Revenue Roadmap

Google Search Console Secrets to BOOST Law Firm Rankings

• Anthony Karls

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Are you pouring money into SEO without knowing what's actually working for your family law firm? 


Join Tyler Dolph, Anthony Karls, and Nick Perow of Rocket Clicks as they reveal the 5 most powerful ways to use Google Search Console to unlock hidden opportunities and skyrocket your rankings. 


By the end of this video, you'll discover how to identify underperforming keywords that could be goldmines, fix critical indexing issues that are killing your visibility, and optimize your click-through rates to dominate the competition—so you can attract more clients and grow your practice exponentially.


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https://www.youtube.com/watch?v=ltIj6gX52Xo 


10 Quick Tips: Mastering Indexability for Family Law Firms

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Understanding Why Law Firms Should See SEO as an Investment

https://www.youtube.com/watch?v=AIHiHx41bEo 


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đź“„ CHAPTERS  

00:00 - The SEO X-Ray Machine Most Law Firms Ignore 

01:39 - Hidden Keyword Goldmines in Your Search Console 

07:19 - Why Your Website Pages Are Invisible to Google 

09:14 - The Click-Through Rate Secret That Beats Your Competition 

12:36 - Mobile Mistakes That Are Killing Your Conversions 

17:24 - High-Traffic Pages That Aren't Making You Money

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Are you still pouring money into SEO without actually knowing what's working? Google Search Console is your free x ray machine into everything happening on your website, and the interactions with Google. And most of the law firms don't even know how to read it. Welcome to the Revenue Roadmap, the podcast that helps family law firms grow revenue, increase profit, and build dominant online brands. Whether you're a solo attorney or managing a 30 person firm, we're here to give you the digital edge. I am Tyler Dolph CEO of Rocket Clicks, a full service digital marketing firm that works exclusively with family law firms to help them attract more clients and convert more leads. Joining me today as we continue our SEO deep dive is Anthony Karls and Nick Perreault. Anthony is the president here at Rocket Clicks. He's also the co-founder of our law firm, Sterling Lawyers, which is a 32 attorney firm. Nick is, one of our founding kind of SEO forefathers. He helps, run a division here at Rocket Clinics. He's built many family law firms and has a wealth of experience to share with us today. In today's episode, we're breaking down the five most powerful ways family law firms can use Google Search Console to get real insights, fix hidden problems, and improve their rankings without guessing. Let's dive in. Okay. We're talking everything. So during this series and, we're on to our our a section on search console, we have five ways family law firms can win leveraging search console. The first the first item of our day is identifying underperforming keywords, which sounds very interesting. Nick, why don't you tell us a little bit about this and that? I'd love, obviously, Tony, to help us from a family law firm perspective. Well, a little bit about Search Council. Probably first and foremost, this is this is, a Google product that basically plugs you into how Google sees your site and gives you tools for communicating with Google like it is. It is an essential product for, for any website. But if you want to rank on Google Search, you need to have Google Search Console set up. You need to submit your sitemap to to Google, and you need to make sure that there are no errors with your sitemap submission. I like critical, critical stuff out of the way. Once that's set up, you now have a picture into how Google sees you and your website. And that means what what keywords do you actually show up for? How well are you ranking on those keywords? How how many clicks are you getting from Google's point of view? So from the actual search to your website, and then some handy conversion, click through rate, metrics. But you also get error reporting. So search console just hugely beneficial. In different than Google Analytics. Yeah. Very different. From Google Search Console shows you the search like it represents the search page that you showed up on. So it's going to show you how often did you show up. Where in that list did you show up. So are you number 38 or you number one And what? What? Yeah. For specific keywords. And what page? For that keyword. You can drill these things pretty far and see pretty interesting things. Yeah, exactly. So very different from analytics. You want to use both. So both essential tools. But Search Console is essential for organic search results. this is how we help our clients understand that the the work that we're doing is actually working. Correct. Yep. Exactly. So. focusing on these kind of like the, the idea that we want to understand where we're ranking so that we can do something about it, correct. Yeah. This is the first best place to see where do I rank for, divorce. Yeah, exactly. And what variations of those keyword searches do I rank for? Like, wow, how many different variants to rank for? And, it basically sets the target, okay. If you're not number one and then you have a target. So if you know those keywords that you that are bringing in revenue. So the divorce attorney, if you know that you are