Rand Fishkin raised an interesting point in last week’s Moz Blog Whiteboard Friday seminar. That point was about the appeal of Web content and its impact on a business’s target audience. This roundup of SEO news from the past week expands on this theme to look for recommendations from the SEO news sites on creating and assessing content for your law firm’s website. These articles currently appear on the Search Engine Journal, Moz Blog and Search Engine Watch news sites.
Know What Your Audience Wants Before Investing in Content Creation and Marketing – Whiteboard Friday
This is the Rand Fishkin seminar, mentioned in the introduction of this roundup, which discusses the issue of content suitability. Fishkin begins with a scenario in which a website owner racks his brains to come up with an idea for an article on his site. He puts in a lot of work and is pleased with the result. The article, however, wins him no traffic. No one is interested in the posting. This happens a lot in the world of Web content and it is an error that everyone makes. This pitfall is particularly a danger for the legal profession. A lawyer with specialist knowledge may sometimes find topics of law interesting, but those themes have no interest at all to the general public and will not win customers. Fishkin explores avenues and methods to get out on the Web and research the interests of the target market in order to tailor content to attract clients.
BrightEdge founder, Jim Yu, outlines his tips for assessing content through data analysis in this Search Engine Watch article. As a busy lawyer, you might find this approach too time consuming to take on. Yu’s tips include a number of links to more detailed explanations of the six techniques he outlines. If you have the time, these methods are worth learning – statistical analysis is considered essential for website optimization, so it is a good idea to get started on studying methods to improve your content’s appeal. Previously posted articles that attracted a lot of visitors to your site will point the way to themes that will win you clients.
The field of search engine optimization is a bit tribal. Some consultants focus on keywords as the key to success, while others say they are completely irrelevant. This article explains the way Google uses keywords and suggests how they should be implemented in the content you post on your site. Google doesn’t just look at the words appearing on a page, but also logs synonyms for those words. In the past “keyword density” was a vital metric for any text on the Web. This factor inspired SEO gurus to demand repetition of a particular phrase throughout an article. This requirement sometimes resulted in artlessly phrased prose designed to contextualize the same phrase over and over again. The search for synonyms means you can vary your text because, for example, “law firm,” “legal practice” and “lawyer’s office” now count with Google as the same phrase.
This article by SEO guru, Neil Patel develops the issues raised in the article above. SEO is all about attracting people to a site by getting a good ranking on search engine results pages – specifically on Google’s results. Google ranks your site for relevance to keywords. However, now it uses synonyms, you don’t need to repeat the same phrases over and over in your website’s content in order to rank for specific search terms and gain visibility to your target audience. This factor has developed the field of keyword relevance into the concept of “intent.” This just means that you can vary your “keywords” to cover a general theme and target your law firm’s potential clients without posting content that reads like it was written by a robot.
Although this article focuses on “keywords” for SEO, rather than “intent,” it does contain a good example you can run through to look for themes for your content that will reach your target audience via search engine result page rankings. Usefully, the writer uses the phrase “personal injury attorney” in his example, so you won’t have to steer too far from this walk through in order to implement this advice for your law firm.