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How Lawyers Can Use Content to Get to Page One in Google

By: Tom Foster and Ben Glass

By far the most cost-efficient SEO strategy is content optimization. By designing a page’s content around popular keywords and phrases and placing those keywords in strategic areas (both on the visual page and in the code that creates the web page image), a website scores better against search engine evaluation criteria and ranks higher in results. In this strategy, there is no bidding and no enormous subscription fees. You compete based on the quality of your page content, not how much money you have.

So who can help you with content optimization? You should start with a call to your web site designers and find out what they know about the subject. If they seem to know very little or simply don’t offer this service to their customers, it may be time to dump them and find a web designer that does. In the highly charged and competitive field of law firm web sites, content optimization is too important a factor to neglect.

Once you locate a web site designer that understands the advantages of content optimization and can advise you accordingly, you can usually negotiate a variety of ways to produce competitive content for your web site. The company I work with, Foster Consulting, offers content optimization services (including analysis, research, writing and editing services) at the rate of 3 to 4 billable hours per web page. After the page is optimized, approved by the client and submitted, Foster Consulting also provides reporting and tracking services to ensure that your page continues to remain competitive.

While it doesn’t provide the instantaneous exposure pay-per-clicks and exclusive links can, over time content optimization will achieve top 30 rankings for your firm on the major search engines. Achieving these rankings across a wide range of keywords is a sure path to web success for any law firm, big or small.

The Future of Search

There is nothing very difficult or mysterious about search engines; however, one cannot emphasize the word "trends" enough when discussing them. As popular as they have become, search engines are still very much in their formative years.

They are all in constant pursuit of the right formula to provide the most relevant results to searchers. Some of those pursuits are downright spooky. Google, for instance, is aggressively seeking ways to "personalize" individual searches so that if, for example, I typed in "surfboards" and you typed in "surfboards", we'd get completely different results based on our differing preferences in color and style, physical attributes, location, socio-economic status, education, age and other personal factors. There are many obstacles (not the least of which being invasion of privacy!) to this strategy, but this is the path that the minds at Google, Yahoo, and MSN are doggedly pursuing with Search, long-term.

About Benjamin Glass
Ben Glass (www.BenGlassLaw.com) is a practicing plaintiff’s personal injury and medical malpractice attorney in Fairfax, Virginia. He is the author of The Ultimate Personal Injury and Practice Building Toolkit