Here is a fact worth noting… every business website is affected by recent Google algorithm updates. It started a few years back with one called Panda, which was followed by Penguin in 2012, and finally Hummingbird near the end of last year. The goal of each update was to enhance the user experience and ensure the best results were provided when users conducted a search. Unfortunately for some, it sent their online marketing plans into a tailspin. What do algorithm updates mean for your firm’s site and how you can you avoid the problems many experienced in 2013?
Understanding the Latest Update – Google’s Hummingbird
Hummingbird was the most sophisticated of the three recent algorithm updates. It attempts to anticipate what a user wants in response to his or her search. Hummingbird considers a user’s location and his or her search history when returning results. Hummingbird also makes it easier for users to search using natural language, so instead of typing “personal injury lawyer,” he or she can enter the question, or verbalize “where can I find a personal injury attorney specializing in auto accidents?”, and Google will understand the tone AND intent of the question.
What Does This Mean for Your Firm?
Sites featuring quality content experienced few negative effects from the Hummingbird update and in many cases, they rose in search results. However, as things continue to evolve, traditional SEO practices might not be enough to garner the results you want from your firm’s site.
Google has more engineers today working on search than ever before. Fifteen percent of searches each day are phrased in ways Google has never seen before. Their goal is to stay ahead of the curve. Your online marketing goals should be, as well. If you want to make the most of Google and other search engines, there are a few things you can do to improve your rank now and maintain a high rank in the future, even as things change. Most importantly, post new quality content regularly. Blogging is an excellent way to accomplish that task.
How can your law firm’s site offer the best user experience and ensure Google’s algorithms appreciate your efforts?
#1 – Post high quality content on a regular basis. Make sure your content focuses on your firm’s niche practices and provides information you believe your client would want to read. The better you know your potential clients the easier it will be to provide valuable content. Learn more about getting inside your client’s heads here.
#2- Be practical about keywords. They are still important, but abusing them will only damage your rank. Take a common sense approach to keywords and use them as a general guide for content, instead of as the main driving force.
#3 – Utilize Google Authorship because it boosts your online credibility. Google Authorship allows you to officially claim ownership of your firm’s content, so readers establish familiarity and trust with you. Algorithm updates will likely continue to favor verified authors, so linking content and Google Authorship will also enhance SEO.
The more you do now to make your firm’s site high quality the less you will be rattled when new algorithms are released. Ultimately, trying to outsmart or trick search engines results in failure, so take an ethical approach to your site and in the end, your efforts will pay off.
If you would like to learn more about how algorithm changes affect your firm’s site or you would like to discuss changes that could improve your site’s rank, give us a call.
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