There is nothing like a quarantine to force us into cleaning and organizing. Like most people who now find themselves working from home, you may be reviewing a lengthy home improvement task list you keep tucked away for rainy days. As social distancing and shelter-in-place orders proliferate across the nation, you can also take advantage of this time for digital marketing spring cleaning.
Website maintenance involves auditing the information on your website so you can fix issues in real time, such as broken links, and maintain any software or web applications that help run your website. Businesses are more vulnerable than ever to cyberattacks; and website maintenance can protect against exposure. According to WebARX, “98% of WordPress vulnerabilities are related to plugins,” which means utilizing an experienced Webmaster to maintain the backend of your website is essential.
Use this time to review existing content and give it a fresh new look. Content is crucial to digital marketing. If you created new content within the last year, review, revamp, and reshare it. You can reach new audiences with existing content as long as it remains relevant. Update the information as needed, give it a nice facelift, and distribute it through social media channels and other digital avenues to engage with a newly captive audience trapped at home like you.
Search Engine Optimization (SEO)
SEO is often neglected, even though it should be the driving force behind much of your inbound website traffic, helping your website rank higher in organic search results.
Spruce up your on-site SEO with the following modifications:
- Revise meta-descriptions to ensure correct word and character counts.
- Evaluate keyword performance and note areas for improvement.
- Incorporate appropriate keywords in image alt-text.
- Include outbound and internal links on your webpages.
- Break up your content with heading, bulleted lists, and bold or underlined text.
Building backlinks draws people to your website. Although extremely time consuming, building links from one website back to your website is one of the best ways to boost SEO. A digital citation like an online law firm directory can provide a valuable backlink. Claim and build out your company and/or individual listings on online directories like Avvo and Justia as part of your link building strategy. As you build out your profiles across these directories, make sure your information is consistent.
Digital Marketing Help
Digital marketing in general can be confusing, and finding the time to fine-tune it while working remotely and dealing with the personal impacts of COVID-19 may be more than you can manage. The key to avoiding anxiety is addressing one project at a time. However, if your task list is too daunting, we can help spring clean your digital marketing. For more information on how we can assist your law firm with marketing needs, contact us today.