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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
                           gt@attorneysync.com
                           (773) 328-2027




AttorneySync.com | info@attorneysync.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 | info@attorneysync.com | (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 | info@attorneysync.com | (773) 828-8878
                                                            3
How Search Engines Work
  •   ―Google's 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 user's 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 can't manually change titles or snippets for individual sites,
      we're 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 Support

AttorneySync.com | info@attorneysync.com | (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 | info@attorneysync.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 | info@attorneysync.com | (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 | info@attorneysync.com | (773) 828-8878
                                                                 7
On Which Would You Click?




                            8
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 | info@attorneysync.com | (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 | info@attorneysync.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 | info@attorneysync.com | (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.org

AttorneySync.com | info@attorneysync.com | (773) 828-8878
                                                            12
Thanks!
    Thanks for viewing. Should you have
     any feedback or questions, please
        don’t hesitate to contact us:

                     AttorneySync
                info@attorneysync.com
                   (773) 828 - 8878

AttorneySync.com | info@attorneysync.com | (773) 828-8878
                                                            13

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Page Titles & Meta Descriptions for Law Firms

  • 1. 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 gt@attorneysync.com (773) 328-2027 AttorneySync.com | info@attorneysync.com | (773) 828-8878 1
  • 2. 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 | info@attorneysync.com | (773) 828-8878 2
  • 3. Titles & Meta Descriptions in Search Results Titles and meta descriptions make up a large part of your visible listings in search results. AttorneySync.com | info@attorneysync.com | (773) 828-8878 3
  • 4. How Search Engines Work • ―Google's 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 user's 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 can't manually change titles or snippets for individual sites, we're 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 Support AttorneySync.com | info@attorneysync.com | (773) 828-8878 4
  • 5. 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 | info@attorneysync.com | (773) 828-8878 5
  • 6. 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 | info@attorneysync.com | (773) 828-8878 6
  • 7. 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 | info@attorneysync.com | (773) 828-8878 7
  • 8. On Which Would You Click? 8
  • 9. 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 | info@attorneysync.com | (773) 828-8878 9
  • 10. 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 | info@attorneysync.com | (773) 828-8878 10
  • 11. 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 | info@attorneysync.com | (773) 828-8878 11
  • 12. 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.org AttorneySync.com | info@attorneysync.com | (773) 828-8878 12
  • 13. Thanks! Thanks for viewing. Should you have any feedback or questions, please don’t hesitate to contact us: AttorneySync info@attorneysync.com (773) 828 - 8878 AttorneySync.com | info@attorneysync.com | (773) 828-8878 13