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How We Put Your Website to Work Getting DUI Cases

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

Or Call: 212-960-8584

Rank for DUI Lawyer in Your City

Since you chose this specialty, it’s probably safe to assume that you’re a criminal defense lawyer and would like to get as many DUI cases in your area as possible.

Well, this is exactly the right page to learn how to do just that, and I’ve got a ton of information to share with you. At ApricotLaw, we have a detailed process for ranking our clients in Google’s top 3 search results (and even the #1 position) for the phrase, “location DUI lawyer” (or DWI if that’s the terminology used in your state).

We’ll also rank you for 50–100 other frequently searched terms related to criminal defense, such as “criminal defense lawyer,” “white collar crime,” “drug possession charge,” “violent crime,” and many specific charges for your area.

A Note on Conversion

We never stop thinking about conversion and how we can improve our clients’ results. Increasing the click-through rate of your organic search results by just 2% could easily mean a significant increase to your income. For now, we’ll get back to how we’ll rank you for more than 100 DUI and criminal defense phrases in your city.

PHASE 1: Relevance

Google Needs to See That You’re Providing Relevant Information

In SEO terms, relevance means that the content of a page directly applies to the keyword that was used as a search term. Sounds simple, right? On the surface, it is. However, there are a number of factors that make it easier for Google to understand just what your website is about and that your content is more relevant than the competition’s.

In essence, the sites that make it easier for Google to understand their content will rank higher than sites that don’t have these key elements. Using “LOCATION DUI Lawyer” as our focus keyword, these are the 7 on-page SEO elements that will help Google analyze your site’s relevance:

Note: Dedicated landing pages will need to be set up for the majority of the phrases you want your site to rank for. However, a well-made page will rank for several related phrases in addition to its primary target. This means that your “LOCATION DUI Lawyer” page should also rank for terms like “DUI attorney in LOCATION,” “drunk driving defense lawyer LOCATION,” and similar terms.

Seven On-Page SEO Elements Google Uses to Determine Relevance

1. Page Title – A page’s title should be as concise and straightforward as possible. There are two elements to consider here: ranking and conversion. We keep it simple on both fronts. For ranking, we simply place the page’s target keyword on the far left of the pipe. For conversion, we enter “free consultation” or “free case evaluation” to the pipe’s right. So a page title of “LOCATION DUI Lawyer | FREE Case Evaluation” will not only rank well, but it will convert well, also.

2. URL – The page’s focus keyword needs to be in the URL right next to the domain name. This is the structure we use when building pages: www.law-firm-domain.com/LOCATION-DUI-lawyer/. We’ve tested a number of URL structures, and this one consistently ranks the highest and the fastest.

3. H-Tags (H1, H2, H3) – While some SEO companies claim H-tags have no impact on rankings, we disagree. Our own tests have proven that making a page’s focus keyword the H1 is indeed a significant ranking factor. We then use H2s as section headers with synonyms to help the page rank for related keywords. For example, Google will see an H2 of “Drunk Driving Charges in LOCATION Are Best Fought with Help from an Attorney” and understand that the page is also relevant for those terms.

4. On-Page Content and Keyword Density – Your most important keywords need to receive dedicated landing pages that are between 800 and 1300 words long. These pages should have a keyword density of about 2% that consists or both the raw keyword and related permutations. Part of our on-page optimization process is placing the focus keyword in both the first and last paragraphs, and we always like to go back and re-optimize pages even after we’ve run the rank checkers.

5. Supporting (Child) Pages with Proper Folders and SILO Structure – Your most important pages should receive between 15 and 20 pages built around relevant related keywords, which will provide a number of benefits:

a. Many of these child pages will focus on longtail search phrases. These phrases are typically easy to rank for and will bring in additional visitors to your site.

b. Child pages allow you to provide hyper-focused content on a large number of topics. If you have a page that perfectly matches what a visitor is looking for, your conversion rate will be excellent. (For example, if your prospective client wants to know specifically about the possible punishments for a DUI conviction, having a page focused exclusively on this topic will bring in visitors like this and allow you to be seen as an authority on the subject).

c. By having at least 15–20 child pages built around relevant related keywords in your DWI SILO (folder), Google will see your DWI lawyer page as more relevant than a competitor’s page not using this strategy. As mentioned, “LOCATION DUI penalties” is an excellent term to make into a child page for your DUI lawyer SILO. We would build this page using the following URL structure: www.law-firm-domain.com/LOCATION-DUI-lawyer/penalties ensuring all of the phrase’s words are included in the URL, but none of them should be repeated. Every child page gets added to the SILO in this way, and each will include several in-text links to other SILO pages and the DUI lawyer custom sidebar.

6. Custom Sidebars – A custom sidebar focused on all of your DUI pages is an effective way to show Google that your site is a relevant, authoritative source of information for your keywords. If Google believes your site will provide its users with the information they want, it will rank your site higher as a result. Also, by restricting your sidebar to just the pages within your DUI folder, it will focus the power provided by the internal links to just the DUI pages without diluting it. This then helps rank all of your DUI pages. With that in mind, you won’t want to include links to your white collar crime, violent crime, and drug charge pages in the DUI sidebar.

7. Internal Linking – Just like your own nervous system, a properly constructed SILO will be wired up so that messages can be sent back and forth between the body and the brain. The brain in this example is your top-level LOCATION DUI Lawyer page, while the body parts are its supporting child pages. Every child page needs to link back to the top of the SILO and include a few links to other relevant pages within the SILO. Choice of anchor text (the text that includes the link) is also extremely important, and exact-match keywords should be around 3–4%. More on this to come.

For every one of these elements missing from your website’s pages, the risk of Google misunderstanding your page’s relevance increases—and therefore so does the risk of not ranking well for your keywords. Plus, if we see that your competitor isn’t using all of these elements, you’ll have an easier time of passing them in the rankings by putting them to use on your own site. You’ll then be positioned to get the leads for the best cases—exactly what your firm needs.

A Note About DUI Keyword Choices

The keywords that your site focuses on are extremely important for getting leads and cases. Keywords that don’t get searched much will be easy to rank for, but they really don’t do anything to increase your online presence, either. Unfortunately, Google Analytics doesn’t share this sort of information and you can’t count on other online tools to be accurate. This raises the question of what’s the best way to go about choosing keywords.

For years now, we’ve been building a list of keywords that result in cases for our clients. Internal analytics, client feedback, information from industry partners, and social media data have provided us with an extensive list that takes the guesswork out of what your site needs to focus on. You’ll receive a custom keyword campaign that we’ll discuss in-depth with you during our strategy sessions. We’ll start with an initial 60–90 keywords to focus on and build on that list over time as you rank higher and higher for your terms. Some of our clients have long-running campaigns that now include over 500 keywords!

For clarity’s sake, “LOCATION DUI 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 DUI 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, dui and criminal defense 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 dui 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 DUI and criminal defense 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 DUI 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 DUI 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