04/20/2012 // West Palm Beach , FL, USA // Rene Perras…… Le Buzz // Rene Perras
(Lawyer Internet Marketing News) – I recently read an excellent article in PC World entitled 9 Reasons to Switch from Facebook to Google+. The article clearly outlines why Google+ offers significant advantages over Facebook for users, but even more importantly it points out the fact that the contest is not between Facebook and Google+, but between Facebook and Google. Big distinction as Google+ becomes an integral part of the entire Google platform.
While Facebook has a huge head start in the number of users, the article makes a great case for why Google+ may give the social media giant a run for its money. What the article does not focus on is why Google+ is also an important tool to adopt for law firm Internet marketing and for marketers in general.
To be fair, the article was written in June of 2011, and ultimately it is focused on user experience. But the very fact that the article makes such a good case for Google+ to become a major player is only one reason why legal marketers should give serious consideration to including Google+ in their arsenal. In spite of the fact that Google+ usage has not reached its true potential, there are other factors at play. Those factors are about search and how social media gets integrated into search results.
In its continuing strive to deliver better and more relevant content, Google has evolved its algorithm continuously. Many law firm websites have felt the wrath of the now infamous Google Panda update and the subsequent resets labeled 3.3 and 3.4. As part of that evolution Google is in the process of placing a higher value on a variable called AuthorRank in determining relevance and ultimately search results.
In addition to the quality and relevance of content crafted for content marketing efforts, Google intends to also evaluate the “relevance” of the author. It has been virtually impossible for Google to evaluate writers or the inbound links created articles posted on other social media sites such as Facebook or Twitter. By using AuthorRank as an additional attribute Google will be better able to place a value on the quality of the writing independent of how the content relates to a search query. Confidence in the identity of the writer is essential to the social media aspects of a search. To cut to the chase, Google+ creates and validates that identity.
In essence Google is placing a value on the individual online brand of the each attorney writing articles for a lawyer website in addition to the overall online brand of the law firm.
By including authorship in content written for your law firm blog your firm and website you can bump up your lawyer marketing SEO efforts and increase your Google rankings. Higher ranking means greater traffic, which ultimately means more new cases.
To learn more about AuthorRank and why it will be important to your lawyer SEO program contact Rene Perras at 720-ONE-RENE or visit Cepac.com. It is important to plan ahead so your lawyer Internet marketing program is prepared when this algorithmic change is in full effect.
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