Why you need unique legal content for your web site
Make sure that one of your law firm's New Year's resolutions is to keep your web site up to date with fresh legal content.
Making your home page, or departmental page, the default for your internet browser (so that it appears every time you use the web) is a great way to keep an eye on content to ensure that it is recent and relevant. Click here to see how.
Towards the end of last year Google changed its algorithm to penalise "content farms" which squirt out content creating multiple identical web pages with the primary intention of improving search engine rankings. The Google strategy is to focus on quality content, focusing on "fresh and trending" pages. High-volume, low-quality content will no longer rank advantageously on Google.
The good thing about the internet, unlike say a printed newsletter, is that new legal articles can usually be added quickly (if you have a web site with a content management system). So, if there is a topic in the news which relates to your area of expertise, then it is easy for a solicitor to quickly add an article to your web site.
Some firms struggle to find a flow of regular articles, and this can be for a number of reasons. Fee-earners may be too busy, don't like writing or are not very comfortable writing in a journalistic style. Often there are concerns about client confidentiality. More often, at the end of an interesting case, there are urgent matters calling and the previous case if quickly forgotten.
One firm which we work with wished to provide a regular flow of legal content to its search engine agency. We established a rota amongst the fee-earners, so that each month we call one solicitor to interview them regarding two success stories, which are then drafted on their behalf. As several months pass before the solicitor is called again, it is not too onerous for them, and provides a steady flow of unique material for the search engine optimisation agency.
Click here for further information about out content services for solicitors.
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