Building an SEO Strategy: A Beginner’s Guide

Building an SEO Strategy: A Beginner’s Guide

Ranking high on search engines requires a well-planned SEO strategy. Our search engine marketing specialists have put together a beginner’s guide for you.

Every business aims to rank at the top of Google’s search results. Since half of all clicks go to the first three listings, it’s definitely a goal worth pursuing. Getting onto the first page of Google doesn’t happen by chance; it requires a carefully crafted plan. Here at Informatics, we call this an SEO strategy.

If you’re new to search engine optimization, here’s how to get started:

Identify relevant keywords.

Keywords are specific words or phrases that people use when searching for information online. They are crucial for helping search engines understand the content of a webpage and matching it to relevant user queries.

By incorporating relevant keywords into your website content, you can increase your chances of appearing in search engine results for those specific terms without having to pay for sponsored ads.

But how do you determine which keywords to use?

Identify terms worth targeting.

Once you have a large collection of terms you rank for and terms you’ve discovered, seek assistance for a deeper analysis. We can create your complete keyword list and even provide estimated monthly search volumes and keyword difficulty scores for each.

It’s important to note that the keywords you should target are not always the ones with high volumes. Striking a balance between search volume and difficulty is crucial. Highlight, underline, or bold those with significant traffic potential but lower competition scores (usually anything under 50).

Optimize and create content.

After identifying the keywords you want to target, create a plan to:

  • optimize your website’s current content and 
  • create new, keyword-rich content.

To ensure success, we develop a content calendar to help us monitor and stay on top of both tasks. Remember that your keywords should not only be included in your body copy. You should also naturally incorporate them in key spots such as metadata, header tags, and URLs.

Advanced SEO

It’s important to understand that search engine optimization is a long-term effort requiring varying commitment levels. In highly competitive search landscapes, businesses need to do more—such as building backlinks, breaking keywords into clusters, writing pillar pages, and deploying other high-level SEO tactics.

Whether you need help getting started, want to implement aggressive SEO initiatives, or are unsure, Informatics is your go-to digital marketing agency for search engine marketing services.

SEO Best Practices for Law Firm Websites

SEO Best Practices for Law Firm Websites

Search engine optimization (SEO) is essential for ensuring that your website is visible to potential clients when they search for legal services online. Here are a few key SEO strategies specifically for law firms:

  1. Keyword Research: Identify keywords that potential clients might use to find legal services like yours. These might include terms like “personal injury attorney” or “corporate law firm.” Use these keywords strategically in your content, including titles, headings, and throughout the text, but avoid overstuffing.
  2. Local SEO: For many law firms, local clientele is crucial. Optimize your website for local search by including location-based keywords, registering with Google My Business, and creating listings in local directories.
  3. Quality Content: Google values quality content that provides real value to users. For law firms, this could mean detailed blog posts about common legal issues, guides, and explanations of legal processes relevant to your practice areas. Updating content regularly can also help improve your site’s SEO.
  4. Backlinking: Establishing backlinks from reputable sites not only boosts your website’s authority but also its ranking in search results. Consider guest blogging for respected legal publications or local news sites.
  5. Technical SEO: Ensure your website has a clean codebase, utilizes structured data, and loads quickly. This helps search engines crawl and index your site more effectively.

Mobile Optimization With more than half of all web traffic coming from mobile devices, having a mobile-optimized website is no longer optional. Here’s how to ensure your law firm’s website is mobile-friendly:

  1. Responsive Design: Your website should look good and function well on any device, from desktops to smartphones. Responsive design automatically adjusts the layout based on the device’s screen size.
  2. Mobile-Friendly Navigation: Menus and navigation should be easy to use on mobile devices. Large buttons, accessible dropdowns, and a sticky navigation bar can enhance the user experience on mobile.
  3. Speed Optimization: Mobile users often have less patience for slow-loading websites. Optimize images, leverage browser caching, and minimize code to speed up loading times.
  4. Touchscreen Ready: Make sure that all interactive elements like buttons and form fields are large enough to be easily tapped on a touchscreen.
  5. Testing: Regularly test your website on various devices and browsers to ensure that it remains compatible and user-friendly.

