The Internet has been full of ads for as long as anyone except hardcore old generation computer geeks has been using it, but in recent years, the commercialism of the Internet has become more pervasive and insidious? Remember the early days of the World Wide Web, when you could easily spot ads because they were clearly displayed at the top or bottom of a lovingly crafted website that had, and sought, no other source of revenue? You could read a thoughtful essay on, say, the poetry of Arthur Rimbaud, and at the bottom you might see a Pepsi logo, which you were free to ignore.
Even when search engines became central to the web surfing experience, as it was then called, you usually had to navigate to a web page before seeing an ad. Today, many searches yield a results page with one or more ads displayed above the first, which is to say the most relevant, result, and from there on, Google’s bots endeavor to bring you customized commercial messages with every click.
The bottom line is that Google is always evolving, and getting your website listed on the first page of results is no longer a guarantee that prospective clients will click on it. Your SEO goal for 2019 should be to have your law firm’s blog cited as a featured snippet.
What Is a Featured Snippet?
The featured snippet is a relatively new feature of Google search results pages, a concession to frustrated users who are tired of wading through the ads to find the content they were searching for. They belong to an era where many search engine queries are direct questions. Maybe the librarian in your high school told you that media literacy meant knowing that you should type “noneconomic damages personal injury lawsuit” into a search engine, but today’s search engines can deal with search terms like “how much money can you get for pain and suffering.”
A featured snippet is a box, displayed above the search results and above the ads, that endeavors to answer the question. The body text in the box is a short paragraph or a list of bullet points with information that answers the question, and at the bottom of the box is a link to a web page. Your goal is for that web page to be one that belongs to your law firm.
Why Blogs Matter
As a rule, the home pages of websites cannot be featured snippets. The featured snippet can only link to a content page within your site, such as the description of one of your law firm’s practice areas, or to a post from your site’s blog. It is in your interest to write blog posts that directly address the questions that prospective clients of your law firm type into search engines.
Legal Content Writing
Researching the search engine queries of prospective clients and writing content that addresses them can be a full-time job. You can count on Law Blog Writers to create informative, readable content that directly relates to your prospective clients’ concerns.