If you’re law firm SEO efforts have managed to get your firm’s site to the top 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.
Once you have your firm’s main site ranked, you should consider implementing a practice-area specific microsite.
This strategy involves creating additional sites specific to the different areas of law in which you practice.
When properly implemented, you can spread your reach and increase your real estate in the top search engine results.
The practice-specific sites 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 sites as duplicates.
These practice-specific sites need to be able demonstrate value on their own. For example, if your main site just covers some basics on personal injury law, your personal injury law micro-site should delve much deeper into the subject. In general, when using this law firm seo 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 sites working for you, not just one. Think of it as having multiple advertisements (although, having good rankings and multiple sites is far better).
You might ask yourself, Why don’t I just add new content to my main site? Does Google frown upon this? What are the costs involved? Should I link from my main site to the micro-site? Is it better to have a blog or a micro-site?
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