If you page back through the Attorney Digital Marketing Blog you will notice that we have been detecting twitchiness at Google since January. Signals of discontent have been steadily transmitted by Google HQ, but the company seemed strangely egg-bound until mid-March, when Matt Cutts came out with it and admitted there was a major algorithm shift on the cards.
The sounds emitting from the examination room suggest that delivery is expected sometime around the end of May, so the SEO industry is currently preoccupied with pacing up and down the corridor wondering what color to paint the spare bedroom. However, we can’t all mark time and there is work to do for US lawyers to prepare for the big event. The new algorithm update will greatly benefit those who possess authority and credibility. Lawyers need these qualities to compete, so you should be brushing up your web presence to portray these attributes.
Any marketer will tell you that attracting attention is half the battle won. The other half is conversion. You need to get people to visit your website and then you need them to pick up the phone, come into the office and sign a contract. The best tool you can use to score conversions is engagement. You need the public to believe you know the law, but then you also need them to believe they can trust you. Engagement converts authority to trust, so let’s have a look at what Bruce Clay, Search Engine Journal, the Moz Blog and Search Engine Roundtable have to say on this topic.
Before we look into engagement, here is a very brief article from Search Engine Roundtable indicating that Webmasters all over the world have noticed that Google is playing around with the parameters. This shows that they are probably in the final phase of testing their new algorithm and so it’s fair to conclude that it won’t be long now.
Bruce Clay, the grandpappy of SEO, puts his finger on it with this article. The law can seem very boring, very stressful or very alienating to members of the public. Putting some real life stories on your website would help engage potential customers. Go back through your case files and find the typical profiles of cases you can win. Write up the background of those cases in the simplest terms possible and conclude the story with you saving the day. People looking for representation will identify with those past clients even if they can’t identify with you and your working practices. This idea will win you clients.
So, you’ve got a blog, you’re on Twitter and Facebook and Google+: isn’t that enough? Rand Fishkin over at Moz Blog has some key advice, which I will quote here verbatim: “The more we engage our audience (both buyer and audience personas), the more we impress it with our content and the more we are able to empathically resonate with it, the more we are creating a memorable brand to which our audience will refer for products, knowledge and advice in our niche.” That’s engagement.
If you are struggling to write engaging content, this tip from Search Engine Journal will tell you why. You are forcing yourself to write at the wrong time of the day. Scientific research detailed in this report suggests you should be generating your content in the morning. Whatever you write, remember, be engaging.