Google is the Goliath of search engines, and when it comes to law firm web marketing, search engine optimization is the bee’s knees.
Along with relevant content, Google determines its search results based on the PageRank algorithm. Both of these factors are huge when it comes to search engine rankings, which implies a need to address both to achieve the best outcomes.
The significance of search engine optimization to law firms is crystal clear. High rankings through organic search can be result in cost-efficient advertising. The answer to the question of how to achieve this goal lies in getting a good grasp of how the Google algorithm works.
Google's search algorithm is complex and difficult for marketers to gauge. However there is one major theme that supports any search engine marketing campaign – and that is relevance.
Relevance is simply a measure of how well your website’s content matches the search words or phrases used by the targeted searcher (or potential client.) Relevance is usually determined based on the website’s content which includes the Title of the page, the meta data, and the page copy.
The Google algorithm then ranks your page according to relevance, along with the many other law firms and legal practitioners. Google determines what your website is about by looking at its content as well as looking at other sites that are both linking from and to your site. Google uses this data to determine the relevance of your website to keywords and phrases entered by a user.
PageRank is an independent means of measurement which relies on Google's perception as to the authority, quality and credibility of a web page. It does not depend on any search words or phrases as these are taken cared of by relevance. If yours and a competing law firm have the same relevance, the one with the higher PageRank gets the higher ranking. Google scores PageRank from 0 to 10, with 10 as the highest
Generally, Google considers inbound links a confirmation of authority, quality, and credibility; however not all inbound links have the same value. Websites that are considered to have more credibility are valued higher than those that have less credibility. In turn, this credibility is measured by their PageRank which means that your inbound links should come from websites that are also ranked high.
For instance, if your law firm has inbound links from a website that has a PageRank of 3, it can still help you but you'll need a lot more of them to get a higher PageRank. On the other hand, if your inbound links are from websites with PageRanks of 5 and up, then, you'll have better chances of scoring a higher PageRank with just a handful.
As PageRank is calculated on a logarithmic scale, there are wide gaps with say, PageRanks of 4 and 5 and PageRanks of 3 and 4. The difference between PageRanks 4 and 5 will have 5 to 10 times the difference as compared to PageRanks 3 and 4. Expectedly, websites with lower PageRanks are more prevalent, and if your website is ranked 6 or higher, this means that you are among the elite.
You can determine your PageRank using two methods:
• You can download the Google Toolbar and activate the PageRank feature upon installation.
• Use the Website Grader tool which, aside from determining PageRank, offers other relative information as well.
Find out where to download and enable the PageRank feature by visiting this page about Google PageRank Toolbar.
In summary, there are two essential steps your law firm website needs to accomplish to get high rankings particularly in Google. One is to work on the relevance of your content. The other is to aim for the highest PageRank possible by developing a SEO link building strategy from related websites with high domain authority (PagRank.)
An insightful blog that offers creative ideas for entrepreneurs and business owners.
One of the most trusted legal resources for attorneys, peer reviews, online legal communities, and more.
An online educational platform that offers web-based training courses in Google Ads, SEO, and more.
The direct link to Yisoo's Google Ads online course.
Lexis Nexis legal directory of Martindal Hubbel law firms and legal professionals
The law blog of the Wall Street Journal
Need optimized content for you legal site? Organic SEO Copywriters offer high degree of experience writing copy for legal contexts, particularly local SEO copywriting for lawyers and law firms.
Know the SEO & Web Marketing benefits as well as best practices to owning and managing an external blog for your legal practice.
?Full service website optimization company for SEO, PPC, on-site website optimization, development, web design, and content marketing services.
Law firms can empower their marketing strategy with tangible promotional products from local suppliers like this fine company.
Get expert PPC campaign management services from the trusted Google AdWords Experts.
Brilliant insights to help you better manage and optimize your PPC campaign.
Learn tips, insights, and strategies to make your website's design more SEO-friendly.
Resource dedicated to local SEO consulting programs and educational-based resources for all levels.
Want to make your law firm business more purposeful? Become enlightened by visiting the Righteous Business Blog.
Discover some of the best employee thank you and appreciation gifts for your law firm by visiting this unique website called BookWear!
Recruit top-notch talent with great efficacy with recruiting gifts that are legal friendly.