In order for you to have a successful legal web marketing strategy, your content needs to appeal to both search engine “spiders” and the human readers who want your help. This is not an easy task, since complex algorithms drive the web-crawling spiders but humans are motivated by emotion and personal preference.
However, it is possible to increase your search engine rankings while engaging your human visitors. The first step involves optimizing these three parts of your online presentation for both readers and robots:
Keywords. Key phrases play an enormous role in search engine optimization, but they also contain terms that your human readers will type into Google. Therefore, you need to consider what terms a layman would use (such as “slip and fall accident”) versus what you might search for (“premises liability lawsuit”).
- Geolocations. Search engine robots do not like vague, non-specific pages with rambling content. You may think that refraining from using your location will make you accessible to more readers, but these readers aren’t going to find you if Google doesn’t understand your site.
- Hyperlinks. Both humans and search engines love good hyperlinks. They give your site credibility and allow your readers to easily jump to a new page for more information. However, these links must always be relevant and must not be overdone on any one page (Google tends to see this as “link spamming.”)
Creating solid, successful law firm website content takes time, effort, and a wealth of insider knowledge. Call 888-791-2150 today to get or marketing tips delivered right to your inbox, or click the link above to download a free sample chapter of our Great Legal Marketing book.