Part four of a five-part article:
Law firms that want to prevent or correct loss of search engine result page rankings and traffic should publish meaningful, original content on a regular basis. The goal is content that will establish a firm, practice group or lawyer as a though leader in an area relevant to a user persona.
“Take the time to discover the common questions your clients have, and provide the answers to these questions,” said Davis. “Relevant content can be written, but it also can and should be visual. Video content posted on YouTube (which is owned by Google) is particularly powerful as ‘Google juice.’”
Instead of using keywords like “car accident,” use more specific terms like “car accident lawsuit” or “car accident insurance”, or better yet natural language terms like “What should I do if I am sued for a DUI car accident?” or “What should I look for when buying car insurance for an older vehicle?” Think in terms of full-fledged questions that a person might ask Siri on a smartphone.
Once search brings users to a law firm’s site, there must be a way to create and nurture a relationship and convert the potential client into a real client over time. Each item of posted content should contain a call to action – some way for the user to interact with the site so that the firm can capture data. This could be a way to comment on a white paper or download information about an upcoming event.
For the complete article: