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Law Marketing Topics for October 4, 2022

Law firm thought leaders should make sure they've got the technical SEO stuff right.

Yesterday we wrote about a law firm's high-level approach to its content marketing efforts. Is the firm pursuing a "thought leadership" strategy or is it chasing keywords believed to be used by prospects for the firm's legal services? (Or a mix of both.)

Firms engaged in thought leadership efforts are similar to news publishers. They're looking for news developments in a specific coverage area. If there's a legal development in that coverage area, the firm is going to report the development for its readers.

Keyword research -- a pillar of most search engine optimization efforts -- is not driving the firm's choice of content marketing topics.

However, there is another component of search engine optimization that is important for law firms pursuing a thought leadership strategy: technical SEO. Technical SEO is all the stuff that the law firm's technology partners should be doing to ensure that the article ranks as high as it possibly can in search results. Technical SEO has nothing to do with the content of the article.

Leading considerations for technical search engine optimization efforts include:
  • Does the article load quickly in the user's browser? This is relatively recent, but important, Google ranking factor.
  • Does the website contain duplicate content?
  • Does the website take advantage of structured data formats? Structured data formats make it easier for search engines to understand an article's meaning and increase the likelihood that the article will be given prominent treatment in search engine results.
  • Has the website implemented the HTTPS protocol to make sure that communications with the user are secure while in transmission?
  • Is the article published on a well-organized website that is easy for search engines to crawl? Does the website use a robots.txt file and other tagging to instruct search engines where, and where not, to look for articles?
  • Does the website have an XML sitemap?
  • Does the website have dead links? Does it throw 404 "Not Found" errors to incoming visitors? Is there a way for users to be redirected if linked-to content is for some reason missing on the website?
Google does a good job explaining the technical SEO factors that create the best-performing website articles. There's also a large and thriving community of SEO consultants who will be happy to translate and implement Google's guidance for you.