’s Mobile-Friendly Test to ensure it displays properly.

Ensuring your site is mobile-friendly is essential for WordPress SEO optimization because Google uses mobile-first indexing, meaning it primarily ranks the mobile version of your site. Even if your site looks great on desktop, poor mobile performance can hurt rankings, traffic, and user experience. After enabling a responsive WordPress theme, test your site with Google’s Mobile-Friendly Test to confirm that text, images, and buttons are properly displayed on all devices. A fully optimized mobile site improves engagement, lowers bounce rates, and strengthens SEO for WordPress, helping your pages rank higher in search results.

9. Secure Your Site with HTTPS

Google penalizes non-HTTPS sites. Most WordPress hosting providers (like Bluehost, SiteGround, WP Engine) offer free SSL certificates via Let’s Encrypt. Enable it in your hosting dashboard under “Security” or “SSL.”

Internal links play a crucial role in WordPress SEO optimization by helping search engines crawl and understand your site’s structure, while also guiding users to relevant content. When you strategically place internal links, you distribute SEO value (also known as link equity) from high-authority pages to other important pages, which can improve rankings. Google follows internal links to discover new pages, determine how content is related, and evaluate its importance within your site.

To optimize SEO for WordPress, you need to select relevant internal links that enhance both search rankings and user experience (UX). Follow these steps:

  1. Identify Pages That Need More Authority – If you’re optimizing a new post or a lower-ranking page, link to it from high-performing pages that already have authority.
  2. Match Internal Links to Keyword Intent – Use anchor text that naturally includes your primary keyword and supports the topic.
  3. Prioritize Relevance for Users – Link to pages that provide additional value based on what visitors might need next. Avoid forcing links that don’t make sense contextually.
  4. Use a Site Search or SEO Plugin – In WordPress, use the site search bar or an SEO tool like Yoast SEO or Link Whisper to find existing content that relates to your new post’s topic.
  5. Avoid Overloading Links – Too many internal links on a page can dilute their impact. Focus on quality over quantity by linking only where it adds real value.

Example of Optimized Internal Linking

Instead of using vague anchor text like:
❌ “Click here to learn more.”

Use a keyword-rich, descriptive internal link:
✅ “Read our guide on WordPress SEO tips to boost your rankings.”

By using descriptive anchor text that includes targeted keywords, you help search engines understand the page’s topic, while also improving UX by setting clear expectations for users. When properly implemented, internal links strengthen WordPress SEO optimization, making your site easier to navigate, better indexed, and more likely to rank higher in search results.

Backlinks—links from other websites pointing to yours—are one of the strongest ranking factors for WordPress SEO optimization and a crucial component of off-page SEO. Google sees backlinks as votes of confidence, signaling that your content is authoritative, valuable, and trustworthy. The more high-quality backlinks you earn, the higher your site’s domain authority, which improves your chances of ranking for competitive keywords. However, not all backlinks are created equal—quality matters more than quantity. Links from reputable, industry-relevant sites carry more weight than random or low-authority sources.

Earning high-quality backlinks takes time and effort, but the right strategies can significantly improve your SEO for WordPress. Here’s how to build links the right way:

1. Guest Posting on Niche Websites

Guest blogging is one of the most effective ways to get authoritative backlinks while positioning yourself as an industry expert. Look for reputable blogs in your niche that accept guest contributions.

How to do it:

  • Search Google for opportunities: “write for us + [your industry]” or “guest post + [your topic]”.
  • Reach out with a compelling pitch offering unique, high-value content.
  • Ensure your guest post includes a natural link back to your website, ideally within the content, rather than just in the author bio.

2. Publishing Link-Worthy Content (Guides, Research, Tools)

Creating high-value, in-depth content naturally attracts backlinks because other websites want to reference and share useful resources.

Types of link-worthy content:
✅ Ultimate guides – Comprehensive, step-by-step tutorials (e.g., The Complete WordPress SEO Checklist).
✅ Original research & data – Statistics, case studies, and industry trends that journalists and bloggers will cite.
✅ Free tools & templates – Interactive tools, calculators, or downloadable resources that help users.

To increase the chances of earning backlinks, promote your content via outreach, social media, and industry forums.

3. Getting Listed in Business Directories & Industry Listings

If you run a local business or a service-based website, directory listings provide easy, high-quality backlinks while improving local SEO.

