subject: Law Firm Search Engine Optimization: Microsites [print this page] Once you have conquered the search engines, by getting your site to the top for your targeted keywords, the next step is expanding your law firm SEO strategies.
It is important to keep in mind that getting your firm's main site to the top of the search engine results pages for your targeted keywords is just a start.
Now is the time to consider building practice-specific sites that target a particular area of law that your practice.
This strategy involves creating additional sites specific to the different areas of law in which you practice.
If done correctly, this technique is an excellent way to enhance your law firm's online footprint in the search engines.
One important thing to remember when building practice specific sites is that they should vary from one to another and from your main site. If the content and structural components of your microsites are too similar, the search engines will discount these sites as duplications of each other.
Another important aspect is making sure the sites have valuable information on the topic on their own. You don't want your micro-site to look "micro". It should contain enough relevant information that it is authoritative on a topic by itself. A micro-site on employment law should cover enough specific information on employment law that it is considered authoritative by your visitors.
Once implemented, you now have more than one site at work for your law firm. This is analogous to having multiple ads in other media. Different color, design, and content will appeal different visitors. You will be able to capture a bigger portion of the targeted search market.
While this gives you a basic overview of the strategy, you might have many more questions about building a practice specific site. For example, you might be wondering why you can't just add the new content to your existing site? Or whether this is considered a bad practice by the search engines?
