Gone are the days of writing for the search engines. Google and other search engines now deploy algorithms that favor content written for the reader –not the spiders and bots that crawl the web.
This new “content centric” search approach changes how attorneys should market themselves online. Certainly, it revolutionizes what qualifies as “good content” versus “bad content.” There are strategies to appease Google’s Panda and Penguin algorithms. Below, we explain how to succeed in the content marketing age.
What does content centric search mean, anyway?
Internet marketing expert Bruce Clay recently spoke with Search Engine Journal about the importance of creating web content written for the reader. Clay emphasized Google’s new policy of penalizing and rewarding websites based on the quality of their web content.
According to this theory, a web site with an abundance of quality content – content that is informative and well written – will rank above a website stocked with low quality pages (those that are keyword-stuffed and offer little use to the reader).
Part of Clay’s strategy relates to the need to build natural and organic inbound links. Legitimate and authoritative sites only want to link to sites that will reflect well upon them. To attract high-quality inbound links, one must offer high-quality content to which a site can link. We Do Web Content endorses this theory and in fact – we’ve always shunned link farms. Our team establishes legitimate, high-quality inbound links for our attorney clients. We recommend our clients forgo the outdated approach of paying for sketchy inbound links as these do more harm than good for search rankings.
3 Tips for Adjusting to the Content Centric Search Approach
Worried your attorney website isn’t up to snuff for the new content marketing world? Try these three tips below to improve your site’s content.
Tip #1 – Think Quality, Not Quantity
Take the time to craft well-organized and informative pieces instead of scrambling to post as many pages as you can about a high-search-volume topic. Articles and blogs should be thoroughly researched and well written, with actionable takeaways for the reader. Be certain all pieces are edited and free of typos, grammatical errors and factual errors. Consider outsourcing this aspect of your marketing plan if you know your law firm does not have the time or manpower to devote to crafting quality content.
Tip #2 – Write for a Human, Not a Computer Program
Write all web content for your human readers, not the search engines. This means using keywords in a way that is organic and doesn’t seem forced or awkward. Sentences like “A Dallas car accident attorney can talk to you about your Dallas car accident” have no place in modern web content.
On the topic of writing for the audience – avoid legal jargon whenever possible. If your competitors are writing to the audience – and not at them or over their heads – they may snag your clients away from you.
Tip #3 – Clean Up Old Content
As Clay said, a website with 100 great pages and 100 terrible pages is a bit of a wash. This is because those 100 terrible pages will drag down the average and cause a drop in rankings. Remedy this problem by taking a critical look back at old content. Remove bad content or rewrite it to fit the new content centric standards.
Want more tips on how to score quality content that climbs the search rankings? Contact We Do Web Content at 1-888-521-3880 or complete this online contact form to learn more about our content offerings.