By Catherine Bailey, Executive Director of Legal futures Marketing Bar Associate
The way the world is now, Internet usage is the highest it has ever been. The first step in taking advantage of the online marketing opportunities this presents for your law firm or law firm is to find your business on search engines. This is where search engine optimization, or SEO for short, comes in.
There is more to a robust SEO strategy than just filling your website with keywords, metadata, and links to reach the top of the Search Engine Results Pages (SERPs). When designing your SEO plan, be sure to …
Write for humans first and search engines second
If you rank well for your keywords on the SERPs, that’s great. Your SEO activity pays dividends. However, if your website content is so poorly written that it bounces your visitors immediately, that’s not so good. The key to success is actually writing for people rather than just Google’s algorithms. Provide your audience with the content they need, based on their chosen search terms, and you won’t go wrong.
Make user experience your ultimate goal
Continuing from # 1, everything else on your site should also be designed for an optimal user experience. Complex navigation, dead links, error pages, and messy structures will drive your visitors away. Turn every new visitor into a returning visitor with tidy navigation panels, split content with short headings and paragraphs, flawless links and pages, a simple sitemap, and mobile optimization. Your efforts will result in a slight increase in your Google Analytics data.
Aim for “featured snippets” success
In case you didn’t know, these are the highlighted answer boxes that appear at the top of the SERPs. There is no Gold Ticket for Featured Snippets. The things that increase your chances of securing a place in this revered position are bullet points, numbered lists, infographics, and providing straightforward answers to question-based research. Nothing happens overnight with SEO. Featured Snippets are no exception to this rule. Keep it up and improvements will happen eventually.
Pay attention to Google algorithm updates
SEO is never static. The requirements are constantly evolving as algorithm changes are introduced regularly. Ratings and penalties are determined by multiple factors, from accessibility to content to speed. Of course, other search engines exist, but it is Google that needs to be watched more closely. A seemingly simple algorithm update could drop you much lower in the rankings.
Have a long-term content plan
Use your keyword research to design a content marketing approach that targets existing content and related subtopics. Each keyword breaks down into a plethora of others, each worthy of its own content. A continuous improvement mindset will keep your valuable content up-to-date and relevant – both your visitors and the search engines will be happy.
We’re only scratching the surface here. SEO isn’t just limited to these five tips, whether it’s about encouraging trustworthy sites to link to you, removing anything that slows down your site, or anything in between. of them. With constant and continuous efforts, you will be on your way to higher rankings, more web traffic, and repeat visitors.
Catherine Bailey is the founder and CEO of Bar Marketing Limited, a dedicated legal industry marketing agency used by leading law firms, attorneys, ensembles and attorneys around the world. She is also co-author, with Jennet Ingram, of ‘A Practical Guide to Marketing for Lawyers‘by Law Brief Publishing, now in its 2nd edition.