When lawyers recognized the need for a web presence, too many got conned by supposed Search Engine Optimization (SEO) experts. Those hucksters fast-talked about keyword density, internal and external links and compulsive posting. Little or no new business developed.
Well, the SEO game recently got even more challenging, explains Nick Gaffney in the Law Journal Newsletter on the ALM Website. Here is that article.
In response to those dumb tricks, says Gaffney a lawyer and former journalist, Google, along with Facebook, has overhauled its algorithm. To get attention from the major watchdogs on the Internet, now lawyers have to have down cold the fundamentals of how to engage. That is, old-line public relations. Little or no business will continue to develop if lawyers don't cave to the realities of how to create, pitch and gain onging exposure for what is truly shareable material.
Call the trend: Public relations configured for the Internet. Gaffney, who founded Infinite PR, hammers that content is king. The new game is to put together that content in ways that are web-friendly. That means topical, provocative, unique and visual. That's the price of entry.
Next is to attract the interest of influencers, ranging from bloggers to journalists to thought leaders. Forget the email blast. Instead invest sweat equity in building real human relationships, one influcer at a time.
The third step is to continue to expand your reach through the myriad channels of social media, opinion-editorials published in brandname media, unique press release and the ability to propose solutions to problems.
Hanging out in cyberspace, propped up with keyword density, is not only ineffective. Search engines, along with influencers, are bound to penalize lawyers who dare continue doing that.
Gaffney can be reached at Infinite PR at firstname.lastname@example.org.