Just like society, Google has a set of laws in place that applies to all websites. If you want to benefit from the Google ecosystem (and all the traffic and leads it brings to those who understand it), then you need to play by their rules. If not, you’ll have to deal with the consequences.
Businesses that break Google’s rules always pay for it eventually.
Anyway, some SEO “expert” (who’s on our email list somehow) replied to my earlier email about Google’s laws to set me straight.
He said, “Google doesn’t have laws. They have guidelines.”
Well, technically speaking, he’s right.
Google isn’t a sovereign power, so their guidelines technically aren’t laws.
However, if you’re like most attorneys we work with, then you pretty much depend on Google for your livelihood – because most potentials search for an attorney on Google before looking anywhere else.
So – if you also believe that Google’s rules are just “guidelines”, then feel free to violate them at your own risk. After Google bans you from its search results and your flow of new leads dries up – feel free to still call them guidelines.
This may sound harsh, but my point is simple:
Whether any of us like it or not, Google is where potential clients find attorneys. If you want to tap into that flow of leads, then you need to be in Google’s good graces.
Because when it comes down to it, even if Google’s rules are commonly called “guidelines” we need to take them seriously and treat them as laws.
Otherwise, we’re flirting with disaster.
SEO companies generally don’t share this pragmatic view when it comes to Google’s rules. Many are willing to bend the rules and operate in gray areas. Their tricks work well for a while, but eventually, they backfire horribly. Some of them will even use “black hat” techniques – causing Google to banish many an attorney website permanently
In Google’s view, you have to follow their rules or face the consequences.
Now – if you want to know what will actually help you get – and stay – in Google’s good graces, then I suggest requesting a copy of my Secrets of Attorney Marketing book.
You’ll not only see what to do, but also what not to do. Plus, you’ll discover some dangerous practices that a lot of shady SEO companies still recommend – so you can avoid them like the plague.
If you want to be found on Google, this information is mission critical.
Let me know where to send it, and I’ll ship a physical copy of the book to you first thing tomorrow morning.
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