The Rainmaker Blog : Law Firm Marketing and Business Development : The Rainmaker Institute : Stephen Fairley : Professional Legal Marketing

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When it comes to taking advantage of the latest algorithm update on Google, remember two R’s: relevant and recent.

According to the official Google blog, the latest update to the search engine giant’s algorithm gives precedence to content that is fresh as well as relevant for the search terms people are using to find what they want. 

The blog notes that Google uses “a freshness algorithm” to give users the most up-to-date results that builds on their Caffeine web indexing system introduced last year, which indexes for fresh content. Google says this new update will affect approximately 35 percent of its searches.

Here are 5 steps to produce relevant and recent content for your law firm marketing blog:

1. Schedule time to write. Pick a time when you are most likely to have 30 to 45 minutes of uninterrupted writing time and put it on your calendar. Maybe it’s early morning or at the end of the day, or even the lunch hour. Schedule it at least three times a week. 

2. Create a fodder file. You can use a tool like Google Reader to subscribe to RSS feeds of news organizations or other blogs, set a Google Alert for topics in your field of practice, or use a free program like Evernote to clip web pages when you come across something online that would be a good blog subject.  Blogging about news from larger organizations and associations is a perfect way to tie your blog into timely news subjects.

3. Write and schedule ahead. If you have an extra hour, turn out a few new posts and schedule them in advance – WordPress, LexBlog and most blog publishing platforms allow you to do this.

4. Invite a guest. Invite someone else whose expertise your target market is interested in to blog as a guest. This could be as simple as walking down the hall and asking another partner to join in!

5. Publish an interview. Email some experts in your field a series of questions and ask them to respond, then publish that response as an interview on your blog. In return, you can provide them with links back to their website, book or blog to give them the extra exposure to a new audience.

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