Blind kid? What blind kid? It's an expression in internet marketing (as well as the name of a San Francisco SEO firm) that search engines are like blind five-year olds. That's your baseline for simplicity. Handle your SEO elements in such a way that you're understandable to a blind 5-year old. Do that, and you attract the right attention from the web crawlers determining your relevance.
Are you selling widgets? If it's mass retail your after, this kind of SEO makes perfect sense. However, there are no widgets in your world. You're selling a high-priced professional service. It's not a commodity. And Google shoppers are usually seeking the lowest price. (If you wish to sacrifice yourself on the altar of price-per-pound shoppers, have at it. But it'll be expensive.)
What about being a vision for the sighted adult in the room? We like to joke about SEO vs. HBO--Human Being Optimization. Since the higher-quality client is typically coming to you as a referral, you want your website to appeal to that person on a level that search engines may not care about.
There's a level of emotional engagement required for a human being to make a decision. (Yes, this is real science. Decisions are made emotionally, then rationalized. See also: anything that gets a couple into divorce court.) Emotions lead to action. Reason leads to conclusions. And the kind of appeal that you need is the human kind.
That's not to say you don't want SEO. There are all kinds of grizzly little SEO details that need to happen under the hood of your website. But what you're not interested in is chasing the dragon of a six-figure annual SEO budget to compete with a firm for whom those six figures are paper clips, and their marketing budget dwarfs the GDP of some third-world nations. Like the man says, there's only so much room on page one.
Why is HBO emotional appeal better for you than SEO blind child appeal? Because that's a battle you can win. And just as a case in point, you've read all the way to the end of this blog post. And you know what? Google will never list it for someone searching for what you do. You know why? Because this post never uses any one of the specific words that refer to what you do and the service you provide. And that much you can bank on.
IT IS PRESENTED AS A TRUTH THAT "Without SEO, lawyers die." What if you defy this ostensible truth? In a business where referral is king, SEO is useful. It just isn't a silver bullet. Instead, be human. Be evocative. Be the best part of you. A search engine can't understand that. But your client can.
Blaine Parker writes good words for good lawyers. Learn more at Firm Appeal.