your money your life law firm seo

Your Law Firm’s Relationship with SEO

Google search is pretty amazing, and I’m not being biased. I have an iPhone and work on Macs all day long. But all of my searches begin with Google. Almost everyone does (about 75% of us) because Google knows everything.

I can’t remember the last time I put in a few keywords, and irrelevant sites and information came up. There was a time, almost 20 years ago when a search might come up with zero results. That was pretty rare, and the topics were usually obscure. Of course, today, there’s more content to find on the internet, and Google is the best at sifting through it.

Because there’s so much stuff on the internet, Google relies on experts to provide authentic and trustworthy content. Some of the highest quality content comes from websites and pages discussing topics about money, health, and lifestyles. And that’s where law firms come in.

Your Money, Your Life: YMYL

Legal matters touch on a wide range of topics, from investments and bankruptcy to insurance and health care. In most cases, attorneys are the experts on all things dealing with your money and your life.

Google needs these experts for their users. And, law firms need Google so they can be easily found by potential clients. This puts them at a distinct advantage on a search engine results page (SERP).

New Content and Updates for Past Articles

So, if everything I just wrote is something you already know, then I bet that I have a few things that you weren’t aware of. These are the SEO gray areas that people often question, especially within the marketing industry.

After 2020, voice searches will overtake text-based searches. To catch up to the curve, all of the new content needs to take this into consideration. Best of all, law firms are in a great position to capitalize on this trend.

Example: Chapter 13 Bankruptcy

For text-based searches, people type the keywords only, such as “Filing for Bankruptcy.” In voice search, they typically ask the question, “How do I file for bankruptcy?” The nuance between them is subtle. Text includes personal and business, while voice is targeted to personal. Tip – All new content should target headlines to match typical voice search questions to rise higher in the rankings.

YouTube is the second most used search engine in the world, and video has grown to be one of the most essential marketing tools a law firm can have. People increasingly prefer watching videos over reading, especially when it concerns their health or finances. Attorney interviews can engage with the audience like no other media. Plus, the transcripts are great for Google’s search.

Google gives lower search quality ratings to outdated content. They actually push older content down the search results ladder. Law firms can stay ahead of this by updating past articles with changes in case law or regulatory interpretations.

Myth: Duplicate Content Is Penalized

This one keeps coming up, and too many people are still afraid of it. Duplicate content is not penalized by Google, but it can be illegal if posted without permission. Google will try to determine the original source and display that one. For attorneys and law firms, posting an article they authored in a journal or legal review (if they have permission, of course) is great for keywords. The same goes for articles in mainstream media. This is also another opportunity for updates to past articles with much-needed changes.

More Content Please!

Google needs attorneys and law firms, not just for their corporation’s legal team, but for their users. They need all of the legal expertise they can find, so their users can get the best experience possible. This is the biggest opportunity for law firms in 2019. Organic search is more cost-effective than pay-per-click campaigns and evergreen—lasting for months, even years beyond their date.