As our legal content writers have discussed in the past, SEO is not everything. When it comes to all online marketing, including legal blog writing, there is much more to consider than merely saying the "right" words in the "right" way to maximize search engine optimization.
But arguing that SEO isn't everything does not mean that legal bloggers for law firms do not need to consider at all the SEO. They do. It simply must be balanced. And the good news is that as Google (and other search engines) clarify and refine their search engine algorithms, they are striving to make the more technical or abnormal details less relevant. In other words, they are working to make basic, common sense writing and content-adding the ideal.
The Search Engine Land story summarizes most of the main point on their post, and it's worth reviewing for those who enjoy delving into the more specifics of the issues. This includes expansion of the "Panda" and "Penguin" updates, rejection of extreme "link networks," and an attack on "paid links."
The summary lesson, however, was clear: "The purpose of all these changes is to reduce the number of webmasters doing black hat spam tactics from showing up, while giving smaller businesses that are more white hat the chances to rank better."
This is good news for all small to medium size law firms who are working diligently to improve their online presence while adding interesting material to the web. By commenting on cases, explaining legal developments, and identifying how basic legal principles may apply to news events, even the smallest law firms can thrive in the new and improved world of SEO.
The full video can be found below: