Lawyers get conflicting advice about how to optimize their law firms’ websites for Google searches. Just be yourself and be the best student (or write the best web content) as you can. Game the system and search far and wide for little known tactics to gain an advantage. Update your blog a few times a month, writing natural-sounding content, letting the keywords fall where they will. Include every possible keyword, including the names of competing law firms. Write about topics of enduring interest to people who need the services of lawyers in your practice area. Research trending topics and write about them on your blog before the news cycle leaves them behind.
So, which is it? In fact, while the basic principles of SEO remain the same, web content is always changing, and search engines are always adapting to keep up with it. The following story illustrates how Google’s search engine modifies its tactics to stop Internet charlatans from having the last word.
Bogus Links, Beware of the Penguin
Google Penguin in a search engine algorithm introduced in 2012, which is ancient history in the world of SEO. Wikipedia is uncharacteristically tight-lipped about where the algorithm got its name, but it probably has something to do with the fact that penguins look cute and harmless, but are not to be messed with, especially when it comes to protecting their adorable, fluffy penguin chicks. Google Penguin was an improvement on older algorithms in that it was better at catching websites made using black-hat SEO tactics.
Specifically, Google Penguin penalized sites that included link schemes. In other words, the builders of these sites would link lots of other sites to them, making it appear to the pre-Penguin algorithms that the sites were popular or authoritative because so many other sites relied on them or considered their content worthwhile. In fact, many of these links had been paid for, or else the owners of the sites engaged in “I’ll link to you if you link to me” exchanges purely for the purpose of increasing their rankings.
Links in a Post-Penguin World
It still helps your site’s rankings if other sites link to it, but now you have to earn links the old-fashioned way, by posting content on your site that other sites will want to use as a source. The best way to achieve that is by creating informative content that people will enjoying reading. This is reason enough to pay for professionally written content for your law firm’s site.
Let Law Blog Writers Do the Writing
No matter how many times Google’s algorithms change, you can count on Law Blog Writers to provide blog posts and website content that avoids black-hat and gray-hat shenanigans.