Lawyers are well aware of the importance of attaining online search exposure. A high organic listing in the search engines can result in an influx of new cases. Many legal professionals are keen enough to realize that such results are achievable in-house, and without the help of a SEO company.
Even for those attorneys who are slightly adept in the how SEO works, realizing better search rankings is no mystery. To help get the ball rolling, below are some basic, yet essential press release optimization techniques that work ideally for law firm web marketing.
Most lawyers know that press releases are essential, but what some fail to realize is that they do not need a Public Relations firm to do it for them. Just about anybody can publish a press release, and when “optimized” correctly, these forms of content can do wonders for SEO.
Press releases that contain the right verbiage and are presented in such a way that offers meaning to readers have tremendous SEO value. Such press releases can end up being found through Google News and other related search outlets. This can result in both better brand awareness and more visitors to your website. If you and your staff can publish a weekly press release, this is one easy way to promote better visibility in the search engines.
Submitting press releases and online articles (otherwise known as “content marketing”) is an effective method to build inbound links to website – which can have an immense impact on SEO. More links pointing to a website deems it more popular, and thus credible, in the search engines.
What brings the most impact to a link is both its source and its anchor text (or “link name.”) Some publishing portals are free, whereas others require payment. Typically, the content publishing portals that are paid-for-use offer heavier link weight. In addition to more powerful links, these portals often allow users to customize the anchor text of links.
Having the ability to customize the anchor text of a link (in virtually any link building context) is huge for SEO. This enables users to use keyword phrases as link names, and thus making the link’s destination more relevant to that phrase.
For example, a law firm plans to publish a press release about Intellectual Property law that has a link pointing to its webpage about I.P. legal services. If the anchor text of that link contains the words “intellectual property,” the link will have greater SEO value, making that webpage more relevant on keyword targets of I.P. law. Furthermore, if the firm was located in Atlanta, Georgia and was pursuing a local search engine optimization strategy, the anchor text “Atlanta intellectual property lawyer,” or a related keyword variation, would serve ideal.
Use the strongest syndicates for your press releases and overall content marketing efforts. Some of the most powerful portals for press releases include PRWeb.com, Marketwire.com, BusinessWire.com, and PRNewsWire.com. Through these online news outlets, you can publish content that contains high quality inbound links.
High authority press syndicates can charge anywhere from $200 to $600 for membership, so choose carefully before investing. In addition, take advantage of any “premium-based” press release submissions these sites have to offer. Often, the better the publishing features, the more options users have in tailoring SEO-oriented press releases.
With these tips, law firms and lawyers alike can have an in-house SEO tool of their own. Many firms that implement consistent press release publishing practices see improvements in search engine rankings and overall website traffic.
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