Strategies for Maximizing Your Online Visibility in the New Year
We’re heading into the year-end holidays, a time for looking back at the year’s achievements and thinking about potential changes that can make 2024 a more productive year. For your law practice, that includes an assessment of how you can more effectively use online or digital advertising to improve your visibility and build your client base.
When you’re evaluating your online presence, your first considerations should include an evaluation of your search engine optimization (SEO) strategies and practices. Are you using your time, money and energy online most effectively? What trends should you be aware of and potentially integrate into your digital marketing campaign? Though many of the strategies that have worked best in 2023 will continue to dominate next year, there are some tweaks you can make to enhance your performance with search engines moving forward.
Focus Your Content on User Intent
In the early days of the internet, when the algorithms were less sophisticated, keyword-based marketing took precedence over just about everything. While keywords are still important, Google and other search engines have become more refined, and are driven more by the user’s purpose. Accordingly, when crafting content, that’s where your focus needs to be. Instead of asking yourself what words a potential client will enter into a search box, think about what your web visitor is looking to find out. Avoid keyword stuffing and provide visitors with informative content that answers their most important questions.
Remember That It’s the Medium as Well as the Message
It won’t do you much good to bring traffic to your site if people have a bad experience once they get there. That’s why Google has made its “Core Web Vitals” such an integral part of its ranking strategy. Websites that are slow, that get hung up, or that don’t load properly simply won’t perform as well with Google and other search engines.
Voice and Video Make a Difference
Increasingly, potential clients are finding law firms online through Siri, Alexa and other digital assistants. That requires, though, that your content be more conversational in tone, so that the algorithm leads to your site.
Video also continues to play a more expansive role in search. To take advantage of this, use closed captions on all video content or consider posting transcripts for all video content.
Increase the Scope of Your Advertising
Studies show that most people online value websites and entities that show diversity and inclusivity. Try to include images in your digital marketing that show people from across the spectrum and refrain from content that involves stereotypes.
Let GetLegal Help You Build a New Law Practice
At GetLegal, we provide a wide range of digital marketing services to lawyers and law firms nationwide, offering an extensive selection of digital marketing tools to help strengthen and build your law practice, from full-service website development (with custom content and design) and search engine optimization to pay-per-click campaigns, directory placements, video production, online reputation management tools, and social media strategies. To take advantage of our 20+ years of experience, go to https://www.getlegalpracticebuilder.com/ or call 1-877-359-7077.
