In the wake of last month’s shift in the placement of Google’s desktop ads, much has been written about the fallout as it relates to PPC (pay-per-click). The early results are in, and so far it appears the change hasn’t been as dramatic as initially expected. While a reduction in inventory has led to rising first-page minimum bids, CPC (cost-per-click) remains largely the same.
Also in Google news, the search engine continues to prioritize mobile-friendly sites. Although “mobilegeddon” was almost a year ago, the data showing which sites came out ahead (and which lost ground in the rankings) makes for some interesting reading. In short, continue to make mobile a high priority.
Last month also delivered the usual articles on SEO (search engine optimization), content creation, online marketing, and social media. Here are some of the top stories you might have missed:
- Always looking ahead, Quicksprout’s Neil Patel offered a great piece on The Future of Content. In competitive industries like legal services, making your content “good enough” isn’t an effective strategy for long-term success. It’s time to start thinking about quality over quantity and ensuring the content you create provides a unique value to your readers.
- Moz also took a look at what makes great content, providing tips on How to Create Content That Earns Engagement, Trust, and Loyalty for Your Brand. The article shares valuable insight into how you can use content to support your marketing efforts.
- Speaking of content, it’s one of the three most important ranking factors according to Google. The other two: links and RankBrain. Still not sure what RankBrain is, check out the Search Engine Land FAQ from a few months back.
- Avvo’s Lawyernomics blog provided a nice reminder about how to handle your client’s social media posts. It’s sad that this needs to be said, but helping clients understand that what they post on social media can impact their case is quickly becoming an absolute necessity.
- Curious about price differences between SEO providers? Search Engine Land covers the tiers of SEO services in their article on why costs for local SEO campaigns vary. Granted, some SEOs have a tendency to overpromise and under deliver, but in other cases you get what you pay for.
- Finally, if you’re planning on attending the Lawyernomics conference in Vegas (April 7 – 9th), Avvo assembled a handy guide to pre-conference attendance and networking.
If you do plan to be at the Avvo conference, let me know in the comments section and we can try to meet up. Otherwise, until next month, best of luck in the SERPs.
About the Author: Jason Arango is the Director of Marketing for GJEL Accident Attorneys. He’s been involved in online marketing since 2007, and has worked with companies such as Village Voice Media and Clear Channel Communications.