If you have been doing your web marketing homework, you have no doubt heard about optimizing your website in order to receive a high search engine ranking—and if you’ve been reading our articles, you know that it’s just as important to write content that humans will actually want to read.

While many attorneys find these two marketing necessities at odds, there are ways to appeal to both search engines and human readers at the same time. When writing your content, just remember that readers and robots are both in a hurry, and prefer to RACE for information:

  • Relevance. Search engine spiders can tell the difference between pertinent information and repetitive filler (and you can bet your readers can, too).
  • Area. Keep your information, links, and keywords local (unless your coverage area is worldwide).
  • Currency. Readers and robots both care about frequent updates, so keep your information flowing.
  • Emotion. Of course your human readers will be moved by content that appeals to their emotions, but there are also benefits for search engines. For instance, content that resonates with readers is more likely to be shared, reposted or linked, increasing your search ranking.

Of course, it will take more than increased website traffic to accomplish your law firm's marketing goals. The best law firm marketing campaigns have a comprehensive, multimedia system that places its customers at the front of the marketing machine and stays in contact with them every step of the way.

To do this effectively, you will need to learn how to automate your marketing and track your customer responses. Download a free sample chapter of our Great Legal Marketing book for more information, or call 888-791-2150 today to get our legal marketing emails delivered right to your inbox.

Ben Glass
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Ben is a nationally recognized expert in attorney marketing and the owner of Great Legal Marketing.
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