When was the last time you looked up your name on Google? You know it’s something the social media experts relentlessly remind us to do – and regularly, right? I suppose it’s been a long time since I’ve done that.

So I typed my name into Google’s search bar, and here’s what I found: Recent photos and links from Twitter and LinkedIn, the bio on my company’s page, promos from an interview on Stefanie Marrone’s Women Who Wow series, and my latest post about spammy content on Attorney@Work

Taking a deeper dive, I clicked on Google’s second page, which historically accounts for only 6% of all website clicks.* But at the top of the page was a link to my ancient presentation, Ethical SEO: Content Strategies and Tactics for Optimizing Your Lawyers’ Bios for Search, from the 2013 Social Media for Law Firms Conference. Wow! I hadn’t thought about that presentation in ages. In eight years, nearly all of the content remains relevant, and I plan to repurpose that presentation in an upcoming post.

Yesterday, I read Tim Corcoran’s terrific post on JDSupra, Are Buyers Irrational When They Don’t Select Me? At the very end of his post, there it was – in italics: *A version of this article appeared in this space in 2009. Some topics are evergreen.

So how can my experience help your firm’s marketing efforts?

  • Mine those quotes, re-tweets, and recaps. Assuming you’re already setting Google alerts for your attorneys and your firm’s clients, take a look at what the attendees are saying on Twitter while the presentation is happening. Then, go back to Google and Twitter over the next few days. You might be surprised that there are additional post-presentation comments from the attendees.
  • Relaunch your top content. This is going to get a little geeky but important nonetheless. According to Cyrus Shephard’s 21 Smart Google SEO Tips for 2021 post on Moz, which should be your go-to resource for all things SEO:

“Content can go stale after a few years. So we launch content. You have a blog, you launch it, and you share it on social media. Most people forget about it after that. So go back, look at your top content over the last two to five years or even 10 years, if you want to go back that far, and see what you can relaunch by updating it, keeping it on the same URL. In some cases, you can see gains of 500% to 1,000% just by relaunching some of your old content with some updates. So do a relaunch audit in 2021.”

  • Google yourself. All snickering aside, this is a must – and so easy to do. Create a notification, like “Check Google,” on your online calendar on the first day of each quarter.
  • Release the secret weapon. Evergreen content can be the secret weapon in your firm’s content strategy. While we think everyone reads everything we post – it’s just not the case. Think about re-purposing your most-read social media posts, presentations, and articles. It really is a brilliant way to keep your firm top-of-mind.

*Moz’s authors indicate the first page of Google captures 71% of search traffic clicks and has been reported to be as high as 92% in recent years.  Second-page results are far from a close second, coming in at below 6% of all website clicks.


Written by : Nancy Slome

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