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.
No one likes change, least of all change on a favorite websites. One need look no further than immediate outbursts that come after anything on Facebook is altered to get an idea of how difficult it can be to make even small alterations to online mega-sites. Kind of like steering the Titanic.
It is for that reason that even changes like the removal of underlines of links in Google search results is making news all on its own. A tiny change. yes. But for those who have been using Google from the beginning, it is an alternation that was 18 years in the making.
Let this be a lesson to all of us that nothing with Google is permanent---except of course those pesky algo updates like Panda, Penguin, and the like :)
SEO strategies change on a near monthly basis. Chasing Google's standards is more than a full-time job, and what works at the beginning of the year very well may not do anything by the end.
That seems to be the case with one strategy that was sometimes used to build links: guest blogging. The basic ideas was to write content that was then published on other blogs, with links included within the post back to the main firm website.
But that option is about done. Straight from the mouth of Google's SEO chief:
So stick a fork in it: guest blogging is done; it’s just gotten too spammy. In general I wouldn’t recommend accepting a guest blog post unless you are willing to vouch for someone personally or know them well. Likewise, I wouldn’t recommend relying on guest posting, guest blogging sites, or guest blogging SEO as a linkbuilding strategy.
Make no mistake: useful, original legal content writing remains the best way to naturally improve one's online presence. However, you should add that content on your own blog--not one run by others.
A post over at Blogs for Law Firms discusses how the arguments made in a new book, Give and Take, can be applied to law firm content writing.
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Take a look at our post over at Blogs for Law Firms about the mini-rebellion by SEO professionals over advice videos from a Google representative.