Lawyer Website Marketing: Powerful Search Engine Advice Straight from the Source
The Most Powerful Piece of Lawyer Website Marketing Advice You May Every Read
The online market for legal services is tough. There tends to be a large amount of competition for the best keywords related to lawyer website marketing. However, most web sites are also poorly optimized, including the big budget Flash productions some of your competitors may be using to promote their firms. So if you all you do is perform some keyword research, pick some specific keywords (based on estimated search count and competition) and optimize your site using the advice below, you will be on your way to a successful search engine optimization campaign.
If you are involved in the world of search engine marketing, then you know the name Matt Cutts. He is a well known Google engineer who publishes a popular blog that helps marketers better use Google as a marketing tool. What follows is a synopsis of advice from a MediaPost article that cuts right to the chase about how to optimize a web page for a particular keyword:
Use your keyword in the page URL, in the title, in the description tag, once in a heading, once in italic, once in bold, and once high on the page.
The above advice masterfully and simply summarizes how to optimize a web page, at least from a content perspective. It doesn’t cover everything. It doesn’t take into consideration other on-page factors, such as keyword density, and it doesn’t consider the linking part of the equation. But follow the above advice and you are already halfway to dominating your competition.
Another critical factor is how a web page is coded. If the page is coded in such a way that the actual content appears way down the page, then a search engine spider may not even find the content, in which case the point is moot.
The most impractical part may be getting the keyword in your URL. The very best option from a pure SEO standpoint is to have a domain name that contains your keywords. This may not be a good idea from a branding perspective. You would like your domain name to be short, easy to remember, and relate to your firm.
Assuming you do not use keywords in your main domain name, an alternative is to create sub-pages or directories that contain your keywords.
For example: www.mylawfirm.com/boating-accidents.htm
As you can see, the URL contains keywords, even though they are not in the root domain name.
Blogging is an excellent strategy for creating pages that contain your keywords in the page names. Most blogging platforms work the same way, in that pages and a directory structure are built automatically based on the posts you make, the titles you give to your posts, and the keywords you assign to your posts.
The rest of the strategy is not that difficult as long as you can change the text on your web pages.
Follow this simple lawyer website marketing formula and you can begin immediately to improve the search engine visibility of your law firm’s web site.
Do you have to be an expert to run a lawyer website marketing campaign? No. Will it save you a ton of time and headache? Yes! The founders of Work Media have worked with dozens of law firms and welcome the opportunity to talk about what we can do for your firm.
