Spring has sprung, which means it’s the perfect opportunity to dust off your law firm content strategy and implement some fresh new ideas to your SEO approach.
Too often, we see law firms that keep the same stale content on their site for months or even years. In order to keep your SEO (search engine optimization) at high levels, you have to provide readers with content that is not only relevant and thorough, but timely and accurate.
If the information on your site is dated, readers will pick up on it pretty quickly, and you’ll pay for it with clicks – and new leads. The good news is, there are some fairly easy ways to boost your law firm content so that you can avoid some of the most common pitfalls. Read More ›
Strong law firm content marketing must provide value to its readers. It needs to engage, inform and deliver an effective call to action.
Unfortunately, it has become tempting for a fair number of content providers – including those in the legal arena – to use bait-and-switch tactics. These tactics are intended to lure readers and garner clicks, the hope being that this will boost the site’s search engine optimization (SEO) and push the site higher up into the ratings of Google, Bing, Yahoo and the others.
There are two problems with this. The first is that when you cheat your audience of the kind of meaningful content you promise, they are unlikely to stay long or to return. That hurts your SEO “bounce rate” – the rate at which readers “bounce” off your page, which is going to ratchet down your SEO score. And beyond that, Google and other search engines have become increasingly deft at identifying “click bait” and “bait-and-switch” techniques, which are sometimes referred to as a kind of “black hat trick” in the SEO world. It’s not going to work as well as it once did, and the goal of search engines is to make sure it doesn’t work at all. Read More ›