Ever notice how Google's been acting differently lately? It's like it suddenly got interested in what real people have to say in forums and discussions, especially on Reddit. This change isn't out of the blue. Around May 2023, Sundar Pichai, Google's CEO, dropped hints about a "Hidden Gems" update at Google I/O. The gist? Google wants to spotlight the insightful tidbits—those "hidden gems"—from real conversations happening online. And guess what's at the center of this? Reddit.
In a quick demonstration, a search for "divorce attorney near me" now brings up an interesting mix at the top of the results: discussions and forums. A screenshot of these results clearly shows Reddit leading the way, but it's not alone. Other forums like Quora and Avvo also pop up, showcasing a variety of real conversations and expert advice. This is Google's way of valuing the voice of experience—people sharing their stories, advice, and questions on platforms like Reddit, Quora, and Avvo. It's a significant pivot towards valuing personal experience, adding a new 'E' for Experience to its traditional E-A-T (Expertise, Authority, Trust) guidelines.
And if that wasn't enough of a hint that Reddit's becoming a key player, Google recently inked a deal worth about $60 million annually for access to Reddit's data. They're betting big on Reddit's content, making it clear that being active on this platform could mean better visibility in search results.
Here's what Reddit said about the partnership, "Over the last 18 years, Reddit has become one of the internet’s largest open archives of authentic and constantly-updated human-generated conversations and experiences. Aligned with our belief that everyone should be able to find the information they need and the experiences they want online, we’ve expanded our partnership with Google to make it easier to discover and access the communities and conversations people are looking for on Reddit."
So, this collaboration not only reinforces Reddit's position as a treasure trove of authentic human conversation but also aligns with Google's broader objective of making the internet a more navigable and meaningful space for everyone - or at least, that's the story we're being told.
So, How Can Lawyers Get in on This?
Seeing Reddit's power and reach, you're probably wondering, 'How can I harness this for my law firm SEO and effectively drive more traffic to my website?' Let's dive into some hands-on strategies. These aren't just about showing up; they're about genuinely engaging and creating meaningful connections with potential clients on Reddit:
Dive Into Subreddits
Find where your expertise can shine on Reddit. There are communities for just about everything, including legal advice, specific legal issues, or even broader topics where your insight could be valuable. Engage genuinely, offer help, and become a go-to authority without blatantly selling your services.
- Finding Subreddits: Use Reddit's search function with keywords related to your practice areas to find relevant communities. Pay attention to related subreddit suggestions to discover niche communities where your expertise is in demand.
- Engagement Tips: Familiarize yourself with each subreddit's rules before contributing. Offer your legal insights and advice to build your reputation as a knowledgeable and helpful resource. Sharing articles or blog posts you've written can drive traffic to your website, provided it's done contextually and adds value to the discussion.
Host an AMA
"Ask Me Anything" sessions are goldmines for lawyers. It's your stage to share your expertise, demystify legal processes, and connect directly with people. Planning is key:
- Planning and Verification: Choose a relevant subreddit for your AMA, and verify your identity with the moderators. Outline your background, expertise, and what topics you're prepared to discuss in your introduction post.
- Engaging with the Community: Provide thorough, insightful answers to questions, sharing general advice and experiences. This engagement showcases your expertise and can build trust with potential clients.
- Post-AMA Engagement: Follow up with a summary or address any additional questions, providing further value to the community and ensuring your AMA reaches a wider audience.
For AMAs, especially those involving professionals, experts, or public figures, providing proof of identity or expertise is a critical step to prevent impersonation and misinformation. This verification process usually involves sending proof to the moderators of the subreddit where the AMA is being hosted. The proof can vary but often includes a photo of the host with a handwritten note including their username and the date, or other documentation that can verify their identity and claims about their profession or experiences.
This process helps to build trust with the Reddit community, which is particularly important for professionals like lawyers, who rely on their credibility. By verifying their identity with the moderators, they can assure participants in the AMA that they are indeed qualified to discuss the topics at hand, which can lead to a more successful and engaging session.
However, the specific requirements for verification can vary from one subreddit to another, as each subreddit is managed by its own team of moderators with their own set of rules. Before planning an AMA, it's important to carefully review the subreddit's guidelines and communicate with the moderators to understand what's required for verification.
Examples of AMAs for Lawyers
Below are links to actual AMAs conducted by lawyers, offering a glimpse into the diverse ways they engage with and contribute to the community.
VERY important! When you share your expertise in this open, interactive format, you're not just another attorney vying for attention. You become a trusted advisor, someone who listeners can rely on for genuine support and advice. This transformation from a face in the crowd to a respected voice in the community is pivotal. It's about establishing a rapport with individuals who may never need your services but will remember your willingness to help and your expertise. This goodwill is invaluable and often translates into recommendations and leads in ways that direct advertising cannot achieve.
A key strategy to foster this authentic engagement is restraint in how and when you share your contact information or website. Rather than inserting a link to your law firm's website in your initial post, focus on being genuinely helpful and engaging. Answer questions thoroughly, share relevant stories from your experience, and provide insights that can genuinely help someone navigate their legal concerns. This approach naturally piques interest in who you are and what you do. It's common for users, impressed by your contributions, to inquire further about your services or ask for a link to your website. Responding to these direct requests allows you to share your contact information in a way that feels organic and welcomed, rather than unsolicited. This method not only adheres to Reddit's community guidelines but also builds a foundation of trust and interest among potential clients in a personable and respectful manner.
Why This Matters Now
Google's love affair with Reddit's content means that being active and visible on Reddit could boost your visibility in search results more than ever before. It's about tapping into the conversations where your potential clients are already looking for answers. By sharing your knowledge and engaging in genuine discussions, you not only build your online presence but also align with Google's increasing focus on the value of real, lived experiences and discussions.
Stay tuned for upcoming stories from clients who've successfully leveraged Reddit to enhance their business and brand presence. Their journeys will highlight the strategic impact of authentic engagement on this dynamic platform.
