Have you ever worked with someone who had thousands of shiny thing content ideas?
Sure, the company focus may be B2B SaaS solutions for enterprise systems. But the boss wants to see blog content on SEO, how to run virtual meetings, and online presentation skills.
Why? Because he thinks by scattering his content efforts and focusing on topics outside of their core competency, a whole bunch of backlinks and new traffic will flow his way.
In his head, readers will see the unrelated article and scream, “Sure, I wanted to learn more about group dynamics. But, this article is by a company specializing in B2B SaaS solutions. I need a B2B SaaS solution! I’m so glad I stumbled across this post!”
(Yeah, like that ever happens.)
I’ve even seen people say, “I just read this article in Forbes, I loved it, and I want our company to write something similar.”
(Even if the company sells industrial equipment and the Forbes article is about cryptocurrency.)
You may also encounter this shiny things syndrome if you’re working with a small business or consultancy. Often, the owner wants to blog about whatever she wants because “she knows her audience.”
These folks are usually under the misconception that anything they write will immediately build loads of links. Why? Because they’re THAT INFLUENTIAL (insert eye-roll here).
Yeah, so that’s not how this works. The reality is…
Off-topic posts won’t help your SEO.
Sometimes, it makes sense to write about something off-topic. Maybe you feel strongly about a cause, so you use your blog to amplify your message.
This example of unrelated content is SEO-OK because REI has a tight-and-wired content strategy. Their posts are typically on-topic, written well, and masterfully address searcher intent.
Plus, many of REI’s blog posts position for hundreds of keyphrases.
REI is that good.
But would REI still get those tasty links if their content team focused on shiny things content and strayed too far away from their target audience?
In fact, Google’s John Mueller said that creating unrelated content is a “wasted opportunity.” After all, why would a site owner want to gain a reputation for topics that aren’t important to their business’s bottom line?
According to John:
“From a business POV: ranking, impressions, & clicks are nothing without conversion.”
I completely agree. For more than 20 years, I’ve been saying, “Getting a top ranking doesn’t matter if it doesn’t help conversions.”
So think twice before you allow your CEO’s ego to dictate your content strategy. And if someone suggests that writing unrelated content will help your site position and drive traffic — run. Run fast.
It’s not about attracting ALL the traffic. It’s about converting that small customer segment that needs what you have to offer.
There’s your content sweet spot.
What do you think?
Have you been asked to create weird, off-topic blog posts? Leave a comment and let me know!
Source: Heather Lloyd-Martin
Website Organization Best Practices For Law Firms
Reaching the top of the law firm search results can be intimidating. Focusing on site architecture is an essential step toward creating a top-ranked search presence.
Virtually every aspect of search optimization, from content to user experience, depends on a site architecture that makes it easy for site visitors to find what they’re looking for and is flexible enough to accommodate adding more topics should the need arise.
Accomplishing this requires a deep consideration of site navigation to make the important sections of the site one click to two clicks away from the homepage.
Website architecture is a part of what’s known as the internal linking structure and can also include how information is organized, which means the content.
“…internal linking is super critical for SEO.
…it’s one of the biggest things that you can do on a website to kind of guide Google and guide visitors to the pages that you think are important.”
Mueller also said that internal linking is an opportunity to tell Google which pages are important, thereby indicating what the site should rank for.
“You can decide to make things important where you earn the most money or you can make things important where you’re the strongest competitor or maybe you’re the weakest competitor.”
This article will introduce three fundamental elements of site architecture that can contribute to higher search performance.
Website Architecture: Page Organization And Links
Let’s take a few moments first to discuss website architecture and why the user experience (UX) segment is important for getting ranked.
The Importance Of Website Architecture To SEO
You already know that SEO content and your website structure should be constructed for people over search engines.
However, it just so happens that what is good for users is also good for Google.
So, all the most important aspects of an expertly crafted site architecture will contribute to a better user experience and make the site easy to understand for Google.
A well-organized website will be easy for users to get around.
From the homepage, they will be able to access a host of other resources that are located just a few clicks away.
And that point is important.
You don’t want to bury important webpages multiple clicks away from the homepage or not have anything on the homepage that links to them at all.
Google’s web crawler will have a hard time finding those pages, and the pages will likely not rank very well (and probably no one will ever actually see them).
Another benefit of well-organized website architecture is that the internal linking spreads PageRank around the website.
If your local service pages all link up one level to your main service page for bankruptcy, business, or whatever kind of law you practice, you are telling Google that that primary service page is important, optimized, and worth ranking highly.
So, now you know why you need to put the time into organizing a straightforward and tidy website architecture.
Aspects Of Effective Law Firm Website Architectures
It’s important for any business in any industry, but now, let’s look at how law firm websites should structure themselves for maximum organic results.
Your website’s main navigation must be concise and clear in its layout since that is what potential clients will use to get around your site to see your services.
You must organize the navigation in a logical, top-down way. A “Services” or “Practice Areas” tab should drop down to a menu showing organized columns of your legal specialties.
Any kind of “About Us” or “Our Firm” tab can break down into a few sections that perhaps provide a history of the firm or state your organization’s mission.
Law firms are known as service-based organizations.
Instead of hundreds of product pages with little descriptions, your website should ideally feature:
- A homepage.
- As many main service pages as necessary to describe what your firm does.
- An informational content section.
- A contact page.
- An “About Us” section where you profile your attorneys and profess your firm’s values and mission statement.
Those are the essential elements of a quality law firm website, but how do you structure them on the site itself and link among them?
URL Naming Conventions And Structure
I have reviewed the importance of getting your main navigation and internal links correct.
Next is an overview of the importance of creating a simple but informative URL structure for the pages on your website.
