In case that you’re law firm search engine marketing work have managed to get your firm’s site to the summit of the search engine results for the key phrases you’ve targeted, congratulations.
But don’t get fat and happy, this is just the beginning. Now is the time to consider creating practice-specific web sites that target a unique area of law that your practice.
In other words, you will be creating micro-sites that are focused on more specific related keywords. When properly implemented, you can spread your reach and increase your real estate in the top search engine results.
The practice-specific web pages you create may be very different from your main site and very different from each other. In fact, if the content is even similar, Google, Yahoo and Bing will discount the value of the these practice-specific websites as duplicates.
These practice-specific websites need to be able present value on their own. For example, if your main site just covers some basics on criminal defense law, your micro-site should delve much deeper into the subject. In general, when using this lawyer search engine marketing technique, you need to make sure that you are thinking about the same conversion aspects as you would on your main site (i.e. contact form, whitepapers, and calls to action).
In this way, you can increase your exposure to potential clients because you’ve now got multiple internet sites working for you, not just one. Think of it as having multiple advertisements (although, having good rankings and multiple web pages is far better).
While this gives you a basic overview of the strategy, you might have many more questions about creating a practice specific site. For example, you might be wondering why you can’t just add the new content to your existing site? Or whether this is considered a bad practice by the search engines?
Gyi Tsakalakis, is co-founder of AttorneySync Law Firm Internet Marketing. "Develop great search-mindful content and get it in front of people who are ready, willing, and able to link to and further publicize it." Follow @gyitsakalakis