By combining effective SEO strategies with a robust mobile optimization plan, law firms can significantly improve their online visibility and user engagement. These enhancements not only help in attracting more potential clients but also provide them with a superior browsing experience, reflecting the professionalism and modernity of your legal practice.

Bounce Rate…What’s that?

Bounce Rate…What’s that?

Have you ever seen the term bounce rate and not thought about what it does to your online rankings? 

In this article, we will discuss the top ten reasons visitors bounce from your website, but first, let’s review what a bounce is and what it is telling you.  Here’s a good explanation of the phenomena:

The bounce rate shows how often visitors leave the site after viewing just one page instead of engaging with the site, such as:

  • Clicking on any links. 
  • Filling out forms.
  • Navigating to other pages within the site.
  • Making any purchases. 
  • Contacting the company for quotes or information.

No matter how great of a job you did in attracting visitors to your website, you can get a high bounce rate if your visitors aren’t satisfied immediately upon landing.

Typically, they’ll bounce when they aren’t finding what they’re looking for once they land on the site:

  • The content was not engaging or relevant to their search.
  • They may have experienced issues with user experience such as slow loading times or poor design. 

Here is a more detailed look at these points with this list of the top ten reasons why visitors bounce from your website. With each point, we also give an example of how to fix it. Implementing any or all of these can mean better conversions, which leads to more revenue for your company.

1. Slow Loading Times

Patience is a rare commodity online. If your website takes too long to load, visitors are likely to bounce. Aim for a loading time of under three seconds to keep users engaged. Two things you can do right away are to check the hosting platform and ensure that you’re being hosted by a company that provides plenty of bandwidth and can support your site with fast loading times. Another is to make sure your images are all optimized for fast loading.

2. Poor Mobile Experience

With more people browsing on their phones than ever before, a website that isn’t mobile-friendly can drive visitors away. Ensure your site is responsive and looks good on all devices.  

3. Unattractive Design

First impressions matter. A cluttered or outdated design can make your site seem unprofessional. Invest in a clean, modern design that aligns with your brand.  [url to contact page]

4. Complicated Navigation

If visitors can’t find what they’re looking for quickly, they’ll leave. Make sure your navigation is intuitive and that key information is easily accessible.  

5. Intrusive Pop-Ups

While pop-ups can be effective for capturing leads, they can also be incredibly annoying if overused. Make sure they’re not too intrusive and that they can be easily closed. Consider other optin options as well such as announcement bars, or links in blog posts.

6. Irrelevant Content

Visitors come to your site with specific needs. If your content doesn’t match their expectations or interests, they won’t stick around. Ensure your content is relevant and valuable to your target audience.

7. Lack of Trust Signals

Visitors need to trust your site to engage with it. Include trust signals such as SSL certificates, customer testimonials, and clear privacy policies to build credibility.

8. Auto-Playing Media

Unexpected sounds or videos can be jarring and off-putting. Avoid auto-playing media that can startle visitors and disrupt their browsing experience. 

9. No Clear Call to Action

Visitors need to know what to do next. Without clear calls to action (CTAs), they might leave without taking any meaningful steps. Make sure your CTAs are prominent and direct.

10. Technical Issues

Broken links, error pages, and other technical problems can frustrate visitors and cause them to leave. Regularly check your site for technical issues and resolve them promptly.


Understanding why visitors bounce from your website is crucial for improving your user experience and increasing engagement. By addressing these common issues, you will find that attracting visitors to your website and converting them becomes much easier.

Creating a Better User Experience on Your Website

Creating a Better User Experience on Your Website

Businesses can increase efficiency online, but not if their site provides a bad user experience. In our latest article, we tell you how to improve your UX.

