May Newsletter: Content, Content, Content!MARKETING NEWSLETTERMAY 2007 Content, content, content! We cannot stress the importance of content enough. Your website must contain content that covers the practice areas you’d most like to market. If you wish to receive high volumes of traffic, a bulleted list will not suffice. Many of our clients have a bulleted list of their practice areas on an internal page of their site. While a list is a great way to display the services you provide, a list will only mention each practice area once. The more you mention the keywords you’d like to, the higher you will find your listing on the search engine results page for that keyword. We recommend adding a little more to each practice area regularly, and having each practice area on the list link to its own separate page. Search engines like Google and Yahoo want to provide the most relevant results. When a web user searches for “rainbow colored lollipops” the search engines do not want to provide a long list of sites who sell only solid colored lollipops. In order to provide websites that are relevant to the web users query, a search engine will scour the web for content that matches the query. Thus, sites who mention “rainbow colored lollipops” will move to the top of the search engine results because the terms on their pages reflect the web users query. Those sites who have no mention of “rainbow colored lollipops” will move further down on the search engine results. Clients often ask “Why does one attorney from our firm appear in the search results while the other attorneys of our firm do not?” The answer lies in content. If you are trying to locate your firm by entering an attorney’s name in the search query box, it is likely that the attorney that does appear on the search results page has a profile that mentions his name more than once. If you are trying to locate your firm by entering a geographical location and one attorney is favored in the results above another, it is probably because the attorney who appears mentions the geographical location more than once, and more often than the other attorneys mention it in their own profiles. To provide the most relevant results search engines must know what is posted on the internet. Search Engines have “spiders” that crawl the content of the web. As they crawl they “make note” and index sites that they find. If you update your site regularly the spiders will crawl your site more often. Search engines crawl frequently updated sites regularly to ensure that they, the search engines, are aware of all of the information that is offered on the web. When search engine spiders crawl your site more frequently, you will experience enhanced positioning in the search engine results. Search engines believe that a regularly updated site is most likely to provide users with up-to-date information. Consequently, search engines will refer a site that has been updated recently over a site who has not made any changes in the last year. [“Regular updates” should occur every 2-3 months.] The more content you add to your site, the more terms you will discuss. Consequently, you will cover more search queries and be found at the top of search engine results. *A blog is an excellent way to add more content to your site while at the same time updating your site regularly without altering the existing content. If you don’t already have a blog give us a call and we’ll help you set it up. In summary, the three main ingredients to optimal content are the following: -Keyword Dense Content -Regularly Updated Content -And a lot of it. If you have any questions or concerns regarding content optimization please don’t hesitate to contact a member of the Marketing Team! The Marketing Team LawFirmSites Department: Marketing Author: Pools System Date: May 09, 2007 |
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