SEO has changed a lot since the late 2000's. Now, it is no longer as important to optimize your headlines, titles, and meta descriptions. However, the practice of creating a good title and good headlines is still important, even if Google largely ignores it.
A great title can do several things for the user. It can:
- Entice people to click on your article.
- Describe what the article is about.
- Set the tone for your law firm's blog.
- Get the reader to question their closely held beliefs about the topic.
When you are trying to think of a good title or headline, think Buzzfeed. Buzzfeed may be a 3rd rate website, but they do an amazing job of writing headlines. In fact, the only reason Buzzfeed is as big as they are today is because they are expert headline writers.
Meta-description is typically a short description of your article. This is longer than your title or your headline but is less visible. When you do a Google search, your results page is filled with multiple results, each of which has a hyperlink to the site (the title) and a paragraph underneath explaining the site’s content (the meta-description).
What you may not know is that you can change the title and meta-description for each page of your website—and it’s a good idea to do so. Use meta descriptions as an opportunity to pull your reader in even more, and get them to click on your website.
Here are a just a few SEO tips for your legal website:
- Title tags. Since these descriptions help search rankings but are also very short, you must balance your word use very carefully. Writing effective title tags is a lot like writing a magazine headline: you must make the reader aware of a problem, and then present a solution. The solution, or “hook,” must also be compelling enough to make the reader want to know more.
- Meta-descriptions. Some web designers argue that meta-descriptions are less important than titles. This may or may not be true since Google search algorithm has a mind of its own and doesn't share its thoughts with us. However, all descriptions should appeal to your primary audience’s specific need and close with your ability to help them.
Remember: good titles, headlines, and meta descriptions may get readers to your site, but it’s not going to keep them there.