not number one, you have you have a Google, you know, I have a target and and you can you can use that to, I mean, structure your, your, your, marketing role basically, you know, where you're at it number one. So, as it relates to the importance of keywords, Tony, what keywords should, family law firms be be thinking about and watching closely? And family lawyer. Two biggest ones are going to be family. Family lawyer near me and divorce lawyer near me. Those. And then, close variants therein. You know, you'll find we'll find a lot of times, you know, clients coming on their, first, their, second or third page. And, they have, like, different pages showing up because Google doesn't actually know which one is supposed to show up for that term. There's a lot to do with how you've created your title tags and your meta descriptions, and which will influence your click through rate. And the higher the click through rate, the more, convinced Google is of yeah, this is the right page that I should be showing for this query because people are clicking on it. They're not bouncing back to the Google search. They're concluding their search process. So, you know, kind of understanding the different variants, understanding the semantic language people use, tying that into the page that you're you want it to rank for, it will help with kind of getting you from basically no traffic, which is if you're not on the first page, you're not getting any organic traffic for sure. So, how do we how do we get you up into that first page and or best opportunities? Step one. Get Search Console. Step to understand what keywords you're ranking for and where the opportunities are. So, I want to move us on, Nick, to to our second kind of action item, which involves, monitoring index coverage issues. All of those words I don't understand together. So let me help me, put that together and, give Search Console is going to provide reports for where Google is encountering errors with your website that prevent your website from fully indexing. So your. So we we want the whole book in the library, not parts of the book, not just some of the book. We want the whole book. We want every chapter in that book to be searchable and indexed by Google. So if you have errors that are preventing indexing, Google is is for the most part very clear and telling you where there are problems. Now, it might not be the cause. There might be some some, you know, it might not be the root cause for those errors of like, we want to look at those errors and we want to go and we want to fix them till we fix the problem with the site at the root, so that our whole site is indexed. Yeah. I mean, I think you're doing a good job explaining it. A really good way to think about this is, like you said, your website's a book. Every page in your on your website is a different chapter. And you want all of those chapters present in the Google library. And you know, one of the things that you can see in Search Console is how many of your pages are indexed. Out of the total that you have and, you know, then you can dig into what are some of the errors or some of the things preventing the indexation of these pages, because all of that is then, you know, if you're if you're not indexed, you're not ranking, if you're not ranking, you're not getting leads. So on and so forth. So this is, another one of those critical issues. You know, the, I feel like one thing that we encounter when we're talking to law firm owners is the idea of staying focused on a specific book. Right? You can't have the lawyer book on, divorce and personal injury and criminal defense on the same book. Those are separate books, right? And being able to make sure that you have the focus and that it's being indexed properly, it's going to allow you to to build a more successful firm. So now we're gonna talk a little bit about our third kind of item and issue, which is analyzing click through rates. So, I believe this means the, the, the rate in which someone comes to your site and stays on a page. I could be wrong, Nick. That's why we have you. Here is the expert. Help us. I think we're more in that one up a little bit. And maybe we should redefine it. Yeah, yeah. So, click through rate from from the click through rate is the amount of, the rate of clicks from organic search to your website. So this is truly like put, put yourself in a Google search. You know, you just searched for, divorce attorney, the divorce lawyer, and you're on that page that Google is counting the number of clicks from all of the pages to their respective sites so it it changes the rate of clicks, changes based on your position. Obviously, higher up tens tends to mean higher click through rate. With some some caveats. I would say that's like that falls off pretty steeply from from position one to position for like that's that's where you tend to see the greatest density of clicks. And then it's like it's a logarithmic. It just falls off. Obviously page two, it's it falls off even further. There's a target zone for where you want to rank. But that click through rate can be influence as to by title tag and meta description. So those those those two elements can really can can improve or really hurt your click through rate. If they're not sending the right message for the search, the keyword itself. So if you're not relevant, people won't click as much as they ought to. Yeah. We could do a whole. We probably do a whole podcast on writing title tags. And that might be on our