There’s one thing the law firm marketing experts at Stacey E. Burke, P.C. are always asking clients to provide, but we almost never receive: case results and/or representative matters. Case results should be present on every law firm website because they provide significant value. Unfortunately, since we can’t read minds, we have to rely on our clients to provide us with this information. Any lawyer that has successfully handled or assisted in any type of legal matter has case results, and they should absolutely be on your website. Here’s why.
The challenging thing about Search Engine Optimization (SEO) is that Google and other search engines are constantly updating their search algorithms. What is considered “quality” and “relevant” changes frequently. While Google makes a few minor algorithm updates daily, every now and then Google rolls out a much more comprehensive update.
Getting your law firm to have a sustainable position online may take months, if not years. A regular audit of your digital assets can be invaluable for gauging your online potential and room for improvement, as well as to identify any missed opportunities.
It’s rare that Google algorithm updates ever directly impacts the legal industry. Luckily (or unluckily depending on your outlook), a Google algorithm update that began on August 1st takes direct aim at law firm websites. In the first month of August, law firms may have seen their organic website traffic fall off a cliff or skyrocket exponentially. Unfortunately, unless you are actively engaged in a very comprehensive SEO strategy, you probably suffered a loss.
As we all know, Google matters A LOT but it can be hard to understand its never-ending intricacies, particularly because Google is continually evolving and changing. To get your law firm to show up in as many organic Google search results as possible, you need to have a basic understanding of Google’s business platforms.
Link building is a component of off-site search engine optimization where your law firm website earns links on other websites. Earned natural links directly improve the reputation of a website and its search engine rankings. In link building, a natural link is a freely given editorial link and an unnatural link is a link you make yourself. Both affect rankings in Google.
If you live in Houston and you search Google for a plumber in the area, it isn’t helpful to see results for plumbers in California. This sounds obvious, but this concept is having profound effects on search engine results. In order to provide users with the best possible results to match their search, Google shows a preference for businesses based on the searcher’s location. If your law firm website is not optimized for local search, you’ll be left out.