We’re sure you’ve heard it before: content is king when it comes to SEO. The trust is, content is the driving force of your online strategy. Here’s a brief overview of why a solid content is critical for long-term SEO success.
1. Meet and Satisfy User’s Intent
Well-written content will meet the user’s expectations. For example, assume someone lands on your page because they are looking for a “domestic violence attorney” in your area. What information do they expect to see? Fortunately, there is sufficient data available for us to easily make that determination. If you search for domestic violence attorney + (your city), you will see a list of attorneys ranking for that term.
What you’ll find is that those pages contain several components:
- Discussion on the attorney: The page will usually contain some discussion about the particular attorney. However, most top ranking pages rarely include a lengthy discussion on the attorney’s qualification, as that’s best suited for the bio page.
- Legal discussion: Another common characteristic is the lengthy legal discussion that occurs on these practice area pages. Studies have found that the ideal length to achieve top ranking results is approximately 1,500 words. While the length is not critical, fully answering the questions is. In other words, your content must fully satisfy the user so he/she doesn’t feel a need to go elsewhere.
- Structure: A common mistake is to write long paragraphs. We now know that people don’t read on the internet, they skim. That means that we need to break-up the content into chunks often with bullet points, numbered lists, and short paragraphs. Reading on a computer screen is hard on the eyes. Make it easy for the user to stay on your page.
2. Increase Dwell Time
Beyond the benefits to the user, you may be wondering how this helps your SEO. To rank, Google relies on content and links. However, that’s not the whole story. One of the ways Google determines the quality of your content is by considering “dwell-time.” This refers to the average amount of time spent on any given page on your site. The longer the dwell-time, the better rankings you can expect over time.
Another consideration is what is known as “bounce rate.” Google defines “bounce rate” as “the percentage of single-page sessions (i.e. sessions in which the person left your site from the entrance page without interacting with the page).”
Why does this matter? Because Google considers a high bounce rate to be a bad sign. If people like your page and found it useful, they are more likely to visit other pages on your site (mainly your bio, if you’re an attorney). But if they hated your page they are more likely to quickly hit the back button. Think about it, what do you do when you land on a page you don’t like? Exactly.
How We Can Help
We have a proven track record of writing quality content that ranks well. Our writers either have law degrees or are practicing attorneys. In other words, we don’t skimp when it comes to your content. If you need content developed for your attorney site, give us a call to find out how we can help.
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