lists in the future. But the, you know there, there's like two purposes there. You gotta write it. You gotta write for the search engine. So they know like what is this chapter of the book actually about. So I know what keywords to show it for when they're searched, but also gotta be written for the user, because if it's not compelling and it's not interesting and it's not something they're going to click on, maybe it's perfect for Google, but you're going to get zero clicks because it's a really terrible title tag. You're not going to get any traffic and it doesn't matter how well you rank. So it's kind of the blending, you know, what is the search engine need and how do we leverage what the search engine needs in what's going to be compelling for the user. That will then increase your click the rates. believe that we care more about click through rates on certain pages. Versus others. Are there is there a prioritization to, to monitoring the click through rate on different pages, or are you thinking more holistically? I tend to think about it holistically, but I'm always going to prioritize. Prioritize the pages that drive revenue first and foremost. Above everything I. If if you have a page on your website, then it is absolutely important that that title tag be optimized and the meta description be optimized. And that means I mean, the way I think about this typically is title tag for rank and for for if you want to show up for a target keyword, your title tag needs to reflect that keyword. That's that's imperative. And click through rate is sort of the second part of the title tag. So first, who do I rank for with the keyword I should rank for for this page. And then I can I support click through rate without being distracting. Then your meta description is is all craft. It is all about about inspiring the click. And that is tying the content of your page to that search so you can connect with the user. So there's real marketing skill there. That's, you know, a lot of room to test and improve for most sites. At any rate, I from my point of view, title tags and meta descriptions are essential. Fundamental are worth the time, effort, and energy to make perfect. And if you're not ranking number one, there's improvement. And it's almost like click through rate is the validation that your title tags and meta descriptions are working right. Love it. All right. I'm going to keep us moving into our fourth tip and item, which is the, mobile usability potential issues. We've all known that the use of mobile has increased dramatically, and people do way more searches on mobile than they do on desktop. And so how does Search Console help us understand what's going on there? Will, search console flags. The the most critical to Google Mobile usability factors. So if you if you're if your website is slow, if there are weird loading issues, all of those alerts and errors exist usually under the, the flag of core web vitals. It's the way a lot of it is, is, is referenced. But mobile usability is central to to, Google's algorithm for search. It the crawler is a mobile first crawler. So it's just looking at the web through a mobile first, first, point of view. And, and if Google is flagging the error in Search Console, it is important to them. They are not wasting their their time flagging errors. They don't care about. There is benefit to Google for you to fix these these items, and it is a benefit for your users to fix these these usability issues faster. Sites convert more. That's just the reality. important, Tony. From a family law firm. Right? If I'm thinking. If I'm searching on my phone, divorce attorney near me, and I'm having issues finding or navigating a site that's. That's paramount. Yeah. I mean, you're at most of our. When we look at our analytics on the Stirling site, for instance, more than it's north of, 70% of the traffic is all coming from mobile. So it's like if we we we really don't even care that much about the design on desktop. And like the problem that you run into here is most of the time when you're working with a client, they're working with you on a computer, and they care a lot about how it looks on a desktop. And that's such a small portion of traffic where it's like, that's not really the right conversation to be having, because what the users are going to experience is their little, you know, this screen, not the big 30. To ensure that I'm looking at and like, how does this site actually work? On that super small screen that's vertical instead of landscape. So it's super important to look at this and do it right. Because the bad you bad mobile experiences kill kill conversion rates. Where that matters to Google is it doesn't terminate a search. So when you say terminate a search, what Google's looking for in a search result is a user searches for a term. They click on one of the organic links that go to that site, and then they don't bounce back and continue their search in any sort. It's like semantic way to that topic. So like they're on site typing, you know, Milwaukee divorce lawyer going to the site, bouncing back and changing the query to, dorsal or near me, going to a site, bouncing back and then changing the query again. All of that's going to look, those are all negative things for those sites that they went to that they didn't terminate their search. Terminate search means I didn't go back. Or if I did go back, I typed a whole new vertical of information. So it's really important, especially on mobile, to