For a long time the consensus in internet marketing was to keep your content short. It was thought that readers, and therefore Google, liked no more than 300-400 words on a page – usually broken out into short easy to digest paragraphs. Fortunately that is changing – Google is now doing a much better job of evaluating the quality and substance of content. Part of their algorithm now includes engagement – meaning if a page has a very high bounce rate, then it probably shouldn’t rank. So the trick today is creating substantive content that people actually want to read and share. So here are some examples of truly great content pieces:
Article Content: ex. How Technology Impacts a Divorce Case
This is not your typical attorney written article. The lawyers at Wilkinson & Finkbeiner, a San Diego Family Law Firm, wrote this informative article on technology and divorce, but it is the amazing design elements that make the article stand out. The benefits of investing in this type of content are substantial. For one, the content rich article (over 3000 words) attracts a ton of long tail traffic. Another benefit is that when you create the very best piece of content on a particular subject – your site may attract links – naturally.
Practice area Content ex. Car Accident Page
At first glance this page on car accidents looks like any other attorney car accident page in America. But scroll down and you will see this is far from your typical auto accident page. The page includes animated graphs and charts and an interactive map of Missouri traffic data. The “long form” content page goes into much more depth, but thanks to the design elements is also much easier to read.
Ultimate Guide: ex. Distracted Driving, Table Saw Safety
These pages are different than long form content pages in that they incorporate their own unique design.
Interactive Content Pieces ex. NFL Crimes, People Killed By Police, Campus Crimes
Sometimes its hard to tell a story with just words. An interactive content piece can be used to make better sense of data. For example the Houston criminal lawyer, David Breston used an interactive map to highlight the prison industrial complex in the United States
Need help improving the quality of your firm’s content? Give me a call – 480-889-4216