14 June 2013 Comments Off on Legal SEO: Understanding How Google’s Penguin 2.0 Update Changes the Game

Legal SEO: Understanding How Google’s Penguin 2.0 Update Changes the Game

legal-seoGoogle’s Penguin 2.0 update is just the latest in the company’s attempts to change its online algorithms. If you work in the legal world, it’s a lot better to align with the company’s latest round of algorithm updates instead of fighting the company because of them. The aim of Penguin 2.0 is to target any sites that feature immaterial, low-quality and dubious inbound links from questionable websites. Legal websites can protect themselves against this reshuffling of Google’s algorithm by understanding the Penguin 2.0 update and how it changes the game.

Create Great Content For a Specific Audience

You can work with Google’s latest Penguin update by working with them to generate create content for your website. Take Lawyer Guide – NJ & PA Personal Injury & Car Accident Lawyer Network, for instance. It’s a site that’s geared toward helping car accident victims find highly competent lawyers. As such, this legal site provides its visitors with great content that’s highly useful and helpful. In other words, this is the kind of content that Google likes. On the other hand, poor content that the new algorithm update will punish includes sites whose links come from untrustworthy third-party sites that are not authoritative.

Go a Step Further To Advanced Content

What’s advanced content? It’s more than just a blog post or any old article. Here are some examples of advanced content: white papers, a tutorial or guide, or even an answer-providing eBook. As far as legal SEO in a post-Penguin world is concerned, this is what now passes as a valuable contribution to quality content. This has to do with the fact that advanced content that’s well researched and impactful will be regarded by Google as a link-worthy asset. Legal sites, whether sites of firms or those specializing in helping people find attorneys, should offer their site visitors this type of advanced content to stay on Google’s good side.

Promotion Of Advanced Content To Online Media Outlets

Getting advanced content cited by online media is a huge way of making a legal site seem highly credible and reputable. Through the procedure of earned media, it’s possible to utilize digital PR methods to expose your advanced content to a media outlet’s big audience. Your site’s target audience will also be visiting these media outlets’ sites anyway, which is what leads to the huge potential of this strategy. Such an earned media campaign could get a legal site hundreds of off-page signals. The reason has to do with the fact that online media outlets are both syndicated on the Internet and widely shared.

If you’re operating a legal site, you’ve got to understand the new Penguin 2.0 update from Google to make sure that you work with the company’s algorithm updates instead of fighting them. Getting your law site ranked highly on Google comes down to great content. From there, you can expand further into more sophisticated tactics, like advanced content and the use of online media outlets.

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