After a piece of content is written do you just publish it and hope it starts ranking on Google?
Or do you have a system to promote your content to the right people?
Because, after a page is created, it’s our job to make sure enough people read the content…
That way you generate enough attention that search engines begin to rank the content quickly.
So how do you promote new content?
Truth is that search engines won’t rank web pages for valuable keywords unless they notice relevant traffic reaching the article first.
So as an elder law and estate planning attorney, WHAT IS RELEVANT TRAFFIC?
- Your current clients
- Potential client leads in your CRM
- Referral partners (CPA’s, financial planners, nursing home directors)
- Past clients
All of those people have a history on the internet that sends signals to search engines that your content is relevant to those types of people.
Direct, relevant traffic to your website is a HUGE signal to search engines to show your new content to similar people looking for the information you wrote about.
That’s how you start the climb to rank for relevant local searches. (Well…technically it’s a shortcut)
And in this article I want to explain to you our system for ranking content consistently on Google.
Why Elder Law Attorneys Need to Promote Their Content
After you hit publish and start sending traffic to your site, search engines quickly start indexing (scanning) your page.
The goal is to figure out exactly what your page is about and see if it will answer questions people are asking.
Search engines look at these “on-page” signals to understand what your page is about:
- Headline
- Headings
- URL
- # of keywords
- Images
- Titles of images
- Links on your page
This isn’t an exaughstive list of “On-Page” ranking factors but it’s the 99% of what makes all the difference.
Now imagine that after you publish a new content piece, senior citizens, nursing home coordinators and medicaid administrators started reading your article.
All of that information will give search engines context on relevant keywords your article should be ranking for.
The more information search engines have about your content then the more relevant keywords your article will ranks for.
Promotion is an important part of the Local Authority Marketing Program because without it your content doesn’t rank and your community won’t find your articles.
The name of the game is “signals”. Can we send the right signals so your content has maximum reach?
Ranking locally is not so much a magic formula as much as it is following simple steps to get your website to send the appropriate signals to search engines.
Here are the 5 steps:
- Research the most relevant keywords for the perfect client
- Write a long-form peice of content
- Optimize the content for search and lead generation
- Promote the content
- Update the content as needed
Once more people see you as the expert and local authority on a subject matter, they’re likely to ask you for consultations more often.
Our goal is to help you create lasting relationships within your community on your behalf with the content published.
Tracking Content Rankings for Massive Results
There’s a final goal with all of this…RANKINGS.
Content isn’t and shouldn’t be written without the end goal in mind…
It’s our professional opinion that if you’re not planning to rank a page for at least one keyword then the page shouldn’t exist on a website.
Typically, if a page is helpful to a search engine then it’s also helpful to a user.
Using the Google Search Console we can track the progress of the pages we create and make sure it continues to climb in the rankings.
Here’s an example for our own site:
It’s our job to make sure we show up in search for relevant searches that people make every day. And these are search queries that we have content written for.
It’s hard to know beforehand every single keyword a page can rank for. But if we have a few large keywords in mind that we’re aiming for, we can track those keywords.
The results you’ll see is that the page will also rank for hundreds of relevant additional keywords.
Every 30 days we’re going to compile a report on the new keywords you’re ranking for, how much you’re moving up in the ranking and compare it all to when you started working with us.
Our goal is to make sure that you know your website is always moving in the right direction.
We want to double down on what works and quickly eliminate what doesn’t.
Bottom Line
Most website owners don’t know what search queries people use to get to their website.
I hope you know, that’s okay… you’re busy being incredible attorneys.
We want to be the ones that help you reach more people in your community in the most cost effective way possible.
Every day people are searching for your services but you might not know if your content efforts are reaching those people.
Here’s what we want to do:
- Analyze your search profile
- See exactly what relevant searches you’re ranking for
- Double down on those
- Make sure you show up for new ones!
It’s not enough to have a great service and incredible reviews.
You have to make sure that every single day new people are finding your content and interacting with your website.
If you’re interested in working with us, you’ll know exactly how relevant your website is every month with a detailed report.
You’ll also have a passionate group of digital marketing experts making sure your website is found by the most relevant people in your community.
At Bambiz, we work with elder law and estate planning firms and have extensive experience in developing social media marketing strategies unique to your firm, location, and potential client base.
To learn more about how we can help grow your business using online marketing, schedule a free 15-minute call with us.
