Search engine optimization is a marathon, not a sprint, and while many law firms implement long-term SEO strategies, one potentially quicker SEO approach that might work for you that nearly all law firms completely overlook is Google News. You have likely seen Google News headlines appearing in organic search results, but have you ever considered how these Google News headlines are generated and how they could become a source of new leads for your firm? Probably not, but here’s why you should.
What Is Google News?
Google News is a news aggregator that selects the most up-to-date news from thousands of publications across the Internet. Users can search Google News directly for articles relating to specific search terms, or simply browse top articles. Google uses complex algorithms to determine which articles are the best (and should thus appear in the News search results) for news topics and keywords.
But search results provided in Google News are different from search results in a general Google search. All Google News results must meet certain journalistic and quality standards. This means not just anyone can make it onto Google News.
How Do I Get Listed In Google News?
This is where the marathon starts. The first step for inclusion in Google News is creating a website. You’re probably thinking, “Great! My law firm already has a website. Step one complete!” Well I’ve got some bad news for you – your law firm website will never be accepted by Google News. Why? Because it’s not a news website. Google News does not accept websites that are promotional in nature.
To be listed in Google News, you’ll need to have a news oriented website that regularly publishes news articles. The articles not only need to be well written and timely, but to help expedite approval, they need to have SEO value, some factors of which are specific to Google News.
Why Bother With Google News?
So if Google News won’t accept your law firm website, why bother? You’re a lawyer, not a journalist! Well hold on. Think of it like this: you could either spend months and hundreds or thousands of marketing dollars trying to organically rank for competitive and relevant keyword phrases like “Xarelto lawsuits” or your Google News website will appear on the first page of Google News results with only one article. In many instances, Google News results show up on the first page of organic search results too, meaning unpaid inbound traffic to the your website will skyrocket.
This is where the magic of a news site comes from. When a user searches for terms on Google that match the substance of a news article you’ve written, the user is served your article as a search result. The user then clicks through to your news site and reads the article.
Launching a news site can catapult your content to the top of search engine rankings. While you can’t blatantly advertise your law firm on your news site, you can include contact submission forms on the site for users to request more information or request that a representative to contact them. The call to action on the page will be a contact form or a free case review form, preferably located on a sidebar of each page.
Contact submission forms on your news site can generate leads for the specific types of cases your law firm handles. Looking for workplace accident cases in the construction industry? Launch a news website that publishes news relevant to the construction industry. Want pharmaceutical cases? Create a website with content about the harmful side effects of prescription medications. As long as you include a contact form, readers will have a call-to-action encouraging them to get in touch with you.
Sign Me Up!
Utilizing Google News properly is a great way to generate new leads, but if you don’t have an in-house marketing department, it may be an unattainable strategy for your law firm. The content marketing specialists at Stacey E. Burke, P.C. can help. Hiring us is like hiring your very own law firm marketing department. We can implement marketing strategies to help you get the most out of your law firm’s digital presence.