Search Engine Optimization and Law Firm Marketing: the Right Way and the Wrong Way
Lawyers, attorneys, and law firms need to be aware of how they market. There is a right way and a wrong way to perform search engine optimization and law firm marketing. Links purchased for advertising are acceptable as long as they are designated for the sole purpose of law firm marketing. Unfortunately, Findlaw has been caught buying and selling links that directly violate Google Webmaster guidelines. This may negatively affect legal websites or law firm marketing 'professionals' who have purchased the hardcode links from Findlaw.
Findlaw is a leading legal resource portal for services that provide law information and resources for law firm marketing. What exactly did Findlaw do that was so wrong? Basically, they sent unsolicited e-mails to both lawyers and search engine optimization professionals selling a search engine marketing program (SEM). For a fee, law firms could receive coded links to help increase search engine rankings. In addition, law firms trying to get a jump on law firm marketing results and who received such services were also "allowed to submit up to five articles to be placed" within Findlaw's website with an additional five links.
Selling links is against Google's Webmaster guidelines. Such practices are considered link spamming, which doesn't help law firm marketing in the least. The reputation of Findlaw and the websites that purchased such links may suffer. When engaging in law firm marketing techniques, do the right thing. Know the rules and follow them!
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