We talk a lot about SEO these days – and for good reason: it’s incredibly imperative to helping people discover your firm’s website and content. SEO practices are continually evolving to keep up with the ever-changing Google algorithms and some practices are more relevant than others at this point. So, which SEO techniques should your law firm be following? Here are four important ones:
It used to be that you could sprinkle select keywords throughout your content to capture traffic – however, these days, it’s more about relevancy. For example, if you know that tax law is going to be of particular interest going into tax season, it can be tempting to include relevant keywords throughout your content. However, if you don’t actually do tax law, it isn’t going to do you much good. The new algorithms place high priority on relevance to the actual topic – so as interesting as tax law may be to potential clients, if you really focus on family law, keep your keywords and content with that focus; you’ll do much better in the search rankings.
- Keyword Placement
There is still something to be said for proper keyword placement. As a general rule of thumb, use your keyword in your subject/ headline, first paragraph, and permalink at a minimum – but also do not saturate your document.
- Social Media Presence
Social media is a great way to distribute your content and gain traffic and interest. As you publish your content, you are creating links from external sources – which bodes well for SEO. Even better are the additional links created when others share your content which also shows interest in your topic and content – another important factor for SEO.
- Learn What’s Working
Don’t forget to integrate notable keywords into your strategy. Pair your Google AdWords research and ad rates with your SEO strategy to not only hone in on ad spends that will give you the highest ROI, but to also determine which keywords have already proven their success.
Above all, remember that your priority should always be on consistency, quality, and relevancy. Make sure that the content you develop and publish has use and interest to your audience – and while it can be tempting to focus solely on keyword integration, your content needs to read smoothly and be well-written in order to retain your audience and entice new readers.