If you’re a lawyer who keeps up to date on marketing trends, you’ve probably heard the phrase “content is king” at one point or another. It’s a relatively common saying in the world of search engine optimization. In the past, when law firms thought of content, they likely imagined (or received) dozens of articles and blog posts uploaded to their websites every month, all in an effort to outpace their competitors and keep their sites as fresh as possible.
While adding articles and blogs is still a good thing, it’s no longer the end-game that it used to be. The sheer quantity of articles you have on your website does not translate directly to increased search rankings, as Google’s Matt Cutts has said on more than one occasion. As Google alters its algorithm, it is extremely important to realize that the quality and type of content you post is more valuable than the base quantity of content you have.

Is a Picture Really Worth a Thousand Words?

At the moment, Google is shifting its focus toward an algorithm that behaves more like a human. Gone are the days when the amount of backlinks you had and the number of articles present on your site were the sole determining factors in your search ranking position. These days, new factors like perceived value to users, usability, authorship, and social signals all play a larger role in search algorithms than they did even six months ago, and attorneys need to keep pace with these shifts.
Think of how people interact with content online. Some of them might enjoy reading articles, whereas others gravitate more toward pictures and videos because they aren’t interested in the written word. When users go to Facebook or Twitter, are they more likely to share in-depth analyses of a thousand words or more, or do they tend to share short clips and interesting images? These are questions that Google is asking.

Changing Website Optimization Tactics

What this means for attorneys is that SEO is not the same as it used to be. Focusing only on written articles is still better than doing nothing at all to your site, but it can’t be your only concentration. Don’t optimize your site for Google—optimize it for your human visitors, because Google is interested in how they think and behave.
Combine your articles with infographics, useful videos, slide decks, and anything else that might increase the chance that users will engage with and share your content on a social network. The more viral your content becomes, the more search engines will pick up on the trend and reward you. Additionally, visual content decreases bounce rates and increases time-on-site, both of which benefit a site’s overall stance in Google’s eyes.
In terms of video clips, you can optimize them on YouTube, which is the second largest search engine online. If you can get a video on the first page of Google, odds are great that you will also be successful on YouTube. Everything is interconnected, and diversification is the name of the game.

Walking the Walk

At James Attorney Marketing, we practice what we preach. We’re fond of posting infographics on our blog, for example, and we don’t stop there. Our own optimization clients receive the latest content our team has produced, including videos, slide decks, and additional infographics, plus articles from our legal writers. We want to give our customers the best advantage we can in the competitive online marketplace, and diversifying the content we produce is the fastest and best way to do that.
If you need help with your website’s optimization, you can find some more information about our services here.

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