As 2013 comes to a close, it’s time to start summarizing the major SEO events of the year. In short, Google has forced Internet marketers to move away from tactical SEO behavior to a more strategic, organic approach. Many people argue that “SEO is dead” but that’s not exactly the case. Instead, I argue that the definition of SEO has changed. The focus is now on understanding what your target users are searching for and establishing authority and visability. It’s not as easy to “game the system” and quality content is key.
SEO Tips for Law Firms – 2013 Edition
1. Create Compelling Content that People Actually Want to Read
There’s no way to skip this step when it comes to creating a a successful, “SEO” strategy. I know most people moan and groan when it comes to creating content but it’s a necessary evil. You need to write quality content that people actually want to read. You need to get into the head of your “target” audience and figure out what they’re searching for online relating to your practice. In other words, you need to answer their questions. According to Moz.com, you should add value to your content by adding: Utility, Emotional response, Point of view (positive or negative), and/or Perceived Value. You don’t have to have all four in each blog post, but at least one.
2. Create Various Forms of Useful Content
There are many forms of popular online content including:
- Blog Posts
- How-To Guides
- Interview Series
- Online Tools
Check out your competition and see what forms of content they are creating. Google your practice area and see what you can find. Remember, you have approximately 2.5 seconds to grab your reader’s attention. Include pictures, graphs and other visual information in your content. Don’t publish blog posts longer than 500 words either. People like to find what they are looking for quickly and will skim until they find it.
3. Be As Social As Possible!
Do you know where your target audience “hangs out” online? From my experience with working with lawyers, the most common networks are LinkedIn, Twitter and Facebook. If you haven’t used social networks before, start with one – I highly recommend LinkedIn. Make sure you optimize your Profile by filling out all of the required information correctly and by posting status updates on a regular basis. If you’re actively creating content, you should share it on your social networks as well.
These are my top three tips for 2013: Create quality content, diversify your content and finally, share your content. There are many other technical strategies which I will share in a future post. Do you have any other tips to share? Please feel free to share them in the comments below.