I recently stumbled upon an article entitled, “How Content Marketing and SEO Can Work Together.”
Author Justin Wilson writes the following:
Content has also been a great leveller [sic]. An excellent piece of content can be shared multiple times on social media and appear in a strong search engine page rank position. You don’t need huge budgets to make this happen, just excellent content marketing…
He goes on:
Back in the early days of the internet, the need for content became very clear very quickly – we know that need to create web pages, but what the hell are we going to put on them?!
So, lots and lots of content is created. And a lot of it is really crappy. Most of it in fact. So, search engines work really hard to find out ways of quantifying the quality of the content – they start to move on from looking at the frequency of keywords and start trying to actually understand an article.
Wilson is right when he says that search engines have moved on from looking at keyword frequency — Google, in particular, has lots of different ways that it thinks about quantifying the quality of the content on a web page or blog. And while some people may think that SEO and content marketing are two completely different things, Wilson is nearly correct when he says that “Content marketing and Search Engine Optimisation [sic] are very closely linked.”
They are closely linked. In fact, they’re more than closely linked — they overlap. Yet, that reality doesn’t seem to stop the confusion about what’s what. An article from the Guardian called, “Is Google’s Love Affair With Content Marketing Usurping SEO? ” makes claims such as, “It looks like Google has tired of its old friend SEO and is instead cosying-up [sic] to the new kid on the block, content marketing.”
There it is again — the confusion that SEO and content marketing are two deeply different things that are at odds or that can’t be fit together somehow. But that’s not true. Here’s why.
How SEO & Content Fit Together In Law Firm Marketing
“SEO states the requirements. Content marketing fulfills them.”
That’s the way Neil Patel describes these two overlapping elements in a recent blog post.
While SEO and content marketing are overlapping elements, lawyers can’t do SEO in the absence of content. That’s the equivalent of trying to breathe inside a vacuum. You could technically optimize your website all day long, but without the meaningful content to go along with it (and capture the attention of your potential clients) your efforts are meaningless.
But if there’s one thing attorneys should understand about SEO and content marketing, it’s that they’re not two things that have to fight with each other — and SEO is really all about content marketing, anyway.
You can’t have SEO without content.
Law Firm SEO: Do Attorneys Need To Focus On Keywords?
A traditional aspect of SEO is focus on keywords. Before Google was as smart as it is today, blackhat SEO practitioners fooled the search engine into ranking worthless websites highly by stuffing them with keywords searchers might use. For a while, it worked out — in the time before Google’s Panda & Penguin, search engine users would often get results that were full of webspam and that weren’t beneficial at all. The only people who benefitted from that behavior were those engaging in practices like keyword stuffing.
But Google’s in the business of giving search engine users the best results for their queries. It eventually developed algorithms to handle this problem. Yet, the myth persists that in order to rank well, attorneys must be focused on SEO and things like keywords. While using words that your potential clients are likely to choose when researching their case or problem is certainly useful, you shouldn’t use your energy to make that your main focus.
Law Firm Website Content Is Crucial For Legal Marketing
Your main focus should be writing useful content that answers the questions your potential clients are looking for — when you do, those keywords show up on their own, organically, as you write. When you take a content-based approach, those keywords sound natural, not forced. If they do look forced, you run the risk of both Google and your potential clients perceiving your law firm website to be phony — and that can hurt your rankings and business.
Search engines are always looking for new content. Content marketing makes that happen. By writing new content for your law firm’s website or blog on a regular basis, you give Google something new to index. The more it comes to expect regular content from your law firm’s website, the more Google’s bots comes back to crawl and index what’s there. The more information Google has from you, the more offerings it has for search engine users.
Elevate Your Firm’s SEO With LawLytics Content Marketing
Law Firm Marketing: Attorneys Should Devote Their Efforts To Content
There’s a point where there’s only so much you can do SEO-wise for your law firm. There are some very basic requirements to be met, and once you’ve checked off all the boxes, what else is left? The answer to that is in content. Content marketing is something that isn’t something you do just once — it’s something you’ll always want to keep working on for your law firm’s marketing. However, the content that you build now acts as a content 401k for your law firm. SEO can help make sure that content gets seen by the right people (your next client), but in a lot of ways, writing content that’s significant, useful, informative and trustworthy will do much of that for you.
Law Firm Blogs Attract Potential Clients To Law Firm Websites
While the evergreen content you write for your law firm website is important, one of the best ways to drive the right traffic to attorney websites is by starting a blog. It’s a great way to provide your potential clients with the answers they’re looking for while encouraging engagement and sharing your content via social media.
Curious about content on the web, how long your blogs should be, what you should write about or how you should write it? Check out the following 7 blogs:
Law Firm Marketing Blog Posts For Attorneys
- Think Like Google: Content Guidelines For Law Firm Websites
- Mobile-Friendly Matters: 3 Reasons Your Law Firm Needs A Modern Website
- Attorneys: What Are Your Web Priorities in 2016?
- How Long Should Attorney Blog Posts Be? (The Answer May Surprise Your Law Firm.)
- Now & Later: Tips For Long-Lasting Content
- Why Lawyers Should Blog About What They Know
- How Often Should Lawyers Blog?