So you’ve gotten your law firm’s content to the top of the search rankings. That’s great. But it’s important that you don’t stop there and become complacent.
You have to remember that SEO is an ongoing battle, and it’s not enough to merely get to the top. You need to stay there and maintain your SEO ranking. Otherwise, the competitors who are hot on your heels may eventually surpass you.
With that being said, here are some proven techniques to maintain your law firm’s SEO ranking.
It’s been well documented that Google values fresh content. According to Moz, “Initially, a web page can be given a ‘freshness’ score based on its inception date, which decays over time. This freshness score may boost a piece of content for certain search queries, but degrades as the content becomes older.” In other words, your site’s ranking can potentially diminish over time if you fail to update it.
So what’s one of the most effective way to keep your content fresh? It’s simple. Just keep blogging.
Not only does this improve the value of your law firm’s website in Google’s eyes, it’s ultimately going to help you bring in more leads and boost your overall authority.
Continually Build Links
Moz also reported that “domain-level link features based on link/citation metrics such as quantity of links, trust, domain-level PageRank, etc.” was the most influential ranking factor in 2015. If you’re not an SEO nerd, this simply means that Google really values quality backlinks that point to your site.
So when you’re able to get authoritative, relevant websites and publications to link to your law firm’s site, it’s going to be highly advantageous from an SEO standpoint. One of the best ways to ensure that you don’t get eclipsed by competitors is to perpetually build links even after you’ve reached the top.
This is why it’s a good idea to guest blog and include links back to your law firm’s site. You’re also likely to gain backlinks by simply creating great content on your blog. In particular, longform content over 2,000 words with plenty of visuals and statistics is likely to get you shares.
Expand Your Social Media Presence
Although there’s still some debate as to whether or not social media engagement is an actual SEO ranking factor, there’s no denying that top networks like Facebook, Twitter and LinkedIn have a high PageRank. For this reason, it’s beneficial to your SEO ranking if you can get links from these networks.
That’s why it’s important that you A) have a presence on top networks and B) make it easy for readers to share your content on social media. Fortunately, the latter is quite easy. All you have to do is install social share buttons on your website. If you’re a WordPress user, check out this resource to learn about some of the best social share button plugins.
Getting to the top of search engines is only half the battle. You need to maintain your position. But by taking the right measures, you should be able to keep your SEO ranking where it’s at and continue to bring in quality, organic traffic.