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How We Put Your Website to Work Getting Divorce Cases

Three Ways to Quickly Learn if ApricotLaw Is Right for Your Firm

Or Call: 212-960-8584

Rank for Divorce Lawyer in Your City

Since you made it here I’ll assume you’re a personal injury lawyer with a practice built on divorce cases—or at least 97% divorce cases like most of our PI clients.

You’re in the right place. This is a long page, so please take your time (sit back and relax, ha!) to fully digest every step we take to rank our clients in the top 3 (and #1 in many cases) for their most valuable phrase, “divorce lawyer,” and 50–100 other commonly searched divorce related phrases, like “texting while driving,” “distracted driving,” “no fault divorce,” “lost wages from divorces,” “pain and suffering” . . . and many more.

If you’re a family law attorney interested in getting as many divorce cases in your area as possible, then you’ve come to the right page.
This page is long, but on it we’ll explain precisely how ApricotLaw can rank you in the top 3 search results (and even the #1 position) for the phrase “LOCATION divorce lawyer.”

And not just that one phrase, either. There’s a vast array of related phrases that can bring in the types of cases you want, and we’ll also rank you for 50–100 of these search terms. This includes keyword phrases such as “family lawyer,” “child custody,” “division of assets,” “domestic violence,” and many others.

Of course, you don’t just want to rank high; you also want your site to convert well. We literally obsess about conversion tactics and are constantly looking for ways that we can improve our clients’ click-through rates. Increasing your organic search result conversion rate by a mere 2% could result in significantly more cases for your firm. For this page, however, we’d like to focus on talking about how to rank your site for divorce lawyer and related terms.

A Note on Conversion

We’re obsessed with conversion. An increase of just 2% can mean a substantial increase in income to our clients, but this page is devoted entirely to ranking for more than 100 divorce related phrases in your city. Click here for divorce website conversion.

PHASE 1: Relevance

Show Google That Your Website Is the Best Portal for Divorce Related Content

The term relevance in SEO describes the extent to which the content of your website’s page matches the search term used. That sounds simple, and it sort of is, but it requires a lengthy explanation to achieve a full understanding of what needs to happen on your website to show Google that you’re “more relevant” than your competitors and therefore worthy of the top position.

Every page of your website has to be set up properly with a very specific purpose. Here are 7 of the most important on-page SEO elements that Google uses to determine relevance. For this example, we’ll use “LOCATION divorce Lawyer” as the focus keyword.

Note: Most phrases you want to rank for will require a dedicated landing page, but a properly set up landing page will rank for many permutations of a given phrase and its synonyms. For example, a page optimized for “LOCATION divorce Lawyer” should also rank for “auto accident attorney in LOCATION,” “car crash lawyer LOCATION,” “LOCATION attorney for divorce,” and so on.

Seven On-Page SEO Elements Google Uses to Determine Relevance

1. Page Title – Page titles should be as simple as possible. In fact, we get the best ranking and conversion results by just adding the focus KW to the far left and adding “free consultation” or “free case evaluation” after the pipe. For example, “LOCATION divorce Lawyer | FREE Consultation”. Not only does this help rank your page for its keyword, but it also increases the page’s click-through conversion rate.

2. URL – Your most competitive KW should be right on the domain. Just like this: www.law-firm-domain.com/LOCATION-car-accident-lawyer/. We have found that adding the entire phrase in the URL, including your location and the word lawyer, makes it easier to rank the page.

3. H-Tags (H1 and H2) – Some SEOs say H-tags do not affect rankings, but our extensive testing shows that placing the raw keyword “LOCATION divorce Lawyer” in the H1 yields the best results. H2 tags are best used like article-style headers with synonyms to lead the reader down the page and provide additional commonly searched words for Google to bite onto. For example: “Auto accident victims in LOCATION wonder what to say to police at the scene of the collision.”

4. Page Content and Keyword Density – Top-level keywords should have between 800–1300 words and a 2% KW density (e.g., mention a permutation of the phrase 16 times for 800 words). We like to make certain the phrase is in the first and last paragraphs of the page. Going back into every page of our clients’ sites to re-optimize after running the rank checkers has become an important part of the process for us.

