This week’s attorney SEO round-up:
Google has just finished rolling out an update to its Penguin filter. Penguin is meant to penalize dirty tricks that distort the relevance of entries in the search engine’s results pages. A particular focus of this update is a scrutiny of the purity of links into a site. So, with that in mind, it would be a good idea to review the links into your law firm’s website.
Search Engine Land, Search Engine Watch and Search Engine Roundtable have some particularly educative articles this week that will get you up to speed on the topic of link building.
First up, here is the announcement of the Penguin rollout as reported in Search Engine Land. There are no details of the intended targets of the filter’s new version. This is because Google sometimes hints about the purpose of its ranking adjustment updates and sometimes just leaves it to the SEO community to analyze the effects of the update and work out how to alter websites to please (or cheat) the new normal. You will note that they don’t always release the version number of an algorithm update.
As the quality of the sources of backlinks are a major part of Google’s ranking mechanism, Google introduced a disavowal tool to enable website owners to disassociate from certain links pointing to their Web pages. This is because external backlinks reside on other people’s websites and a website owner has no control over their quality. This makes backlinks a potential weapon for dirty tricks. Read through this article to get to grips with the concept of disavowal in case you need to implement this for your law firm’s website.
If you are a sole practitioner and far too busy chasing clients to bother doing your own link building, you may need to hire an expert to do it for you. This easy read will give you just enough knowledge on the topic that you can bluff your way through interviewing a link builder.
This Search Engine Watch article describes a tool from Majestic.com that could aid your law firm to better target its linking strategy.
Still on the topic of tools, this article includes a review of a tool called Peek, which is a link discovery tool. If you plan to improve the backlinks to your law firm’s website, maybe this tool could help.