Whatever is working today to keep your law firm website on the first page of a Google search may not be working tomorrow. That is the frustrating truth of search engine optimization (SEO) and the bane of every web company and SEO expert’s existence. Google’s algorithms change almost daily, major algorithm changes occur routinely and a big change can send your website to a distant planet. That’s not even considering the impact of a competing estate planning law firm with a generous Adwords budget.
We’re not being bleak, just realistic. The competition for the first page is brutal because it matters. IMS websites are developed with two users in mind: Google bots and human end users. We are skilled in the programming needed to keep your website on the first page and we stay in touch with all things Google to ensure that your website is not left out in the cold.
There are certain things that you can do to support the successful position of your website.
Lawyer videos. We have been talking about lawyer videos for a long time, for good reason. They are how you engage people on an emotional level and overcome a number of obstacles that keep them from picking up the phone or filling out a contact form. Google loves video. People love videos. We are making videos with high production values that are the cinematic equivalent of any professionally-produced broadcast. This is what people expect to see on a professional website, and what Google bots look for.
Responsive design. Websites that don’t provide a superior mobile user experience are not going to perform well in searches. We announced it when Google did: Google now creates and ranks search listings based on the mobile version of content. If you took a shortcut and barely converted your website to responsive design without undergoing a complete revision, your SEO performance may have already taken a dive.
Content still matters. Trying to outsmart the brilliant minds at Google with black hat SEO techniques and tactics is asking for trouble. In the long and short run, you are better off focusing on creating a great user experience and providing relevant content to your human visitors.
Bounce rates: simple but important data. If you only have time to look at one piece of information, ask your IMS account rep to talk to you about bounce rates. Bounce rates measure the number of people who arrive at your website only to leave without visiting additional pages on your website. If your bounce rate is very high, that means that people who are visiting your website are not finding the information they expected to find, or they are not engaging with your website. Either way, a high bounce rate indicates that something needs to be fixed.
If you have questions about any of these issues, call James at 877-352-2021 x 80 or submit a support ticket. Don’t let your website be an under-achiever!