On-Demand Webcast

Understanding content strategy in the eyes of Google:

A blueprint for law firms looking to grow

Overview

Previously, content was focused on the search engine. Keyword stuffing, search variations and other techniques were used to yield the best results. While this gave lots of ranking across the board for various keywords, search structures and long tail searches, content would usually be written in a confused and choppy way. The attempt to rank for more searches was at the sacrifice of readability and understandability for visitors.

Google has shifted the focus of its ranking model from a blog intensive quantity model to a more quality understanding of the content. No longer is Google concerned with keywords or content length or even social styles. Instead, Google is looking for the new E-E-A-T concept based on experience, expertise, authoritativeness, and trustworthiness of the content being created.

Optimized content allows the legal consumer to organically connect with reputable law firms online. This Webcast will help break down an ideal content strategy into ‘what’ helpful content is, ‘where’ to spot helpful vs. poor content, and ‘how’ we approach this strategy for the betterment of our clients and their campaigns.

In this webcast, we’ll cover:

  • A quick circle back to E-E-A-T (experience, expertise, authoritativeness, trustworthiness)
  • Actionable content strategies in the eyes of Google
  • Topic modeling
  • Trust factors

Speakers

Leah Gangl

Leah Gangl

Channel Development Specialist

Leah has worked for FindLaw for 11 years, and has held many positions including Digital Marketing Strategist, Product Manager and now a senior trainer on the Channel Advancement team. Creative thinker, passionate designer, loves to dig into what makes legal consumers tick.

Thomas Bianco

Thomas Bianco

Legal Marketing Advisor

Thomas has over two decades of full stack digital experience. He is a Results-oriented marketing professional skilled at establishing trust and providing resources and guidance around resolution of complicated marketing challenges. Thomas helped launch a Silicon Valley startup with backing from Google’s incubator Google Angel and series B and C with Pachanga.

Dylan Drouin

Dylan Drouin

Marketing Advisor

With a robust background spanning 7 years in the digital marketing and SEO realm, I’ve dedicated 5 of those years focusing my expertise in legal digital marketing. Notably, my tenure at FindLaw, where I served as a Legal Marketing Advisor for the past 1.5 years, has equipped me to devise tailored strategies that align with our clients’ objectives, propelling them towards business success. My unwavering passion lies in fostering the growth of attorneys and law firms, fueling my drive to innovate and excel in the dynamic landscape of legal marketing.

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