Ninja SEO Process

By Lisa


Category: Random

Why is this important?

The ninja SEO process was created for smaller clients who didn’t have a lot of time set aside in the first month for on-page SEO. All this means is making some changes to your homepage and practice area pages, which makes the pages more relevant to Google and gives you the option to focus on the keywords you want to target. We cannot express how important on-page SEO is. If you do it correctly, it can provide a quick boost to your campaign.

Does it work?

When we started doing the Ninja SEO Process, we found that spending 15-20 minutes in the first month allowed us to spend more time on other areas to set the foundation for the campaign. Often times, we would focus on full on-page SEO work in the second month, but with this Ninja SEO Process, it only takes about 15 minutes to make some basic changes that can really impact your site and give you quick results.

So, now what?

With the Ninja SEO Process we are going to update three things on your website:

  1. Site Title (under Settings > General in WordPress)
  2. H1 tags (aka main header tag) on your homepage and practice area pages
  3. Title tags on your homepage and primary practice area pages

Updating Site Title

Once in the General Settings, go to the first option, Site Title, and make sure it is set to your official law firm name. It’s a quick and easy fix that can really help your site’s campaign and can be easily overlooked.

ninja seo process

Homepage Examples

There are two things to note once you are on your homepage edit screen:

  1. The main headline (or otherwise known as Heading 1)
  2. The title tag using Yoast SEO

Note: If you do not have the Yoast SEO plugin installed on your site, you need to install it since it will be critical to the work that you do.

To start, let’s take a look at the Main Heading (or Heading 1) and how it should be formatted.

Homepage H1/Main Header Tag Examples

We are using this formula – {City, ST} {Practice Area} {Attorney}

Personal Injury:

  • Cleveland, OH Personal Injury Attorney


  • Cleveland, OH Bankruptcy Attorney

Estate Planning:

  • Cleveland, OH Estate Planning Attorney

Family Law:

  • Cleveland, OH Divorce Attorney

Homepage Title Tag Examples

We are using this formula: {Firm Name} – {City} {Practice Area} {Lawyer}

Personal Injury:

  • Smith Law Firm – Cleveland Personal Injury Lawyer


  • Smith Law Firm – Cleveland Bankruptcy Lawyer

Estate Planning:

  • Smith Law Firm – Cleveland Estate Planning Lawyer

Family Law:

  • Smith Law Firm – Cleveland Divorce Lawyer

Note: I don’t want us to get too creative right now. You will spend a lot more time later adjusting these tags but for now, follow the simple process above so you can move on to other important changes.

Practice Area Page Examples

Practice Area Page H1/Main Header Tag Examples

We are using this formula – {City, ST} {Practice Area} {Attorney}

Car Accident:

  • Cleveland, OH Car Accident Attorney

Chapter 13 Bankruptcy:

  • Cleveland, OH Chapter 13 Bankruptcy Attorney


  • Cleveland, OH Probate Attorney

Child Support:

  • Cleveland, OH Child Support Attorney

Practice Area Page Title Tag Examples

We are using this formula – {City} {Practice Area} {Lawyer} – {Firm Name}

Car Accident:

  • Cleveland Car Accident Lawyer – Smith Law Firm

Chapter 13 Bankruptcy:

  • Cleveland Chapter 13 Bankruptcy Lawyer – Smith Law Firm


  • Cleveland Probate Lawyer – Smith Law Firm

Child Support:

  • Cleveland Child Support Lawyer – Smith Law Firm

Getting Geeky: Advanced Tips:

  • Use lawyer and attorney interchangeably for your header and title tag to cover both words when people are searching on Google
  • Make sure you always click the “Update” button the side when finished so your work is saved.
  • Once Google indexes those changes you made, you should start to see some results.

Client Review


"I cannot be happier with Gerrid Smith and Black Fin, and highly recommend their services."

- Seth Gladstein, Gladstein Law Firm