It is no secret that content is important to search rankings. And not just any content, quality content.

Quality, however, is a nebulous word. Google is quick to say it wants quality but less eager to define exactly what that means. The term quality may also symbolize different things to different people, in terms of characteristics like length, style, subject matter or even type of content.

On top of that, many people can write quality content. As Rand Fishkin...

You produce content. Maybe even a lot of it. You want people to see your content. You want users to like it, share it and generally interact with it. There are several ways to measure how a piece of content performs, from a click-through to time on page to a link acquisition. Some of these interactions can be valuable, while others are nice eye candy.

For example, a Facebook post linking to an article may receive...

If you answer the question, “Why is my firm producing content?” with, “Because people keep telling me to,” that's not good enough. Lawyers can have successes with content marketing, but not if it is aimless or misdirected.

All you have to do is produce the perfect content. And still find the time to be a great lawyer. Easy, right? Before you expend resources turning your firm into a publisher, take a look a the content you already have...