How to Measure Your Law Firm SEO Performance

The best way to get your office phone ringing endlessly in an increasingly digitized world is with lawyer SEO marketing. Your potential customers are using their smartphones to look up the legal services they need, and SEO is the way to connect with them in their hour of need.




Simply because it works!


According to Databox, 70% of marketers see SEO as more effective than PPC.


However, successful SEO marketing requires continuous analysis and development of new marketing strategies. In other words, you need to focus on evaluating your law firm SEO performance from the beginning to ensure the best possible returns.


Let’s check out a few key metrics that can help you do it.




Backlinks are one of the best ways to improve and measure your attorney’s SEO performance. A backlink is a link from one website to another. Google offers more credibility to websites and webpages with high-quality backlinks because only noteworthy content gets backlinks from high-authority sites.


You need to check the quality of your backlinks as well as their quantity. You should remove bad backlinks from your website. Bad backlinks usually come from a not-so-trusted website.


You can use Google Search Console to identify bad backlinks. If you see a link coming from a website with hundreds of links, it is most likely a poor backlink.


Also, if the website looks spammy, you should remove the backlink. You can use the Disavow tool in Google Search Console to get rid of bad backlinks. It will, however, take a few days for these links to completely disappear from your site.


Keyword Rankings


Keyword ranking is the position of your URL or website for a given keyword in search results while competing with other websites.


This metric helps you understand:


  • If you are targeting the relevant and trending keywords
  • If those keywords are actually helping to improve your search result ranking

You can use a variety of free and paid tools for keyword rankings analysis. Ahrefs is one of the popular tools in this regard. It can automatically find out which keywords you or your competitor’s website is ranking for.


Another free tool is SiteChecker. You can learn about the URL, position, keyword volume, country code, language, cost per click, and competition level in Google AdWords for a keyword.


Keyword Rank Checker


Time Spent on Page


This is the second most important ranking factor. If your visitors are spending more time on your website, chances are, they like your content a lot. In other words, you are offering high-quality, relevant, informative, and easy-to-digest content.


To find out more about this metric, you can head straight to your Google Analytics account. You can see it in the full report as the average time spent on each web page or URL.


Thus, you will be able to see which pages from your website are keeping visitors engaged. The higher this metric is, the better. A careful analysis of the pages with a high average time spent will help you make other pages more attractive to your users.


Bounce Rate


The bounce rate is the percentage of users who visit your website and then leave without viewing any other pages (other than the one they entered from). This is the fourth most prominent ranking factor.


It needs to be as low as possible. However, having a high bounce rate is not necessarily a bad thing. For example, if you have a single-page website, your bounce rate can be high. But, it won’t affect user engagement.


For multi page websites, like an e-commerce store, it needs to be lower. The bounce rate will also depend on factors like your niche. For example, while it is 20% – 45% for e-commerce and retail websites, it is 35% – 60% for non-e-commerce content websites. Once again, you will need to use Google Analytics to find out the bounce rate for each page.


Click-Through Rate (CTR)


The last lawyer SEO metric is the click-through rate. A higher CTR usually indicates more inbound traffic to your website. Low CTR, on the other hand, means your content doesn’t resonate with your audience.


So, the CTR needs to be higher. You can track your website’s average CTR using Google Search Console. You can find it in the Search Traffic > Search Analytics section.


You will be able to see the average CTR along with top-performing URLs and keywords on your website. Google also provides you with CTR based on devices, webpages, and geographical regions (country). You can use these insights to improve SEO strategies.


Need Help with SEO for Law Firms? Contact Gorilla Webtactics Today


Equipped with these important metrics, you can easily track your SEO performance. However, you can also outsource this task to an expert lawyer SEO marketing firm like Webtactics. Contact us online or call us today at (612) 260-1506 to get customized SEO solutions for your law firm’s website.