As an attorney, you have a specific skill set to offer in the marketplace. Knowing this, it’s very wise to make sure that you utilize online efforts to bring people to your firm. To ensure that you have the best website you possibly can, you should implement search engine optimization (SEO) tactics and other strategies to increase your visibility. To be SEO ready, there are a few areas to place your focus.
Identify Your Target Audience
First, make sure that you identify your target market. Once you know your audience, then you can create content that’ll speak directly to their needs. As Podium puts it: “The first thing you want to nail down is who is your core audience? Are you trying to engage with prospects or existing customers? To get a real handle on your target market, you should take the time to conduct research on how consumers are researching and finding businesses like yours.”
If you are working in family law, you can create content based on different types of cases you’ve received and what your firm can do for people who need your services within that market. Make sure that the content is unique. Even though there’s tons of competition out there, you can always find innovative ways to reinvent the wheel.
Target Great Keywords
If you don’t have great keywords, your efforts will be entirely in vain. Keywords are the tools you need for people to find you. When people type specific keywords into the search engines, your content will pop up. Do a lot of keyword research to find out which words fit naturally into your content.
Use Engaging, Relevant Images
Images that go along with your blog posts will add a visual aspect that’s helpful. However, it can be even more powerful when you’re trying to build the right SEO strategy because when you name your image using your main keyword, Google will recognize the name, giving you another way to boost your rankings in the search engines. In fact, according to Direct Online Marketing, image SEO is back in a big way: “When you use an optimized alt attribute with a target keyword, it gives your page a boost because the alt text is a helpful relevance signal for search engines… If you aim to optimize alt text with target keywords, use as much natural language as possible.”
When you upload and add a new photo to a blog post, use the keyword as a part of the new name. If you’re not a great photographer, that’s okay. You can always use stock photos that are relevant to the topic you’re discussing. Unless they’re copyright free, make sure that you get permission to use those photos, or pay for them.
Place Links Carefully
When you produce content that only refers to what your company can do, it looks a little one-sided. For a balanced approach, it’s wise to have one or two outbound links within each of your blog posts. Granted, these posts don’t need to link to one of your competitors. You can link to a resource list, a YouTube video, or a book on Amazon. At the same time, you also want some inbound links. One or two incoming links should redirect readers to another section of your website. It could be the about page, the contact page, or another blog post. Links will help you strengthen the impact of SEO on your site.
Hop on Social Media
It’s terrific to hit the publish button to share your content with the world. However, don’t stop there. Remember to repost the content on social media sites, like YouTube, Facebook, and Twitter. The more buzz you can create around each post, the more likely your content will rank highly in Google searches.
Bluleadz advises, “No matter who your audience is, they are likely using YouTube… Your potential for exposure is extraordinary… Focus on creating captivating videos that stand out from what your competitors are doing. Research their strategy, then identify opportunities they’re overlooking or subject matter you can cover in a more in-depth, engaging manner.”
Mark Your Calendar
When you’re dealing with creating online content, it’s important to develop a schedule. It’s very easy to lose traction when there’s no focused plan. Google’s search algorithms honor sites that consistently put out valuable content on a consistent basis. Knowing this, create an editorial calendar. Decide if you want to share the blog posts twice a week or three times a week. Make sure that you create a schedule that’s realistic for you and your firm. You don’t want to overdo it. If you can commit to once a week, do that. It’s also a good idea to share content at the same time each week. For example, you can share blog posts on Tuesdays at noon. If you do that on a consistent basis, people will know to expect content from you at that time.
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