According to Barry Schwartz, the Google-watching chief at Search Engine Roundtable, the Panda 4.2 roll out is still proceeding. Rumors spread last month that Google had actually reversed its latest Panda implementation, which left the entire field of content marketing directionless. Now it seems that Panda is actually being implemented, it is worth you refocusing on the content of your law firm’s website. Search Engine Journal, Search Engine Watch, Search Engine Land all cover content topics this week and there are some tips on how it can aid in link building.
Although Barry Schwartz is the editor-in-chief of Search Engine Roundtable, he also writes for Search Engine Land. His reports for Search Engine Land tend to be more human-readable than his techie talk over on his own site. Here you can read Schwartz’s findings that indicated that Panda 4.2 hasn’t been scrapped, but is in fact taking a lot of time to fully complete. So it is worth working on your law firm’s website content again.
This article covers the fraught issue of content format. In 2014, Google’s search engine algorithm supremo, Matt Cutts opened the year by declaring himself against guest blogging, but then the company got diverted with issues over mapping, local search and mobile-friendliness and forgot all about its anti-blog (guest or otherwise) campaign. Blogs are still safe, and freshness still counts, but you should mix your law firm’s website content to mix in some evergreen expert advice pages as well.
This article proposes that the importance of content could have replaced Google’s founding algorithm, which is called PageRank. It hasn’t and won’t ever, but after running PageRank, Google now runs a whole host of filters that adjust the ranking results of their core algorithm. These 200 other factors are often quoted as decisive and many factors relate to content. Content is important for your law firm’s ranking, but Page Rank is still the basis of ranking calculations.
Search Engine Land has some advice on maximizing the attraction of your link bait content. If you have some great articles on your law firm’s site that hardly anyone ever visits, you have two possible failures that you need to correct. First, your site’s navigation system is not making that great page accessible. In this instance, you should stick a link through to your prized content on the home page to shortcut the navigation structure. Secondly, you need to make the owners and operators of other websites aware that you have that great article for them to read. You need to push your key pages, not just sit back and hope people notice it.
If you have some really good content on your site, but it is getting out of date, don’t despair. Refresh it, and then your great “timeless pieces” can benefit from a freshness ranking boost. Repurposing older content will enable you to hold on to your best legal advice while making it seem like new to Google’s web crawlers.
Google’s original algorithm was based around allotting scores to backlinks pointing into pages on the Web. Links are still at the heart of Google’s ranking method, but the search engine has made gaining scores from links a whole lot more complicated. You are not allowed to pay for them, exchange them or list them. The only way you can get them is to attract them through great content. This article explores how to improve your content and let people know about it, so they will link to your law firm’s web pages.