Quality content in online marketing has taken precedence over spammy links and content. Small, non-business-related websites often take the fast and easy route to high search engine rankings and risk waking up the next day to zero revenue. But, businesses, including law firms, cannot afford to lose their income overnight through spammy tactics.
A shift in content quality has been occurring for years. But many websites, business owners and new SEO specialists have missed a few key points along the way. It’s not enough to crank out high-end content and hope clients come knocking down your firm’s doors.
No, there’s more that needs to be done in terms of quality content for an online marketing campaign.
1. Google’s Penguin Update Is a Real-time Enforcer
You have two options: spend your money on PPC ads, or play by the rules to gain higher rankings in Google. In the world of online marketing, the essence of it all is Google (when considering search). The percentages vary, but when 80%+ of searches occur on Google, it’s too big to ignore.
If Google makes a change, an SEO consultant, manager or specialist needs to know.
Penguin is an older algorithm introduced in 2012, but it was updated to Penguin 4.0 late in 2016. The core of the algorithm is now a real-time signaled process.
Google is policing their search results. What are they searching for? Unnatural links.
Penguin is now more link-specific, so even if a site is high quality with great content, a single spam link can be detected.
Low-quality link spam isn’t only occurring on small websites. Spam links can appear even on the world’s biggest domains. Quality, relevant content that serves a purpose (the only content worth writing) should be where your links are originating.
2. On-site and Off-site Content Matters
Quality links and off-site content are great. Search engine rankings will climb, maybe not as much as they would if your on-site content is pristine, but they’ll often climb with good-quality links surrounded by high-quality content.
But on-page SEO and content need to be just as good, too – maybe even better. Why?
- SEO brings in leads, but the site needs to convert these leads.
- Proper on-site content will nurture leads, and bad content turns leads away.
Of course, on-site SEO is also needed to give your site the best foundation possible to raise your rankings.
On-site copy, written to hit on the lead’s pain points and focus on conversions, makes the most out of search engine optimization.
3. Content Marketing Plans: A Must-have for Every Law Firm
Understandably, it’s difficult to write content for the legal niche. But the competition is working diligently to bring together a content marketing plan that ensures clients who may hesitate to hire a lawyer are lured to their firm, as is the case for every industry.
There are lots of ways to find fresh content ideas, but for one moment, let’s discuss what a content plan must do.
It’s more than just writing words on a blog.
Your content must:
- Meet the needs of the audience. Buyer personas are required to target your audience down to their needs, fears, pain points and even home lifestyle. This is done well before a single word is written on a page.
- Come in several forms. Your blog isn’t the only type of digital content. There are also videos, infographics, resources, white papers, case studies, webinars and dozens of forms of content.
Content can also:
- Entertain. Content that entertains provides an emotional appeal while allowing your firm to gain brand recognition.
- Educate. Through education, trust is built. Content can educate potential leads on products, services, pain points and anything related to your firm.
- Persuade. Content that persuades will nudge the reader in the direction of your services.
- Convert. Content that converts includes your web copy and landing pages, but it also is content that helps the reader move along the decision-making cycle to pick up the phone and call your law firm.
Content assets are assets that are easily shared, garner links and position your firm as an authority.
Quality content is here to stay, and the law firms that have focused on quality content rest assured knowing their online brand will remain strong. Credibility and trustworthiness work in conjunction to boost online marketing results and will help your firm flourish.