The "SEO Look" at the Websites of Swiss Law Firms

What we analysed

Using the SEO Check from SEObility, we analysed the homepages (not the entire websites) of the following law firms: Altenburger, Baker & McKenzie CH, Bär & Karrer, Bratschi, CMS CH, Homburger, Kellerhals Carrard, Lalive, Lenz & Staehelin, MLL, MME, NKF, Pestalozzi, Schellenberg Wittmer, Vischer, Walder Wyss, Wenger Vieli, Wenger Plattner. These are the same firms that are also part of our annual LinkedIn analysis.

What the analysis shows – and what it does not show

The scan produces a score (maximum score 100) for the homepage, which is calculated based on the issues identified on that page. The more opportunities for optimisation the tool finds, the lower the score. This provides a cross-section of the sector showing the degree of optimisation of the homepages. The recommendations are limited to structural, content-related and technical aspects of the page. Design elements are not part of the analysis.

This is not an analysis of website performance. The level of visibility a firm achieves through its website, or its performance in terms of lead generation, cannot be determined by analysing the homepage alone. A more in-depth analysis would be required for that.

The homepages with the highest SEO scores

These are the five pages with the highest scores:

• NKF (92)
• Bratschi (86)
• Altenburger and MME (85)
• Vischer (84)

The average across all firms is 76 points. The lowest score measured was 58 points.

What led to deductions

On average, two critical issues were identified per page. Among the top five, only one such error was identified in total, and four homepages had no critical issues at all. Such critical errors included, for example:

• Multiple H1 headings on the homepage
• Missing H1 headings
• Empty bold and strong tags
• Missing www redirects
• Errors in the language declaration
• Multiple canonical links