Google has just completed rolling out its latest update to the Panda algorithm. Panda is a name given to a series of adjustments applied to the raw ranking data Google derives for all the Web pages it detects. Each page is scanned for keywords and then given a score for that page’s relevance to that keyword. Pages with higher scores rank higher in the results pages for searches on those keywords. Panda rewards quality content and penalizes pages with thin, meaningless or plagiarized content, so it would be a good idea to revisit the Web pages of your law firm’s site and assess how the content can be improved.
Search Engine Roundtable is one of the SEO news sites that anyone interested in improving search engine rankings needs to read. Ironically, the site’s content that is all about quality content to improve search engine rankings seems to have got hit by the Panda 4.1 rollout. The Executive Editor of the site consulted some insiders and was tipped that his sudden drop in rankings wasn’t caused by the Panda rollout. However, this highlights the difficulty of keeping track of what Google wants you to do, because they just won’t tell anyone.
Given that Google seems to be getting hypersensitive to content quality, you need some quick fixes to hop up the rankings. “Content curation” is a hot topic at the moment and it is a quick way to get quality content on your site. Basically, this concept involves pinching other people’s content … erm, not as an act of theft, but as an act of homage. Pinterest is the most successful content curation site around at the moment, but you could maybe repost legal opinion from Twitter or news stories concerning your practice specializations, to get some quick curated content on your site.
Chances are your law practice classifies as a “small business.” If you have read up on digital marketing strategies and feel that little of it applies to your circumstances, then this article should bring you some relief.
Of the many people looking for a lawyer, some will land on your website, some of those people will send a message, or make a call, and a percentage of those people will make an appointment to come into your office. A few of those will actually turn up and of those you speak to, one or two will hire you. This series of reduction of numbers is called the “sales funnel” in marketing parlance and this article explains ways your website’s content can make the thin end of that cone as fat as possible.
Remember, Panda 4.1 is gunning for badly written dross. This article gives you a few pointers on how you can spruce up the content of your law firm’s blog and news pages and catch a ranking boost from a certain black and white mammal.