A website is essential for a law firm because it is the number one place customers and clients see and learn more about who they are and what they do. People might have business cards, but when someone’s researching if a law firm is good or not, they are typically going to go to the website first and foremost. If you do not have a website, you are essentially losing out on a big opportunity for people to be able to find you.
If your law firm does have a website, you can start working on SEO and other digital marketing strategies to optimize your content and rank better in Google, ultimately increasing your reach and visibility to potential clients. But how often do these SEO trends and strategies change? And should you update your website to follow suit?
SEO trends and strategies for law firms change extremely frequently. Google makes updates to its algorithms several times a year. Sometimes, these are major changes, whereas other times, they are more minor, but the SEO world follows them extremely closely so that they know what to spend more time on. For example, ten or 15 years ago, one backlink from the New York Times, CNN, or some other authoritative figure could boost a website pretty high up, even if it did not have a lot of content. However, over the last five to 10 years, Google has pivoted away from backlinks towards content creation and quality content as being the driver of the search result and favors websites with more content, as opposed to websites with more backlinks.
That is only one example, but Google makes dozens of changes to the algorithm every year, including introducing new platforms like when Google My Business was created. This makes it extremely important to pay attention to the SEO trends or to have an SEO company that is paying attention to the trend to ensure your website is up to date on the best practices.
There are so many new developments in SEO that happen quite literally every day, and the Google algorithm is not always obvious what changes are being made. You have to figure it out to some extent by monitoring how your websites perform and what changes make the most impact. That said, reading SEO newsletters is the best way to stay current. Many of these newsletters do a daily or weekly breakdown of industry changes and trends. Following along, or having a marketing team who can do this for you, is paramount to your website’s success.
We understand how overwhelming it can be to keep track of everything that comes with digital marketing. SEO trends and strategies change for law firms rapidly, and staying up to date is integral to your website’s success. Let us help you find a customized solution to your needs. Reach out to Small Firm Legal Marketing today to learn more.
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