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Jesse Hernandez, a criminal lawyer, runs the Law Office of Jesse Hernandez with offices in San Antonio, Austin, and Houston. While the firm has seen success with its SEO efforts, particularly in San Antonio, there are opportunities for its growth in more competitive markets like Austin and Houston.
This audit will break down the current strengths of their SEO strategy and offer actionable suggestions for improvement, focusing on boosting performance in highly competitive areas.
Current Situation of Jesse Hernandez’s Website
Strengths:
Keyword Ranking:
The website ranks for 1450 keywords, with many showing upward movement in position.
The presence of multiple office locations contributes to around 1,300 associated keywords, enhancing search visibility. Keywords related to “truck accident lawyer” are driving significant traffic to the site.
Content Strategy:
Jesse’s content includes both English and Spanish, broadening his reach to a diverse audience. Videos on YouTube show good potential, with some gaining decent views, though optimization for other platforms can further increase visibility.
A strong social media presence through effective posts, such as media appearances, reinforces his brand. Pages like “Truck Accident Lawyer” have strong headings and content that align with SEO best practices.
Facebook Ads:
The firm is running 11 ads, focusing mainly on branding, but could improve results by targeting posts to specific cities like San Antonio, Austin, and Houston.
Backlinks:
Jesse’s site has a total of 3,310 backlinks. Among them is a backlink from expertise.com, a highly authoritative site with a Domain Rating (DR) of 90, which contributes positively to his SEO efforts.
NAP Listings:
The business maintains strong directory listings across various platforms, though he should address some inconsistencies in formatting and details.
Weaknesses:
Low Domain Rating (DR):
The website’s DR is currently 21, which limits its ability to compete for more competitive, high-value keywords.
For example, Jesse’s website ranks at position 98 for “personal injury lawyer in Austin,” which is on the 10th page of search results. Additionally, the cost to bid on this keyword in Google Ads is around $200 per click, which indicates the value of organic ranking improvement.
For the keyword “Texas sex offender list,” with a difficulty of 58, the site ranks at position 79. Similarly, it dropped from position 57 to 71 for “free consultation criminal lawyer.”
Weak Link Power:
Although the website has generated more than 3,000 backlinks, many come from low-quality, low-authority domains (some with ratings as low as 0.168 and 1.4), providing little value for improving ranking for more competitive keywords.
Links are often auto-generated or from low-authority directories, which can help with easier keywords but fall short for tougher terms.
For comparison, one of my sites Free-Ebooks.net with a DR of 74 generates 8.9 million backlinks, significantly boosting SEO authority. Linking blog posts or repurposed videos from this type of high-DR site would greatly enhance Jesse’s rankings.
Missed Opportunities in Video Content:
Most videos are shot in landscape format, ideal for YouTube but less effective on platforms like Facebook, Instagram, and TikTok, which favor short, vertical videos.
NAP Inconsistencies:
There are minor inconsistencies in how the Name, Address, and Phone Number (NAP) information appears across directories that are affecting local search performance. For example, addresses on some listings are formatted slightly differently, or phone numbers include local area codes that aren’t consistent with the main office.
Parasitic Links from Web Provider:
The website includes links from the web provider (EMSC), which no longer contributes to SEO authority. Removing these outdated links will help focus authority on valuable, relevant backlinks.
Underperformance in Key Keywords:
Poor rankings for highly relevant terms, such as “free consultation criminal lawyer,” which slipped from position 57 to 71, highlight the need for improved link-building and authority.
The site also lacks featured snippets for “truck wreck lawyer” keywords, which would enhance search visibility and drive more organic traffic.
Use of Bitly Links:
The website uses Bitly to shorten URLs, which adds unnecessary load time and can reduce click-through rates (CTR). Eliminating this and using natural, clean links can improve user experience and SEO performance.
Stock Images:
Using stock images on the website detracts from the brand’s authenticity. Real photos could enhance engagement and make the site feel more personal to potential clients.
While Jesse Hernandez’s website has a solid base with decent keyword rankings, a strong presence across directories, and good content in multiple languages, the site is held back by a low Domain Rating and weak backlink power.
