While “Google” and “Internet Marketing” have seemingly become nearly interchangeable terms, much of your firm’s success with Google depends on how you use this incredibly valuable tool. Too often Internet marketing companies try to take the easy way out by simply linking their legal phrases from a blog onto their clients’ website—not only is this an extremely lazy strategy, but can end up backfiring as well. Google’s “bottom line” so to speak, is about giving people what they want. Recognize this, understand it well, and you are miles ahead in benefits for your law practice.
“Free” Legal Advice?
Many attorneys feel that answering people’s legal questions via their website is akin to giving their services away for free. This can be a short-sighted view; by answering legal questions through the Internet, your firm can actually generate more work, thus becoming more successful. Once you engage “real” people, address their concerns and thoroughly answer their questions, Google begins to see your firm as an authority in their particular area of practice, and will continue to give them higher and higher rankings. The attorneys in your firm are now able to reach out to potential clients, help them, educate them, and build a certain level of trust before a contract is ever signed. Doing business in this particular way leads to your legal website garnering a level of professionalism and trustworthiness you probably had not imagined. Yes, this is a different game than in the past, but one well-worth learning as the payoffs can be incredible.
Content, content, content!
As we all know by now, creating compelling, professional and educational content can help create a boost in your website’s rankings as users appreciate excellent copy and quite often will spread the good word. When blog posts, social media services, e-mail, forums or other means are used, your website becomes an even “friendlier” place to be, making your Internet marketing program strong and healthy. Content is still, and will likely always be king, and it is probably well-worth your time and money to hire a professional copywriter who is very familiar with your particular practice to create award-winning content.
Google Instant
Google has a new search engine feature called Google Instant which is creating both discussion and controversy in the complicated Internet marketing world. While some fear that this new search engine could diminish the role of SEO’ers, this is unlikely. When we begin to type in a search query, Google populates recommendations based on the words you are typing, ostensibly to save you time. While many times what pops up can be so “spot on” to what you are thinking of that it is almost eerie, yet there are also times where “huh?” is the only response you can muster. Google gives you the choice of continuing with your own search, or selecting one of their recommendations—Google Instant goes a step further and not only makes the requisite recommendations, but also populates real-time search results based on what you are typing. If Google Instant annoys you to a serious degree, it can be disabled, and you can happily return to the more familiar Google search.
Will Google Instant Change My Law Firm’s Website Ranking?
The burning question regarding Google Instant, is–will it affect SEO and how your website is ranked? The answer is most-likely not as the same search engine algorithms remain in place, and inbound links, content and other SEO factors are still applicable. Google Instant could, however, influence how users actually search, as its recommendations are based on popularity and quantity of search queries—if your law firm’s website has focused major time and effort on ranking for only one or a few vanity keywords, you could have cause for concern. As an example: If a user is beginning to type “Texas personal injury,” and Google Instant recommends “Texas personal injury attorney,” or “Texas personal injury law,” but your firm only ranks for “Texas personal injury lawyer,” your website may suddenly become less visible. What this should tell you is that if you have poured all your energies into one keyword rather than variations of phrases and long-tail keywords related to your practice and location, you have likely missed the boat.
While Google will almost certainly continue to evolve and change, it is likely we will be dealing with it for a very long time in our Internet travels. To answer the title question……resoundingly “yes!”
For free advice concerning Google SEO for law firm websites, tap into our 11 years of expertise by calling (769) 218-6099.
