Google's Knol Project: One more SEO Tactic [Marler Clark already there]

Search Engine Optimization [SEO] means free promotion on the web. That means that, unlike with paid search, you don't have to pay every time a surfer clicks.

 Do your SEO right and your law firm can leap to the number-one rank on major search engines in just the categories you want to be listed in - for instance, IP law, public nuisance litigation, M&A.  In an article on SEO by C.C. Holland on Law.com dated for tomorrow, Brad Fallon of Smart Marketing is quoted to say, "SEO is kind of the holy grail of marketing."  Trouble is: Lots have started pursuing this holy grail.  SEO players are always looking for an edge.

For them, at least those whose practice areas deal with health and science, there's good news. It's Google's new Knol Project. Somewhat like Wikipedia, the free user-written encyclopedia, Knol is an information tool. Those posting on it can share their expertise in a certain field of knowledge.  The pilot program, started in late 2007, posted mostly health and medical articles. Later those categories are expected to expand to other subjects, ranging from history to entertainment. 

On July 23rd, 2008, Knol was opened in beta to the public.  No slouch when it comes to anything Internet, Bill Marler, partner at Marler Clark law firm specializing in food-borne diseases, already has 16 articles on Knol. They range from Listeria to Reiters Syndrome.  This participation in The Knol Project represents an extension of Bill Marler's years of blogging.  He will continue his dozen or so blogs on categories of food-borne diseases, along with this Google add-on.

What will these postings of health-related articles on Knol get Marler Clark in terms of its SEO?  Plenty.  That's why this early adopter of digital tools jumped right in and with so much content. But I will have Udi Manber, Vice President of Engineering at Google tell you in the company's own words about the promotional advantages.

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Excerpt from "Google: Encouraging people to contribute knowledge," by Udi Manber:

"The key idea behind the knol project is to highlight authors. ... A knol on a particular topic is meant to be the first thing someone who searches for this topic for the first time will want to read.  The goal is for knols to cover all topics. ... Knols will include strong community tools.  People will be able to submit comments, questions, edits, additional content, and so on. Anyone will be able to rate a knol or write a review of it."

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The payoff for Marler Clark is that the firm will be associated with this open-ended presentation of information.  In essence, that law firm is hosting a discussion of the topic online. Of course, there will be lots of mentions of "Marler Clark" and lots of articles penned by Bill Marler for the search engines to pick up.  In wisdom of crowds fashion - that's how most search engines operate - the more mentions, the higher the ranking these mentions will get on google, yahoo, ask, etc. 

There's more.  In terms of branding, Marler Clark gains the advantage of educating diverse constituencies, be it the consumer of that U.S. Senator from Texas, on food-borne diseases.  That's the reward for the risk of putting the law firm's reputation on the line, quite literally.

For those wanting to participate in The Knol Project, Google provides all the user-friendly tools for writing, editing and comments.  It also provides the free hosting.  All that is required is the brain matter.

Disclosure:  For two years, now and then I've done digital editing for Marler Clark and have tapped Bill Marler as a legal expert for this blog.

Comments

[SEO]

I am having 2 + years experience in SEO pls help me for the project?