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The world of digital marketing is changing, practically on a daily basis. With new tools emerging, technology changing and becoming more advanced, and algorithms changing, it is important to stay current with your entire marketing strategy, especially with Search Engine Optimization (SEO) initiatives for your firm. A few aspects of SEO one can dive into rather quickly, are rankings and original content. Both of these aspects play a major role in SEO and should be utilized regularly.

One aspect of SEO I have always found intriguing is the world of rankings. There are two rankings specifically that, as marketers, we should be looking at regularly: Alexa and Google Page Rank.  

Alexa’s ranking system is based off of the browsing behavior of visitors globally. These traffic ranks are updated on a daily basis. A website’s ranking is determined from two factors: page views (the total of URL requests from a site) and unique visitors (unique users on a site). Keep in mind that multiple requests for the same URL are only counted as one page view. A website that has the highest number of page views and unique visitors is ranked number one by Alexa’s ranking system.

Google PageRank determines the relative importance of a website. Relevant pages receive higher PageRanks and are pages that are appearing at the top of search results. Google takes into account hundreds of factors when determining your website’s PageRank score. Each site is given a PageRank score of 0-10 (10 being the best). Google also bases its score off of the overall “user experience.” Providing quality backlinks also helps improve rankings. In addition, the user’s overall behavior is also a major factor. Google factors in aspects like the amount of time people are spending on your site and if the users find what they are looking for. Sites with “high scores” are deemed important or relevant by Google’s standards.

Another key component to this whole process is creating original content by blogging. One way to create original content is to blog regularly. Be sure to pick topics that will help your audience; don’t just simply talk about your firm and what you do. Choose topics that solve problems for people, help them achieve their goals and make them more successful. This will keep the readers interested and engaged with your content. Make sure when you are choosing the headlines for your post you choose ones that will grab your audience’s attention. Below are examples of both good and bad headlines:

Bad: “Make More Money.”

Good: “How We Generated $50,000 in 60 Days: And How You Can Too!”

Bad: “Make Your Business Better.”

Good: “10 Things You Can Do Right Now to Grow Your Business.”

Bad: “Picking a Good Lawyer.”

Good: “The Ultimate Checklist to Follow When Choosing the Right Lawyer.”

Notice the difference? Your headline should preface what your article is about and should clearly articulate the main point of the article.

Be sure to include images in your blog posts as well. Many readers scan posts rather than reading every single word. If you include a few images in your blog posts, this will keep the reader more engaged. Be sure to label your image within your blog post with the proper “ALT TAG,” usually including one of the keywords you’re focusing on in the article. For example, if our litigation team is writing a blog about business contracts, I make sure I include the words “business contracts” and our firm name, “Callagy Law,” so the ALT TAG on the back end of the site will read, “Business Contracts Callagy Law.” An ALT TAG is a text alternative for a particular image and/or object on your Web page, so their labeling is very important!

Make sure the comment functionality on your website is enabled. This is very important because good blog posts will invite people to comment, backlink and engage with your post. Creating engagement helps make your blog post, and your site, more visible to other users and invites a steady dialogue along with that.

Key Things to Remember

• SEO affects everything in a site; it directly impacts your rank.

• When the SEO is done correctly and more original content is being added to the site on a regular and consistent basis, the site comes up in more search results that the keywords and content relate to. (Blogging regularly will improve these scores—the key is to stay consistent with it.)

• Be sure your page and posts include relevant keywords and meta descriptions.

• The site’s popularity grows, due to visitors coming to the site and spending more time on each page (this increases page views).

• Increase internal and external links that will cause the visitor to click on those links for more info. These internal links are critical to increasing the measure of time a user spends on a page/site. Also include these with your daily blogs.

• Rank will improve when visitor count increases. Ensure Google Analytics is enabled and you are readily checking your GA Reports. It is typically a free service, and you can get your GA code by visiting www.google.com/analytics.

• When your site becomes more relevant, the lower your Alexa rank will become, and the higher your Google PageRank, because more people are finding your site.

• Focus on building a good user experience on creating a user-friendly environment on the site.

• Be sure you have an SEO plug-in or service enabled on your site!My personal favorite is YOAST for WordPress; it’s very user friendly and will give you steps to improve the SEO on a page or blogpost.

• Share, share, share! Be sure you share your content on your active social networks. By sharing your post across social media, you will drive traffic and build awareness about your post, brand and website.

Note that if you are new to all of these methods, that’s just fine! It will take time and experimentation to see what works best for your firm and your audience. Make sure you are checking your metrics a few times a week and measuring them over time to see even small changes and distinctions. Sometimes changing one small thing can yield a massive result.

To check your site’s Alexa Ranking, visit http://www.alexa.com/.

To check your site’s Google PageRank, visit http://www.googlerankings.com/prindex.php.

To get started with Google Analytics, visit http://www.google.com/analytics. g