Two Types of Search Engines
Basic search engines treat all content equally. They crawl through the full text of webpages and return results without sorting by content type.
If you search for “Plessy v. Ferguson” using a basic search engine, you’re just as likely to come across a fifth-grader’s web project on the case as you are to find an attorney’s interpretation of this case. A basic search engine simply doesn’t recognize the difference.
In contrast, a structured search engine differentiates between content types. It can distinguish between content written by the firm’s partner and a blog post from a summer associate. When it sorts results, a structured search engine gives weight to the most credible and relevant sources.
A structured search engine will help users wade through an ocean of legal information and can provide category-specific searches (e.g., a filtered list of attorneys) or general content searches (e.g., all articles related to tort law). It can also give special treatment to legal terms, phrases, and acronyms to ensure relevant search results.
Coupled with a user-friendly site design, a structured search engine provides a harmonious experience. Visitors should be able to navigate intuitively with the fewest number of clicks possible.
But a structured search engine doesn’t just keep site visitors happy; it can also empower your firm’s marketing strategy. For example, you can weight results to play to your firm’s strengths by prioritizing content from a particular subject matter expert to highlight his specialty.