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Design

First impressions are important. They’re important on dates, they’re important in real estate, and they’re certainly important in marketing. Simply put, your potential customers or clients will very quickly form an opinion of your business, and if it’s a negative one, you may never have the chance to correct it.

That’s very pertinent to any discussion of website user experience, or UX. There are some complicated definitions of UX we could give you, but ultimately, it’s just a matter of making your visitors feel welcome and make the effort to improve your website. Good UX means your page is readable, it’s easy to navigate, and it helps the visitor locate whatever information he or she seeks.

UX matters for your first impressions, and good UX can underscore the professionalism of your firm. What’s more, UX is a big SEO ranking factor. All of this is just to say that it’s well worth investing in a positive UX for your law firm’s website—but how to improve your website?

6 Tips for a Better Website UX

Here are some simple ways your firm can improve website UX today:

  1. Make sure the content on each page is broken down with appropriate headings and subheadings. This not only makes it easy on the eye—nobody really wants to see one long, unbroken block of text—but it also means that someone who’s just skimming can very quickly get a feel for what your content is about, and zero in on the section that’s relevant to them.
  2. Add original images to your site. What do we mean by original, exactly? Well, basically, we mean not stock images. Most Web users can immediately identify these generic pics, and it can be a major turn-off. Whenever possible, have original graphics designed and unique photos taken for your firm’s site.
  3. Be certain that there’s white space throughout your website. That means margins. It means a little breathing room between text blocks and images. It means not filling every single square inch of online real estate. Simply put, white space is vital for making your site readable. Without it, you’re just offering your visitors a headache.
  4. Double and triple check that your site is optimized for mobile users. These days, most sites are, but you don’t want to leave this to chance. See how the site looks on all device types and on various browsers. If it’s hard to read, requires a lot of scrolling, or loads too slowly, that’s reason enough to get under the hood and do some retooling.
  5. Speaking of loading times… it’s best if your site loads in two or three seconds, tops. If it doesn’t, visitors will get frustrated and head elsewhere. Loading time is a huge

component of positive UX, and something your firm should definitely explore.

  • Finally, spend some time combing your site and making sure there aren’t any dead links. When someone clicks something on your site and it leads to a 404 Error, it can be annoying, to say the least. And while you’re at it, create a personalized 404 page, just in case; this can sometimes prevent a frustrated user from jumping to a different firm’s site altogether.

Contact Driven2020 to Ask About UX

UX experience matters for a number of reasons when looking to improve your website, and it’s not something you can leave to chance. We’d love to help you ensure a law firm website that’s ready to make a positive first impression on each visitor; Driven2020 has worked with a number of law firms throughout California and across the country, and we’d love to show you some of our user-friendly, SEO-enhances website designs. Reach out to us today to schedule a consultation.

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News

These days, all SEO is local. What matters to business owners is that their brand can be discovered by consumers within the community—the folks who might actually become paying customers. That’s certainly true for law firms, which may care about national name recognition but probably care even more with potential clients in their own backyard.

Local search success doesn’t happen by accident; the good news, though, is that there are some simple strategies firms can take to generate results.

5 Things Law Firms Can Do to Improve Their Local Search Visibility

1. Include the right keywords.

For attorneys, there are a couple of keyword categories to keep in mind. They are:

  • Hiring intent keywords. These are the words and phrases a client might use when they are looking for an attorney to hire—e.g., estate planning lawyer, commercial litigation firm, real estate lawyer, etc.
  • Research intent keywords. These are the words and phrases prioritized by those who are simply trying to get the lay of the land, and to determine whether they need an attorney at all—e.g., what is a will, do I need a trust, what are the penalties for a DUI, etc.

We’d recommend including both types of keywords in your content; use the Google Keyword Planner to help you determine some smart phrases for your firm’s website.

2. Have a Google My Business page.

We can’t recommend this highly enough. Signing up for a Google My Business account is free, and it’s what allows your firm to show up on Google Map results—i.e. to be prominent in local searches. Make sure you take the time to sign up for a profile, fill it out completely, and work in some of your keywords where possible.

3. Optimize your website

There are a number of on-page SEO opportunities for lawyers to keep in mind—too many to name them all here. To get you started, though, here are some steps we recommend:

  • Make sure you have a meta description, including keywords.
  • Include a call to action on every page of your site.
  • Include an H1 title tag on each page of your site, ideally with a keyword included.
  • Make sure your NAP (name, address, phone number) information is listed on every page of your law firm website.

