The key to a truly successful law firm marketing strategy has always been producing a steady stream of relevant content. Even before Google released Panda and now Penguin, the most reliable way to promote long-term goals – both of being found and converting visitors to clients – was to create value through quality, meaningful content. Now, with Google supposedly cracking down on SEO cheaters, rendering old tactics (and those of questionable ethical merit) obsolete, producing content that both Google and potential clients find useful is more important than ever.
Besides, content that contains what Google considers to be keyword spam is awkward and forced. It has never been a good idea. It is difficult to relate, for example, to a “Boring, Oregon Small Business Attorney serving small businesses in Boring, Clackamas County and the Portland-Vancouver metro area who need the advice of an experienced Boring Small Business Attorney and Boring Business Litigation Attorney.” (Hat tip to Boring, Oregon, for being a good sport). If a visitor does manage to make it thought a sentence like that without losing interest and clicking away, they still know nothing about the firm and what unique advantage it offers over any other.
In addition to page content that converts, a regular schedule of... CONTINUE READING
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