Law Firm Web Marketing

    

Lawyer Web Marketing: What the Future Holds...

Being a lawyer is already a task in itself. There is an obvious a wealth of time handling a hectic work schedules and competing with a significant number of contemporaries who work equally hard. Add to that the need to keep one's legal cerebrum receptive enough to understand behavioral patterns of all the individuals involving any particular legal matter, since that is often a the key to empathizing what clients are dealing with.

The focus, however, in the initial as well as subsequent stages, for most lawyers today is twofold - while on one front, they have to deal with the aforementioned aspects; on the other front, there is a need to portray their superiority over others, by explaining to the potential customers, how their services differ from those offered by competing attorneys. In other words, lawyer web marketing has gained a pivotal position in aiding an attorney to build an impressive client portfolio.

Marketing has always been a highly dynamic process - continuously changing consumer perspectives and off course, a vast category of products and services to choose from. Such an environment has ensured that conveying the right message to one's potential customers through healthy marketing practices is highly essential. Interestingly, marketing over the Internet, is an even more dynamic and volatile process, owing to the changes made by the world's leading search engine: Google. The practices of Search Engine Optimization (SEO), developed to steer Google and other search engines into recognizing a website as credible, need to be professionally executed.

One of the recent changes made by Google to its search results display was the inclusion of personalized results - which may include a local influence. Moreover, alterations were made by the search engine to its Google Places results, which has a most definite local impact on lawyer web marketing.

Website Content & Organization

The infamous Google Panda update in February 2011 further reinforced the priority that Google has always been known to place on quality written and well-structured content. Now, just a year later, in 2012, the news is that the company plans to place importance on a relatively technical measure in order to aid its spiders to reach to the various dimensions of content put up on a website - the search engine will now benchmark whether or not html tags which markup web pages (better known as schemas) have been included. Basically, these tags have always been in use by Google, Yahoo and Bing, while scanning web pages in response to user queries, in order to display the most accurate results.

Schemas are known to substantially aid DBMS (Database Management Systems.) When it comes to evaluating the current status of lawyer websites, data is meticulously structured in most cases, however, the process of retrieving the date from databases, in response to user search queries, and converting it to HTML, can be cumbersome. By aiding Google spiders in retrieving information more conveniently, through the usage of schemas, the benefits to an attorney's websites in terms of search engine rankings, will only be amplified. This being a technical dimension nonetheless, would be best if dealt with, by a webmaster or related technical specialist.

Food For Thought

Care should be still taken to ensure that the vast number of other parameters taken into consideration by Google in presenting search results, will continue to hold importance. Some of them being

  • Credibility and novelty of information on the website: Quality websites gain popularity when people link to those websites. Valuable copy is linked to naturally, although there are services that aid this effort.
  • Authenticity of the website creator: Always include NAP on your site. That is your firm's Name, Address, and Phone Number.
  • Differentiation from competitor websites: Create only unique content that separates you from the pack. In addition, keep the structure and organization of your pages unique to your liking, don't replicate what your neighbor is doing.

It is indeed true that such periodic small changes made by Google will alter the best practices of lawyer web marketing in the years to come. However, partnering with an authentic company, with a good track record, and one which offers a dedicated lawyer marketing program, will certainly ensure that an attorney reaps the benefits of uphill search engine rankings.

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