This week’s attorney SEO round-up:
The past month has seen a slew of algorithm updates from Google. If you decided to tweak your law firm’s site to account for these changes, or if you decided to put up an entirely new site, you need to track what benefits those changes brought you. SEO testing is a complicated process and involves the knowledge of a whole range of tools. An army of SEO specialists make a living testing websites for SEO enhancements, so you may just want to commission a study of your new site’s positioning in search engines.
This Search Engine Journal report is written by an SEO consultant who makes a living tracking the changed performance of redesigned websites. This is a long and involved article, so you will need to dedicate some time to it. If you don’t want to pay for analysis of your law firm’s site, but just want to do it yourself, you can follow the steps that Sergio Aicardi explains in this article. He uses Google Analytics and tells you what metrics to look out for and how to judge whether your redesign was worth the money.
This is another good article for those with little SEO knowledge who want to test the performance of their firm’s website. The topic of this piece is how to estimate goals of traffic visiting your new site. In short, it is a way to benchmark the performance of your new site in attracting Web surfers through search engines. The article features a guide on how to use Google Webmaster Tools.
The key goal of SEO is to get your website high in search engine results pages. This is the first of two articles listed in this roundup that explain how recent developments have changed the behavior of search engine users. Smartphones have smaller screens than desktops or laptops and it seems this factor has influenced the likelihood of people clicking on an entry further down the page. The top spot is even more important to get the attention of mobile users.
This article seems to contradict the mobile search studies, above. It discusses another recent study into where people look on Google’s results pages. It found that back in 2005, there was a Golden Triangle at the top of the page where most people focused their attention, but now that behavior has changed. People are now likely to scan further down the page. An explanation for this contradiction between the two studies is that people are resistant to advertising. Now Google puts paid entries at the top of search results and flags them with the word “Ad.” Probably people are scanning a little lower to filter out the paid entries.
This article appears on Search Engine Watch, but is entirely based on a survey conducted by Moz (link in the article). Most lawyers work as sole practitioners or in small partnerships and get all of their business from their neighborhood; so, success in local search is really important. The Moz study examines what factors on a website will get a high ranking on search engine results pages for local searches.