Having previously encouraged everyone to read Moz’s 2015 Local Search Engine Ranking Factors, this month’s comprehensive blog post from Lawyernomics by Avvo helps break down how local ranking factors influence your law firm’s visibility online. It’s a lengthy post, but even if you’ve already waded through Moz’s initial results, seeing them applied specifically to the legal industry should offer additional insight.
Although local ranking factors should definitely be at the forefront of your online marketing strategy, there were plenty of other great articles published this past month to help solidify your firm’s place in the search engines. Here’s what you might have missed during the month of October:
- Google recently announced that mobile searches have finally surpassed desktop searches. This was already true in a number of countries, but now it’s true on a global level. Although this shouldn’t come as a surprise, it does reinforce the need to create a strong mobile experience for your potential clients.
- Similarly, Search Engine Land reported that Internet searches are gaining traction for legal referrals. Although word of mouth is still the most common source of referrals for attorneys, younger demographics (specifically 18-24 year olds) are increasingly relying on the Internet instead of phoning a friend.
- Also a trend among young consumers, 18-34 year olds are more likely to read (and write) online reviews. They’re also more likely to trust the reviews they read. This means you might want to prioritize asking younger clients to leave reviews for your firm once you’ve reached a point where you’re certain they approve of the service you provided.
- Taking a look at the big picture, Lawyernomics offered 7 tips and tricks for developing a high quality law firm website. Even if you’re satisfied with the website you already have, taking a quick look at areas you may be able to improve could make a difference in converting your next visitor.
- On the tactical side, there were a few valuable articles on link building, duplicate content, and internal linking. Moz provided the Anatomy of a Link, breaking down what makes a good and bad link. Search Engine Land covered a new study showing that 29% of sites face duplicate content issues. They also spent a bit of time discussing how to maximize the value of internal links. These articles may be a bit on the technical side, but each of these things can have lasting benefits (or consequences) for your site’s rankings.
- Looking at content, Quicksprout published a guide to producing more content in less time. Because blogging continues to have a tremendous positive impact for law firms (especially when it comes to long tail searches), carving out a routine for creating high quality content would be a worthwhile undertaking.
- And, last of all, when it comes to social media, Real Lawyers Have Blogs posted the best time to share on social media. It’s not a specific time of day, but rather a general rule you’ll want to follow when attempting to engage anyone online.
These articles should give you plenty to focus on during the next few weeks. And, if there’s anything else I might have glossed over (or missed completely) feel free to let me know in the comments section.
About the Author: Jason Arango is the Director of Marketing for GJEL Accident Attorneys. He’s been involved in online marketing since 2007, and has worked with companies such as Village Voice Media and Clear Channel Communications.