05/09/2012 // West Palm Beach, FL, USA // Rene Perras…… Le Buzz // Rene Perras // (press release)
For law firms and lawyer marketing professionals, search engine optimization, (SEO for lawyers) can still be the most cost effective tool to drive new prospects to your law firm website. While pay-per-click advertising has its place in your marketing tool box, the more competitive the practice areas and markets that a law firm practices in, the greater the cost for each click for the “money” key words. When the web was younger, there were far fewer websites competing for the top real estate on the search engine results pages (SERPS). While that may make the marketplace more challenging, it does not alter the fact that natural search still offers a highly cost effective way to reach the majority of prospects searching for legal assistance without the bidding wars inherent in pay-per-click.
While many legal marketers have heard the recent horror stories about the Google Panda update and its new iterations, and even more recently the Penguin update, the fact still remains that robust SEO for lawyers can make all of the difference in the world for your firm’s lead generation program. Because of these algorithmic updates many sites have plummeted in the search engine results pages with seemingly little warning. The key is to stay focused on the elements of SEO that have always remained the same, regardless of algorithmic changes:
• Focus on your prospects needs
• Focus on the user experience
• Create spider-friendly site architecture
• Research and use the right key words in the right density-use restraint
• Attract links naturally by crafting content that bloggers and other sites want to link to
In reality, the fundamentals have not changed; what has changed is the increased focus on both relevant content and the type of sites that link back to your website. While links have long been considered an editorial vote of confidence and new content to be king, Google is more focused on enforcing its quality standards to deliver better results for searchers. If the focus of your lawyer website is on the quality rather than the quantity of links along with content containing key words consistent with the overall topic being discussed, your site can still rank high. However, if your SEO is trying to game the algorithm to achieve higher ranking, by buying links and loading key words, the new updates will likely catch you, and your site may be considered “spammy” and be punished accordingly.
For lawyer websites that have aligned with the right SEO team and stay focused on improving the user experience, the chances are good that you will reap the benefits and rank well at a cost that is consistent. To learn more about the recent Google updates or how SEO for lawyers can drive more traffic to your website, contact Rene Perras at 720-ONE-RENE or visit Cepac.com.
About the writer:
Rene Perras is a search engine optimization consultant, who has helped law firms of all types with attorney websites for over 20 years. For a free consultation about lawyer marketing and attorney websites, please contact Rene Perras at 720-ONE-RENE or visit Cepac.com.
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