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On-Page SEO is the best practices associated with optimizing individual pages on your website.  Real Estate on Google for Personal Injury lawyers is extremely competitive and properly optimized pages will give you a leg up on your competitors.

In this guide I will give you the exact road map to an ideally structured website and perfectly optimized pages.

Let’s jump into the details!

Your Website’s Structure

Before optimizing pages you may have to reorganize your websites layout. It’s imperative the types of cases you handle are in a sub-menu titled something like, “Practice Areas.” Each type of case you handle will need it’s own dedicated page. Avoid the catastrophic mistake of trying to represent all of your practice areas on the homepage. This is a suboptimal user experience and an impossible structure for ranking on page one of Google. For a reference point, you can check out this firms site structure, Batta Fulkerson. Notice how they have created individual pages for each type of Personal Injury Law they practice.

Your Ideal Practice Area Structure

Practice Areas (in your menu navigation).

Car Accidents

Motorcycle Accidents

Product Liability

Medical Malpractice

Using the keyword in your URL is less important than it used to be, but it still carries some SEO juice. Keep your URL’s straight forward and as short as possible.

Your Ideal URL Structure

Selecting a Keyword per Practice Area Page

It’s not all about “keywords” anymore but it’s certainly important to ensure you have one keyword assigned for each practice area page. To select the ideal keyword per page, conduct keyword research.

For keyword research, consider utilizing Google’s Keyword Planner, ahrefs and

Your goal is to identify what users are searching specifically when they are looking for a lawyer to help with their personal injury case. You’ll want to consider search volume and how competitive the term is when selecting your keyword. The ideal scenario is a keyword with relatively high search volume but low competition.

Let’s say you identify “Car Accident Lawyer” as the ideal term for your Car Accident page. We will use this page moving forward to structure the optimal On-Page SEO.

Your Title Tag

Your Title Tag is one of the most important On-Page SEO ranking signals. It’s imperative you use your keyword at the beginning of your title tag. The title tag is displayed on Search Engines as the clickable result for your listing. In addition to being a ranking signal, the language used is designed to attract users to click your listing. This is called your “Organic Click-Through Rate.” A high Organic CTR ensures you receive your fair share of available clicks and promotes a higher ranking. So, craft your copy carefully!

I recommend this structure for your Title Tag:

Keyword | Compelling Copy | Firm Name


Car Accident Lawyer | No Fee Unless We Win Your Case | Your Firm Name

Your Meta Description

The Meta Description is a short summary of your pages content located under the clickable headline on the Search Engine Results Page. While it does not tie directly into Google’s algorithm for rankings, it is used to attract clicks to a listing.

Make sure to treat your Meta Description like an advertisement. Review your competitors copy, and write more attractive copy to direct traffic to your listing.

Example Meta Description:

When you need a Car Accident Lawyer, your first call should be to add your firm’s name. We have helped thousands of clients recover tens of millions of dollars as add your city top car accident lawyers. Call us today for a complimentary consultation.

Your H1 Tags

Your Header or H1 Tag in HTML is used to highlight or emphasize content to search engines. Make sure your keyword is wrapped in an H1 Tag. Only use one H1 Tag on your page. Double check that your Content Management System is not automatically adding H1 Tags to other sections of your page.

Use Your Keyword Early

You’ll want to use “Car Accident Lawyer” early in the pages content. This is a pretty easy task provided the term is the premise of the practice area page. No need to jam the keyword in where it does not fit. Simply use the keyword in natural language. Write for the prospective clients user experience and you’ll be in good shape.

Use Images & Include Alt Tags

You may want to add a few images to your page to keep the user engaged. If you do, make sure the images contain “Alt Tags.” Alt Attributes strengthen the message you are sending to search engines so be sure to use your keyword in one image on the page.  

A Call to Action

SEO also incorporates strong Conversion Rate Optimization practices. What good is traffic from the search engines if it doesn’t turn into calls, form submissions and ultimately new clients?!

I recommend a sticky header that keeps the phone number consistently present, a form on each page and language at the bottom of each page encouraging the user to contact your practice.

Something like this, “If you or a loved one as been injured in a Car Accident, call or contact us (hyperlink to contact us page) today for a complimentary consultation. One of our friendly and experienced Auto Accident Attorneys is standing by. 555-555-5555

Bringing it All Together

Having a plan and well-thought out structure for On-Page SEO can help you outrank competing Law Firms and assist in gaining more traffic from search engines. Decide what practice areas are the focus for the firm and prioritize the On-Page optimization.

Once your homepage and practice areas are properly optimized, you will most likely have blogs to re-optimize. For new content, utilize this guide to plan your On-Page SEO.

Now you’re ready to implement these tactics and increase your traffic from search engines!

Rocket Pilots
Brian Hansen
Founder and President at

Brian is the Founder and President of Rocket Pilots, a hands on and highly accessible digital marketing agency headquartered in San Diego, CA. Brian’s goal is to help as many local business owners as possible attract more local clients through expert level SEO and paid advertising campaigns. He is an avid reader and the sole author of the Rocket Pilots Blog. He loves ranking websites on the Search Engines and consulting business owners and entrepreneurs on content marketing strategies.