The SEO world has followed Google's latest quest to weed out spammy content with algorithm updates. Given animal names, these updates have been rolled out over the last few months, affecting businesses of all shapes and sizes, including law firms.
The latest roll out just occurred, known Panda 4.0. Essentially, the purpose is to penalize pages that have poor quality content.
These algorithm changes are often view in a negative light- "Oh no, will this hurt my ranking?" But it is critical to remember that the opposite can also be true: these changes can result in a big boost if you've done good legal content writing work in the past.
In short: if you use your legal website and blog to actually provide helpful, interesting, useful information to the public, then you never really have to worry about these updates.
Take a look at a recent post over at Blogs for Law Firms which dips a bit into a common problem for legal marketing teams -- clients who want to control the legal content.
This problem often leads to poor copy, delays, and overall confusion. It is always best to keep control of this process at all costs.
It is often forgotten that Google ranks individual webpages, not websites. This is a critical distinction. It has several ramifications:
1) Small firms can compete with big firms - All it takes is a single page to do well. Even large firms with 1,000 page websites may not have the best individual pages on every specific term or phrase. This is a great leveler.
2) There is the opportunity to increase rank quickly, at least on very specific phrases - Building up a new website takes time, particularly when crafting dozens or hundreds of unique pages. But doing well on a very specific page can happen very quickly. This wouldn't be the case if it was only the entire website that ranked.
3) All websites should be built upon unique, tailored, high-quality individual pages - Because individual pages matter, it is important to have more of them. The more specific the content on each unique page, the more opportunities for that page to rank well and draw in clients.
4) Individual blogs can lead to clients just as individual webpages can- Individual blogs act like content pages. A single high-quality blog may attract attention in much the same way.
Contact our legal content writers for help crafting specific, high-quality individualized pages for you.