Attorneys often ask me about why their website doesn’t appear on a particular search. They proceed to saying something like “is it because those terms are not in my meta tags?”
Working backwards, the answers are that Google doesn’t even look at meta tags and the exact verbiage need not be on or in your website to gain rankings. Google’s algorithm factors synonyms; therefor, the exact phase doesn’t have to appear on your site. But then why does your site not rank? As mentioned in previous posts, you have to beat those competing for the same search. While Google does factor synonyms, it would stand to reason that your competitor having the exact terms on their site are getting more credit in the algorithm.
So do you change your content to compete? That’s certainly one choice, but I recommend your looking to provide a better search experience in general. This is what Google is asking from you and your making efforts to that end will result in an improvement in many components of the algorithm, rather than just one. Look at adding more content, instead of just changing existing. Look at adding quality inbound links related to that topic. Look at correcting the structural issues with your website like title tags, anchor text, and alt tags. Remove the frames and table that irritate Google’s crawler.
There is a far more simple solution that all these issues. Hire a good law firm marketing company!
