How Rejuvenating Content Can Attract New Leads to Your Law Firm
As the business world moves further into the digital age, an increasing amount of content is constantly being published online. However, a myriad of content is also becoming progressively outdated as businesses and the world around them move into the future.
When content becomes too outdated, web searchers may tend to look for newer, more modern sources that seem more credible. If you have outdated content on your website, you could be unknowingly pushing searchers away, causing a decline in your performance on the search engine results page (SERP). Optimizing older content is an essential part of search engine optimization (SEO) strategy, especially for older sites. To learn more about how you can optimize your law firm’s digital presence through content upkeep, read on.
Ways That You Can Optimize Your Older Content
There are a number of ways that you can refresh and re-optimize older content on your law firm’s website.
1. Check Which Content Could Use a Refresh
When looking to make changes to your content, it is beneficial to check which older content is receiving decreased traffic by analyzing website and search engine data on Google. You should look at which content is receiving fewer impressions, clicks, click-through rate, lower search engine ranking, etc., to evaluate which material could profit from a rejuvenation. It is also important to update content that may not have up-to-date information anymore or if it no longer relates to your firm. Additionally, fresher trends in law or news events that are related to your older law content may surface, and rejuvenating or repurposing the content can bring in many newer eyes.
2. Apply Newer SEO Techniques Available
Google and other search engines are constantly updating their algorithms and how they process and rank digital information. New search engine updates may factor in different keywords, website traffic, meta descriptions, URLs, date of publication, and abundantly more components into the algorithm when ranking links in searches. SEO best practices are constantly changing, so refreshing your content using the newest ranking factors can improve your site’s performance on the SERP.
3. Reformatting and Adding New Media
The formatting of a page can date the look and feel of your site. Newer formats are typically meant to capture shorter attention spans and not overwhelm those who visit the page. Many new techniques include shorter, easier-to-read segments and the inclusion of media such as infographics and short videos. These graphics are shown through numerous studies to capture the attention of visitors and make it easier for visitors to engage with the information and process it better. Updating law content into videos and infographics can lead to more impressions and influence a potential lead to interact further with your website.
4. Turning Content into Something New
A higher number of people every year turn to social media platforms to get their information and research prospective businesses. Rejuvenating your social media presence can be a great way to increase the reach of your digital presence. One way to do this is by repurposing old content into new social media posts if the information is still relevant. Law firms can do this by either using old graphics or turning old content into graphics and posting it onto various social platforms such as Facebook, Twitter, or LinkedIn with a new caption to a fresh audience. This can increase the number of potential clients that see your firm online, and captivating social media posts will allow them to engage with the content to a greater extent and very well lead to them checking out other content on your law firm’s website.
Learn More About Possible Optimization Strategies for Your Site
Rejuvenating content can have a massive impact on your law firm’s SEO capabilities and digital presence. Thus, it can be noticeably advantageous to have professionals handle your SEO needs and maximize the ability of your law firm to grow digitally. At BluShark Digital, optimizing older content is a massive part of our SEO strategy. Contact our team to learn more about what we can do to help your law firm develop online and reach new clients.