What Should Jesse Do for His SEO
Leverage SERP Features:
The website ranks well for terms like “truck accidents,” but there are opportunities to utilize various SERP features. Google highlights results in formats beyond traditional blue links, such as videos, Twitter Carousels, news, images, PAA (People Also Ask), and local search ads. Diversifying the content strategy to target these features can improve visibility.
Focus on Video Content:
Jesse has solid videos on YouTube, but visibility can be enhanced. To increase engagement, repurpose these videos into blog posts, embedding them on the website. This method can help capture featured video snippets in search results.
Creating short, engaging one-minute videos on practical topics, like “What to do if you’re pulled over for DWI,” can connect with the audience more effectively. These videos can be easily filmed using a smartphone, making them accessible and relatable.
Storytelling for Service-Based Businesses:
In any service industry, storytelling is key. People make decisions based on relationships, not just services. To build those connections, capture client experiences and success stories in a natural, authentic way to connect with the targeted audience—using simple tools like cell phones.
Utilize Social Media and Repurpose Content:
Social media offers significant growth potential. Share your content across platforms like Facebook, Twitter, YouTube, and LinkedIn. This straightforward approach helps build trust and visibility by showcasing real relationships, not just technical details.
Turning client reviews into personal posts with messages like “Thank you, [Client’s Name]! We’re grateful to have helped,” fosters a genuine connection with potential clients.
Run Dollar-a-Day Ads:
Implement Dollar-a-Day ads to support video content visibility on platforms like Facebook and Instagram. This budget-friendly approach can effectively target the desired audience.
Build High-Quality Backlinks:
Acquiring backlinks from high-authority sites is crucial for competing in tougher keyword spaces. Collaborations with local businesses, guest blogging, and media features can enhance credibility and link quality. Make sure these links appear natural, incorporate relevant visuals, and mention other local entities.
Repurpose Settlement Cases into Blog Posts:
Blog posts can vary in length and format. Short content—like images, brief videos, or concise updates—can still enhance engagement. Use appropriate tags and categories in WordPress to boost discoverability.
Transform case settlements into engaging blog content. A 30-second video featuring the case manager after a settlement presentation can humanize the practice and emphasize the firm’s credibility rather than just financial outcomes.
Target City-Specific Content:
Although the site performs well in San Antonio, there’s potential for growth in cities like Houston and Austin. Creating localized content can significantly enhance outreach in these areas.
Mobile Optimization for Hispanic Audience:
Optimize video content for mobile platforms, especially since many in the Hispanic audience access content via mobile devices. Ensure videos are vertical for better engagement on platforms like Instagram and TikTok.
YouTube Strategy:
YouTube remains a crucial platform for traffic. Leverage compelling stories by transcribing videos into blog posts and creating YouTube Shorts. Target ads specifically in San Antonio, Houston, and Austin to attract local audiences.
Hire a VA:
Hiring a virtual assistant dedicated to handling SEO and content management ensures consistent brand messaging and effective strategy execution.
Conclusion:
By focusing on video content, repurposing across platforms, and building high-quality backlinks, Jesse can significantly improve SEO. Implementing these strategies will enhance the website’s ability to compete for tougher keywords, expand market reach, and engage potential clients effectively.
Next Step:
Looking to unlock your website’s potential? Head over to Office Hours now to get expert advice. Quick, effective, and essential—let’s go!
Dennis Yu
Dennis Yu is co-author of the #1 best-selling book on Amazon in social media, The Definitive Guide to TikTok Ads. He has spent a billion dollars on Facebook ads across his agencies and agencies he advises. Mr. Yu is the "million jobs" guy-- on a mission to create one million jobs via hands-on social media training, partnering with universities and professional organizations.You can find him quoted in major publications and on television such as CNN, the Wall Street Journal, Washington Post, NPR, and LA Times. Clients have included Nike, Red Bull, the Golden State Warriors, Ashley Furniture, Quiznos-- down to local service businesses like real estate agents and dentists. He's spoken at over 750 conferences in 20 countries, having flown over 6 million miles in the last 30 years to train up young adults and business owners. He speaks for free as long as the organization believes in the job-creation mission and covers business class travel.You can find him hiking tall mountains, eating chicken wings, and taking Kaqun oxygen baths-- likely in a city near you.