4. Get citations and links.

In terms of off-page SEO opportunities, citations and links are especially valuable. You can often get listed on other sites simply by asking—for example:

  • General/national business directories
  • Industry-specific directories
  • Local business associations and Chambers of Commerce

Reaching out to claim these opportunities is very much worth the effort, and can add a little credibility to your firm’s website.

5. Cultivate reviews.

Reviews on Facebook, Yelp, and especially Google can help your business reach a wider audience. Indeed, Google puts a lot of emphasis on reviews, so it’s very much worth your while to directly ask your clients to provide some words of feedback. And when you get reviews, whether positive or negative, view it as a chance to show some customer service, thanking the reviewer and, if necessary, asking how you can improve their opinion of your firm.

Local SEO for Law Firms

These local SEO tips can help your firm be discovered by the right people—and if you’re ready to put them into action, we’d love to help. Contact Driven2020, a marketing agency that specializes in helping law firms, today. Connect with us at your next opportunity and we’ll start the conversation!

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Design

These days it seems like every business has their own blog, Facebook feed, and YouTube channel—trying to make good on the promises of content marketing. Not all content marketing efforts are created equal, though, and for every business that finds smashing success, there’s one that comes up short. One way to ensure your content marketing efforts thrive is to review some of the most common content marketing misfires—then taking care to avoid them at all costs.

The Top 5 Content Marketing Mistakes

These are the content marketing errors we see most commonly.

1. Not putting the audience first.

Great content doesn’t mean anything if you don’t have an audience to receive it—yet too many brands create content more or less in a vacuum. For one thing, they fail to identify the social media channels and digital platforms where their customers actually congregate—a fatal mistake. And, they neglect to ask questions, solicit feedback, and engage with their audience, effectively ignoring the social part of social media. These errors can make your content marketing feel one-sided and ultimately ineffective.

2. Focusing too much on SEO.

To be clear, content marketing and SEO are not at odds with one another. In fact, they’re really two sides of the same coin. With that said, it is possible to focus so much on optimization—stuffing keywords into every single sentence—that your content comes across as robotic or formulaic. Really, the best thing you can do is focus on creating real value for human readers that the algorithms will figure it out from there.

3. Having overly high expectations.

You can and should set goals for your content marketing, and expect your efforts to generate some results over time. With that said, content marketing isn’t something that yields fruit immediately. It’s ultimately about building relationships, and that requires a long-term commitment. We see a lot of companies that assume their blog or their tweets will send their sales through the roof overnight, and that’s just not reasonable. Be patient and stick with it!

4. Being inconsistent.

Simply put, if you only post a blog post or update your Facebook page once every five months, you can’t expect to get any traction. Again, you have to think of content marketing as a relationship, and relationships need to be nurtured. Make sure you maintain a schedule of regular content updates. Using an editorial calendar can help you achieve this kind of consistency in your posts.

5. Focusing on quantity instead of quality.

While consistent posting is essential, that doesn’t mean you should focus on the number of articles over the quality of those articles. The most important thing of all is providing your readers with valuable insight and useful information. Find a rhythm that works for your business—one where you’re creating new content at a regular interval but never sacrificing your standards of quality.

Develop a Content Marketing Approach That’s Right for You

As you consider your content marketing needs, and as you strive for a campaign that avoids these common errors, we invite you to give Driven2020 a call. We help businesses create digital marketing strategies that get real results, and that includes everything from content creation to content distribution.

We’d love to sit down with you, learn about your business, and help you establish some content marketing best-practices that deliver higher customer loyalty and increased sales. Reach out to Driven2020 today to start a conversation with us about your content marketing needs!

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There’s a common misconception about online ads—namely, that consumers hate them. Dig into the research and you’ll find that this isn’t exactly true, however. People don’t hate ads; they just hate irrelevant ads. When marketers can precisely target their advertising to show the consumer something he or she is actually interested in—well, that’s the sweet spot. That’s where everyone wins.

It’s an achievable goal, especially through the practice known as remarketing. This is something we highly recommend to businesses, and in today’s post, we’ll look at remarketing in detail.

What Is Remarketing?

Imagine this scenario: You’re online, browsing for a new pair of brown boots. You look at some online shops and see some things you like but aren’t quite ready to make a decision. So you scroll over to Facebook—and as you look at your newsfeed, you notice some ads for the very pair of boots you had your eye on.

