With Google regular updates like the recent Panda update, many law firm web marketers are finding SEO to be an ever-changing and tiresome endeavor. In short, it's becoming rather difficult to predict what works for SEO because of the algorithm updates.
Revising your lawyer SEO strategies on a regular basis can be frustrating. With all these changes, one thing that will never change is the fact that content is still king. It's just a matter of how and where you use that content.
In this blog post, we share with you some insights to help diversify your optimized content. These points should help inspire some great strategies to ignite your law firm SEO strategy.
Most people think of text when they think of Web content. Although on-site text content is very important in search engine optimization, you should diversify by doing image optimization. Google has made major advances in its image search, but it still cannot “read” images if the images are not optimized. Doing an image search often produces wacky results. On the same breath, Google still cannot understand videos like humans do. You, therefore, should optimize videos.
For effective content generation, begin between keyword list finalization and the keyword-to-page mapping stage. This is because it is only at the end of the keyword research that you will get a list of relevant keywords. The main terms list should not be endless. It should feature both broad terms and more defined terms that match your website’s goals. Do not abandon long tail terms since they are also highly qualified. You can use them as mentions in your website’s copy.
Throw away the “old SEO” ideology and approach content marketing and optimization differently. There are several questions you should ask yourself when picking the keyword do use.
• Is the term supportable by a PR, an article, or a blog post?
• Would the Web page that is created or revised to target the term have content that is savory enough to attract Web masters to link to it or to encourage sharing?
• What is the purpose of the Web page? Is it to pass a message across, to educate readers, or to simply target a search term for ranking purposes?
• Is it possible to add the relevant imagery with a Web page that is created or revised using the search term?
• Is it possible to add the relevant video content with a Web page that is created or revised using the search term?
If you have an answer to these questions, you will be able to separate greed for a high ranking from quality content for a user-friendly site. In today’s search engine world, searches lend visibility to news, videos, and images. This does not include visibility on websites that are massively searched such as Flickr and YouTube. Note that non-text content is the fodder around which social sharing revolves.
In conclusion, it is clear that you should force yourself to not only look for ranking reports as SEO progresses, but to also look at bounce rates and links to internal Web pages. You would rather stick to a small website that has engaging content and content that is multi-dimensional than have a website that does not offer much in terms of content. This is because it is only sites that have engaging, multi-dimensional content are linked to, and present in SERPs. Text, videos, images, social content, and news all require optimization.
This blog post was contributed by Tyler Tafelsky, Internet marketing manager of OIC Group, Inc., a professional SEO Peoria IL company.
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