The success of a law-firm website is determined by how many clients and potential clients visit the site, spend time there and take action based on what they discover.

Over the years, law-firm marketers focused on keyword and link strategies to enhance search engine results and increase traffic to their websites.  While these are still valuable tools, recent developments in the search universe have shifted the emphasis to content strategy.

Quality content includes well-written articles, blog posts, videos, webcasts, presentation slide decks, infographics, eBooks and white papers.  Quality content addresses client needs.

Sixty-seven percent of the time, online searchers use Google to find what they are looking for.  To provide the best results, Google is constantly tweaking its search algorithm. (An algorithm is a process or set of rules to be used by a computer in calculations or other problem-solving operations.)  These algorithms are designed to maintain search engine integrity and punish violators.

Sara Downey Robinson and Chris Davis discussed the changing landscape of digital marketing and search engine optimization at the monthly meeting of the Rocky Mountain Chapter of the Legal Marketing Association, held May 13 at Guard and Grace in LoDo Denver.

Davis is business development director at Burns Marketing, a full-service B2B marketing agency that combines traditional and digital marketing to help clients drive demand.   Robinson is marketing coordinator at Inflow, a top inbound-marketing firm specializing in search.

This is part one of a five-part article.  For the complete article:

To satisfy new search algorithms, legal websites need quality content