Has this ever happened to you? If so, then you’ve had some experience with remarketing, at least from the standpoint of the consumer. Remarketing is all about personalizing ads, making them more relevant to the consumer needs, often based on their actual online behavior. From the advertiser’s standpoint, it’s a smart way of ensuring that you’re only spending ad dollars to reach consumers you know have some interest in what you’re selling.

How Does Remarketing Work?

To get started with remarketing, the first thing you’ll need to do is have the right code affixed to your website. This allows you to track activity on certain pages, and keep tabs on folks who show an interest in particular products. Additionally, many e-commerce stores track shopping cart pages, allowing them to follow up with shoppers who abandon their orders.

Once you’ve identified your target consumers, who can show them specialized ads, featuring the products they’ve already viewed. Essentially, remarketing allows you to follow a consumer across the Web and to create multiple touchpoints with them throughout their consumer journey.

Why Is Remarketing So Valuable?

Being able to stick with a consumer across his or her journey is invaluable; remember that only about 2 percent of all consumers actually convert on their first visit to your website. Some studies show that it takes as many as 10 touchpoints before you can coax a lead into a sale—and remarketing is one of the most efficient ways to create those touchpoints.

There are some other perks to remarketing, too. It’s a smart way to use your marketing budget as efficiently as possible, minimizing the risk that you’re wasting ad bucks on consumers who just don’t care about your product. Indeed, the precise targeting that remarketing offers is almost unparalleled.

It’s also an effective way to build goodwill for your brand. Go back to what we said about consumers hating irrelevant ads; with remarketing, you can largely excise those from your strategy, instead serving the kinds of content that your target audience really wants to see.

Getting Started with Remarketing

Just one caveat: Remarketing really only makes sense within the parameters of a robust, comprehensive marketing strategy. That’s something we can help you develop right here at Driven2020, a company that skips the fluff and goes straight to what delivers results.

If that sounds like the kind of online marketing campaign you’d like to launch, we invite you to give us a call. We can help you put together a customized action plan that encompasses SEO, website design, social media—and yes, remarketing! Connect with us today to start the process.

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News

One of the secrets of effective social media marketing is selecting the right platforms on which to be active. Very few companies can afford a sustained presence on each and every social channel in existence, so it’s important to choose wisely and use your resources judiciously.

At first glance, it might seem like Instagram is an ill-fitting platform for law firms. After all, Instagram is devoted to photos and videos, and works best for businesses that have photogenic products to display—florists, bakers, interior designers. The practice of law doesn’t necessarily strike one as a visually enticing pursuit—so does that mean lawyers are better off sticking to Facebook, LinkedIn, and Twitter?

Not necessarily. Instagram is the fastest-growing social channel, and offers access to users you may not be able to reach on other platforms. It’s too important to dismiss it out of hand, and there are actually some good, strategic ways in which law firms can use Instagram to their advantage.

We’ll show you.

How Law Firms Can Find Instagram Success

Start with the Basics

Before you jump onto Insta and start posting photos and videos, step back and make sure you have the basics down pat. Specifically:

  • Think about your goals. What are you trying to achieve on Instagram—and how will you measure success?
  • What audience are you trying to reach? Think about your clients, and think also about the kinds of Instagram content that might appeal to them.
  • How often will you post? It’s good to create a schedule and assign someone at your firm to handle postings. Even one or two posts a week is a really good start!

Once you spend some time considering these basics, you’re ready to start with some posts.

Post the Right Content

You may not have photo-friendly products to show off, like the cake baker or the interior designer, but there are still some good ways for law firms to get visual!

  • If you have a new blog post on your firm’s website, promote it with a still image that’s somehow related to the topic at hand.
  • Post candid and “behind the scenes” shots of your office and your team, a great way to “humanize” your firm and foster relationships with your clients.
  • Post short videos of your attorneys offering quick legal insights. For instance, if you’re an estate planning lawyer, you could post a minute-long clip in which you explain the importance of having a will, list some other key estate planning documents, etc.

With a little creative thinking, there are plenty of ways in which you can develop content that connects with your clients.

Don’t Forget Hashtags

Hashtags are critical for ensuring you’re your content is discoverable by other Instagram users. Try to have at least two or three relevant hashtags per post. These might be geographically specific or simply pertain to your legal niche. (For instance, think #estateplanning, #SanDiegoAttorneys, #divorcelawyers, #familylaw, #CharlotteLawFirm, etc.)

