I used to be an SEO copywriter. When I was hired, one of my first assignments was to get a product onto the first page of Google, and I did that. Although I am uncomfortable discussing the product, it was relatively small in a niche market. In other words, I didn’t have the competition that many lawyers do, especially those in larger cities.
Despite getting on the first page, we saw no growth in terms of sales. Several factors could explain why, and all of them are irrelevant. The fact remains that being on the first page didn’t directly translate into financial success. Being on the first page only applies to specific searches. Many people will sacrifice the content on their website to get a ranking. This is like buying a rundown restaurant and sinking all your money into a billboard that routes highway traffic to it. People may show up, but how many will stay for dinner? For the sake of argument, here is a deliberately lousy attempt at stuffing keywords in a Miami lawyer’s page for a Google ranking:
Personal Injury Lawyer for Miami Residents in Miami, FL” – Are you looking for a Miami personal injury lawyer in Miami, FL? Our Miami law firm has the best Miami personal injury lawyers in Miami. Personal injury attorneys in Miami can help with your Miami car accident, Miami slip-and-fall, or any other Miami personal injury cases in Miami, Florida. If you need a Miami personal injury lawyer, call our Miami law firm today to speak to a personal injury lawyer in Miami, FL.
There Is A Lot More To SEO Than Keywords
When I write blogs, some ask me to add keywords like those I used to get people to land on their pages. Your blog’s information is searchable and will work organically without the keyword “stuffing.” A professional website will already include geographic location, titles, descriptions, video content, long-form content, and service-specific landing pages. These will improve your searchability on their own.
The other side is that there is more to SEO than keywords. If all you had to do were put keywords into a blog to get onto the first page, everyone would do it—and many people do (which is part of the problem). The first three organic results get ~60% of the traffic; there’s less space than there are firms. On top of keywords, many law firms will invest in the following:
- Optimizing page speed
- Mobile Optimization
- Citations in other legal directories
- Backlinking
- Using HTTPS instead of HTTP
- Client reviews
- Optimizing URLs
- Outbound links
- Creating an XML sitemap
- Studying dwell time
SEO requires an engaged team that monitors, tracks, and updates your website until it achieves the highest ranking. Consistently creating evergreen content is an effective form of organic SEO in its own right. Your marketing can and will work without SEO.
Google’s Algorithm Is A Trade Secret
It’s no more public knowledge than Coca-Cola’s recipe is—and unlike the soda, their algorithm changes. People estimate that Google alters its algorithm 500-600 times a year. It is fair to point out that many minor changes will not impact your keywords. However, they will do core updates four to five times a year. Their major updates “have a significant impact in a large percentage of keyword searches.” (Google’s AI Overview on its Algorithm.)
The landscape is changing in terms of how people look for information. When you search for an answer on Google, their AI platform will give you an answer. This bypasses the need to search websites to find what you want.
There’s One Guaranteed Way To Always To Be the First Result
Although I have said this before, the easiest way to be the first result is to have someone type your name into the search bar. This happens when someone refers your firm to another person, and then they search for you directly. These people are not looking for keywords; they are looking for credibility and answers. Spotlight Branding creates content for people, not search engines.
Our goal is to increase your referrals by keeping in touch with your existing network and demonstrating your credibility and expertise with content representing you and your firm. Talk to our Business Development Manager to learn more about how we do this. There’s no obligation connected to it, but we will answer any questions you have about marketing.
Spotlight Branding
Latest posts by Spotlight Branding (see all)
- SGE: The AI That’s Disrupting Law Firm Marketing Strategies - January 10, 2025
- Is Your Law Firm Accountable for Google’s AI Mistakes? - January 9, 2025
- This AI Could Make Your Website Obsolete? - January 8, 2025
