Take your SEO to the next level

Last week’s Public Reputation Management Tip dealt with leveraging Google’s most recent updates to its search algorithms. The 40 changes that Google recently implemented reinforced the advice Jaffe PR has been giving its clients for years: Content is still king. In fact, it is consolidating its power with every Google update. Relevant and original content is crucial for your search engine optimization (SEO) efforts. You simply can’t succeed without it.

If you’re looking to take your SEO to the next level, seven of Google’s 40 changes are particularly worth leveraging:

  1. Improvements to freshness – Google has applied new signals to help fresh content surface more quickly.
    Tip: Update your content frequently to take advantage of Google’s increased ability to index it.
  2. Fresher images – Google has adjusted its signals for surfacing fresh images.
    Tip: Don’t forget to update your images – this may be a good time to refresh the images on your website, or even refresh your brand.
  3. Consolidating signals for spiking topics – Google can better compute signals in real time, improving its ability to detect when a new topic is spiking in popularity.
    Tip: Strike when the iron is hot; if you have content that is particularly timely, publish it now.
  4. Image index expanded – Images are increasingly important to search results; more-relevant images will now appear in a larger set of queries.
    Tip: Increase the number of images on your website and make sure their metadata (i.e., alternate text, image descriptions, captions) is complete.
  5. Link evaluation – Google has improved its evaluation of links in order to help gauge the quality of content for a given webpage.
    Tip: Use cross-links on your website (linking pages with similar or complementary content); you can also use industry blogs and social media sites (Facebook, LinkedIn, Twitter, etc.) to link back to your corporate website.
  6. Spam update – Google has beefed up its already powerful spam protection.
    Tip: Avoid practices that reek of spam, including keyword stuffing, paid inbound link networks and content that is written for search engines instead of humans.
  7. Improved local results – Google can now find results from your city more reliably, detecting both queries and documents that are local to the user.
    Tip: Make sure you are visible in Google Places; this will improve your overall SEO, improve your ranking on mobile devices and expand your business potential.

By adhering to tried-and-true best practices, law firms won’t have to fear Google updates. But, if you want to take SEO a step further and leverage these updates to improve your current rankings, the above tips will go a long way toward that goal. Remember, results take time. Diligence and patience will pay big dividends. Good luck – and let us know how you’re doing!

Scott Handy, Writers For Lawyers

Scott Handy, contributor to Jaffe PR’s WritersForLawyers™.
With 15 years of writing experience, Scott specializes in Web content, marketing, public relations and corporate communications.


I found this to be a great help in evaluating the most important aspects of the 40 changes made by Google. It certainly saves a huge amount of time evaluating all the changes to then have to try and drill-down to the ones that really make a difference.
I'm very new to the SEO industry and initially found it to be an absolute minefield of suggested tactics and things to avoid.
The type of information provided here is thought provoking and useful, particularly the diligence and patience bit.

That's great, Andrew. I am glad you found the post useful. Diligence and patience are the most overlooked ingredients to a good SEO plan. Too often, website administrators make changes to their sites and then get impatient when they don't see immediate impact. It can take several months for the search engines to catch up to your changes.

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