You may have read about the Panda 4.0 update and be wondering whether the new Google search engine algorithm warrants the expense of re-designing your website. The short answer to that enquiry is: yes, it probably does.
It takes a Google algorithm update a while to bed in and until the company’s process of effect analysis and adjustments has run its course there is very little point trying to decipher exactly what Web strategy the new ranking algorithm seems to be promoting. More than two weeks after the new algorithm rollout began, it is now possible to formulate a new approach to your online marketing and revamp your website.
The opening article of this roundup comes from Search Engine Watch. Industry analyst, Glenn Gabe, relates his findings about the effects of the new Google algorithm. He observes that the standard ranking-gainer of focusing all your inbound links onto your law firm’s home page is no longer a winner. Instead, he recommends filling out your site with lots of expert advice. The inbound links should point to your articles that are relevant to the keywords of each search term instead of to the firm’s homepage. This is great news for all of you who have been striving to provide a quality user experience on your site. Not only does such a strategy present your firm in the best light to potential clients, but now it also improves your rankings on search engine results pages.
You may be a bit bamboozled by this article, but it is worth a try reading it even if you are not an IT boffin. It covers a development in Google’s presentation in its results pages for smartphones. If you don’t have pages written specifically for mobile phone presentation your entry in Google’s results pages will contain a warning, which would be off-putting to any potential visitor to your law firm’s website. The warning arises if there is no smartphone-compatible version of the page in question and the surfer gets redirected to a default smartphone-active page on your site instead. You need to make sure there are smartphone-readable versions of all your website’s pages to avoid this warning.
Now you know you need to beef up the content on your site, your thoughts have probably turned to how to go about that task. This Search Engine Journal article talks about that process. For law firms, however, the need to present your key practitioners as credible experts and impart some knowledge of their specialization to the general public should be a good starting point.
The title of this Search Engine Journal article clearly declares against content marketing, but the body of the report is not nearly so anti. The point this writer is trying to make is that you shouldn’t try to attract links to your law firm’s website by posting articles all over the Internet. Instead, crowd all your expertise onto your own site, keep all your content relevant and easy to understand and don’t waffle.
This Search Engine Land article reviews a recent video-musing by the all-powerful Matt Cutts. The writer succinctly makes the point that, although content is important, it still hasn’t removed the need for link building.