Despite the vast amounts of information on the Web, finding reliable information about legal services through internet searches is harder than many expect. Basic searches — for needs like assistance with evictions, help with public benefits, or protection from domestic violence — often turn bewildering as results on Google, among other search engines, typically seem unhelpful and untrustworthy.
Every U.S. state has legal aid organizations to help people who can’t afford private law firms. But these organizations rarely have the capacity to specialize in Search Engine Optimization that can compete with private firms and even scammy operations that tend to dominate search results.
Search results don’t have to be as hit-or-miss as they are today. One promising method of improving search results is by adding specialized tags – i.e. “web markup” – to legal aid websites that help web engines better identify and index their information.
Schema.org – which represents a coalition of the major web platforms – produces such web markup for smarter search results. With schema.org’s standardized vocabulary, websites can ‘mark up’ otherwise unstructured text into structured data that can be semantically ‘understood’ by search engines.
When Open Referral first began, we worked in collaboration with the team that developed the first version of the ‘Civic Services schema’ at schema.org. We were particularly motivated by their vision of a future in which anyone could use colloquial language in their searches and easily get reliable, richly detailed results. Finally, through partnership with legal aid providers in Florida and around the country, we now have our first glimpse of that future. Continue reading
