While the quality of the content and writing itself is essential in the creation of a great blog, your efforts may go unnoticed if it lacks an effective title.
Because the internet is wrought with the noise of so many other articles and posts vying for attention, readers have been taught to filter through search results and ignore those that simply fade into the background because they fail to catch their eye. Unfortunately, those users will likely...
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Nobody said writing an attorney bio was glamorous. But it is necessary. Unfortunately, it is a task that is often given too little attention, resulting in a boring bio page that is just a thinly-veiled rehashing of an old resume.
Your attorney bio page is important. In fact, it is probably one of the most important pages on your law firm's website. According to HubSpot, about pages are the second most visited pages on a website. Attorney...
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Lawyers must communicate with a diverse array of people in order to run a successful practice. Each audience, from judges to colleagues to prospective clients, has a different perspective, and attorneys must tailor their language accordingly when speaking to these different groups.
Marketing language is often more casual and conversational than other types of speech attorneys may use. Marketing language should build trust and create connections, a task that is difficult to manage through jargon and formality.
In addition to...
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A recently published study performed by Backlinko provides insight into the correlation between several page factors and their effects on search engine results. Backlinko looked at a comprehensive sample of 1 million Google search results to determine its findings. The study confirmed some closely held search marketing beliefs while also producing unexpected results. Here is a summary of key findings, along with tips for how attorneys can use them.
Links are still important
Despite Google's apparent...
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In November, Google released the full version of its Search Quality Rating Guidelines for the first time. Last week, we discussed Google's standards for quality content and website reputation, as detailed in the document. This week, we will delve into the newest section of the guidelines: mobile ratings.
The rating guidelines document is given to Google's human quality raters to help them determine how to rate a series of test queries. The scores raters give pages do not directly...
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Link building is still a valid and essential marketing tool, despite the bad reputation it has earned over the past several years. Although cries of "link building is dead" have rung out across the SEO community since the first Penguin update in 2012, links, and therefore the need for link building, are still very much alive. According to Moz's Search Engine Ranking Factors 2015 report, domain level link features and page level link features place first and...
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Storytelling is integral to branding, marketing and design. Stories are compelling, and they move people to act in a way that raw data cannot.
The psychology of stories
Marketers have long made the claim that every brand needs a good story. And a growing body of scientific evidence now supports this assertion. According to psychologists Melanie Green and Tim Brock, reading fictional stories changes the way humans process information. The more absorbed people are in a story, the...
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Last week Google revealed it has been using RankBrain, a machine learning process, to help return results for a large number of search queries. Google began a slow, quiet rollout of the update in early 2015, and RankBrain has been completely live and in use for searches globally for the past several months.
With the addition of RankBrain to its algorithm, Google is attempting to better predict what information people are searching for by using past queries to learn...
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One piece of advice included in almost all articles about branding and design is this: simplify everything. Reduce noise and clutter in your design, distill content down to is essence and stop trying to shout louder than everyone else to be heard.
Marketers give this advice because it works. Having too many choices prevents consumers from making a purchasing decision. Being confronted with too much visual noise prevents visitors from being able to effectively navigate a website. Simplicity is...
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The idea of publishing long articles seems to fly in the face of conventional marketing wisdom. People, we are told, have short attention spans. Content should be bite-sized and concise. Otherwise, you will lose your audience; they simply don't have the patience to read long articles.
Data tells a different story. Long-form content ranks well, gets readers and keeps them engaged. Having long-form content available on your site also helps your firm establish its authority — both with search engines...
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