Google continues to dominate the world of online search, and as long as that is the case, we will continue to design and polish our websites and blogs to maximize their use by humans and Googlebots.
Googlebots are Google’s name for its powerful and proprietary software programs that have no other function than to examine billions of pages on the web, which continues to grow exponentially. These “bots,” also known as robots or spiders, rely on an ever-changing series of algorithms to ensure that humans in search of information find exactly what they are looking for.
Unlike cell phone apps who seem to always want to send you somewhere nearby for pizza or make phone calls to people you would rather never see again (we are told that former spouses seem to get many of these calls), the precision of Google’s algorithms are pretty awesome.
Consider the vastness of the internet and the enormous talent and energy dedicated to harnessing the Googlebots. We do truly live in the future!
What does this mean for your estate planning practice?
When IMS team members look at your website, we are looking for things that may not seem obvious to you. We are looking for information – video, images, language – that will tell the Googlebots that your website, in your city, holds the information that the searching human is looking for.
There are also many other technical elements that you don’t even see. But we know what they are and we make sure that your website has exactly what it needs!
Your website also needs to work well for humans.
Once they get to your website, they need to be engaged and informed. A little entertainment doesn’t hurt! Score extra points if you have a strategic attorney video on your home page. Does it take more than one click for them to learn about services, community involvement or your background? Make it easy and quick.
Does your home page tell them where your office is located? Location is an important part of your website, as most estate planning attorneys are selected with location in mind. Run a zip code search of your current clients to find out where they live. Lean on that data when doing strategic planning.
Web design and maximizing your website for search engines is an ever-changing and ever-challenging process. Last spring, Google made it very clear that websites that did not employ responsive design would start falling by the wayside in searches.
What’s coming next? We’ll be sure to keep you posted!