SEO Nick publisher Nick Eubanks poses the following question:
Does your content really deserve to rank on page one for your target keywords? Is it one of the 10 best, most informative, most useful pieces of content on the internet?
This is the question that lawyers should be asking themselves when they set out to build a professional presence online.
Unfortunately, most lawyers prefer to ask:
How do I trick search engines into thinking my page is one of the best pieces of content on the internet?
Which devolves into discussions of cheap SEO tricks intended to artificially inflate rankings. Which, admittedly, may work for a short time.
And unless you are really one of the few "black hat" SEOs who is able to consistently stay ahead of each search engine update, your "house of cards"
web presence practice is certain to topple at some point.
The truth is that earning rankings is a much wiser approach. Here are some of the benefits:
Over a long enough time period, earning rankings will always beat gaming rankings.
But let's face another fact, earning rankings is tough. Which is exactly why it's more valuable and why search engines are constantly updating to understand which pages deserve to rank.
It's a rare case that you can launch a site, write a couple of words and become one of the most widely-read blogs on your subject. Far more often, it will take you years to establish your presence.
If you need targeted visitors tomorrow, consider Adwords for your law firm.
But if you're looking to position yourself as a leading online resource in your field and have the patience and resources to actually achieve that goal, then focus all of your energy on becoming one of the very best, most informative, most useful or even most entertaining sites on your subject matter.
You'll also be one of the very few lawyers who, at this stage, has adopted the "earn it" mantra.
(Photo by: https://www.flickr.com/photos/fortwainwright/7840838752/)
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