What is the most important factor that Google considers when making search engine ranking decisions?
Web searcher satisfaction.
Yes, you read that right...satisfaction.
So how on earth does Google measure satisfaction? A recent SEOMoz post has the details.
The basic idea is measuring the conduct of the user once they click the search link. For example, a searcher may type in "Springfield injury attorney." A list will pop up, and the searcher will click one of them (most likely one of the first three that pops up).
What the user does after she opens the link guides Google's assessment of that user's "satisfaction" with the site. If the user only waits 2 seconds before hitting the Back button and clicking a new link, then the site's ability to satisfy readers may take a hit.
So what does this mean for blogging or law firm SEO? Try to get readers to stay longer. This can be done in many ways, from ensure proper technical site details (i.e. quick loading speed) to have designs which are user-friendly and instantly intuitive.
When it comes to law firm blogs or web content, the same rules apply. Break the material up, use visuals, and in other ways make the material pleasingly to eyes so that the reader may actually stay and absorb the content.
A new infographic is making the rounds which discusses the latest trends in social media use for marketers. NOTE: This information it contains is not unique to only law firms, but all businesses.
You'll notice that Facebook, Twitter, and blogging are the top three on almost all fronts. This includes use right now and expected use in the next one to three years. The reason for this is pretty self-explanatory--they are most likely to bring in actual clients.
The best data that we have specifically on law firm use shows the same three platforms leading the pack: Facebook, Twitter, and blogging. However, legal blogging (or legal content writing) is the most widely used.
This isn't surprising because while social media sites like Facebook and Twitter are important for attorneys, they are more critical business that sell goods or non-professional services. In other words, it is obvious why Pizza Hut might want to spread messages about a new menu item or promotional offer to everyone on Facebook. Almost everyone eats pizza and seeing a Facebook message about a new specialty option may be just the push someone needs to make a call for dinner.
It doesn't work in exactly the same way for law firm. Sure, any sort of online exposure is probably a good thing. But more comprehensive tools--like a blog--allow an attorney to project experience and competence in a field in ways that a very brief Facebook message or tweet cannot. It is best to view Facebook, Twitter, and other social media sites as complementary tools for a law firm, with law firm blog writing as the centerpiece.
Image source: www.topwebdesignschools.org