There are 3 certainties in life: death, taxes, and changes in SEO. From algorithm updates to technical trends that seem to hit mainstream overnight—new directions in SEO can take long-standing optimization approaches and turn them on their head. The trick is to be ready for them.

There are many SEO changes that will undoubtedly take place in 2015, but these 5 have already made landfall, and will continue to gain momentum in the months ahead. Let’s take a look at the 5 key SEO strategy changes your law firm will need to adopt for optimum business success in 2015.

1. Google Dethroned—Optimize For Yahoo, Bing, and DuckDuckGo

Google is already experiencing hits to its royal status; Firefox recently dropped Google as its default search engine and replaced it with Yahoo, and talk around town to switch default browsers in iOS 8 and OS X from Google to DuckDuckGo is hot. So, it’s important that your firm works towards maximum visibility on search engines such as Yahoo, Bing, and newby DuckDuckGo.

2. Optimize For Mobile Users

Mobile traffic now exceeds desktop traffic, and this will impact the way users find your firm in 2015. If users can’t access your website from their phone quickly, easily, and legibly, you’re missing out on marketing opportunities and client leads that can damage your business. Your competition is likely keeping up with mobile trends, and you need to be, too. 

3. Optimize For Precise Keywords and Phrases

2014’s algorithm updates should have indicated that optimizing for broad keywords such as San Diego Personal Injury Attorney won’t have the ranking juice it used to. The search volume for broad keywords and phrases is so large that targeted audiences are being lost.

In 2015, focus your content instead on long-tail keywords and phrases such as San Diego Supermarket Slip and Fall Attorney, etc. These terms will have less competition, and will attract targeted traffic.

4. Focused Social Media Engagement

It was once believed that simply having a social media presence was the goal, and businesses jumped on as many social networks as possible to share their content with the masses. Over time, quality attention paid to each platform’s audience was stretched thin, and in the end this approach has proved non-productive to viewer retention and lead generation.

For the coming year, focus on 2 or 3 social media networks only; spending quality time on each providing valuable content, marketing your brand, and fostering client relationships. Social media success is based on quality, not quantity.

5. Focused Inbound Links

Inbound links to your site signal authenticity, authority, and trust. Gone are the days of link building on irrelevant sites, as algorithm updates have squashed any chance of this helping your SEO (in fact, now it will hurt it). Earning an inbound link on a relevant, established website is key, as it can boost SEO in the right ways, and help you build a solid reputation.

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