Earlier this month, Google announced a “site diversity change,” creating a window of opportunity for smaller law firms that have struggled to claim space on the first page of search engine results.
While the change will not alter where websites are ranked in search results, it will impact the number of results from a single website domain and any subdomains.
I’ll be candid: Search engine optimization, or SEO, isn’t a cornerstone of what we do for our clients, simply because most of our clients get their work through referrals and not Google searches. As a result, SEO is secondary in the hierarchy of our clients’ content marketing activities.
However, the work that we do makes a positive impact on their SEO, even though that’s not our primary goal. By planning and helping our clients create content that reflects their clients’ and prospective clients’ concerns, we help our clients improve their SEO by ensuring their websites present fresh and relevant information.
When our clients have more technical optimization needs (such as a practice that relies heavily on clients finding them through online search engines), we work with Sarah Hadden of Words and Pictures Marketing.
I speak to many lawyers who aren’t necessarily concerned about their websites ranking highly on Google searches, mainly because they get most of their clients through referrals. And they have a point.