5. Supporting (Child) Pages with Proper Folders and SILO Structure – Adding 15–20 relevant pages to your divorce SILO, if done properly, is a powerful strategy with the following benefits:

a. These 15–20 longtail-phrase pages climb into the top spots quickly and bring in targeted visitors. (Our tests show that many of your visitors will come from these longtail searches.)

b. Providing content that perfectly matches the issue your visitor is having is the best way to increase conversion. (Your prospect might have noticed that the other driver was on his or her cellphone when the crash happened, so providing a page dedicated to this topic will help you be seen as a trusted advisor.)

c. Adding 15–20 relevant pages to your divorce SILO (folder) will strengthen your top-level divorce page and make it very easy to rank. Google LOVES sites that have strong folders filled with relevant content.

For example, “LOCATION texting while driving accident lawyer” is a good phrase to build a child page on, and the proper folder/URL structure is this: www.law-firm-domain.com/LOCATION-car-accident-lawyer/texting-while-driving/

Notice all of the words of the phrase are present in the URL, yet nothing is repeated. Each child page should be added to the /LOCATION-car-accident-lawyer/ parent in the same way that the texting-while-driving page was. Each page within the SILO gets the divorce custom sidebar and links to and from the other pages within the SILO.

6. Custom Sidebars – Google’s goal is to promote the webpages that provide the best and most relevant information for their users. Having a custom divorce focused sidebar filled with links to child pages built on commonly searched divorce related phrases is a great way to show Google’s algorithms that your website is the best resource for these topics.

Plus, custom sidebars that only link to divorce related pages is the the best way to keep the incoming link nutrition within your divorce SILO—which helps in ranking all of your divorce pages. This means that you’ll want to keep your slip-and-fall, dog bite, and construction accident links out of your divorce sidebar.

7. Internal Linking – We always link up to the top of the SILO (your top-level keyword landing page) from each child page within that SILO, and we link into all pages of the SILO from relevant blog posts. Think of this like the human nervous system, properly wired up and sending all messages to the brain. Note: Choice of anchor text (the text of the on-page links) is very important. Exact-match anchors need to be around 3–4%. There’s more about this below.

Anytime one of these 7 elements is missing, or sloppy, you decrease your chance of being in the top 3 for divorce phrases. When we see any of these elements missing in your competitor’s sites, we know we can easily jump up above them in the SERPs and grab you the top spots and best cases.

A Note About Divorce Keyword Choices

Of course it’s extremely important to start with winning keywords, but Google Analytics hides the best data from us, and many other tools are simply incorrect. So . . . how do we choose the keywords? We’ve been compiling and distilling a massive list for many years based on feedback we get from our clients’ analytics, business partners, data we get from industry sites we admire, data from social media, and a few other tricks.

Our clients get a custom keyword campaign based on our initial strategy discussions where we share the list and recommendations based on our experience with the keywords on it. Campaigns start with 60–90 keywords and increase over time. Some of our clients have over 500 keywords in their campaign.

For clarity’s sake, “LOCATION Divorce Lawyer” is considered one keyword.

PHASE 2: You Are What You Eat

Winning Websites Need a Healthy Diet of Strong / Legal Niche Backlinks

We like to think of backlinks as your website’s nutrition. Good backlinks make your website healthy and strong and push it up into the top spots. Bad backlinks make your website weak and sick, and in some cases can cause it to be penalized. Backlinks with authority and trust flow ratings can be tracked and measured, just like your physical health can be tested and measured. And, thankfully, the numbers don’t lie.

Link Building to Rank for Divorce Lawyer in Your City

Once your onsite SEO is as sharp as a razor, it’s time to increase the strength of your pages to overpower those of your competitors. Webpage strength, or “authority,” comes from relevant and authoritative backlinks, so you’ll need backlinks from strong, trusted, divorce related websites.

Note: We own hundreds of great legal niche websites. They’re well cared for by our in-house specialist, so Google loves the links . . . it’s one of the secrets of our success.

