Legal Internet Marketing Blog

The Internet is always evolving, which makes staying on top of your legal Internet marking game all the more important. If you have a web site that contains unique and useful content, the most recent Google algorithm update should work in your favor.

A New York Times article reports that Google has announced a significant change to its algorithm. The alteration is being made to help boost the rankings of high-quality web sites in Google search results and decrease the visibility of low-quality web sites. The update is said to be partially aimed at alleged content farms such as eHow and Answerbag. These sites create articles from popular search queries and put them on their sites to rise to the top of rankings and attract visitors. After receiving complaints from some users about allowing irrelevant and useless articles to garner high search results, Google decided it was time to update its algorithm.

Many Internet users out there may not realize that Google carries out almost 500 alterations to its algorithm each year. The majority of these changes are so minor that Google does not make it known to the public. The most recent algorithm update, however, is expected to affect 11.8% of search queries. Internet users will not miss this one.

Amit Singhal of Google stated, “This update is designed to reduce rankings for low-quality sites -- sites which are low-value add for users, copy content from other Web sites or sites that are just not very useful.”

On a similar note, Matt Cutts has said that the new algorithm will give better search engine rankings to web sites with original content, information that reflects “research, in-depth reports, thoughtful analysis” and more.

Interestingly, Google recently presented an extension to its Chrome browser allowing users to block specific web sites from showing up in search engine results. The point of doing this was to evaluate which sites users blocked to determine which web sites annoy users the most. Google did state that it did not use the results to change the algorithm. Nonetheless, the new algorithm did catch 84% of the most-blocked web sites.

Relevancy is why we use the Internet. We are looking for accurate and informative material that we can access easily and quickly. With Google responding more to user complaints about useless sites being on the first page, users can expect higher-quality sites to become more accessible. This is not to say, however, that high-quality sites do not currently have high search rankings. The point of the new algorithm is to filter out – and keep out – sites that contain duplicate content and material that does not really help a visitor.

If you doubt the power and reach of social media, think again. The Washington Post reports that some potential buyers of Twitter have marked the social media site at being worth a staggering $8 to $10 billion. The question that has surfaced throughout the Internet is whether Google or Facebook will make Twitter offers to become its new owner. The article plays with potential new names for Twitter if either of these acquisition deals takes place: Goowit, Twoogle, Twitbook, and Facetwit. While these prospective names could use some work, there also may never be a chance for them to be used at all.

Twitter, Facebook, and Google have become the most dominant and widely used sites on the Internet. This is not to say that other competitors aren’t right behind them, but Google, Facebook, and Twitter serve many purposes for businesses and individuals all over the world. And while these sites often play off of each other and offer similar tools, they are also competitors striving to find ways to knock these sites out of the water.

According to the story, email use among younger generations has decreased by about 59 percent due to an increase in time spent on social media sites such as Facebook that provide ways for users to message one another. The other striking statistic that highlights the prominent use of social media is that 10 percent of page views in the United States are claimed by Facebook.

While it’s not certain whether Twitter will ever sell to Google or Facebook, one thing’s for sure – these sites make waves. If you are a business and do not have a profile on Facebook or Twitter or do not have a Google local listing, these are things you should strongly consider. Social media is an expansion of your website and provides a way for you to spread news about your business as well as main issues of concern within your field. Social media has a reputation for being more casual, but these sites can transfer serious information and bring people all the more closer to the help they are seeking by finding your business. But it’s not just about being found. It’s about making an impression and being approachable so that visitors to your sites become potential clients or new contacts.

A recent email from an SLS client said: "We met with and signed a new seriously injured client last night and afterwards we asked her how she got to our firm… ‘I googled (keyword) and your firm appeared first. I figured you guys must be the best. I clicked through to your website, liked the way it looked, was impressed with your credentials so I called.’ She never looked beyond the first option on the first page!"

Nice Guys Don't Finish Last
You don’t have to cheat to achieve being No. 1 on Google or any other search engine. The expression, “Nice guys finish last”, couldn’t be more wrong. While this doesn’t mean that some people don’t try to use black hat search engine optimization (SEO) to be on the first page of a user’s search, the chances are slim that rankings achieved this way will last.

Getting On the First Page
High search engine rankings for your law firm don’t happen overnight. Of course, it’s normal for us to want this for our firm or business, but to expect it right away is not realistic. Many unethical SEO (and I use the term lightly here) companies prey on your desire to rank well quickly and make outrageous claims and offers just to get you hooked and take your money. However, with the right SEO and Legal Internet Marketing strategy at work for you, you can get there and stay there - even amidst the ever changing Google algorithms.

How often have you “Googled” something in your life? For most of us, it’s probably too often to count. Our society has evolved to want and expect instant gratification when looking for goods and/or services and for many of us, we don’t have time to sift through our options. This is why being number 1 on search engines can help you assist more people in need of what your business or law firm can provide and get more clients. Being on the first page of Google or other search engines for what a person searches for online can be highly beneficial, and it’s not just about being number 1.

Why #1 Isn’t Enough
So you show up first on Google. Great! But there is a lot more to it than that to actually convert searchers to visitors and visitors to potential clients? Even if you are #1 you have to offer enough to capture the attention of the prospective client. You have an average of 10 seconds to capture the user's attention and offer the information they are looking for. If you are first on the search engines but your website lacks helpful information, is difficult to navigate, or is unappealing to a visitors’ eye, your potential client will hit the Back button and make their way down the list of search results. Website design, content, and optimization all play important roles in high search engine rankings and conversions. Your website should not only provide valuable information that is specific to your field, but it should also highlight the accomplishments of your business or law firm by displaying and explaining awards, credentials, recognitions, and testimonials from previous clients.

Staying at the Top
Consistency is essential in maintaining your online presence. There is a balance as well. It is possible to do too much all at once. You want to make sure that the time you are putting into your online marketing is as beneficial as possible. At SLS Consulting, we understand that you want the most out of your time and money. That is why our legal Internet marketing firm puts our heads together to work diligently and constructively to devise, update, and carry out custom plans that produce successful results for each of our clients. Want to learn more? Call 1-323-254-1510 for a free growth assessment!