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SEO for Law Firms: What Legal Marketers Need to Know About Google’s Panda

In the search engine optimization world, “quality” content doesn’t mean what you might immediately think. It’s not breakthrough ideas compellingly expressed (although that’s part of it, in an indirect way).

From an SEO perspective, quality derives in part from structural elements and patterns within your content (frequency, amount of original content on a site, duplication, unnatural overuse of a word) and the way visitors interact with your content (time on page, bounce rate).

In other words, Google’s Panda search algorithm evaluates the “quality” of your content by how long visitors spend on a page (presumably reading) and whether they visit other pages on your site during the same session. Quality content = high average time on page + low bounce rate.

Digital marketing agency Single Grain created a useful infographic that chronicles Panda’s evolution (so to speak) and highlights what law firm site designers and managers can do to build essential inbound links to their blogs and websites.

 

What are your SEO for law firms tips? Have you made any changes to your website or blog(s) to accommodate the new content paradigm Panda has created?

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