BEWARE—authority building takes a steady hand because it’s very easy to make a mistake and kill your online presence. Roughly 95% of the law firm website we analyze fail at link building. Either they have a very low number of links (not enough power) or they have too many bad links (spammy links from untrusted sites, links from irrelevant sites, or links from whatever cheap sites the SEO company could get their hands on). In other cases, they’ve been hit with an anchor text over-optimization penalty (Penguin) or the link velocity is unnatural.

Wow. So what constitutes a strong backlinking profile?

Backlink Qualities: Great Link Building Campaigns Yield Winning Law Firm Websites

Page and Domain Authority Metrics

Authority ratings, like PA (page authority) and DA (Domain Authority), refer to website strength rated from 1–100. Websites that have 20 or more links from high PA (40+) pages tend to rank pretty well in most markets, so naturally, we arm our clients to the teeth with these kinds of sites.Tip: Head over to MOZ.com to use their authority rating tool and take a look at the referring domains and the pages that your links are coming from. What’s the PA rating for each of your top 20 links? Are you seeing PA ratings of 45 or higher? If not, there’s a good chance that your website is undernourished.

The Trust Flow Metric (TF)

Trust flow is a metric designed to decide how trustworthy a website is based on the quality and relevance of its backlinks. Authoritative, trustworthy, and relevant backlinks to a site increase its TF score. We build links from sites with high TF scores to increase your website’s trust scores. Law firm websites with TF scores of 42 or higher rank well in the divorce market in any city.To check your TF score, head over to MajesticSEO, enter the URL, and hit search. You’ll see the backlink profile and TF score of the URL you entered. If a site has a high trust flow, then it means it has a high-quality backlink profile. Is your trust flow above 40? Are your links law related (purple color-coded)? If not, you’ll have trouble winning online. (We can fix this for you.)


Your backlink profile has to be diverse, which means you need links from many different kinds of sites: Web 2.0, local/legal/paid directories, press release distribution, article syndication, guest posts on trusted law-related sites, social media, and PBN (private blog network) links with strong metrics.


Your links have to come from relevant websites. If you want to rank for competitive divorce terms, we believe that 85% of your backlinks should be from law-related sites with high trust flow scores (TF of 25 or higher). In fact, everything you do online has to be trusted and relevant, which means links to and from your site need good TF scores.

Authoritative and Focused

Your links have to come from authoritative websites. This means that the pages that link to you need to be healthy, which means they need to have relevant and authoritative links point to them. (starting to make sense?) And, you want your inbound link to be one of 5 (maximum) on the page as often as possible, so you get a good amount of undiluted nutrition from the page. Too many outbound links on the page will decrease the power that your website gets from the link.

Anchor Text Ratio

Anchor text is the text that the link is built on. To avoid over-optimization penalties, exact match keyword anchors must be 4% or lower. For example, if you have 100 links pointing to your site, you want only 4 of them to use “LOCATION Divorce Lawyer” anchor text. Most of your anchors should be brand, URL (and many different versions of the URL), longtail, and generic: “click here,” “view website,” “read more,” and similar.


Link velocity is the rate at which other sites are linking back to your site. It’s the rate at which your backlink profile grows over time. So, give this some thought, let’s say you have a new site with 100 visitors per month. Would it make sense to get 300 new backlinks in 2 months? The answer is maybe. It depends on the types of sites that are linking to you. It makes sense for a new site to suddenly get 100 links from local directories and social media, but it might look a little funny if that same new site suddenly received links from 50 different guest posts or private network sites.

In Summary: Ranking for Divorce Lawyer in Any City

Websites with sharp onpage elements (relevance) and solid backlinking profiles (authority and TF scores) rank in the top 3 for anything they want and get the most traffic—hands down, no exceptions. Approximately 94% of the websites we see in the legal industry are missing these important attributes and can be easily outranked for any phrase in 5 months or less.

(MAPS) And keep in mind, this is one location out of many that you can get leads from, look at all of those cities and towns on the map. There’s opportunity galore here. It’s all about setting your site up to be relevant for the right search terms.

Three Ways to Learn How ApricotLaw Experts Grow Your Law Firm

Or Call: 212-960-8584