Robin TidrickThe One Real Factor in Establishing Authority

Are you new to internet marketing or hesitant to enter into the world of search engine optimization?  It’s a big undertaking, but fear not. PaperStreet is here to help – with both advice and a free website analysis.

The Most Important Element for Google

Let’s take a step back and look at SEO from a 30,000-foot view.  When Google is determining what website to rank in the number one spot there are more than 200 factors their algorithm considers.  However, the core of what they are looking for is a true resource

What’s a “true resource” you ask? Essentially, you need to prove to Google that you are the absolute authority in your industry and geographic region. You do this via your website copy.

Your website should not be a forum to boast your own brand but a resource to your users. What questions can you help them answer?  What steps can you offer if they are in need of legal expertise?  Guide them to hire you without trying to “sell” them on picking you as their lawyer.

The key to establishing your website’s authority is quality content. 

Resource Driven Content is What Your Website Needs

How do you achieve this delicate balance you ask?  Let’s take a page from British culture and practice modest thought leadership. While I say this in gest, it is important to be an absolute thought leader and to show that you are the unequivocal expert in your industry – this part is no joke. 

You achieve this by carefully crafting content in one of the various forms outlined below:

  • Whitepapers – These are in depth articles that show your prowess as a subject matter expert.
  • Blogs – At a minimum you should consider blogging weekly on any relevant topic.
  • Video – Produce educational videos that answer your clients frequently asked questions.
  • E-book – If you have written a book, make it viewable on your website or downloadable in PDF form.
  • Press Release – Sharing news is a great way to get exposure (just make sure the content is PR worthy).
  • Podcasts – Is talking your thing? Create podcasts to explain your knowledge on a subject.
  • Infographics – Statistics never lie. Present them in a creative unique format.

While these are varying forms of content, they all have one thing in common: they are the very foundation of your website.  Content is king when it comes to internet marketing. We promise the saying is more than a gimmick. 

Your content should be robust, lengthy and original.  It should not be created for the sake of filler for your website.  You should make it meaningful. You should make it thoughtful. It should be a piece of information that your website visitors will remember. 

We suggest architecting your thoughts with your potential clients in mind and letting that be your content guide.  If you visited a legal website, what would you want to get out of it?  The answer to that question is what you should be writing about on your website.

Our Free Website Analysis Can Help

If you can find that balance of true thought leadership you can naturally build authority and relevancy to your website and help your website’s SEO position in the interim.  While there are other important elements to rankings in Google, the core is proving you are the true expert in the legal industry. 

The way to attract users is to provide resources that 90 percent of your competitors don’t provide.  Become the one true subject matter expert and your online presence will see the benefits.  PaperStreet can help you get there.


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