Google has trust issues. If Google bots think you are trying to game the SEO system, they’ll stop trusting you and your website could be penalized. We make sure to stay up to date on the latest algorithm updates, but if you have a great website—responsive design, original content, fresh content updated frequently, videos, easy to navigate—then these frequent updates won’t have a huge impact on your ranking and quality score. But there’s always room for improvement.
Keywords matter, in content and for Google AdWords campaign. We like AdWords campaigns because they support strong websites. Personal Account Manager Dana Alley and Account Coordinator Kelly Myers hold AdWords certification to give IMS law firm marketing clients the advantage when it comes to building powerful AdWords campaigns. Kelly Myers is also certified in Google Analytics, and so is Production Manager April Leabo.
Big graphics may be next in website design, but Google still wants to see substantive, original content on your pages. Lots of it. Long form content means that you have all the time in the world to explore a topic thoroughly, expand on it, and make it valuable to your visitor. Think of your clients and what questions they ask you most frequently. Respond with an article that is not legalese, but in the same tone and layman’s language so that your website visitors will feel like you are speaking to them. Google and your website visitors will appreciate it. Except… see the next item.
One thing left over from print newspapers is the concept of above and below the fold. Large newspapers, like The New York Times or The Wall Street Journal, are so big that to read or deliver them, they have to be folded in half. The front page then becomes two sections: above and below the fold. Above the fold is also the part of your website that users see when they arrive at your site. Google knows this too; and gives above the fold content more weight than the paragraph way down at the end of the page. Keep that in mind as you indulge your love of client education with a long form blog post or fresh website content.
Google updates its search algorithm hundreds of times a year, and while most of the updates are relatively small, the big ones can have an impact on your website’s visibility. In the same way that you encourage clients to update their wills because of changes in their lives and in the law, your website needs a review if it has been several years since it was updated. It may only need some tweaks, or it may need an overhaul. Submit a support ticket to find out.