Marketing involves many processes which underscore the importance of a product or service. In this case; legal representation. Marketing legal services has become increasingly multi-faceted over the past few years, and as such, has branched out into many mediums. Websites being a prominent factor.
Websites were once seen as a home base, or, simply a landing page with contact information being the most prominent wording on the front page. It was simply looked at as a kind of business card. However, with the growth of search engines the relevancy factor has become the single greatest factor in being found by searchers – Website ranking has become contingent upon content.
In the beginning stages, web content was treated as a platform to cram in as many keywords as possible. This “keyword spamming” has since been looked down upon by those who create the algorithms for search query relevancy. It is now about ease of use and navigation for the searcher. Web content must be coherent. The keywords you choose must be used in an organic and natural way. Search engines no longer merely pick out keywords, but they also look for the context in which they are used.
Strategic placing of keywords also helps to maximize the keywords relevancy potential. For example; using a keyword in the first sentence on the website, followed by a keyword density of 1% to 3% throughout the body of content on each page is a great balance. However, you must also balance that with the relevancy of the accompanying content. The keyword must be used in a way that is relevant and natural in its placement in the text. It must also be used in a way that benefits the reader – not the website.
When marketing your law firm by means of search ranking, you must remain vigilant in adding new content regularly. Fresh content is recognized by search engines and shows that your website is not only in use, but that it is catering to its audience. By adding new and informative content you are causing the search engines to have to “notice” your website more frequently. This assists in the relevancy factor immensely. Leaving out the “fluff” and adding useful information is paramount in helping the search engines help you by deciphering how relevant your website is to the people looking for your services.
Jeff Hughes, J.D.