Keyword research, fresh content, inbound links and why your site could be blocked by search engines
By Geri L. Dreiling, Esq.
“How do I get my law firm’s website to show up on the first page of Google results?”
This is the question I am asked most often by clients who hire Legal Media Matters to create a law firm website or write content for their firm. Lawyers understand the importance of ranking high in search engine results, but the process of reaching that goal remains a mystery to many.
Traditional advertising and publicity methods were fairly straightforward: If a lawyer wanted to generate more phone calls, the law firm bought a bigger ad or even a cover ad in the telephone directory. Search engine optimization, though, is much more complex. There are many factors at work, and achieving a good ranking takes effort.
In previous posts, Legal Media Matters has highlighted the importance of conducting keyword research and having a website map or diagram, the premium placed by search engines on fresh content, the optimal length of a piece of content and how legal public relations can help build trustworthy links to your site.
This week, The Search Engine Land’s Danny Sullivan published an excellent infographic explaining search engine optimization visually. The SEO “periodic table” is notable for several reasons. First, it lists the numerous factors that play a part in SEO. Second, it ranks those factors in terms of importance. Third, it highlights on-the-page and off-the-page strategies. Finally, it does an excellent job of showing pitfalls that can not only hurt your website but even result in its being blocked by search engines.