Where to get listed:

  • Google Business Profile – Essential for local search rankings.
  • Industry-specific directories – (e.g., Clutch for agencies, Yelp for restaurants).
  • Chamber of Commerce & trade associations – Trusted, authoritative sources.

Without backlinks, even the best-optimized content may struggle to rank in competitive search results. Google prioritizes websites with strong authority, and backlinks are a key factor in determining trustworthiness and credibility. By securing high-quality backlinks from relevant sources, you boost your domain authority, improve rankings, and drive referral traffic to your site.

Building backlinks takes strategy and persistence, but when done right, it can significantly enhance your WordPress SEO optimization and long-term search visibility. 

Final Thoughts: Take Your WordPress SEO to the Next Level

Following this WordPress SEO checklist will help you optimize WordPress for SEO and improve rankings. Need expert help? Bullseye Strategy specializes in WordPress SEO optimization—let’s take your site to the top! 

Download a PDF version of this here for your reference. 

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There are a number of local SEO tools you can use to improve your rank, but one of the most influential is your Google My Business profile. This is a completely free service, but you do have to manually set it up and maintain it. The time and effort pays off, though. Among the factors affecting your local pack rank, Google My Business accounts for 25% of the pull according to Moz.

Another important ranking factor is your on-page SEO, accounting for 13% of your local pack ranking. First, make sure your website is properly set up with meta titles, heading tags and descriptive, keyword-rich content. Once those foundational pieces are in place, it’s time to create long-form content that will build your domain’s authority and enhance your credibility as an expert attorney. 

When it comes to long-form content, nothing beats the almighty blog. Before you tackle such a big undertaking, consider working with an agency to make sure you are laying the right groundwork, from keyword research to what topics to cover to making sure you’ve gotten all the technical details right, such as interlinking.  After you’ve got this optimized content created, be sure to give it a prominent place on your website and share it on social media to amplify its reach. 


3. Leverage online referrals

Why this matters

Online referrals are the digital equivalent of face-to-face networking. While it’s true that passing business cards and meeting for a happy-hour social are not completely extinct, these practices have been muted by the internet. In the age of social media, you have an entire generation of people who prefer to connect online – and that’s okay.

By leveraging online referrals, you open your business to a broader range of consumers. Not to mention, you make connections a lot faster. Think about it. You could spend hours at a networking event and only engage with a handful of people. But go online, and you can build relationships with dozens of potential referral sources in a matter of minutes.

online referrals

How to get it done

With 610 million professional on LinkedIn, this social media channel is a great first stop for online referrals. It is the professional network for any type of business, but particularly for lawyers. According to the 2016 ABA Legal Technology Survey report, more than 93% of lawyers surveyed now use LinkedIn.

Your LinkedIn profile ultimately is your online resume, providing your career history and skills. More importantly, there’s a place on every profile where your colleagues can share their experience of working with you. You want to have as much content in this section as possible, while also using the platform to make new connections.

Like any other social channel, you’ll get attention – and referrals – by engaging with others. This means liking, commenting and sharing other people’s posts. You should also take the time to join and interact with multiple LinkedIn groups. Whether it’s an alumni group from your undergraduate university or a professional organization, it doesn’t matter. These are a treasure chest of potential connections.

You can also use LinkedIn to share your own blog posts or accomplishments. For instance, you might share a local news feature that mentions your law practice. Just make sure this type of pat-on-the-back content is balanced with those knowledge-based pieces. You want to come across as an expert, not a salesperson.

Note: When using social media and leveraging referral sources, be cognizant of the Bar rules and regulations. The Florida Bar, for instance, put forth specific advertising guidelines for networking sites. These guidelines outline regulations “against any misleading information, which includes references to past results that are not objectively verifiable.” These statements are specific to Florida, so be sure you check your state’s Bar association rules before engaging in any social media activity. 

The ball’s in your court

These tips only scratch the surface of the law firm marketing tactics you need to create a solid digital presence. If you’re ready for more, let our strategists help. For years, Bullseye Strategy has partnered with businesses–including law firms–nationwide to help them achieve their digital marketing goals. You could be next. Contact us for more information.

Jonathan Schwartz originally offered these tips during his address to the South Florida Association of Women Lawyers in May 2019. Co-founder of Bullseye Strategy agency, Jonathan has a J.D. from Brooklyn Law School.



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Maria Harrison, President & Co-Founder President of Bullseye Strategy
Maria Harrison serves as the President and co-founder of Bullseye Strategy, where she drives strategic leadership across digital marketing, account planning, resource management, client relations, and operations.
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