How law firms can take advantage of evergreen content

How law firms can take advantage of evergreen content

The pressure to constantly produce fresh content is turning many businesses into would-be publishers. Apparel retailers offer tips on clothing fit and accessories. Outdoor outfitters provide resources about backpacking must-haves and publish articles about how to train for specific adventures. Pistachios and Tic Tacs are on Twitter. Online, silence is not an option.

Having a daily article quota may work for journalists, and even big brands, but it is unrealistic for attorneys. Attorneys should play the content marketing game,…

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5 strategies for writing better blog titles

5 strategies for writing better blog titles

While the quality of the content and writing itself is essential in the creation of a great blog, your efforts may go unnoticed if it lacks an effective title.

Because the internet is wrought with the noise of so many other articles and posts vying for attention, readers have been taught to filter through search results and ignore those that simply fade into the background because they fail to catch their eye. Unfortunately, those users will likely…

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7 ways to hold visitors' attention and keep them on your site

7 ways to hold visitors’ attention and keep them on your site

Two metrics that are often used to determine a website’s performance are time on site and bounce rate. Bounce rate is the percentage of times a user clicks on a page and leaves without visiting any other page; in other words, the percentage of single-page visits. A high bounce rate can indicate that your landing pages are not providing visitors with the information they need. However, a high bounce rate paired with high conversions can indicate that people are…

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Ten things search engines are looking for in a law firm webpage

Ten things search engines are looking for in a law firm webpage

Looking forward into 2016, one prediction is certain: Google will continue to update its algorithm, sometimes to the pleasure and sometimes to the dismay of website owners. And, when major shifts occur, as always, search marketing strategies will have to adapt.

Today, however, your firm is competing for elusive, difficult to obtain and extremely valuable placement in the first page of search results. According to an Advanced Web Ranking study, the average click through rate for page one…

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What law firms can learn from Google's latest search quality guidelines

What law firms can learn from Google’s latest search quality guidelines

For the first time, Google has released the full version of its Quality Raters Guidelines and Handbook. Google provides the 160 page .pdf to its human testers, who perform searches and rate the results based on these guidelines. Google then uses this rating information to enhance its algorithm in an attempt to continuously improve results for searchers.

Raters assign a Page Quality rating based on a sliding rating scale. The scale contains five primary rating options: Lowest, Low,…

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How Long-form content can boost your firm's visibility

How Long-form content can boost your firm’s visibility

The idea of publishing long articles seems to fly in the face of conventional marketing wisdom. People, we are told, have short attention spans. Content should be bite-sized and concise. Otherwise, you will lose your audience; they simply don’t have the patience to read long articles.

Data tells a different story. Long-form content ranks well, gets readers and keeps them engaged. Having long-form content available on your site also helps your firm establish its authority — both with search engines…

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High Ranking Law Firms No Longer Counting Links

High Ranking Law Firms No Longer Counting Links

You could read 50 articles about modern SEO tactics and probably discover 50 different theories. But our friends at the Custom Legal Marketing Lab are less interested in theories and more interested in science. Recently, they conducted hundreds of searches in all practice areas and many major cities in the United States. Then, they conducted a link analysis on the top 2 ranking law firms in each of these markets.

The result? The No. 1 website does not have…

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Should your law firm’s blog have loyal readers?

lawyer blogsFor nearly a decade, search engine marketers have been the hailing the blog as the best communication invention since Gutenberg’s press. The blog provides an easy way to keep your website active, up to date and filled with good content. It also makes it easy to share your content through various online outlets and social media.

But some law firms believe that their blog is going to become…

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Pinterest adds article pins to its collection of rich content

article pinsPinterest announced on its blog last week that it would be expanding its current bundle of rich pins to include article pins. Article pins will contain additional information, like the headline, author, story description and link to the article, within the pin itself. The feature will be rolled out over the coming months, with larger publishers already seeing access to the new pins.

Previously, when a publisher pinned an…

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