Laredo sits on the US–Mexico border. Half your prospects search in Spanish. Google expects bilingual NAP data, fast mobile sites, and schema markup that AI tools read instantly.
Most audits miss local and bilingual issues. We test your site against Laredo-specific ranking factors: proximity signals, Spanish keyword performance, and citation consistency across directories that serve border communities.
What Technical SEO Audits Cover
Site Crawl and Indexation
We run a full crawl to map every URL. Google Search Console shows which pages are indexed and which are blocked. Orphan pages, broken redirects, and noindex tags kill traffic. We identify each problem and write the fix.
Core Web Vitals and Mobile Performance
PageSpeed Insights and real user data tell us how fast your site loads on mobile. Laredo prospects use phones to search for attorneys while sitting in traffic or waiting at home. A three-second delay cuts conversions by 40%.
We measure Largest Contentful Paint, Interaction to Next Paint, and Cumulative Layout Shift. You receive line-by-line recommendations: compress images, defer JavaScript, enable text compression, and preload critical resources.
Internal Link Structure
Personal injury sites have practice area pages, attorney bios, case results, and blog posts. Internal links guide Google and users to your best content. Broken links and shallow link depth weaken authority.
We map your link graph and suggest fixes. Every page should be three clicks from the homepage. High-value pages receive more internal links. Anchor text matches target keywords without over-optimization.
Schema Markup Validation
Schema tells Google and AI platforms what your content means. LocalBusiness schema includes your NAP data. LegalService schema describes practice areas. Review schema displays star ratings in search results.
We validate JSON-LD on every template. Missing or malformed schema blocks inclusion in AI snapshots and rich results. Structured data increases visibility by 28% according to Search Engine Journal.
Duplicate Content and Canonicalization
Duplicate content dilutes authority. Practice area pages that repeat the same intro paragraph rank lower. URL parameters and session IDs create duplicate versions of one page.
We identify thin pages, add canonical tags, and consolidate content. One version of each URL gets indexed. Redirects send traffic to the canonical page.
HTTPS and Security
Google prioritizes secure sites. Mixed content warnings and expired certificates hurt trust. We check SSL coverage, HSTS headers, and security headers across your domain.
XML Sitemap and Robots.txt
Sitemaps tell Google which pages to crawl. Robots.txt blocks low-value pages. We validate both files and submit fresh sitemaps after fixes.
Tracking and Analytics Setup
GA4 and Google Search Console track leads, clicks, and impressions. We verify that events fire correctly and that form submissions appear in conversion reports.
What Local SEO Audits Cover
Google Business Profile Optimization
Your Google Business Profile appears in the local pack when someone searches “personal injury lawyer near me” in Laredo. We check:
- NAP consistency: Name, address, and phone number match your site and citations.
- Categories: Primary category is “Personal Injury Attorney.” Secondary categories cover car accidents, wrongful death, and workplace injuries.
- Service area: Set to Laredo and Webb County.
- Attributes: Spanish-speaking, free consultations, wheelchair accessible.
- Posts and updates: Recent posts signal an active firm.
Citation Audit
Citations are mentions of your NAP data on directories, legal sites, and local platforms. We audit:
- Major directories: Avvo, Justia, Lawyers.com, FindLaw, Martindale-Hubbell.
- Local directories: Laredo Chamber of Commerce, Webb County Bar Association, Laredo Morning Times business listings.
- General directories: Yelp, Yellow Pages, MapQuest, Apple Maps.
Inconsistent citations confuse Google. We find mismatched addresses, old phone numbers, and duplicate listings. You receive a spreadsheet with corrections.
Review Signals
Reviews influence rankings and trust. We count reviews on Google, Avvo, and Facebook. We check response rates and sentiment. Firms with 20+ recent Google reviews rank higher in the local pack.
Proximity and Map Accuracy
Google measures distance from the searcher to your office. We verify that your address pins correctly on Google Maps. Incorrect coordinates hurt proximity rankings.
Competitor Benchmarking
We identify the top three personal injury firms in Laredo. We compare your GBP metrics, review count, citation volume, and backlink profile. You see gaps and opportunities.
