Lawyer Monthly - August 2021 Edition

42 WWW.LAWYER-MONTHLY.COM | AUG 2021 WHO ARE 2021’S STAR PLAYERS IN DIGITAL LEGAL MARKETING? experience, topping the charts at 200/200 for mobile speed. As a result, they have climbed 165 places in the rankings from 2020. With a little investment in off-site SEO, the rest of the ranking factors will follow. Kennedys Kennedys is considerably larger than Gunnercooke, at 27 in the revenue index compared to Gunnercooke’s 109. This may have helped the team fund their investment in reputation-building between 2020 and 2021. Kennedys has climbed 132 places this year in our Legmark Index, and the figures suggest this is all down to domain rating and referring domains. This is excellent news as a law firm – a sector that relies on reputation. For even better performance, Kennedys should now focus on site speeds. Sills & Betteridge When we compare Sills & Betteridge to Kennedys, it is almost a mirror image. This firm, which has climbed 113 places in 2021, has invested heavily in mobile and desktop speed. It goes to show once again that law firms must look at “the whole pie” when improving their search rankings. Sills & Betteridge may have got the “quick wins” for now – but they should follow the lead of Kennedys to build up their backlink profile (and of course, Kennedys should follow Sills & Betteridge’s lead on page speed). What can the UK’s law firms learn from this? If there is anything that our 2021 report has proven, it is that no single factor makes or breaks organic searchperformance. Indeed, page experience and loading speeds continue to become more prominent, but we cannot overlook content, particularly in the legal industry. Our full report looks at each ranking factor in detail, with some eye-opening results – No single factor makes or breaks organic search performance. including how smaller firms are topping the charts. It is a positive outlook for all UK firms, then, proving that revenue does not always equal competitive advantage. With the right investment, any firm can compete with “the big guys”. The Legmark 2021 Legal Sector Website Performance Analysis is available to download now – see the online version of this article for a link