Follow Other Accounts

Finally, make sure you follow other Instagram accounts, building up a vibrant community. These accounts might belong to:

  • Your employees
  • Other area firms and attorneys
  • Other local businesses you’ve worked with

There are plenty of ways in which your firm can use Instagram advantageously—and if you’d like to get deeper into some specific strategies, we’d love to chat! Driven2020 is a seasoned digital marketing firm that has worked with a number of law offices and local attorneys. Reach out to us today to discuss various options for promoting your firm—on Insta and otherwise!

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News
The Web has grown increasingly visual over the past few years. As users scroll through content on their tablets and phones, their eyes are naturally drawn to photos and videos. What that means is that even if you’re implementing visual content—like a company blog post—it’s important to match it with some striking, emotionally resonant visuals.

How to Choose the Right Images for Your Content

How Many? The first thing you need to think about is how many images you actually need. There’s no single right answer, and it’s not as if picking 10 images instead of nine is going to make a world of difference. Still, there are some basic considerations to make. For one, think about your audience. If you’re writing for beginners/novices, you may want to implement more images, providing step-by-step visual representation. For a more advanced audience, fewer images will probably do. Also, think about what you’re trying to achieve through your content. A tutorial will benefit from more images, while a simple overview post may only need a couple. What About Stock Photos? Next, consider what kind of images you’re going to use. Our first piece of advice here is to avoid using stock photos if you can. Why? Simply put, they can be way too generic and often never completely fit your content. What’s more, most users can detect stock images pretty easily, and often they come across as pretty empty or hollow. It’s always better to use something more specific and personal, even if it’s just a screen shot from your computer and a quick snap with your phone. Are GIFs Okay? So, if stock images are bad, and screen shots and custom images are good – what about GIF’s? We’d recommend them only in select instances. They can work well if you’re aiming for a cheeky tone, something informal and fun. They may also work well with highly niche audiences. For more general, overview content, though, we’d probably recommend staying away from the GIFs. What About Memes? For memes, we recommend basically the same thing we did with GIFs—they can definitely make funny additions to more casual content, but only use them when they really seem to fit. Trying to force memes just to look trendy can backfire, making you look a little desperate. Is There a Place for Real-Life Photos? Taking some photos from your office, featuring you or members of your team, can really work well—these images are highly personal, they’re original, and you can make them fit the topic at hand. For example, if writing about a specific product, take a picture of your team members using that product. Or, just photograph the product lying on a table or desk somewhere in your building.

Using Photos in Your Content

The bottom line about using photos in your content: There’s always a little wiggle room. There’s always a little guesswork involved with determining how many images and what kind. When all else fails, go with your gut. Remember that the Web is a distinctly visual place, and it’s getting to be more so all the time. As such, learning to make smart decisions with your imagery can really help your content to shine. We’d love to talk with you more about putting a meaningful content plan into place. The Driven2020 team helps business owners from across the country with effective digital branding and outreach. Contact us today with any questions you have about image use!
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If you’re in business long enough, you’re bound to get some feedback—some of it positive, but some of it negative. And, in the era of online review sites, that feedback can be tough to ignore. As such, business owners are smart to consider different strategies for responding to their online notices—including both the flattering and the not-so-flattering ones. Indeed, Google now offers some expanded options for weighing in on your reviews.

Responding to Google Reviews

Thanks to some recent changes, businesses can now reply to their Google reviews on the desktop version of Google Maps. Before, it was only possible to reply on the Google My Business website or on the Google My Business app. In other words, there are some new ways to directly comment on the reviews your business receives—though some of the same limitations still apply. (Your business profile has to be verified by Google, in other words.) If you do log in to respond to one of your reviews, you may also notice that Google’s produced a new guide to help deal with negative feedback; it’s definitely worth a look.

The Best Ways to Respond to Bad Reviews

What the Google document will remind you is that just because you get bad reviews, that doesn’t mean you have a bad business. The customer may have had the wrong expectations, or have been having a bad day. No matter how unreasonable you think your reviews are, however, it’s important to always respond with professionalism. Simply put, flying off the handle and yelling at one of your customers is only going to make you look petty, and your business could suffer as a result. As for what Google specifically recommends, here’s a summary:
  • Don’t attack the reviewer personally, or disclose their personal data—but do invite them to contact you directly to work out the problem.
  • Investigate some of the reasons why the reviewer may have a bad impression of your business.
  • Take responsibility for anything you did that may have been wrong, but don’t apologize for things that are beyond your control.
  • Apologize for the bad experience, being as empathetic as possible.
  • Sign the review with your real name or initials, showing that you’re a real person!
  • Remember to be polite! No lashing out or being mean!
  • Respond to negative reviews as quickly as possible.
To these words of advice, we’d only add a couple more points. Negative reviews offer you with the opportunity to provide some good customer service—so ask what you can do to make things right. Remember that you can respond to positive reviews, too, even if it’s just to offer a quick thank-you. This will show customers that you’re listening and that you welcome the dialogue.