It is vital to get this right because you aim to tell human users and search engines alike what your pages are about through the structure of your pages’ URLs.
The general advice on creating URLs is to remove excess words and include some keywords to be as descriptive as possible in the least amount of words.
Your URLs should reveal what will be found on that page.
Keep it simple.
Look at these examples:
For a blog post, make the URL a simpler version of the actual title.
So, your post entitled “10 Great Ways To Succeed In Business On A Budget” might be:
While you’re at it, be sure to add canonical tags to your URLs on the back end.
That way, if there’s a chance a page could be picked up using multiple terms, Google knows where to direct people.
Information Architecture: Content Organization
Create A Descriptive And Helpful Homepage
The homepage needs to do many things, such as inspire trust, make it easy to contact the business, plus serve as an effective entrance to the rest of the website.
How is this accomplished?
Focusing on what will help users the most is the best approach to creating the best home page.
There are four communication goals:
- Communicate what the general topic of the law practice is (i.e. of the entire site)
- Describe what the top major topics of the business are
- Make it easy to reach all the major specific sections of the website
- Use keywords that users would use
General Topic of the Law Practice
Businesses are said to be organized by verticals. A vertical market is simply what kind of business it is serving.
So the first goal of the homepage is to communicate what vertical market the law firm serves.
In the legal profession, typical verticals can be:
- Bankruptcy law.
- Corporate law.
- Criminal defense.
- Estate planning.
- Family law.
A law firm that is focused on family law can use that as the description for the topic of the entire site. Because most law firms serve a geographic region, that information is also used as part of the general description, the overall topic of the website.
So if the website is a family law attorney based in Springfield, Massachusetts, then the home page of that site should communicate that information from the title tag of that webpage what that vertical market is.
Family Law Attorneys - Springfield MA - Example Law Firm
The job of the homepage is to rank for that general term. It’s the job of the inner pages to rank for the more specific areas like child custody, divorce, pre-marital agreements, etc.
Describe Major Topics of the Business
The second goal is to describe the different areas that the business serves, for example:
For example, suppose the website is about personal injury in City A.
But now, it must also describe very briefly (and even link to) the specialties within that personal injury vertical.
Examples of Specialties Within the Personal Injury Vertical
- Motorcycle injury.
- Medical malpractice.
- Car accidents.
- Brain injury, etc.
Link to Major Sections of Site From Homepage
Third, it’s super important to link to as many of the inner sections of the site that correspond to the specialties within the legal vertical that the law firm serves.
This can be done from the top of the page navigation menu. And it can also be accomplished from somewhere within the body of the homepage.
Top takeaways about keywords and the homepage:
- Always use the words that your potential clients tend to use.
- Organize the webpage according to the most popular reasons why clients tend to call. If most calls are about slip and fall, list that as the first practice area. If the next most popular reason for calling is a brain injury, then make that the second section. This makes it easy for most site visitors to find what they’re looking for.
- Use images that contribute to communicating your message (this breaks up the page and makes it easy to scan).
- If possible, A/B test using user experience analytics like Microsoft Clarity to identify pain points that site visitors might encounter. An example of a pain point can be if site visitors are “rage-clicking” certain links or areas where they expect to find links.
More reading on keyword research:
Next, remember that you are a service-based company that must rely on customer reviews to gain traction in your geographic area.
You should devote a block of your homepage to displaying five-star customer reviews with brief blurbs praising the legal services you provided.
Those reviews will help to generate trust among new visitors to your site.
Homepage Internal Links
Related to the main navigation is the internal linking you do in your homepage content.
You already know that homepages should not be loaded with written content, but small blocks can briefly describe your service areas and link to them using keywords.
That internal link structure is vital. Everyone knows homepages are important; Google does, too.
The pages you link to from there are going to be easily crawlable. They will also be easy for actual human users to get to.
Colors matter on a website.
The use of colors can affect the choices that site visitors make.
- Visually contrasting colors are best for call-to-action elements.
- Blue conveys trustworthiness and authority.
- Always check if the color choice has sufficient contrast for color-blind site visitors.
Law firm websites looking to convey auras of professionalism should avoid bold, vibrant colors in favor of lighter schemes.
Create Above-The-Fold Content
Website architecture is generally considered internal linking, but I include information organization into the site’s architecture as well.
Above the fold is a way of saying in the main block of visible content.
With a law firm website, you don’t want to get too fancy or obtuse with presenting your content.
Users come to your site for help with their legal troubles, and those people are probably worried and hoping they can trust you to help them.
Reward their effort in visiting your site by making it clear that you are there for them.
Do this by presenting your most important content in the first block of content that is visible to site visitors.
Don’t make users dig around to find the information they need, like that service page explaining how you have helped thousands of people declare bankruptcy or that blog post showcasing your knowledge of recent tax-resolution cases.
Depending on how your homepage is organized, present some links to those service pages, a contact form, or some reviews to establish trust right away.
Sticky content is a good idea, as well.
Videos, forms, and surveys get people to stick around your homepage longer than they otherwise might, so don’t rule out those elements.
Whatever you feel is most important to your firm, make it one of the first things users see upon arriving on your homepage.
Essential information presented above the fold is necessary for well-made website architecture.
A law firm that performs quality work on behalf of clients needs to be able to reach every site visitor and convert them into a client.
The best way to accomplish that is to organize the information on the website in a manner that makes it easy for site visitors to quickly scan the homepage and find the exact topic.
That makes it easy for search engines to identify what the entire site is about and, consequently, may begin ranking the inner pages for the more granular search queries.
Identifying the best user experience for site navigation will always make it easier for the site to achieve maximum search performance.
Featured Image: fizkes/Shutterstock
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