Valuable content is the driving force behind any law firm web marketing strategy. Whether it be videos, articles, podcasts, or graphics, there's immense marketing potential to be tapped via strong content.
Particularly for SEO and content marketing campaigns, there's often the question of who should be producing the content?
There's an easy answer to that question: the specialist of the content's topic, which in most cases is the lawyer.
The best content comes from people who are knowledgeable experts and can share a wealth of information on a certain subject.
Content marketing on the web is a bit different from traditional, off-line channels. You need to have a unique voice, offer value and insights, and have a specific goal and purpose with your content marketing strategy.
To help you generate phenomenal content for your firm's web marketing strategy, below are seven tips for content creation and marketing.
Additionally, you should familiarize yourself with Google Authorship and the role that this concept plays in the organic SEO arena. This will motivate you to connect your content to a Google+ page.continue...
Due to new innovations and features offered by Google, the SEO world has evolved and new businesses are taking advantage. Much of this SEO evolution surrounds Google+, and it's drastically influencing both search and social marketing functions.
Below are a few reasons why law firms should use Google+ to increase their visibility in search and overall web presence.
Authorship markup is a feature on Google+ which allows authors to link their online content with the Google+ profiles. If you use this feature, it will be easier for the search engine to determine the source of your content and more important display your picture or business logo in the SERP (Search Engine Results Page) where the title tag to your content appears.
At first, such a strategy might not seem like one which can yield significant results until you dig deeper into its benefits. First of all, a picture or logo next to a link assures a web user that the content they are just about to read is from human being or legitimate firm.
Assurance to web users will increase the click through rate (CTR) to a website which will help with both link building and content marketing practices. A high CTR increases the value of a link and not to forget its essence where one looks forward to increase their traffic and more conversions.
Authorship markup will also work to help you build a good reputation as a company or an individual author. As you provide more content to the online community, people interested in content about Law will get the impression that you competent and will therefore treat you as an authority. A law firm can benefit from this; building trust with prospects improves your conversion rate.
Law firms can also take advantage of Google+ Local. Considered that most law firms only operate in a certain locality, it would not be important for them to optimize their web presence and content so that it is visible the world over. Google+ Local allows you to optimize your content for geo-specific queries.
It should be noted that optimizing your web content for a certain locality has become important due to the changing behaviors of web users; more of them now add their area code or the locality at the end of their search queries.
Although the platform will help you improve your content's visibility, you should be very active on Google+. Your ranking will be heavily dependent on the number of Google+ you have as well as their quality. You also realize that maintaining fresh content and an updated profile on Google+ will also increase the number of people you have in your circles, consequently more prospects gain exposure to the firm's services.
Remember Google+ was developed by Google which is the same company with authority over how pages rank in search. This can drastically help optimize the web presence of companies related to law and beyondcontinue...
Many savvy legal professionals are wondering how social media impacts SEO. Even though social media signals’ role in the ranking algorithms of Bing and Google is still embryonic, there's no doubt that these mechanisms are influencing SEO.
But more than just social signals (e.g. Facebook Likes, Shares, +1's, Pins, Tweets, etc.,) social media is beginning to rear an even great impact on SEO. So in this law firm web marketing post, we share 5 different ways in which social media impacts SEO.
One of the key factors employed in search engine rankings is the traffic volume that is visiting a particular website. In most cases, most traffic from social media is driven by event listings, blog posts, videos, or any other exciting content. If that content can make users stick around for some minutes rather than bouncing right away, it may help to improve search results. Search engines have the capacity to measure these metrics such as the bounce-rate, pages over visit, as well as time on site.
When a user is signed in, Google makes use of Google+ activity and reviews to personalize search results. For instance, if an individual is connected to you via Google+, and you have liked a page, made a business review or made a post on Google+ about a topic that the individual is searching about, that result will likely be ranked higher for him/her due to the connection.
