In the thirteen years since its inception, Search Engine Optimization (SEO) has been a misunderstood marketing tactic. Yet as we enter this current era of Web 2.0, maximizing your website's potential value has never been more important.  SEO is the process of improving the visibility of a website or web page in search engines via the “organic” or unpaid search results.  It is an important practice that legal firms are now embracing as they seek to stay competitive in a world linked 24/7 to the Web.  Optimizing a website may involve editing its content, HTML, and associated coding to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines.

Search engines are looking for both relevant content and for who is talking about you and what you do. They will rank sites higher when the keywords they use match their content and when other websites are agreeing that you are the best source for a certain type of information.  The majority of web traffic is driven by the major commercial search engines – Google, Bing, and Yahoo!.  If your site cannot be found by search engines or your content cannot be put into their databases, you miss out on the incredible opportunities.

Managed search engine optimization is an important marketing factor involved with every successful website. Organic search results direct more traffic online than any other single source on the Internet. Attaining and maintaining top organic positions means constantly staying on top of the latest trends, and implementing these trends quickly and efficiently.   New and fresh content is critical to a websites success.  Nearly 63% of business reported they update their website weekly.  This frequency of updating or adding new content is critical to success with search engines.

A great time to invest in SEO is when you are considering a site redesign, or planning to launch a new site. That way, you can ensure that your site is designed to be search engine-friendly from the bottom up. However, if a new site or redesign is not in your immediate future, InfinaLaw can also help improve an existing site.  There are many things to consider when designing your site, including your audience, what the site is going to be about, how it looks and feels, and the overall aesthetics. However, looks will only get you so far. You can have the best looking site on the Internet, but if no one can find you in the major search engines– what’s the point?   Investing in SEO can have an exceptional rate of return.