Monitoring SEO Performance: A Guide for Law Firms

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Monitoring SEO Performance: A Guide for Law Firms

Your law firm’s search engine.

In today’s digital world, the Internet is the most accessible way to obtain leads—even for law firms. People use search engines to look for the best legal services related to their issues. It’s the main reason why monitoring SEO performance is a must: it ensures your practice stays on top of the search results and your competition.

From key performance metrics to how to use them efficiently for effective SEO, this blog post will give you proven ways to take care of your site’s SEO ranking.

Why Monitoring SEO Performance Is Important

Building a website isn’t a one-and-done deal. Throughout its life, a website competes with millions of others on the Internet, thousands (even hundreds of thousands) of which might be marketing the same services. Not checking whether or not your site can hold its own in search results can almost guarantee its downfall.

Here are three specific reasons why you should regularly monitor your SEO performance.

Spot Errors

A website doesn’t start perfectly. When you launch a site, you usually achieve your desired performance after weeks or even months of running it. However, it’s still possible for unseen website errors to hold your site back from raking in impressions.

Running an SEO audit helps you spot errors that prevent your site from performing effectively. Some of these errors may even be unintentional and can only be discovered to be detrimental upon evaluating your site’s performance.

Track SEO Progress

Website performance is relative; a small local practice cannot compete with the number one law firm in the country. But it isn’t about the raw numbers; it’s about growth. 

Tracking your SEO progress gives you an idea of what needs to improve until your practice becomes as visible as the biggest ones in your area.

Evaluate Performance

Even if your website does start perfectly, there is no way to guarantee its success against competitors. To ensure success, you’ll have to monitor it constantly and evaluate the data you have.

Are enough people viewing your website? Do they just click the link and move on? How much sales are you generating from the site? These are questions to ask yourself, which can only be answered by evaluating your website’s performance regularly.

Evaluating your website is a great way to not only diagnose your site for possible problems but also to revitalize your SEO strategy and continuously improve it going forward.

A user searching for legal services on Google.

How to Monitor SEO Performance: Key SEO Performance Metrics to Track

Proper website evaluation requires tracking the most important SEO metrics. Otherwise, it’s like blindly evaluating a website. 

Regularly check these essential SEO metrics to measure SEO performance.

Website Health Score

Search engines use different algorithms to determine a page’s ranking in the search results. Your website’s health score measures how relevant your site is to searches and, consequently, defines how well your practice ranks among others in the same search results. The better your website health score, the higher you rank in the search engine results pages (SERPs).

You can monitor your website’s health score using Hubspot’s Website Grader, a free tool for site auditing. But if you want a more extensive sweep of your site, an SEO consultant for lawyers might be of better help. SEO agencies can give better insight into your site’s overall standing.

Achieving (and maintaining) a high website health score for your law practice should be the goal. A high health score prompts high search visibility, allowing you to reel in organic traffic easily and, with it, new clients. All of the following metrics add up to your site’s overall health score.

Keyword Rankings

Regularly checking your keyword rankings is important to monitor SEO results. Keywords are the Internet’s middlemen; the SERPs, your barebones online legal directory.

In addition to boosting your visibility, ranking for keywords also increases your website health score by making it more relevant for searches.

The easiest way to check your website’s ranking position for your target keywords is through the search engine. Type in your target keywords and check for your site’s place in the SERPs. If you want to use a dedicated rank checking tool, try using free SEO tools like Ahrefs or Rank Checker.

Organic Search Results

Monitoring how much traffic goes into your site is also important to your site’s health. If you do everything right, great organic traffic will flow into your site. But organic traffic alone isn’t enough to measure performance. Let’s try to break it down.

Here are some engagement metrics you can expect from organic traffic:

  • Impressions
  • Conversion rate
  • Click-through rate
  • New site visitors
  • Bounce rate
  • Device type

The given metrics can help you assess your site’s performance and whether or not your website is achieving the goals you’ve set for it.

Domain Authority

Domain authority measures the validity of your site’s content. Naturally, users are looking for reliable, updated content, especially when inquiring about legal services.

No matter how well-built, many sites fall off the search results because their domain isn’t authoritative enough. Aside from building a professional website, you can improve site authority by being referred to by domains considered authoritative, such as news sites. When these sites link to your website (for example, by citing an authoritative post created by you), search engines consider it as a vote of confidence.


Most websites are built to support a business. If a website is built well enough, it must have been expensive, and expenses for any enterprise must bear adequate returns. Otherwise, it is a failed venture.

Your return on investment is a good indicator of your website’s performance since it was built to sell your legal practice to clients in need.

You can measure your ROI with sales figures, conversion rates, or even booked calls—what counts as a return is completely up to you. You determine your firm’s goals for the website, so measure accordingly to see whether it’s feasible or changes must be made.

How to Improve SEO Performance

Search engine optimization is the core of website development, and you can never go wrong with improving your site’s SEO efforts. Here are some tips to improve your site’s SEO and learn how to track SEO performance better:

  • Write with purpose. Benefit-driven content hooks readers and keeps them coming back for more valuable information.
  • Maintain a fast page load. The average Internet user only waits 3 seconds before moving on to a site with faster page speed, so make sure your pages load quickly.
  • Link to authoritative sites and gather links from them, too. As it is with the legal industry, credibility is everything. Improve domain authority and market your site as one of the most reliable on the Internet.
  • Stay relevant. Whether in meta descriptions or titles, ensure your content is armed with keywords that help your site stay relevant.

Two lawyers discussing the health of their practice’s website.

Unlock Your SEO Potential With Local Business Marketing Solutions

Chances are you’re reading this article because you want to know how well your website supports your law firm’s goals. 

Local Business Marketing Solutions is an agency specializing in SEO consultancy for law firms, so if you’re looking for an expert to audit and optimize your site, you’ve come to the right place.

Contact us for a 15-minute discovery consultation, and let our SEO expertise take your site to success.

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