Google’s Penguin Emphasizes Need for High Quality Law Firm Websites
The recent release of the Google "Penguin" update underscores the necessity for a law firm's website featuring fresh, well-written content-relevant for what users are actually searching for online.
Released April 24, Penguin is Google's latest search algorithm, or series of new rules it uses for ranking websites. Like other search engines, Google does not actually reveal the specifics of its changes. However, our SEO team is adept at assessing the impact of Google's updates.
For instance, Penguin, also known as Google's "Webspam Algorithm Update," apparently now more aggressively penalizes manipulative SEO practices with lower rankings. These include keyword stuffing (overuse of search terms in website copy), duplicate content (posting the same keyword-rich content in multiple places), link farming (creating low-quality, shell websites to all link to a website), and other "black hat" practices designed to trick search engines.
As Penguin and its predecessor Panda are proving, the best law firm websites are not designed to trick search engines. They focus on the visitor experience. Create content on the latest topics related to your practice to attract traffic. Then when prospects visit your site, make sure it is built for conversion, with easy-to-read info and navigation that encourages them to pick up the phone.
Now more than ever, effective online marketing requires an integrated strategy. That means web pages built for conversion, fresh content from a high-quality blog that automatically posts to your social media profiles, strategic use of Pay-Per-Click advertising, use of brief videos to demonstrate personality, and more-all based on a strategy to drive new business and supported by specialists in online marketing that ensure you make the best use of your time and resources.
Lastly, the SEO provider you work with should be able to adapt to Google's updates, but with the appropriate mindset. It's the difference between a strategy designed to avoid being penalized, and one optimized to be rewarded with better rankings.
So don't waste your time chasing Penguins and Pandas. Instead, focus on quality content and the user experience.
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