Have you ever visited a website looking for one simple thing and felt lost and confused? Clicking through page after page to find a “book online” button or contact form is frustrating, isn’t it?

Here in the industry, we call that a bad user experience—or UX to get technical.

This nightmare scenario might even be occurring on your site right now, and it could be driving away potential clients or customers.

Signs your site offers clients/customers a bad user experience

  • People call or email instead of completing an action that could be done on your website.
  • In GA4, your conversion rates are low.
  • Your customer service team often answers questions your website could answer.
  • You’ve been told, “I couldn’t find it on your website.”

If any of these indicators are true for your business, you probably need an overhaul. Fair warning: This process takes a bit of time, but it will be completely worth it when you see your conversion rates (and, as a result, sales) jump.

Steps to Bettering Your Site’s UX

Evaluate your information architecture.

  • An information architecture is a visual representation of how content is organized on your website. Mapping it out will help you evaluate the relationships between pages and determine if content needs to be moved, removed, or replaced.
  • Start with the main sections on your navigation bar and map out all the pages under it. Then, think about a first-time user coming to your website. Where would they look to find the information? And once they’ve found it, is there a clear call-to-action (CTA)?
  • If you’re beginning a new site or are committed to a complete content refresh, you could also use the card sorting method. Often favored by web designers, this method involves writing down bits of information or ideas on individual cards and then asking someone outside your organization to sort and group them.

Check your Core Web Vitals.

  • Aside from content, factors like website load time can influence your users’ experience. Google recommends that your pages load in 5 seconds or less to keep your audience engaged instead of frustrated.
  • Luckily, Google introduced Core Web Vitals to identify usability issues, such as a slow-to-load site. You can also view your site’s interactivity and visual stability through your Google Search Console account. If you’re unfamiliar with these metrics or need help tracking them, we recommend contacting us for more information.

Write for an online audience.

  • We’ve seen client websites with 10-sentence paragraphs and over a thousand words for an “About Us” section. And while it’s hard to tell them to take a hatchet to the hours of work they poured in, we have to do it—web content has to be concise.
  • The simple truth is that website users are usually just looking for answers. If they cannot find them quickly, they’ll either go somewhere else and/or resent you for making them sift around.
  • Our content writers recommend keeping paragraphs short, breaking up sections with imagery, and utilizing subheadings for different topics. If you need an example, just look at this blog 🙂 

Here’s the big takeaway:  

Creating a good experience for your site users requires extensive testing, research, and more testing. But in today’s digitally driven world, you must do it.

If you have questions about refining your web design or content, reach out today we look forward to start you off with an audit!

What is Google Business Manager?

What is Google Business Manager?

Harnessing the Power of Google Business Manager for Your Business

In today’s digital age, having a robust online presence is crucial for business success. Google Business Manager is essential for businesses looking to optimize their online operations. Understanding and utilizing Google Business Manager can significantly enhance customer visibility and interaction, whether a small local shop or a large corporation. Let’s dive into what Google Business Manager is, its key features, and how it can benefit your business.

Google Business Manager is a free tool provided by Google that helps business owners manage their online presence across Google’s various services like Search and Maps. By allowing businesses to update their information, manage interactions, and optimize their profiles, Google Business Manager serves as a central platform for enhancing visibility and customer engagement.

Key Features of Google Business Manager

  1. Business Profile Management: This feature allows you to manage your business listing information, such as address, hours, contact details, and more. Keeping this information up-to-date is crucial as it helps customers find and contact you easily.
  2. Insights and Analytics: Google Business Manager provides valuable insights into how customers interact with your business online. You can see data on how many people viewed your business profile, clicked on directions, called your business, or visited your website. This data is vital for understanding customer behavior and optimizing your marketing strategies.
  3. Customer Reviews and Interactions: This platform enables you to engage directly with customers by responding to reviews and messages. Engaging with customer feedback improves your relationship with customers and boosts your business’s credibility and attractiveness to potential new customers.
  4. Post Updates and Offers: You can post updates, events, offers, and more directly to your Google Business Profile through the manager. This feature is particularly useful for promotions, announcing new products or services, and keeping your customers informed about what’s happening in your business.

