What do Google, Yahoo, MSN and other search engines want to see on a website above all else? A pretty picture? Repeating key words? Great search engine optimization?
The title of this post is a hint...Yes, it is Relevant Content. What I mean by this is that your website needs to contain information that is relevant to a search engine query. Search engines do not want to bring back poor results to their searchers. Search engines make their money by having searchers return and continue to do web searches. Google is a multi billion dollar company because more folks on the internet use Google which drives up Google's pay per click (think "Sponsored Links" when you do a search) revenue. If the results Google brought back to the public where not relevant, then searchers would stop using Google and use another search engine.
So what does this have to do with you attorney or law firm website? If you want to capture web searchers that don't know you or your firm, you need to have content on your site that is similar to what they are searching for. An example of this might be a description of your criminal practice or an article on bankruptcy. The more information you have on your site that is relevant to various web queries, the more likely you will be found on the search engines.
How do you get content on your site? Write articles, describe your practice in great detail, or post frequently on your blog. Write about your practice and what you know about. If you don't have time, "make time". Content is king when it comes to search engine optimization. Incoming links are great (if done correctly) but content will usually trump any SEO tweaking.
I would recommend that you avoid:
1. Posting duplicate content. Search engines will penalize your website if they find the same content somewhere else (ala article submission site)
2. Steal content from another website. I'm stating the obvious here
3. Write content with too much emphasis on "key words" that your potential clients may use. Write in an informative manner in whatever tone your clients would want to see.
If you commit to adding a few pages to your website a month, and publish a blog post weekly, you will be ahead of the game.
Remember, Content is King on the internet. If you don't believe me, check out Wikipedia.