Google Authorship: Why it matters for lawyers
Searching for relevant information on the internet can feel like falling into an Alice in Wonderland type rabbit hole. The problem can be especially pronounced for users who are seeking the type of reliable legal content that your firm may provide. It's only natural that if you have produced a high quality blog post or article, you'd want the widest audience possible, so the question is: 'How can you make your content stand-out from the rest?'. Well, the more pertinent question is, 'how can I get Google to notice my content?'. Well, the answer is actually relatively simple and Google, via Google Authorship, have created a platform that rewards lawyers who produce compelling content, and we'll outline the reasons as to why you should make the most of Google Authorship.
The purpose of Authorship
The aim of Authorship is two-pronged. First, lawyers who produce content are allowed to claim ownership of any original work outside of their specific profile. Second, Authorship also rewards lawyers whose work is authoritative and useful, while also disincentivising content that is written anonymously, or written with the sole purpose of search engine optimisation.
How Google Authorship works
In order to start using Authorship, you need to create a profile on the company's social media platform, Google+.
Using a markup system, Authorship connects your work back to your Google+ profile no matter where your writing appears online. Additionally, you should include links with your work where appropriate, because Google rewards such actions by deeming your content to be reliable - especially if your links point to other authoritative sites.
Why you should consider Authorship
If you have a significant body of comprehensive, written material, it would make sense that Authorship should be a consideration, because it will assist in building trust and authority, while potentially enhancing your reputation as an expert in your area of law.
Additionally, Authorship allows photographs to be attached to your links in search, which will make you stand-out from the competition, while assisting you in reaching new clients.
The quality of your content is important
Remember, the purpose of Authorship is to reward high quality content, and it is essential that if you are wading into the Authorship waters, that your information is reliable and trustworthy. If it isn't, your Authorship rankings may suffer.
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