Benefits of Using Google Business Manager

  1. Increased Visibility: Optimizing your business profile increases your likelihood of appearing in local search results, which can significantly increase your visibility and draw more foot traffic to your location.
  2. Enhanced Customer Trust: Regular updates and active engagement build trust and credibility among your customers. Responding to reviews shows that you value customer feedback and are attentive to their needs.
  3. Streamlined Communications: Google Business Manager makes it easier than ever to maintain effective communication with your customers, with tools that allow you to manage messages and interactions in one place.
  4. Data-Driven Decisions: The analytics provided by Google Business Manager help you make informed decisions based on how customers interact with your business online. This can guide your marketing and operational strategies to be more effective.

Getting Started with Google Business Manager

To start using Google Business Manager, you must claim your business on Google My Business. After verification, you can access all the features and optimize your profile. Here’s a quick guide on getting started:

  1. Claim Your Business: Verify ownership of your business to manage your profile.
  2. Complete Your Profile: Fill out all relevant details such as location, hours, and services.
  3. Engage with Customers: Respond to reviews and messages to build relationships and trust.
  4. Monitor Insights: Monitor how customers interact with your profile and adjust your tactics accordingly.

Conclusion: A Tool for Every Business

Google Business Manager is an indispensable tool for any business to strengthen its online presence. Its comprehensive features and benefits facilitate better customer engagement, enhanced visibility, and smarter business operations. Whether you’re just starting out or looking to refine your existing online strategy, Google Business Manager provides the resources and insights needed to succeed in the digital marketplace.

By leveraging Google Business Manager’s power, businesses can maintain a strong digital footprint, drive growth, and foster meaningful connections with their audience.

Brand Messaging: Connecting with Your Users

Brand Messaging: Connecting with Your Users

Crafting effective brand messaging is crucial for connecting you with your target audience. Learn how to resonate with users and enhance brand communication.

Understanding your target audience

Crafting effective brand messaging starts with a deep understanding of your target audience. By identifying their needs, preferences, and pain points, you can tailor your messaging to resonate with them. Once you clearly understand your target audience, you can create messaging that speaks directly to their needs and desires. Use language and tone that resonates with them, addressing their challenges and offering solutions. By showing that you understand their problems and can provide valuable solutions, you build trust and establish a connection with your audience.

Crafting a compelling brand story

A compelling brand story is the foundation of effective messaging. It helps you differentiate your brand and create an emotional connection with your audience. Define your brand’s values, mission, and unique selling proposition. Consider what sets your brand apart from competitors and why your audience should choose you. Use storytelling techniques to convey your brand’s essence and evoke emotions. Share your brand’s journey, highlighting milestones, challenges, and successes. By sharing your story, you humanize your brand and make it relatable to your audience.

Consistent tone and voice across platforms

It is important to maintain a consistent tone and voice across all platforms and channels. This helps reinforce your brand identity and ensures that your messaging is recognizable and cohesive.

Start by defining your brand’s tone and voice. Consider the personality and values you want to convey.  Are you formal or informal? Serious or playful? Authoritative or friendly? Once you have established your brand’s tone and voice, consistently apply it in all your communications, including website content, social media posts, emails, and advertisements. This consistency will help your audience develop a clear understanding of your brand and what it stands for.

Utilizing visual elements to enhance messaging

Visuals can grab attention, evoke emotions, and convey complex ideas more effectively than words alone. Incorporating compelling visuals into your messaging can help create a memorable and impactful brand experience for your audience. Consider using high-quality images, videos, infographics, and illustrations that align with your brand’s identity and message.