Keeping Up With Google: The New Approach to SEO

August 15, 2014
Marc Cerniglia

We are always very quick to explain to our clients that there is more to internet marketing than just SEO.  Building your credibility and using social media and e-newsletters to stay connected with contacts are some of the most crucial strategies you should undertake through internet marketing.

That being said, most professionals are still intrigued by Google search results, and how they can be more visible there.  Well, the truth is Google has begun rewarding organic strategies (which we will get into in a moment), which means that the strategies that work to impress and engage humans are the same strategies that will increase your visibility on Google. Keep reading to learn about some of the strategies you should implement to “get ahead” when it comes to SEO, but if you want some extra reading, this article explains more of the nuts and bolts behind the progression of Google search results, and why social media and content marketing are huge factors now.

Bottom line, Google is trying to determine who is the “authority” on a topic. And, they are constantly adjusting their algorithms to analyze better and better just who that is.  So, to position yourself best, consider these steps:

Create Ongoing Content

The most logical way to have constantly updated content on your website would be to feature a blog.  Even more important is what you blog about.  Really, it’s simple.  Blog about your practice areas.  Provide tips, insights… answer common questions… discuss examples of situations clients might face.  Here is the thing, if you are writing about the right topics, you won’t have to worry too much about keywords, because you will end up using them naturally.  As mentioned, Google is trying to assess who is the authority on a topic, so, if you are consistently writing about your practice areas, you showing yourself as an authority!

Get On Social Media…Now!

Social media has exploded, and Google has taken notice.  Among other benefits, having a social media presence for your firm provides another way to demonstrate that you are an authority. Google indexes all social media posts.  This means Google knows what kinds of things you post about on social media, the type of content you share and who it is relevant too.  Google also notices links to your website that exist on social media, which in many ways is a new form of link building.  And finally Google knows if there is engagement on your social media channels.  So, if you’re not on social media, you are falling behind!

Do Video

As we have mentioned before, YouTube is the 2nd most used search engine behind Google itself.  Oh, and by the way Google owns YouTube which makes me think YouTube is a pretty good place for your videos if you care about what Google thinks of you (aka your Google search result).  So, create video!  Again, keeping with the theme here, make it about what you do.  Answer common questions or provide insights that are relevant to your services.  Make sure to title your videos, put your website link in the description and tag them strategically when uploading to YouTube (or anywhere else).  I recommend also putting them on your website and sharing them on social media.

Before you leave, please remember what we started with.  Don’t get lost in the land of SEO and think that is all that matters in internet marketing. It’s only one piece of the puzzle. But, here is the good news.  The strategies listed above will help with SEO, but also increase your credibility and your appeal to your target market.  It’s a win win!

If we can help you get started, get in touch with us today!

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Marc Cerniglia

Marc is a founding Partner at Spotlight Branding, an internet marketing and branding firm for lawyers. He is passionate about helping lawyers understand the truths and myths about internet marketing, and educating them on how to get the most out of their marketing efforts.