Importance of Promoting Blog Posts and Building Links by Foster Web Marketing
After our Foster Web Marketing webinar yesterday, among the questions we received from clients was one that I thought was important to address and make the answer public to everyone.
A client of ours, Atlanta Car Accident Attorney James Murphy are wondering why they’re not ranking as well for their blog posts as they are for their practice area pages. From her e-mail:
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Type “school bus accident dublin ga” in the Google search bar. We should be the 5th result or so. When clicking on the link, however, our car accident practice area page appears….
(then) type “parking deck Sandy Springs” in Google. We should be the first result, and Google sends visitors to the correct blog (post).
At Foster Web Marketing, clients in similar practice areas who are not in the same area (and don’t compete) link to and from each other. But the pages that they link to are the practice area pages and home page, resulting in more inbound links and higher “link juice” of the practice area pages than of the other pages.
That being said, the practice area pages ranking higher than the blog post pages are not uncommon, and goes to show the power of building links to individual pages (ESPECIALLY blog posts).
So then you ask, why does a blog post rank for the second keyword phrase, but not the first? The answer: competitiveness.
Who are people going to blog/talk about or report more, a school bus accident in Georgia that sends 29 kids to the hospital, or a parking deck collapsing (which, from what I can find, resulted in no injuries). While there’s no clear-cut answer, it would appear that the school bus crashing resulting in injuries is the more competitive topic/keyword phrase, because there is simply more more authoritative sources out there covering the story.
Proof: type in “school bus accident dublin” and you’ll see that there are triple the amount of search results, and more news stories out there than the second keyword phrase about the parking deck.
So, how do you overcome this?
Build links to the actual blog post. The search results above you are ranking because they have built more authority, meaning that particular page has built more links (both off-site as well as internal linking on-site…. if a news website has 100,000 pages, with a link on every page to this particular blog post, while the quality of those inbound links might not be that great… guess what… that’s a lot of links) than your blog post.
Taking the time to create the content of your blog post is only the first step… promoting and building links to it is a whole new level.
Check out the first post of this blog, ways to promote your attorney blog, and coming tomorrow: ways to promote and build links to individual blog posts.
Posted Under: Blog Resources For Attorneys, SEO tips for attorneys, link building for attorneys Tags: attorney, blogging, law firm, lawyer, link building, marketing, SEI, SEM
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