Recent changes to Google's guidelines coupled with statements from Matt Cutts, the head of Google's Webspam team, that disparage the usefulness of press releases have made many firms nervous about their rankings and the future of their search marketing efforts. Just as everyone is adapting to summertime Penguin updates, additional modifications are forcing marketers to once again reconsider what the best strategies are for their clients.
Rule number one when facing...
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Having a regularly updated website and attorney blog are both important factors in any search marketing campaign. In addition to the basic SEO value of well-written content, frequent posting helps to establish trust with potential clients, who will come to see you as a reliable source of helpful information. Being the expert who people can turn to for helpful knowledge has good marketing potential.
But there is a whole world...
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When your law firm started thinking about a strong online marketing plan, you probably ran a few searches on local competing law firms. After getting a look at the top-ranking crowd, you may have then contacted a search engine marketing company and declared that you wanted them to do whatever your competitor was doing.
In fact, some companies offer that same tactic. They check a competitor's link portfolio and...
Read MoreGoogle's recent Penguin update targeted websites that had links pointing from sketchy internet neighborhoods. Does your law firm have a link which points traffic to it from a website advertising paid links? Is it in a directory that you can only get listed in by exchanging a link or paying a fee? Those links now work against your law firm's ranking in Google.
As news about Penguin's targeting spread, some website owners cried foul, claiming that not all websites linking...
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There is a strong call for content volume if you want your law firm's website to be easily found via Google. From onsite content such as blogs, social network content, and marketing literature including ebooks, press releases, and articles, the demand for a lot of content can be overwhelming.
Prepare to be over-overwhelmed.
Unique content is not the only element to worry about. Google can also identify similar topics within unique...
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