In Part One of our reviews, we took a closer look at the Lubbock Law Firm of Field, Manning, Stone, Hawthorne, & Aycock. We determined that the first thing we could to to help that Law Firm get more traffic to their website was to expand their written content. This first step would alert the search engines to activity on the site and signal to them that they should start to crawl the site again. To discuss our next step, we look to another prominent Lubbock Law Firm, Payne & Truitt Attorney’s at Law.
Add a Blog to Draw Crawlers to the Site
As we near the completion of the expansion of pages with the Law Firm, the next thing on the agenda is to start a blog. Many Law Firms nationwide are starting to understand the importance of a blog, but many have yet to get on board. That could be because many are simply following the directives of the companys which have been handling their websites for years–to no effect it should be noted.
Simply put, there are a number of excellent web design firms which have the ear of these Law Firms and they know the firm is not getting traffic. But they do not know what to do other than to add a blog. Sure, adding a blog is a great step, but without the expanded content in place, the blog will do more harm than good.
Search crawlers are designed to constantly scan blogs, but will eventually adjust their scanning efforts according to the activity of the blog. An active blog gets noticed within minutes of new content added.
Think of it like this. A blog works in much the same way as a town crier. He is out there checking for new events in town, yelling to people to go see the new library. So, people go. On arrival, they open the doors with much anticipation only to find that the shelves are pretty bare. There are a few pamphlets laid here and there and it all looks nice, but there are no books, no sets, no videos, nothing really. So they leave, not likely to return.
If the blog cries out that the library is done and the search engines send folks, they will not stay long and the search crawlers will stop sending them. A website must be stocked enough to attract attention before it is advertised or the advertising (blog, town crier) wil be for moot.
Once the Shelves are Stocked, Launch the Blog
So we have stocked the shelves with content and now we have launched the blog for Payne & Truitt Attorney’s at Law in Lubbock, Texas. What next?
Next, we design categories for the blog. Notice along the right side of this content. There is a category menu. This allows readers to jump from topic to topic as with a table of contents. This makes the blog more functional, more user-friendly. Think of it like this.
The main navigation is like a map at the door of the library. A reader is directed to various sections where the books of interest to them are found. One section is the Blog. So they head that way. In fact, the Blog has its own room. They enter. What do they find?
In most cases, they find a room with pamphlets scattered or stacked in no particular order other than by the date they were added to the collection. Some are little more than fliers. A few qualify as small books, but not many.
The first thing a blog room needs is order, organization.
The second thing a blog needs is adequate content. A blog must be at least 300 words to even be considered useful by the search engines. Anything less is ignored. An ideal word count runs between 500 and 700 words. This is the length of a short article. This is the length that is worth a readers time.
The fact is, it is not possible to convey anything of substance in less than 300 words unless writing poetry. And sadly, poetry does not rank well with the search engines. We know, we’ve tried.
Once Organized and Blog Stocking the Blog, What’s Next?
Once we build an organized blog for Payne & Truitt Attorney’s at Law and start to stock it with content, the search crawlers will begin to scour the site regularly. The next thing they are going to look for is how easy the site is to navigate.
So the next thing we are going to work on are links. These will be discussed in the next installment. Stay tuned.
And be sure to read the previous blog Review: Field, Manning, Stone, Hawthorne, & Aycock Lubbock.