Bilingual SEO for Laredo Personal Injury Firms
Laredo is 95% Hispanic. Many prospects search in Spanish: “abogado de accidentes cerca de mí,” “lesiones personales Laredo,” “compensación por accidente de auto.”
We audit Spanish pages for:
- Keyword alignment: Spanish pages target Spanish queries, not translated English phrases.
- Hreflang tags: Tell Google which language each page serves.
- NAP in Spanish: Business name and address appear consistently in Spanish directories.
- Schema in Spanish: LocalBusiness schema includes Spanish descriptions.
Most personal injury sites in Laredo ignore Spanish SEO. Bilingual optimization puts you ahead of 90% of competitors.
AEO (Answer Engine Optimization) for AI Search
ChatGPT, Perplexity, and Google’s AI Overviews pull answers from structured data. If your schema is missing or broken, AI tools skip your firm.
We optimize for AEO by:
- Adding FAQ schema: Questions and answers appear in AI snapshots.
- Using clear headings: H2 and H3 tags structure content for AI parsing.
- Writing direct answers: The first sentence of each section answers a question.
- Validating schema: JSON-LD passes Google’s Rich Results Test.
AEO-ready sites appear in AI search results before traditional blue links. This is the future of search.
Audit Deliverables
Priority Fixes List
You receive a spreadsheet with issues ranked by impact. Each row includes:
- Issue description: “Homepage LCP is 4.2 seconds. Target is under 2.5.”
- Business impact: “Slow load time increases bounce rate by 25%.”
- Fix: “Compress hero image from 1.2MB to 150KB. Use WebP format.”
- Owner: Developer, content team, or MBN.
High-impact fixes go first. Quick wins are flagged for immediate action.
Technical Report
A PDF covers crawl data, Core Web Vitals, indexation status, and schema validation. Screenshots and graphs show before-state.
Local SEO Report
A second PDF details GBP status, citation accuracy, review metrics, and competitor benchmarks.
Implementation Guide
Step-by-step instructions for each fix. Developers receive code snippets. Content writers receive keyword lists. You receive a timeline.
Review Call
A 30-minute call walks through findings. We answer questions and adjust priorities based on your resources.
Post-Audit Support
Fix Implementation
We implement fixes or guide your developer. Each task has a checklist and acceptance criteria.
Monitoring Dashboard
A Looker Studio dashboard tracks Core Web Vitals, index coverage, GBP impressions, and lead growth. You see progress weekly.
Monthly Check-Ins
After fixes go live, we monitor rankings, traffic, and conversions. We adjust strategy based on data.
Timeline
Audits take 1 to 2 weeks based on site size. Sites under 50 pages finish in 5 business days. Larger sites with multiple practice areas need 10 business days.
Quick wins are addressed first. If your site has broken redirects or missing schema, we flag them on day one.
ROI of Technical and Local SEO Audits
Personal injury cases average $20,000 to $50,000 in fees. One extra case per month pays for SEO audits for a year.
Firms that fix technical issues see:
- 20% increase in organic traffic within 60 days.
- 15% improvement in conversion rate after speed fixes.
- 30% more calls from the local pack after GBP optimization.
Technical and local SEO audits are the foundation. Content and backlinks build on that foundation.
Why Choose Marketing by Neffy for Your Audit
Bilingual Expertise
We audit English and Spanish pages. We know Laredo search behavior. We test NAP consistency across border directories.
AI-First Approach
We optimize for AI search engines, not just Google. Schema, FAQ content, and structured headings prepare your site for the next generation of search.
Personal Injury Focus
We work with law firms. We know which schema properties matter for attorneys. We understand conversion paths for injury leads.
Transparent Reporting
You see every issue, every fix, and every owner. No vague recommendations. No jargon. Clear steps.
Get Your Technical and Local SEO Audit
Personal injury firms in Laredo compete for the same cases. The firm with the fastest site, the most reviews, and the best local signals wins.
Book a free consultation. We review your site and GBP. You receive a sample report with three quick wins.
Or request a full audit quote. We scope your site, estimate timeline, and send a proposal within 48 hours.
Your next case is searching right now. Make sure your site shows up.