If Search is King, then Content is its Queen

Any law firm that targets a consumer client base and wants to be a major online player over the next 10 years should read this post very carefully:

By now, you probably don't need anyone explaining the value of being at the top of search engine results pages for keywords relevant to your area of practice. If you're only focused on traditional media and rely on referrals, know that there are firms in your geographical area generating tens of millions of dollars in verdicts and settlements using the Internet and they are not spending millions to drive this business through their Web sites.

Now, unless you do something about it, these firms will likely continue to generate this traffic and the more they learn about Internet marketing and the more consumers use the Internet to find law firms, the larger the competitive gap will get between the top online marketers and everyone else and the harder it will be to catch up.

Why is the gap getting larger?

OK, here's the scoop. Google loves content and also loves links to your site from relevant Web sites with content. What is one of the best ways that is completely within your control, to generate quality links back to your site? Writing and submitting online articles that are relevant to your area of expertise and having them linking back to your Web site.

That's right... Quality Content -> Quality Back Links -> High Rankings

While Google can change the rules whenever it pleases, this is the general law of the land in SEO and while it may be tweaked here and there, no one expects it to deviate radically.

So, it will be very difficult to dislodge firms with significant content and links from their positions of search engine dominance. The good news is that the online content world for law firms is still in its relative infancy and only a few firms have really grasped its long term value.

If you want your firm to climb to the top for your favorite keywords and stay there, contact me today and I will explain how we can help. Just make sure that you don't come to see me after they have stopped publishing the Yellow Pages, OK?