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What Law Firms need to know about Search Engine Optimization?

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By Ken Pearce

A law firm should understand that Search Engine Optimization (SEO) consists of multiple levels and many layers within those levels. Search Engine Optimization is a subset of search engine marketing. A web site can either try to improve the quantity of visitors or it can try to improve the quality of visitors to their web site. To use a term that everyone can understand, this is like the foot traffic to a store at the mall. The more advertising that is done to promote the store, the more potential shoppers (that are willing to buy something) will stop by the store. SEO is like advertising to the Google shoppers on the web.

The law firms need to reach a client that is willing and needing to use their professional services, whether they are personal injury, medical malpractice or elder law attorneys. The law firm should use all the factors that are available to them to attract these clients. A few of the main factors associated with increasing your page rank (that is the term that will have your firm be found first on the search pages) are link equity, site age, and unique published original quality content.

The link equity is having other web pages point to your site as a source of information. The more sites that point to your site the higher your page ranking, but your web site should be linked to others as well. This is known as reciprocal linking. The site age is important since the longer the site has been on the web it will be of more value than a site that has just been launched on the web. This is an important issue, because domain names need to be renewed over a specific time period and your law firm would need to maintain the same name that it has been using for the past years. Make sure that your domain name does not expire. Another law firm could acquire your domain name upon expiration and use the value that you have spent years creating with your law firm’s good name.

Unique published original content is a very valuable commodity. If you have the time and the energy and enjoy writing this is an excellent way to boost your page ranking on Google. With billable hours, family time and everything else that has to be done the attorney may not be able to provide the new content. Our Content Management Program will supply the help that you need. We will provide reciprocal links, maintain your domain names and give you the innovative content that is needed to have the higher ranking pages on the web. Now you know some of the basics of Search Engine Optimization, but there is more going on behind your web site than has been mentioned. SEO requires constant changes to the source code and other technical aspects of your web site and this is where Foster Web Marketing can contribute to your law firm. As a marketing strategy, Search Engine Optimization can generate an exceptional return on investment.

Please contact Tom Foster at tom@fosterwebmarketing.com or Ken Pearce at ken@fosterwebmarketing.com for more information.