The purpose of content is to attract potential clients to your law firm, show that you have competence in your field, and to convince them to book an appointment. Additional reasons for content all stem from the practice of search engine optimization. Your website needs to include keywords and the content is there to carry those words. If you have the right words in your content, search engines will pick them up and index them, ready to display it in a list of matching pages when someone enters those words as a search term. Another purpose of content is to attract links to your site. More links from quality sources will put your page’s listing higher than other pages that contain the keywords in the searcher’s query.
The theory behind search engine optimization changes constantly because search engines, particularly Google, keep changing their ranking methodologies. You need to evolve your content to fully exploit its potential and you also need to protect it. There have been some interesting articles on the SEO news sites this week that will help you improve your law firm’s website content strategy. You will hear about advice currently appearing on Search Engine Land, Search Engine Watch, the Moz Blog and Search Engine Journal.
This is an easy-to-follow guide on how to arrange your content so it focuses its keywords in the right place. There are other articles in this list that better explain about how to research keywords and what technical moves you can make in order to enhance their importance. Here, you get a starting point about examining your existing content for relevance. Fortunately, the field of law is very precise and so it is highly unlikely that you will have irrelevant content on your site. The most likely content mistakes a law firm can have on its website is not having enough of it and not writing in an accessible style.
As a lawyer, you know how important it is to document everything. You might not be documenting your content development process though. Few people do this, so don’t worry if you have never heard of any such documentation templates – they don’t exist. In this article, the writer lays out a documentation system that could prove useful to help you develop your content more coherently and make sure everything that goes onto your website meets all of your goals.
Content occupies a large chunk of what SEO consultants term “on-page factors.” These are the page-based elements of your site and digital marketing campaign that will get your law firm’s website pages indexed by Google with a high ranking. This guide has some useful advice on keyword strategies that include the concepts of searcher intent and related topic targeting.
Getting part of your site designated as a news source would give your law firm great visibility. You don’t need to report on the latest shenanigans in Washington DC, but focus on local news items, such as local campaigns that you and your law firm support. Local news is a great way to get some kudos points to your site. The extra visibility these news pages earn can be fed directly onto other pages on your site through links. Above all, this strategy gets you local search ranking points, which is an SEO priority at the moment – especially for small law firms.
The title of this article is a little confusing. It seems to read as though it asks if the content you have on your site has been stolen from somewhere else. In fact, the article is about what you should do if someone else copies the content from your site and posts it elsewhere. Scrapers are people who copy content from other sites to get into search results only to give the visitor an advert for some barely-legal product, rather than legal services. The annoying thing about this practice is that it makes your site look like one of a forest of scam sites. Many of these fake Google entries might even show your name in the snippet that accompanies the link, which can really damage your authority and reputation. Needless to say, you really need to be aware of this problem and get the copies removed whenever you can.