The way consumers access information has been gradually shifting, presenting new dynamics that legal firms and in-house counsel alike need to pay attention to. With search engines no longer being the sole preserve for people’s quest for knowledge, legal professionals face a more complex landscape for getting their content discovered. According to a recent article by Good2bSocial via JD Supra, we look at four critical stats that legal marketers should take note of.
-
First, Google’s dominance in the search engine landscape is waning as users are switching towards direct sources like websites and apps for their search routines. As a result, marketers need to refocus their strategies on improving their discoverability across a range of digital channels – not just search engines.
-
Secondly, mobile browsing has surged past desktop usage, causing a shift in the way users consume content. Given the trend of ‘mobile-first’, legal content creators need to ensure their content is mobile-friendly to stand out in this growing market.
-
Thirdly, a growing number of users are employing voice search, driven by products like Google Home, Amazon’s Alexa, and Apple’s Siri. The rise in the use of voice search presents a new challenge for legal marketers in terms of optimizing their content for voice search results.
-
Lastly, one crucial aspect that hasn’t changed is the user’s expectation for accurate and quick information. Quality content that can provide immediate answers to user queries remains king, regardless of the platform or the manner of search.
In summary, while Google remains an essential player in information search and discovery, it’s apparent that the digital landscape is becoming much broader. Legal professionals need to adapt their marketing strategies to the changing behavior patterns of digital consumers.