Online Reviews Matter Now More Than Ever

It’s good to see Google provide more guidance for review response—because online reviews shape business reputations now more than ever. Make sure you monitor your reviews, and that you have a process in place to respond to your feedback—always proving to your customers that you value what they have to say, whether it’s positive or it’s not! As you consider all the best options for bolstering your online reputation, make sure you reach out to Driven2020. We’d love to present you with some customized digital marketing solutions. Contact the Driven2020 team at your next convenience, and let’s have a conversation!
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Design

Blog posts can be powerful tools for sharing thought leadership, earning trust, and engaging your customers and clients—but of course, they don’t mean anything unless people can actually read them.

That’s why we recommend promoting company blog posts on social media and in your email newsletter. And, it’s why we recommend robust attention to blog SEO.

Indeed, when optimized correctly, each blog post can be a powerful online asset—a way to gain greater visibility for your business and increased traffic for your website.

In this post, we’ll walk you through some of the best ways to make your blog posts more algorithm-friendly.

How to Boost Your Blog’s SEO Value

Do Some Keyword Research

First things first: You can’t optimize your blog posts without knowing which keywords you’re optimizing it for. This is where tools like Google Keyword Planner can be essential; input some keyword related to your topic and you can see a long list of keywords and phrases that search engine users might use. Pick two or three to employ in your blog post.

Use Keywords Effectively

The important thing to remember about keywords is that the days of stuffing as many of them as possible into your content are long gone. You don’t have to overdo it. Just make sure to organically weave a few keywords into strategic places—including:

  • Your blog title
  • H1, H2, and H3 headings
  • Your meta description
  • The opening paragraph
  • A few organic placements throughout the body content, if possible

Format for Readability

Here’s a secret about SEO: Google wants to give its customers (search engine users) a great product (relevant results), so the best way to improve your rankings is to make your content more user-friendly. One way you can do that is to format each post for easy reading. Some suggestions:

  • Use short sentences and brief paragraphs
  • Use bullet points and numbered lists whenever you can
  • Break up your content with section headings and sub-headings
  • Include images so that you don’t just have a big wall of text

Include Links

Linking is another area where it’s best to just be natural. You don’t have to force 100 links into each blog post, but whenever you have a natural opportunity to link to a previous post or to a relevant section of your website, do so. You can also include links to authoritative outside resources, which can provide some SEO juice, but of course, you don’t want to link to competitor sites!

Ensure Speed

Hopefully it goes without saying by now that all content should be optimized for mobile devices—and part of that is being sure your blog posts load quickly. Do a quick speed test, and if it takes more than three seconds for the post to load, that could hurt your SEO rankings.

Get Set Up in Google

Finally, just a friendly reminder: After you publish a blog post, make sure you add it to Google Search Console. And, be sure Google Analytics is set up so that you can monitor your blog’s performance.

Get the SEO Guidance You Need

These steps will help you achieve better Google rankings for your blog posts—but of course, this is just one element of an effective digital marketing strategy.

To take more of a big-picture approach, we invite you to contact us today. Driven2020 is a seasoned marketing agency, known for helping our clients see real results as efficiently as possible. We encourage you to connect with us today so that we can start discussing your SEO and marketing needs!

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Design

Content marketing has been a major digital marketing buzzword over the past few years—but what does it mean, exactly? For those who are unfamiliar with it, it’s basically the practice of sharing free, valuable content with your users—blog posts, videos, content on your website, etc.—to showcase your expertise, to drive traffic, and to increase engagement.

A lot of attorneys are on the fence about whether it’s actually worth their time to generate this free digital content—and we’d argue that it very much is. Here are just a few of the ways in which content marketing can benefit your legal practice.

How Content Marketing Benefits Your Firm

  1. SEO is changing—and compelling content is key.

Content marketing can actually provide you with a good inroad to improved search engine rankings. Here’s why: Google’s algorithms increasingly focus on rewarding content that the end user finds to be relevant and valuable. As such, you can’t necessarily earn better rankings through the tired old SEO tricks, like keyword jamming. But you can earn improved rankings by developing content that your readers will actually find to be beneficial. In other words, a good SEO strategy is to write primarily for human beings, not search bots—and that’s something that dovetails nicely with content marketing.

