The competition for personal injury law firms to get noticed on the Internet is fierce. You can have the best website around, but if it isn’t on the first or second page of Google, it is “invisible.” Getting placed well on Google is not a matter of luck nor is it necessarily a reflection of how much money you are spending. Here are some things to remember about search engine optimization (SEO):
- Think about your web visitors like foot traffic to a retail store. You can either go for quantity or quality. SEO is like advertising to Google’s “shoppers” on the web. The more advertising that is done to promote the store, the more potential shoppers will stop by the store.
- Link equity is a powerful tool for SEO. Link equity is having other web pages point to your site as a source of information. The more quality sites that point to your site the higher your page ranking, but your website should be linked to others as well. This is known as reciprocal linking. Beware of “link farms” and of exchanging links with junk sites. These can pull your Google ranking down.
- The age of your website is important. While you can’t do much about how old your website is you can make sure that your domain name does not expire. There are actually services out there that track expired domain names so that others can obtain them. Letting your old domain name expire and be scooped up by your competition would be like having another law firm get your phone number before you have moved. Also, if you end up not liking the domain name you chose years ago, you can still keep it, buy another, more interesting name, and have the second name point to the older name.
- Unique published original content that is relevant to your practice area is key to good placement on Google. The very best way is to do it yourself, since you are the one who knows your business best. Consult with an experienced SEO expert like Foster Web Marketing to become knowledgeable about how to write content, generally, but you know your story and you know what interests consumers so you be the writer. With billable hours, family time and everything else that has to be done the attorney may not be able to provide the new content.
In some cases, you may be able to hire a ghostwriter for some or all of your content. The goal of using the ghostwriter is for them to get you 80% of the way there. Give your ghostwriter good resources to look at for article ideas. Have them sketch out the article for you. You, however, are the one that needs to add your “personality” to the article.
An older personal injury web site that is rich in relevant and interesting content and which links with other quality sites should find itself placing well in Google.