The main goal of Google (or any other search engine for that matter) is to deliver internet browsers to quality information that best matches their queries. This means that Google has no incentive to place one mediocre site (i.e. lacking any usable information) over a high-quality one.
There are many ways you can optimize your law firm website to become an authority source. Below we discuss three of the most importance concepts attorneys should know about SEO.
Content is King
In terms of law firms, attorneys and lawyers who simply tote “we will fight for you” or “if we don’t win, you don’t pay” messages will not rise very highly in the ranks. Why not? Because their site is lacking high-quality content and links to back up their firm’s expertise. Furthermore, they have little appreciation for how good SEO strategies can benefit their firm.
As SEO has evolved, content has become one of the driving forces behind what constitutes a successful website with a high ranking. If your law firm’s website not only provides information about the success of your firm, but also conveys information in a language normal “non-legal” people can understand, you will have a better chance of being found through a web search.
Importance of Web Development
High-quality content alone will not gain you a client. Your website must also have the capabilities needed to fulfill their needs. This means users need to have a positive experience on your website and be able to complete an action.
One way to ensure your law firm has a successful website is to hire a web developer to handle this side of the business for you—and let’s be serious, you have more important things to worry about anyway.
However, it is beneficial to have some understanding of bad SEO practices before you consider choosing a web designer.
Avoid Black Hat SEO
The most important thing you need to know about SEO is how to spot and avoid so-called “black hat” SEO, which is easiest explained as anything that will get your website penalized when Google updates their algorithm. Since Google’s ultimate goal is to provide information that is most relevant to the search query at the top of the results list, it makes sense that black hat SEO practices try to get high rankings without having to put forth the effort of providing information.
For this reason, it is important to watch out for black hat SEO so that you’re not penalized for something your consultant did in your name. If your potential SEO consultant cannot describe the proper ways to increase your rankings, then you shouldn’t hire them. Moreover, if their goal doesn’t involve improving your content or users’ experience, that’s a red (or black?) flag.
You’ll be glad you did in the long run.
Start off on the right foot and contact us today to find out how SEOLegal can make a big difference in your law firm internet marketing.
