TLDR; Better Content Leads To Better Search Results
In the digital age, great content strategy and SEO is king when it comes to drawing in organic traffic and increasing your search engine rankings. With most everyone—including attorneys—jumping on the content train, how do we ensure that your website stands out from the rest as an example of what to do—and what not to do—when it comes to creating content and generating fresh ideas?
While posting an abundance of content could help draw a more diverse audience to your website in the short-term, it can also tank long-term rankings of your website if said content is flagged as spam by search engines, or is falsely ranked due to keyword stuffing.
As a digital marketing agency, one of the services we provide is offering feedback to clients about how to push their web content from being “good” to “great.” This can be accomplished in a number of ways, but we’ve elaborated on what is considered the four most important elements of great web content that we use to not only assist our clients but to broaden our own brand’s image as well.
Informative Over Imaginative
The ultimate goal of producing great, effective content is to not only provide something that will be picked up favorably by search engines (for at least a dozen reasons) but also provides a vital and informative resource for visitors and clients alike that will ultimately be shared with others—either directly, or by being linked to in a future piece.
If given the choice between two attorneys’ blogs, one of which contained a post about a “not your grandmother’s chocolate chip cookie recipe,” and the other of which contained a post with a resource guide on “How to Pursue a Personal Injury Claim,” which would rank higher in a search for “personal injury guides?” The answer is obvious—and will be very indicative to site visitors of how serious you take your brand image.
For this reason, posting vague, abstract or otherwise “baseless” content on your site may not only negatively affect your rankings, but may also drive readers to a competitor’s website if they feel that the content you have posted is misaligned with the reasons why they would click on your site in the first place. This may drive former clients away from utilizing your services again—and may prevent new visitors from becoming future clients at all.
Link Building—Both Internal and External
In addition to being a strong resource on its own, great content can also provide readers with a “breadcrumb trail” to articles, posts, and pages related to their initial search through the strategic use of link building.
This accomplishes two main goals:
- Internal link building: If you have a page on your website that is relevant to your content, hyperlinking to that page in your piece will help increase your rankings. When a search engine “crawls” and indexes your website, they will often progress through these internal links to find the most relevant (and most informative) content for users based on their initial search.
- External link building: By linking your content to strong, reputable external resources, you are not only helping other websites boost their rankings but also increasing yours at the same time. The higher your content ranks, the more inbound links you may receive from others referencing your content—thus continuing this rank-increasing cycle.
The Key to Keywords
Because of the ever-changing search engine algorithm, the overuse of keywords can be as disastrous in a single piece of quality content as not having any keywords at all. When trying to boost rankings, it is important to use keywords (and keyword phrases) to not only direct search engines toward your content when users perform a search but to also do so in a natural, relevant way that does not utilize the keyword in every other sentence.
Finding a balance between “too many” and “too few” keywords in a content piece can be challenging, but understanding what is trending can help you strike a balance without hassle. This can help improve your content strategy by giving you the advantage of producing content relevant to your local market, which can result in better rankings, increased native traffic and a better likelihood that your content will be linked on other websites if it is relevant to current search trends.
When it comes to creating engaging content, allowing website visitors to directly interact with part of your content can be both a blessing and a curse. If adding interactive content helps to improve the User Experience (UX), then it should definitely be considered. This is because if a visitor is engaged in your website, they will spend a longer time on your website—leading to a higher rank.
On the contrary, if adding interactive content does nothing to help create a positive UX and instead leads to things like broken widgets or high page load times, it may not be the best to add alternative tabs or interactive forms into a piece of content.
Adding the option for users to do things such as contacting you, requesting a consultation, or downloading a relevant PDF are common ways in which we find a middle ground between a positive user experience and simple user interactivity, as they tend to produce genuine interactions from readers who find the content useful while also keeping the page’s loading times at a minimum.
By understanding how relevant, balanced and slightly interactive content contributes to your website’s search engine rankings, even the smallest ideas can become massive successes.