Website Content Doesn't Matter.........wait, what?

I saw a post on on LinkedIn last week that got my SEO strategy wires in a bunch.  I witnessed a post where an "SEO professional" made a statement along the lines that you do not need to content to gain rank in Google, you can simply manipulate headers and title tags to accomplish rank.  This bears a bigger question - Does RANK matter?  

Look at Google's Mission Statement.  Their goal is to provide the end user with the most relevant results to answer their question.  Do you think that headers and title tags provide the most relevant information to a user?  Do title tags and headers address long tail search and complex questions? 

I met with a client today that was concerned that their website wasn't "ranking" for "medical malpractice attorney in Minneapolis."  My question was to the attorney, "Do your potential clients search for medical malpractice? Is malpractice a term your clients would search for?"  His answer was, "I would guess probably not often."  If a doctor cut off the wrong leg, my family would most likely be doing a search for something to the effect of "What kind of lawyer do I need to sue a doctor for a botched surgery?"   Which search query would you rather show up for?

You need to think well above rank to bring qualified traffic to your site. No question, you need traffic to your site but you need qualified traffic to get leads!!  Tailoring your website to not only gain rank by using title tags, headers, etc AND building user friendly, optimized content targeting your ideal clients will bring both the window shoppers and the people ready to buy!  

Bottom line, content is king if you want qualified visitors to your website. Aiming for rank is  not only uber competitive but also very expensive and simply not a sound strategy

Mobile Law Firm Websites No Longer a Novelty

As we continue to progress and push deeper into mobile technology your law firm's website's functionality on a mobile device is critical to your business. By the end of 2015 searches done on mobile devices will overtake desktop search.  Think about that.....more than half of search will be done on phone or tablet.  Is your law firm or small business prepared to reach your customers effectively? Can they call you directly from your website on their phone?  Here is a good article from Forbes that explains it too.

The article mentions responsive design technology which allows a website to work across all devices effectively, providing the most relevant content based on the size of the screen you are viewing the website on.  When you are talking to different providers make sure to ask that question around responsive design. Some providers may pitch you on a mobile version of your site that have a tradition mobile URL like  "m.mylawfirm.com."  By doing this, you are effectively creating a second website and pushing out duplicate content which could hurt your law firm's website in search results.  Here is a great video from Matt Cutts (Google god) that explains it well!

Think about what Google's mission is - to deliver the most usable information to the person searching.  All things being equal with two different legal websites but one has a responsive design and the other doesn't. Now think about your audience and if they can get what they need from your site on a mobile device.  Which law firm do you think will get the search preference?

A Blog About a Blog

The main reason I write a blog is to actively practice what I preach (and sell!)  Blogging now more than ever needs to be an integral part of your online marketing mix. A blog serves many functions in the online marketing space to the point where your law firm is really missing the mark if you are not taking advantage of utilizing a blog.  A blog has oodles of SEO value, increases brand awareness by engaging readers and builds credibility/authority for your firm and your website.

1.  SEO - A blog flat out has a ton of positive SEO value.  Search engines love sites that are updated with fresh AND relevant content (we can debate benefits of an offsite blog vs. onsite blog later...) and a blog accomplishes this.  Blogs can also be submitted to directories, pushed out through social media and can be a part of your strategy to create organic inbound links.  The relevant content portion is important.  A blog can help you expand your web presence when done around a specific topic (family law, per se) and helps build site authority which can drive your website higher in the search ranks for relevant search queries.  I personally believe this is the biggest benefit of blog.

2. Brand Awareness & Engagement - It is a part of mass marketing and helps you keep your brand out there to engage potential readers and potentially clients down the road.  Will you earn cases directly from your blog?  Probably not however keeping your firm's expertise pushed out through multiple channels can keep your firm at top of mind for when life gets legal for your potential clients.

If you are a solo attorney or a small law firm you need to be diligent about blog writing which can be difficult.  A couple times a month is ideal and if you cannot find the time, hire a professional to blog on behalf of your firm.  Also a professional will be able to help promote your blog to third party sites to help with SEO.

If you or your firm isn't actively blogging it is time to add it to your marketing mix.  Take the time this January to write down 24 topics and schedule time to write 2 blogs per month!!