If you know me, you know my opinions about links and SEO advice from Google. If you don't, here's the TL;DR:
Meh, links! Meaning, all things being equal, links still remain a competitive difference maker for ranking.
Take Google's SEO advice with several grains of salt. Google has no economic incentive to help your site rank or generate business from organic search results. They want you to buy ads!
So, when Google adds new SEO best practices for links, you should take notice, but maintain a healthy skepticism.
Most of their best practices are solid foundational recommendations about making links crawlable and understandable, including:
Somewhat interesting, but really not new, are Google's recommendations specifically relating to internal links (cross-referencing your own pages) and external links (linking to other sites).
Most smart SEOs know the power of internal links. Particularly with respect to their location and anchor text. We regularly leverage internal links and anchors for our law firm SEO clients. In fact, poorly optimized internal links are probably one of the most common technical issues I encounter when doing site crawls. These issues include:
Fixing internal linking issues alone, is sometimes enough to see significant improvement in organic visibility.
It's also nice to see Google reassure folks that linking to other sites isn't something to be scared of, and in fact, "using external links can help establish trustworthiness (for example, citing your sources)."
Listen up news publishers that have developed "no external links," policies! You're missing the point.
That said, PageRank is still a thing. So, be mindful of how you're using external links.
If you're a link builder, send this updated guidance to your favorite prospects. Also, prioritize those broken link building opportunities! It's still really effective.
And remember, take all of this with a grain of salt. Okay, in this particular instance, you can rely on just about everything Google added here.
Over the years, law firm prospects have sent us reports from just about all of our competitors. Unfortunately, even today, some law firm marketing agencies still mislead their clients via "reporting." One particularly egregious example comes in the form of ranking reports. Which prompted this LinkedIn post. To my surprise, I received a lot of […]
John Wanamaker supposedly said "Half the money I spend on advertising is wasted; the trouble is I don't know which half." In an an effort to figure out "what half is working," attribution was born. Coupled with a transition from traditional, offline ads to digital media, attribution became the holy grail for analyzing advertising spends. But […]
I recently asked ChatGPT, "What are some of the top personal injury law firms in Chicago?? Actually, first I ask "who are some of the top personal injury lawyers in Chicago?" ChatGPT couldn't handle that one, so I modified the prompt. ChatGPT listed five very well-known firms downtown. Can you guess the other four? That's […]
If you're like me, you have some degree of AI, ChatGBT, Bard, exhaustion. Now don't get me wrong, this is stuff is remarkable and is changing, well, a lot. But before you hook up the ChatGPT API to your WordPress API and crank out 10,000 pages, here are a few things to think about. Let's […]
If you know me, you know my opinions about links and SEO advice from Google. If you don't, here's the TL;DR: Meh, links! Meaning, all things being equal, links still remain a competitive difference maker for ranking. Take Google's SEO advice with several grains of salt. Google has no economic incentive to help your site […]
The best marketing advice I can give you is to be authentic. Of course, you don't find that very helpful in terms of meeting your growth goals. So, you might decide to game the system. As I'm writing this, one of the more popular ways to gain the system is to pay for engagement. This […]
The following post was written by ChatGPT. ChatGPT, developed by OpenAI, is a state-of-the-art language model that can generate human-like text based on a given prompt or context. This technology has the potential to revolutionize the way that businesses, including law firms, market themselves to potential clients. One way that a law firm could use […]
How long does SEO take? When can I expect to see results? What results should I expect to see? These are all reasonable questions that we field from lawyers every day. And, like many legal answers, the answer is: It depends. Yes, I know that's not the answer you wanted. But it's the most honest […]
And how much time should they spend doing it? I recently had the privilege of chatting with Tyson, Jim, and Conrad for an upcoming episode of The Maximum Lawyer Podcast. If you're not familiar with The Maximum Lawyer community, you should definitely check it out. Jim asked a really great question about who should do […]