Part five of a five-part article:
“Take advantage of Google Analytics to collect data that can be used to improve the quality of your webpages – adding more of what works and eliminating what does not,” said Robinson. “In Google Analytics, which is currently free, law firms can set up specific goals to study how users are entering and interacting with your website.”
Google Analytics lets a law firm know which content is most-viewed and acted upon, so that similar content can be added. It lets the firm know which content is ignored, so that it can be eliminated or improves. It lets a firm know the exact path users take through its site, so that adjustments can be made to create a better user experience.
If observation and analytics show that a law firm website is not getting the results it wants, an audit can help determine the source of the problem, take steps to fix the problem, measure the results of these steps, and look for any others areas that could be improved.
“Increasing inbound traffic to your website is not magic – it is a combination of art and science,” said Robinson. “You should select any agency that makes you feel comfortable and uses language that is easy to understand. You should never feel intimidated.
“At the same time, do not expect miracles,” said Robinson. “Go into the process with reasonable expectations. It takes time to make changes, add quality content and wait for the search engines to find and reward this content. Each day, more than one million pieces of new content are posted to the Internet. It takes time to rise above the fray.”
A law firm that has experienced worsening search engine results in the wake of Panda, Penguin and Hummingbird can take positive steps to restore performance. Google will continue to reward webpages with strong content marketing efforts, including answer-driven content. It also rewards sites that generate social media buzz – especially an active presence on its proprietary YouTube and Google+ platforms.
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