Just about anyone who has ever entered the term “Internet marketing” into a search engine has come up against the term SEO. This stands for “search engine optimization.” The idea behind this concept is to optimize one’s website and content in order to be more accurately indexed by search engine bots. Your approach to SEO determines your pages ranking within search engines such as Google and Bing. Google, with the lion’s share of search engine traffic, is the gold standard, with literally thousands of law firms competing to be on that first page. But how do you get there?
Selecting Relevant Key-phrases
First you need to understand how Internet traffic operates with regard to search engines. Developing your local SEO strategy depends on people who need you locally being able to find you. For instance, if you are a criminal defense lawyer in Fort Lauderdale, you need traffic that is specifically coming from the Fort Lauderdale area. In order to do that, you need to tailor your keywords – bits of information placed in the content and framework of your website – and make it possible for the search engines to find them. On your website, you would use “criminal defense attorney” and extend that keyword with the term “Fort Lauderdale.” If you have a specialty within criminal jurisprudence, you could also add “juvenile” or “DUI.”
Beware of the “Google Ban Hammer”
There are a number of companies out there who offer to put you on Google’s front page in a matter of weeks. However, Google is a tough judge. There are certain content that simply will not pass muster. Google changes their algorithms from time to time to prevent too many people from playing the system, and as a result certain sites get the ban hammer – just Google “Google ban hammer” and see what turns up. This is not to say that the websites are removed from the Internet, but they simply cease to appear in search results. It’s important to stay within the best practices of white hat SEO and keeping a tight eye on content to which Google objects.
Lasting Benefits of Organic Ranking and SEO
By growing your ranking organically and keeping up with the latest developments in SEO, you’re insulating yourself against the possibility that Google could object to your practices and content and simply remove you from the ranking. This means that your hard work to grow your rank and earn that place on page 1 will not all simply go to waste for use of bad practices.
Quality Results from Our Team of Experts
There are times when in your practice you will need to have an outside consultation with an attorney in another specialty. At 4 Step Studio we have worked with a number of attorneys and firms to modernize their website, optimize their content, and maintain their Internet marketing and presence. Consider us your outside consultations for all of your digital marketing needs.
4 Step Studio has the experience and expertise in dealing with law firms that can make your site, your marketing, and your strategies a reality. Contact us to find out what we can do for your firm and your brand.
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