Keeping a website current is an important factor to your clients as well as any search engine. People trust a website that has up-to-date information.
For example, if you’re deciding between reading a blog that was published in 2013 vs one that was published in 2021, you’re probably going to choose the latter.
This can explain why blogs and CMSs (Content Management Systems) have become so popular and why most of our website packages include them. They make it extremely easy for website owners to update their website quickly and easily.
Choosing the correct keywords to focus on is the basis of the SEO strategy. Our marketing team uses keyword software, old-fashioned competition research, and testing to find the best keywords that have the best results.
Finding great keywords takes a good deal of time and research in the short term, but yields long-term results if completed and implemented correctly.
Currently, Google controls 80% of the search engine market. This staggering number stems back to Larry Page (one of the founders of Google) originally naming Google “Backrub”.
Larry had a theory that ranking should be heavily based on reference or votes from one credible website to another.
For example, if IBM felt it important to put a link on their website to your website- your site must be important. Why else would such a large company risk its reputation in giving a reference link to a small company?
Building a solid backlink strategy is among the most important aspects of your law firm marketing strategy.
The time it takes to load your website is called “load speed”. There are two key reasons why this is important.
The first is if it takes even 3seconds or more to load your website, visitors might leave.
The second and rarely understood point is Google’s servers. Google currently maintains 70 acres of servers. Now imagine if they could reduce the load on each server by 2%. That would mean that each server would run more efficiently and would save both resources and capital.
When a website is built under the current standards of load speed and compatibility, Google will reward that site with a better ranking.
Bounce rate is the percentage of visitors that visit a single page on your website and then leave without taking any other action.
An action can be anything from clicking a link, to filling out a form, to making a purchase. Essentially, you want your reader to visit your site and then do something (anything!) before leaving. Ideally, you want your reader to engage with your services.
Bounce rates can be difficult to improve, but it’s well worth the effort. Restructuring, redesigning, and changing your call-to-action wording can all improve your bounce rate.
Research on a client’s competition is a vital part of a law firm marketing strategy. We research keywords, content, load speed, and content trends. Competitor analysis allows you to spot how other businesses are overtaking your position online, and it gives your firm a roadmap that can get you back to that top position.
URL, Link and Page Names
The name of your website along with the name of the pages is important to Google as well as your clients.
Having the URL www.AtlantaLawyer.com is better than www.jimwilsonattorney.com. Purchasing domain names for sale that have great keywords in the name is a service we offer. We also look at the age of a domain because the older the domain, the more credibility Google and the other search engines give it.
Naming pages is also an important aspect of website ranking. For example, a website selling flashlights could name the page dedicated to flashlights page003.html, but it would be better to name the page worlds-brightest-flashlights.html.
Similarly, naming links is extremely important as well. The best example of this is “click here”. If your links are only connected to the phrase “click here”, how will your reader and how will Google know what it’s connected to. Instead, you can name your link, “learn about our personal injury services.”
The content or text on your website is compared to the content on your competition’s site. However, our approach is more than just trying to beat the competition. We counsel our clients to make their site the best possible resource for their clients. Asking the actual users what they would like to find on your website will many times give you great ideas of what to and what not to include.
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