  1. Content marketing establishes your thought leadership.

How does your law firm stand out from all the rest? One way to distinguish your legal practice is to establish thought leadership—showing that you know your stuff and are respected in your field. Being seen as an industry leader will help you earn the trust of your clients, and one way you can develop that kind of thought leadership is by regularly blogging about legal issues. Start publishing your perspectives on legal questions related to your niche.

  1. You can use content to guide potential clients through the sales funnel.

You may have some readers who aren’t quite ready to pick up the phone and call you for an appointment—and that’s okay. What you can do is help them reach that inflection point. Provide some more general, high-level content that will catch the attention of people who are just beginning to consider their legal needs. And, augment that content with some more refined topics, for those who are closing in on a decision. Use your content marketing to map out the prospective client’s journey.

  1. Stay in touch with clients.

A final way in which content marketing can help your firm is that it allows you to stay connected to past and present clients—ensuring your firm is always somewhere close to the top of their mind. There are a number of ways you can do this, too—through an email newsletter, through regular social media updates, and more. Of course, a robust content marketing plan will also provide you with plenty of fodder for those communiques; for example, a weekly blog can easily be shared on social media, adapted into an email blast, etc. All of this helps ensure that your clients don’t forget about you, and makes them more likely to reach out when they have a legal need.

Get Started with Content Marketing Today

Content marketing is anything but wasted time and effort; actually, for law firms, it offers a range of benefits, and should be a central part of any digital marketing enterprise.

We’d love to tell you more about the positive effects content marketing can yield for your firm. Talk with our law firm marketing experts today; reach out to Driven2020 and set up a consultation at your next opportunity!

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Design

It goes without saying that, in order for your law firm to succeed, you need to be visible to potential clients. That’s what search engine optimization, or SEO, is all about—ensuring your law firm shows up when local clients conduct online searches.

It sounds simple, but actually, SEO can be quite complex. Google’s search algorithms juggle a number of different factors, or ranking signals, to determine where your website falls on the results page.

With that said, there are some basic principles you can implement as you seek to position your firm for ideal visibility.

5 Key SEO Principles for Your Law Firm

  1. Don’t try to fake it.

A common mistake is believing that you can “trick” Google’s search algorithms—but rest assured that you can’t. Tricks, gimmicks, and surface-level strategies ultimately fall short. Rather, it’s important to understand what Google really wants—namely, to provide its search engine users with access to relevant, valuable content. In other words, your best bet is to focus on making a website that will actually be beneficial to the end user.

  1. All SEO is local.

The old-fashioned way of doing SEO was to relentlessly focus on being the #1, page-1 listing for all relevant Google searches. Not only is that an unattainable goal, it’s really not even a worthy goal. Your firm ultimately just needs to be discovered by locals, so the focus should always be on ranking well in localized searches. Things like the Google Map Pack, Google My Business, and Google Reviews are all of much greater significance than the pursuit of a top ranking.

  1. Search is always changing.

Something else that’s important to remember is that search behaviors are always changing—and your strategies should adapt in kind. One obvious example is the advent of voice search. More and more people are using Siri and Alexa to assist in their searches, which means that natural-language keywords are increasingly important. The point here is that your law firm can’t afford to let its SEO strategy go stagnant; you’ve got to keep up to date with the latest search trends.

  1. White hat is always better.

This one goes back to what we said about tricks and gimmicks. There are a lot of shady ways in which you can try to improve your SEO rankings—for example, buying backlinks, or by jamming a ton of keywords into your content. These are called black hat tactics, because they explicitly go against Google’s stated rules and regulations. Black hat strategies can provide you with some short-term value, but they ultimately lead to penalties in the end. It’s always better to play by Google’s rules, which means using white hat SEO strategies.

  1. Give the people what they want.

To sum all of this up, it’s tempting to create website content with the algorithms in mind—but actually, it’s smarter to just focus on providing a meaningful user experience. Remember, Google wants to furnish its users with good, value-adding content. If you can make that happen, it will probably help you land some better rankings improvements.

Improve Your Law Firm’s SEO Rankings

The bottom line for legal professionals is that SEO can be a full-time job in and of itself, and there are always a lot of factors to take into account. All of that points to the value in hiring a skilled, seasoned SEO company.

Driven2020 provides digital marketing expertise to countless law firms throughout California and across the country. Reach out to us today to learn how we can help you generate improved search rankings!

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