The Shift in Law Firm Marketing on the Web
In case you haven’t noticed, Google changed the algorithm they use to rank websites once again. It appears that all the ingredients necessary for a high ranking are still in place (keyword rich content, inbound links and frequent updates among about 100 other things) but the priority of them has certainly changed.
How do I know?
The sites with the most inbound links used to rank in the top five for all search results (regardless of the keywords or content on the site). That led me to believe that inbound links were heavily weighted in the algorithm.
As of the end of June 2010, this is no longer the case. Don’t get me wrong, links still appear to be weighted heavily, but content updates are also important as are subscribers, traffic and everything else that goes into your search engine ranking.
What does all this mean?
Actually, there is no conclusion that can be drawn…yet. But anecdotally, I can tell you that the website that I updated weekly in June (this one) improved in ranking while the website I could not attend to Legal Marketing For Lawyers dropped dramatically.
I am moving back to frequent updates (three times each week or more) on each website to see if it makes a difference.
Stay tuned as I conduct this law firm marketing experiment.
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