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.
Be Cognizant of Keyword Phrases
No basic blogging guide would be complete without a mention of keyword phrases. At the end of the day using appropriate keywords to boost the search engine potential of the firm’s main website is one of the most important benefits that a blog can provide for a law practice. The basic idea of blogs and keywords is simple:
1) Identify the phrases that a potential client would enter into a search engine to look for the services you provide.
2) Use those phrases in each blog post
3) Link those phrases to set point on the main firm website
There are other keyword issues to consider, such as how many keyword phrases to put into each post, where to locate them, what pages to link them to, and similar details. Check out the forthcoming book The Definitive Guide to Legal Blogging for a more in-depth discussion of these issues. Or, you can send us a message and our legal blog writing team can help out.
Remember to Geographically Focus
The best blogs for marketing purposes are niche blogs. This is true no matter what the topic matter. Whether one is trying to sell soccer balls or legal services, it is important to remember who your clients are and what they care about. This doesn’t mean every theoretical client, but the most likely clients. In practical terms, geography plays a huge role in narrowing the scope.
All blog posts should be tailored to your geographic area both topically and keyword-wise. In other words, write on stories as they come up in your specific part of the world and use keyword phrases in those posts that include a linked geographic term.
Remember to Topically Focus
Not only should blog post topics and keywords be based on a single geographic region, entire blogs need to be tailored for a single practice area. In other words, it is very difficult see results when a blog include stories about every practice area imaginable, from auto accidents and medical malpractice to nursing home abuse and criminal defense. The narrower the blog subject matter, the better.
Obviously many firms, particularly personal injury firms, take a wide range of cases. For that reason, it is always ideal for these firms to use several blogs each with a specific focus. It is not at all uncommon for a mid-size firm to have six to seven entirely different blogs, each focused exclusively on a particular practice area.
The only way to truly become a smart niche blogger is by combining this rule (focus on one practice area) with a focus on one geographic area.