SEO — It’s a Trust Thing
In order for your law firm’s website to achieve high rankings, Google needs to trust your site. So, how do you earn and keep Google’s trust?
There are many factors that go into your website’s relationship with Google. Google’s search engine analyzes over 200 aspects of a website to determine how likely it is that a site will deliver the information a user is searching for, and then ranks that site accordingly.
Google is generally apprehensive of new comers and tends to have more faith in sites that it has already established a relationship with. The age of a website (when it was first indexed,) a consistent link history over time and the rate and amount of high-quality content being added to your site play significant roles in search engine rankings. However, if your firm’s website is brand new, do not be discouraged. The key to a successful SEO campaign for lawyers is to begin your relationship with Google on a strong, solid foundation and then build on it.
In the early days of SEO, black hat tactics, such as keyword stuffing and link manipulation, were successful in improving a website’s rankings, and many digital marketers took advantage of search engine vulnerabilities. Not so anymore. Google has learned a lot from previous relationships with untrustworthy websites and is increasingly critical, judgmental and wary. Black hat SEO tactics will now result in serious ranking penalties. Relevant content that engages your audience and high-quality links signal to Google that your website is trustworthy.
Playing “hard to get” won’t work with Google. It is essential that your website be responsive, or mobile-friendly, in today’s market. If your site only functions well on a desktop computer, not only are you alienating a sizable number of potential clients, you also appear less attractive to Google and it will significantly hurt your rankings. Your site should be designed to function well across a variety of platforms, including desktops, tablets and smartphones.
Google’s trust can make or break a digital marketing campaign for lawyers. This trust does not come easily; it has to be earned. It takes time and effort and should never be taken for granted.
Contact us online or call Premier Legal Marketing at 856-448-4736 to start building Google’s trust or improving your relationship with Google today. Our legal marketing company helps lawyers attract new clients by increasing and enhancing a law firm’s online presence.