The same thing is being done by Bing with Facebook activity of friends. Even though it’s hard to quantify, this personalizing of results has a way of impacting SEO.
The awareness of website content or brand can be increased with the help of social media activity. This increased awareness can produce links. For instance, assuming a company posts a video of one of its new product features, which (the video) gets shared 20 times on Facebook. One of those posts is seen by another Facebook user who runs a blog. The blogger chooses to write about that new product feature and links back to the website and video of the brand in the article. That link only occurred after the writer had seen a post about the video.
Even though the links in the 20 posts didn’t directly contribute to the website’s overall link profile, they led to links being placed on a website via the article. These links have a say in the website’s overall link profile, thus impacting Search Engine Optimization.
Social media exposes one’s name to a wider audience. This helps to increase the overall awareness of a brand, thus leading to more persons searching for their brand. Google awards a higher ranking to brands that are being searched for by more people. This naturally depends on the query that is being searched for and is frequently more of a naturally branded search opportunity.
According to the information provided by Google, in the future identities will be incorporated into search rankings. This implies that basing on the likely audience size, their authority and relevancy to the topic; some pages will get a higher ranking than others.
According to Google’s Eric Schmidt, this is already happening to some degree for verified profiles. In the search results, the information which will be tied to confirmed/verified online profiles will have higher rankings than that devoid of such verification.
Search engines are becoming more refined at interpreting search content, fighting organic spam and delivering relevant results; and thus yesterday’s SEO tactics no longer score it. To have a clear understanding of what is credible, relevant and popular; search engines are resorting to social media.continue...
Counter to what some skeptics believe, SEO is not obsolete and will never be phased out. The theory that social media marketing might someday totally replace SEO is impossible. What's evident though is how social media has and will continue to have a huge impact on SEO and search engine rankings.
The three most important search engines – Google, Yahoo, and Bing - are all taking signals from social media sites and have considered these signals to be big factors in improving a blog post or website's rankings. Let's take a look at the several ways on how social media influences your SEO strategy.
Just consider how many are currently active in the different social media sites such as Facebook, Twitter, Google+, Pinterest and LinkedIn. These active users are using social media as a search engine too. Remember, if someone wants to check out a particular product or service, that person only has to dig up the desired information in their social media's built-in search engines.
This is why businesses, especially online marketers must have a good presence in the top social media sites, especially on the ones mentioned earlier. You have to make sure that your social media account will be visually appealing with meaningful content that encourages interaction among those who frequent your account.
Being a credible source of information online is highly important. Google will make sure that your blog posts and website as a whole will receive better rankings the moment more people link back to you. At present, social media linking improves your online network, making it larger.
There are other factors such as reach, relevance and resonance that are related to determining your credibility. Your social media shares and back linking will improve the factors stated above. Therefore, you must be capable of creating content that is not only relevant, but also engaging enough for people to share in their social media accounts.
Without a doubt, the Google search is influenced by user activity on Google+. Also, ever since Google+ has been launched, the Google search engines have been more integrated with the features and the social sharing that happens in the fast growing site. One unique feature that Google+ has allows all online authors to associate their content to their Google+ profile.
This definitely has a good effect on the Google search engine results, and can be leveraged for SEO. This is quite important in building your credibility as an online author because trust is built. You are also already being recognized by the Google Search Engine itself. Also, your search visibility on Yahoo and Bing can continue to improve.
The author tag by Google+ also ensure that whenever you write original content, it will remain yours to claim. This is because whenever your content is syndicated by others, it will always be directly associated to you. Therefore, duplicated and copyright violation issues will be diminished.
In conclusion, social media should be tapped for you to have a better SEO strategy. The creation of quality content is highly valuable, and so is getting natural backlinks from the social media users. The more tweets, "likes" and shares you get from the Social Media Sites, the better your search engine rank will be. For those who have businesses, be it a traditional or online business, you should have a more in-depth study on how social media marketing can help you reach your potential and targeted customers.continue...
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