By  Darian Kovacs

The following is sponsored content from Jelly Digital Marketing & PR.

When it comes to search engine optimization (SEO), many agencies still focus on traditional methods to improve their search engine results. They spend most of their time (or billable hours) doing the traditional SEO tasks — changing title tags, writing meta descriptions and adding alt attributes. However, they neglect one of the most important parts of modern-day SEO: acquiring high-authority backlinks.

For the uninitiated, a backlink is a link to your website’s domain found on someone else’s website. Search engines use these backlinks as a method of measuring a website’s authority on a particular subject. The higher the authority of the website housing the backlink, the more authority that backlink gives to the linked domain. Here are some key tips for law firms looking to improve their SEO through backlinks in 2021.

In the latest episode of the LMA Podcast, Jelly Marketing teaches you everything you need to know on how to hold your vendors accountable. They'll give you the tools, language and support needed to fully optimize your relationships and ensure you’re maximizing the results.

• SEO for Law Firms White Paper: jellymarketing.ca/wp-content/uploa…AW_WEB_Nov25.pdf
• Deck from Presentation: drive.google.com/file/d/1OAysWqGW…view?usp=sharing
• Marketing Jam Show (US and UK) and Podcast: www.marketingjam.ca

Both paid and organic search dominated inbound traffic for websites in 2019, comprising 68% of all trackable website traffic and vastly exceeding all other channels, including display and social media according to a BrightEdge study. In other words, search engine optimization (SEO) will continue to play an increasingly critical role in marketing law firm.

One of the most crucial building blocks of a sound lawyer SEO strategy are the keywords. Without the right set of keywords, your marketing will be aimless — wasting your resources and time. As a result, you have to pay more attention to keyword optimization.

Here are the top three keyword optimization tips that will help improve your law firm SEO efforts.