get the UX right so that you're not inadvertently dropping your rankings because you're creating bad experiences for the users. I just want to reiterate a huge stat that you just said, which is that 78% of the traffic to our law firm, Sterling Lawyers, is on a mobile device. And so if you're a law firm owner and listening to this, know that a majority of your traffic is coming through a mobile device. And if you're not tracking the mobile usability issues within Search Console, you could be missing out on so many leads. Yeah. And if you're not prioritizing, like how your your opinions on the site based on how it looks in in the cell phone viewport and you're, you're talking about you're not talking about the 8020 issues. You're talking about 20%. You're talking about 80%. That doesn't matter. Basically, you'd like you need to flip it like it's mostly mobile. It's almost perfectly 8020 now for mobile users. Usage perspective. That's. That is extremely important. Okay, I love it. I'm going to keep us moving on to our fifth and final tip, which is to find high impression, low click pages. I'm not even going to take a stab at trying to define this. Nick. I'm going to leave it to you and give us some perspective Well, let's just define high impression real quick or impressions quickly. And that's that's. These are where you are showing up in search, but not necessarily being clicked. So there's going to be a difference between the number of clicks and the number of times you shown up. So these are these are pages that are showing up in search and not necessarily being clicked. That lack of click tells you something about the opportunity on those pages. So I, I look at this as like a huge landscape for, for potential opportunity. Your site is is is a high enough authority that these pages do show up. Maybe these pages show up for the wrong search. So now we've got title tag opportunities. Maybe they show up. Maybe just low, maybe the page two or lower. Okay. So what what's the impact of us moving those pages up in rank? There's a there's a lot to be gained by going deep in this, this area and saying, okay, we have existing content that isn't driving traffic. What do we do to to move that needle? And it's a really good opportunity from an app. Or, like, from a what should we do next? What are future opportunities? Because what you'll see is especially when you're looking at like, route terms, a lot of how we built out a lot of our core, like most support pages that we we want to push on most family law firm sites is like studying, you know, in the child custody category. What's showing up on like page eight, nine and ten. And basically they're going to be queries that aren't relevant to that page, but they're, they're close to relevant kind of. So Google's like, yeah, I'll show you on page ten. You're never going to get a click there. But what you can see is here's the query that was searched for and you're on page nine. That's usually an indication to me like our content has gaps. And we should probably a different page for this query because there's decent traffic here. And now we can leverage that that information that we learned about there's high impressions. We're on page 8 or 9. And now we can improve the content, improve the on page, structure of a new page and then see what happens. And like most of the time, what you see is now what now the issue was a child custody page. Now it's going to start showing up with, you know, what is legal custody in Wisconsin. So we've kind of got niched down more. And that new page will show up higher. And you'll still retain what you had on the old page that's actually relevant. And that page will also get better because it's going to have less poor user experiences with the users. So there'll be less people that click and then bounce back to Google and continue searching, because they're going to be showing the right page at the wrong time. So it's there's a lot of super valuable opportunities in this. actually bringing up a good point about title tags and their relationship to a page like that. The fact of the matter is, the opportunity in that case was new page. So you have a new title. So it's a new chapter that's specifically geared towards the search with with volume. You know, people people do search for this thing. The real opportunity is new pages. You know, a lot of that, comes from, you know, where the way I think about it, it's like you have a title for this chapter, you have the content, then for this chapter matches, Yeah. To me, what I hear you saying is there's opportunities to continue to refine your site, to make it more and more specific and focused on your area of expertise that will then create, the persona that you're an expert in the space and help you grow your firm. It gives you more traffic, more visibility. love it. So, search console. It's pretty important. Sounds like we need it. Sounds like all of, all of our listeners should be thinking about what they're looking at within Search Console and how they're measuring the results. Gentlemen, I appreciate the time. Let's keep this going. If, you enjoyed this episode, we're going to continue our deep dive into SEO. Here shortly. If you found this episode exciting, I promise you will love our next episode on SEO index stability. We're going to talk about how you can make sure Google can actually find, crawl, and rank the pages that matter most. Check it out right here.

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