Hummingbirds and Search Engine Optimization. If you work with online marketing for a law firm (or your own law firm) you may have heard how hummingbirds may affect your ability to attract clients online.
We are talking about the most recent algorithm update known as "Hummingbird" (not to be confused with Penguin, Panda, and the many others). Our point is not to summarize what the algorithm change does (read here for a good example of that). But instead we want to remind everyone that each algorithm change is not as important at the big-picture guidance Google has always provided for content marketing. Don't focus on the bushes (algorithm changes) and lose site of the forest.
Instead of panicking over every algorithm change, remind yourself of the basics straight from Google's mouth. Your best resource is the "Search Engine Optimization Starter Guide," a .pdf provided free by the company.
Some key quotes from the guide:
"Creating compelling and useful content will likely influence your website more than any of the other factors..."
"Create content primarily for your users, not search engines."
"Design your site around your visitors' needs while making sure your site is easily accessible to search engines usually produces positive results."
Long story short: If you keep adding unique content that is helpful to your potential clients while following the very basic SEO guidelines, then you do not have to worry about each and every algorithm change that may be announced in the future. Quality, consistent law firm blog writing is the way to go.