Creating the Perfect Page
How to create webpages that show up
in search results, attract attention and
enhance your professional reputation.
Larry Page, Google co-founder and CEO,
once described the “perfect search engine”
as something that “understands exactly
what you mean and gives you back exactly
what you want.”
So, to appear in Google search results,
you have to understand exactly what
your audience wants and give them
pages that supply that demand.
Give visitors the information they're
Provide high-quality content on your
pages, especially your homepage.
This is the single most important
thing to do. If your pages contain
useful information, their content
will attract many visitors and entice
webmasters to link to your site.
In creating a helpful, information-rich
site, write pages that clearly and
accurately describe your topic. Think
about the words users would type to
find your pages and include those
words on your site.
- Google Webmaster Tools Help
“Whenever I advise marketers on crafting
pages, I ask them to put themselves in the
minds of their potential visitors, and imagine a
page that provides something so different and
functional that it rises above everything else in
- Rand Fishkin, Moz
What pages can I create that would have real value to my visitors?
What can I publish that would
stand apart from other pages on
How can I use
and other media
types to provide
value to visitors?
What do most people
say about the “stuff” I
Do people specifically seek out
my pages to see what I have to
say on a subject?
Would I read and recommend my site to
others as an excellent source of information?
Are my pages recognized among
the most authoritative on my
subject on the web?
Do my pages supply a demand for
information that is not otherwise
Google has identified 58 other
pages with the exact same
content as this law firm’s page
for pedestrian knock down
As Goldstein discusses in the podcast, back in
2002, SCOTUSblog was originally intended to
serve as a marketing tool. As is true with most
law firm blogs, SCOTUSblog content was
geared around his practice, cases he was
working, etc. But it didn’t work. As he puts it,
“People weren’t moved by that.”
In fact, they decided to completely give up on
the blog as a tool to promote the law firm.
Pages don’t have to be solely text.
Content is earning links.
Do your local landing
pages contain the
your visitors want?
Unique, static and semantic URLs.
No meta robots tag or robots.txt
blocking, crawling issues.
Page is accessible within a handful of clicks from
Page is properly indexed
in search engines.
Page content is unique to its
URL (or otherwise redirected)
Page encourages and motivates sharing.
How to share is easy and obvious.
Sharing options match social
networks of audience.
Page contains Open Graph,
Twitter Cards, etc.
WordPress Tag: social sharing
10 WordPress Sharing Plugins
1 target phrase per page.
Keywords are used naturally and eloquently.
Keywords used in Title.
Keywords used in body.
Keyword usage doesn’t detract from
Related terms are used for variety.
Keywords are used in headlines.
1 h1 tag per page.
Renders properly in most used
browsers, devices and operating
Uses same URLs regardless of
40+ Free Responsive WordPress Themes
WordPress Tag: flexible-width
Google recommends webmasters follow the industry best practice of using
responsive web design, namely serving the same HTML for all devices and using only
CSS media queries to decide the rendering on each device.
Employs appropriate markup for rich snippets.
Page employs authorship/publisher markup.
Local business markup.
Meta description motivates clicks.
Schema Markup for Attorneys – Avvo’s Lawyernomics Blog
About rich snippets and structured data
• Marshaling Evidence of Your Reputation
• Communicating Value of Services to Prospective Clients
• Lawyer Author Publisher Marketer
• Schema Markup for Attorneys
• Make Your Mobile Website Freaky Fast
• Facebook for Law Firms? Yes, Really.
• Prioritizing Internet Time
Feel free to email me with questions or to request slides.