Author: Paul J Bruemmer
Based on my review of Google's patent (US10204138B1), here are a few clarifications regarding how this patent and the following methods apply to SEO for plaintiff attorney websites seeking new clients.
Core Concepts:
The patent describes a system for associating queries with specific "navigational resources" (websites or documents that users ultimately find most useful).
It identifies navigational queries, which are searches users make when trying to find a specific resource, and it analyzes the paths (sequences) users take to get to that resource. These sequences include initial broad queries that are gradually refined until users find the most relevant site.
This process uses quality and navigational scores to identify the best resources for each query. By studying how users refine their searches and what links they ultimately click on, Google can adjust rankings to prioritize high-quality, navigational resources.
Explanation for SEO Application:
This system applies directly to SEO by emphasizing the importance of high-quality resources that users frequently select when searching. For plaintiff attorneys, this means that your site needs to be structured and optimized in ways that both search engines and users perceive as valuable for specific legal queries.
Here are the necessary revisions and improvements based on the patent:
Focus on Refining Queries:
Google tracks sequences where users refine their search queries to find the right resource. For instance, a user might search:
- "personal injury attorney"
- then refine it to "car accident lawyer in New York"
- finally, they might choose "best New York personal injury lawyer."
Your site should anticipate these kinds of refinements by targeting both broad and specific queries. Create multiple landing pages and content targeting various stages of a search process. For example, have pages titled:
- "Personal Injury Attorney Services"
- "Best Car Accident Lawyer in [City]"
- "Workplace Injury Legal Advice"
The more relevant pages you have for these refinements, the higher the chance that your website will be identified as the best resource by Google's algorithms, as explained in the patent.
Improving Quality Scores:
The patent mentions that Google assigns a quality score to each query. This score depends on factors like click-through rates (CTR) and whether users continue interacting with your site after clicking.
High-quality websites provide what users are looking for immediately.
To boost the quality score for your site:
- Provide clear and actionable information. Users searching for legal help need quick access to contact details, case evaluations, or legal information.
- Offer valuable resources, such as free consultations, case studies, or downloadable legal guides.
- Optimize for user experience: Ensure that your site loads quickly, especially on mobile devices, and that it’s easy to navigate. Poor user experience, such as high bounce rates, will lower your quality score.
Navigational Scores and Resources:
Google also assigns a navigational score to websites that users consistently return to after refining their queries. The higher your site's navigational score, the more likely it will be displayed at the top of search results.
For a plaintiff attorney website, this means:
- Ensure your site is the end goal for users by becoming the go-to resource for legal information and consultations.
- Regularly update your content to address current legal issues, frequently asked questions, or notable case results. The patent shows that websites which continually engage users and meet their needs will be considered the best navigational resources.
For example, users searching for “New York car accident lawyer” might start their journey with broad queries but refine it to more specific ones. Your goal is to become the site they choose after this refinement.
Engage with Long-Click Queries:
The patent references short-click and long-click behaviors. A long click occurs when users spend a significant amount of time on a website, suggesting it’s useful.
When users frequently click on your site and spend time reading articles or filling out contact forms, this behavior will increase your site’s relevance score in Google’s ranking system.
To achieve more long clicks:
- Write in-depth blog posts answering specific legal questions.
- Create videos or interactive content to keep users engaged.
- Use clear call-to-actions like “Schedule a Free Consultation” or “Learn Your Legal Rights” to guide users through the site.
Conclusion:
The core of the patent emphasizes how Google analyzes user behavior to determine which resources are most valuable. For plaintiff attorneys, this means focusing on user experience, high-quality content, and addressing specific user needs.
By structuring your website in a way that answers refined legal queries, offers clear information, and encourages longer user interaction, your site can become a top-ranked resource in the competitive legal search landscape.
Special note to plaintiff attorney's: To apply the methods outlined in Google's patent, instruct your SEO team to focus on the following specific strategies when targeting new clients.
By being specific in how you approach SEO with these methods, you can increase the likelihood of attracting new clients through improved search rankings and user engagement.