Recently, I had a phone call with a member of a client’s search engine optimization team. The first five minutes were painful and, unfortunately, the anguish only intensified the longer we talked.
You see, my client’s website dropped (and basically disappeared) in the search engines. So his SEO guy and I were discussing what caused the crash.
The culprit was a problem you likely heard of …Duplicate content.
In an effort to keep content fresh, chucks of industry-related articles were pulled from other sites and then added to my client’s blog. Post after post used content that appeared – in many instances – on multiple websites.
I see this happen a lot.
Instead of writing their own material, attorneys try to shortcut the SEO process by using content from other places. In some cases, entire pages get posted word-for-word.
Although not as common nowadays, I also see websites with feeds that automatically add identical content from outside sources.
If you use one of these SEO shortcuts, I urge you to stop today.
Now, let me be clear … I’m a direct-response copywriter – not an SEO expert. But I regularly see how trying to trick the search engines into higher rankings causes trouble. I also repeatedly see how creating helpful, properly written content can attract the right traffic – and get those people to take action.
So here’s the SEO “shortcut” I suggest: Create content that truly helps people.
This concept isn’t new. You won’t see it talked about as a “insider secret.” And, let’s be honest, useful website content takes longer to create.
But the fact is, the more you share helpful information, the more you attract the prospects you want. Prospects seek out people they like and trust. And by helping them, you prove you care about their needs – not just the money you hope they bring you.
Also, your content offers a glimpse into your personality and perspective. When prospects like what you share, they naturally crave more. This desire especially works to your advantage when you have bigger, well-known competitors. Many larger firms feel the need to deliver sterile, heavily scripted marketing messages that offer little feeling.
You don’t have this restriction.
What’s more, with common concepts, you have the freedom to add your own experiences. Or, to really attract attention, go against familiar claims.
You could also …
Create tutorials. Spend a little time on YouTube and you’ll notice the most popular videos describe how-to tasks. The same goes for Amazon.com and nonfiction books. So brainstorm challenges your prospects want to overcome as they relate to your product or service.
Then write instructions or record videos of you talking/showing them through the processes.
Claim your Free Law Firm Growth Strategy Session
Claim your Free Law Firm Growth Strategy Session
Compile lists. Numbered lists attract attention because they’re quickly “scannable.” Easy topics worth focusing on include myths, mistakes and misconceptions related to your offers. Remember, your prospects care more about solving their problems than buying your product or service. So make sure your content reflects this mindset.
Claim your Free Law Firm Strategy Session
Claim your Free Law Firm Strategy Session
Interview industry insiders and experts. Oprah built a business empire by sharing others’ knowledge. Thanks to today’s technology, you can do the same on a smaller scale and make the recordings (or written interviews/transcripts) available to a worldwide audience using your website.
Share statistics and studies. By sharing the latest industry trends and news – and providing your insight – you position yourself as a thought leader. Simply scan sites such as Quora.com and FactBrowser.com to find industry-related questions and studies to support your statements. Google Alerts can also help you stay on top of your industry’s latest happenings.
Grant “behind-the-scenes” access. Who doesn’t enjoy a peek into other people’s lives? Facebook thrives off this single desire. Show how your business operates and the secrets to your success. This transparency builds trust.
Answer questions. While exact numbers aren’t available, it’s widely accepted that many online search queries are questions. Use this behavior to your advantage by creating individual pages for detailed responses to each of the most common questions you hear from prospects.
And one final suggestion … Use multiple media formats when creating your content. Sure, almost everyone reads content. But some in your audience may enjoy listening to audio or watching videos, too. Furthermore, using different media makes it easier to distribute your content in more places.
