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Adjust Your Law Firm’s Digital Marketing Strategy to Appeal to Search Algorithms

Search engine algorithms are constantly evolving, so your digital marketing strategy should change and adapt accordingly. The more you can design your webpage and online marketing content to appeal to searchers in your area, the more visible your firm’s website will be to the algorithms.
April 4, 2022

Creating and maintaining a user-friendly website to market your law practice is critical to the success and sustainability of your firm. However, simply putting a website up is not enough. Search engine algorithms are constantly evolving, so your digital marketing strategy should change and adapt accordingly. Here are a few tips for adjusting your marketing tactics to appeal to Google’s ever-changing search and ranking algorithms more effectively.

Understanding How Search Algorithms Work

Before you can implement effective strategies to appeal to search engines, you need to have a basic understanding of how they work. When someone performs a Google search, the search algorithms will use several factors to provide you with the most valuable and relevant information. Key factors that Google’s search algorithms use include: the” words of your query, relevance and usability of pages, the expertise of sources, and your location and settings.” The more you can design your webpage and online marketing content to align with these factors, the more visible your firm’s website will be to the algorithms.

Implementing SEO Best Practices

Search engine optimization (SEO) refers to the steps and strategies you can take to make your website stand out to search algorithms. While many SEO strategies remain relevant today, such as designing your website to be client-centered and linking content to reputable and credible sources, some practices have shifted. Years ago, people would adhere to the “keyword stuffing” model, wherein they jammed as many search-friendly keywords into the titles and content of their webpage to grab the attention of the search algorithm. However, keyword stuffing sounds unnatural to users and produces clunky, robotic-sounding content. Now, search engine algorithms are favoring sites with more natural-sounding content. Keywords are still important but use them sparingly and naturally for the best results.

Location Matters

As more people are using their phones to perform internet searches, search algorithms have prioritized the searcher’s location to give them the services they need in their area. For instance, if someone in San Francisco searches “personal injury lawyer,” Google will show attorneys nearby who practice this area of law. By creating a Google Business Profile page for your law firm, you can further appeal to the search algorithms when someone in your community is looking for the answer to a legal question. Even if they don’t realize they need an attorney at this moment, Google will display your website that addresses their question. While you should avoid mentioning your firm’s location over and over, include it in contexts that seem natural.

 

If you’re looking to take your law firm’s digital marketing strategy to the next level, give LegalRev a call today at (800) 893-2590 to learn more.

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