Search Engine Optimisation could easily stand for So Easy to feel Overwhelmed.
Whilst SEO is a complex and constantly evolving area, don’t let that put you off taking time to work out how you could rank higher in internet searches. Whilst it is a technical area and you might want to seek expert help, there are some simple and proven ways to go about improving your ranking which all of us can do:
- Publish regular and relevant content
Publishing relevant content regularly is key to driving business. If you don’t do this, then there is no impetus for people to visit your website or think about you. Search engines reward those who publish good content regularly. You will be greatly assisted in publishing good content about your key areas of expertise consistently if you develop a content calendar. This can be as basic or detailed as you have the time and inclination for. Think of it like exam revision. Good exam technique involves drawing up a plan of the key areas to cover then ensuring you spend time on them. It is exactly the same with content. Again like exam revision, everyone has their own way of going about setting up a content marketing plan. Don’t be worried about doing it right. Doing it is what is important. You can find some tips on putting together effective content in the other articles on the Insights page of my website. - Write from your clients’ point of view
Not only do search engines dislike jargon but it also tends to put off clients. Think about things and then describe them from your clients’ point of view. Legal organisations have a tendency to revert back to the way they describe their work. A good example of this is barristers’ chambers talking about “chancery work”. How many solicitors’ websites do this? - Think about the search terms with which you want to be associated
Take time to work out what it is that you think your clients/potential clients will be looking for and then ensure that your website is structured and you are publishing content, setting up events etc in a way which will be attractive to those clients. Looking at what your competitors are doing and how they are doing it could assist. - Ensure your website is performing well
Good website performance is not just a question of checking technical aspects. It is also important that it is working from your clients’ point of view. Are you ensuring you are making it easy for the user to find what they are looking for and, importantly, then contact you. Are you producing relevant content (see my point above)? Are you adding links to the text you put up? Are you checking for dead links/web pages? Ensuring you have call to action buttons and reviewing how effective they are? - Look to set up links to your website from external websites
Search engines rank websites higher if they see those websites are linked to other websites with good SEO. A simple way of doing this is to write a piece for an established publisher which then links the piece to your own website. If you have the resources, employ someone internally or externally to focus on PR and earn you these links.
In conclusion
In relation to SEO, don’t be put off by what appears to be impenetrable IT jargon. Whilst involving experts is useful if you have the resources, there are some straightforward steps you can take to improve SEO even if you don’t have the budget for expert help.
If anyone has any particular SEO tips they are happy to share or if you are looking for assistance with any of the issues mentioned in this article, please do contact me. You can also subscribe to “Ahead of the Wave”, my legal marketing newsletter on LinkedIn which publishes regular tips.