As of April 2019, Google a staggering 88.47 percent of the global search market share, which definitely constitutes as a monopoly. And while it’s easy to see why Google is so popular, it can put your law firm in a predicament if you lose a large chunk of traffic due to inevitable algorithm changes. With that said, here are some ways to stabilize your traffic regardless of what Google does.
Diversify Your Traffic Sources
The old saying, “Don’t put all of your eggs in one basket” applies perfectly to website traffic. One of the biggest mistakes law firms make is devoting all of their attention to SEO and not working on any other channels. A good example is CCN, a crytocurrency news outlet that saw its mobile traffic drop by 71 percent overnight due to Google’s June 2019 Core Update. This shows just how volatile things can get and that you should never limit your traffic only to Google.
For instance, it’s smart to build up your presence on top social networks like Facebook, Instagram and YouTube. These have massive user bases and huge traffic potential.
Some other ideas include:
- Paid ads
- Email marketing
- Guest posting
- Answer sites like Quora
Deliver an Amazing User Experience
You should never treat a visitor like they’re only going to come around one time and that’s it. A better approach is to work hard to create a great user experience so that visitors want to return or even tell others about you. Getting people to return by typing in your URL or bookmarking your site results in increased direct traffic and isn’t at the mercy of Google’s most recent algorithm update.
You can do this by:
- Investing in professional web design
- Increasing site speed
- Consistently updating your blog with valuable content
- Paying attention to analytics to spot potential areas of improvement
- Performing ongoing A/B testing to fine-tune core elements of your site
Focus on the SEO Long Game
Finally, it’s crucial that you don’t get sucked into the latest SEO “hacks.” These usually involve tactics that try to manipulate Google’s algorithms — something that seldom ends well. While you may see a temporary spike in traffic, it’s usually short-lived and can end up hurting you long-term.
Instead, you’ll want to focus on the long game and stick with proven strategies that are basically algorithm proof.
This means doing the following:
- Creating great content
- Familiarizing yourself with Google’s Webmaster Guidelines
- Monitoring your link profile
- Disavowing bad links
- Building relationships with other relevant sites (these can serve as potential backlinks)
- Using a proven SEO plugin like Yoast
Developing a Strategy You Can Hang Your Hat On
Google has been a game changer for law firms and accounts for much of the traffic they generate. But as we’ve seen time and time again, algorithm changes — especially major ones — can have some devastating consequences. Following the tips mentioned here should help you withstand whatever changes Google decides to make and stabilize your traffic. That way you can keep the leads coming no matter what.