Search engines look at things link the title of your page, the meta description, your headlines, pages content, image alt text, and any other content on the page to determine what keywords that page is relevant to. Every page has its own title and description within the backend code of the site. This is what you see when you do a google search. Search "Defense lawyers in Wildomar" and you'll see that every result includes the words "lawyer" and "Wildomar" somewhere within the title. Below the tile is the meta description which should also include any keywords you want to rank for. Because there is a limited amount of space, you can only include a certain amount of keywords here. This means search engines will put higher weight on them. If there are other keywords you need to rank for that don't fit in the title then you need separate pages for them. This is common with businesses that provide multiple services. Services are often broken down in individual service which rank for their own respective keywords.

Your page title and description are the most important but the rest of the content on the page has to back it up. You should have at least one headline that includes your main keyword, and your content should be talking about it. You shouldn't have to go make sure how many times you include the keyword within your text. You should use it too much or too little but if you just write content naturally it will usually come out in a way search engines can read it and easily tell what you're talking about.

Search engines can't scan your images and know what they are. They can see if the image has been used online before in which case they can sometimes use this info to know something in your image (e.g. there is a horse in this image), but if you put an image alt text in the code of the image with something like "lawyer defends client who got a dui on a horse" then search engines can use that information to help support that you're a dui lawyer.

Having all of the content on the page be perfectly optimized is great but it's just a starting point. Each one of your competitors can just do the same thing. So how does Google determine who ranks above who when all of your websites have great content? Search engines use "backlinks" to determine credibility. Your on-page content is all what you are saying about yourself. So although this helps you rank for the correct keywords, it doesn't necessarily help you rank higher if you have an average or above-average level of competition. Google and other search engines needs ways to see if you're a credible business and they do this by looking at what links come to your site. If the only links you have are from your own Facebook page, Yelp, a friends blog, etc. then you won't have a whole lot of credibility. However, if you have a link from a dui lawyer article on a law school website then google can use this as a small bit of trust. If you weren't a real defense lawyer, you probably wouldn't get a link from an article on a law school website.

Links like these naturally occur overtime. Once you've had your website for ten years, you'll have accumulated a decent amount of links and if you have little competition then you may not need any more. But if you're a newer site or just not ranking high enough in search engines then you need an SEO company to go get you these links. There are thousands of ways to obtain real links from quality sources and this is how we rank your website in search results faster. The important thing is to keep it all natural. SEO is a long-term solution that usually takes at least six months before producing an return on investment. If you try to do six months of SEO within the first month it won't look natural at all and Google will look at this as manipulating their algorithm versus building online exposure in an honest way.