If you are marketing your bankruptcy practice online, one of the most important aspects is your search engine optimization. Proper search engine optimization helps bring visitors to your website or blog.
Very few bankruptcy lawyers know how to optimize their content for readers as well as search engines at the same time. Most do not do it well. The most amazing mistake I see are the bankruptcy lawyers who think they're being clever by stuffing a bunch of keywords into their website or blog text, all the while turning visitors away in droves.
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Sound strange? How do you know you are not doing it?
The 2 Biggest Pitfalls Of Search Engine Optimization For Lawyers
The first biggest pitfall is what I call "spider optimizing" the content. By this I mean that you write in a way that technically attracts search engines yet is nearly unreadable to the actual visitors to your site. You might as
well put a big sign that says, "Go Away" on the site.
The mistake there is the reader gets the message, "Oh, this is useless," and they are not likely to read further.
What to do instead: Write for your audience, taking care to be readable and interesting. Once you've written the first draft of your content, go back and make sure that your key term appears at least a few times. But the most important thing to remember is that your audience must be impressed with your writing in order to take action, and that search engine spiders don't often hire lawyers.
The second biggest error is failure to choose keywords and search terms that are important to your prospective audience. If you're optimizing for a search term that nobody cares about, you might as well not even exist online.
What to do instead: Do your keyword research in advance, picking out the words and search terms that get the most highly-targeted traffic. Once you've done that, concentrate on a single search phrase at a time until you've climbed the search engine results page for that particular word or phrase. Then simply "rinse and repeat."
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