Good search rankings are essential for law firms looking to attract local clients. In order to maximize your reach online, your law firm should publish blog posts to present potential clients and referral partners with relevant information about topics within your practice area.
Whether you have never posted a blog before or you post regularly, here are 4 things you need to include in your blogging strategy to get more traffic from organic search.
Relevant Keyword Research
The first step to an effective blog is keyword research. Try to put yourself in the mind of your potential client – what would they be searching for on Google to find an attorney in your practice area? The frequently asked questions section in Google search results and auto-populated questions in the search bar are good indicators of what potential clients are looking for. Your searches should be a mix of general topical keywords (child custody agreements) and localized keywords, like the name of your city paired with a phrase that describes your practice area (Atlanta criminal defense attorney). If you are not sure which keywords will rank best, you can compare the performance of common search terms with Google Trends. Once you compile a list of commonly searched and relevant keywords, you can begin to include them on your website and in your blog posts where fitting.
Variety in Authorship
To bring greater variety to your blog, you can create posts for each area of specialization in your practice, authored by an attorney with that area of expertise. Using the keywords you researched, incorporate the words that apply to each area of law your firm practices in. You should plan a schedule for when each lawyer’s blog publishes to ensure that everyone targets different types of cases and pain points based on their specialty. By doing this, your law firm will build a brand for the entire firm as well as the individual lawyers.
Internal Links for Web Structure
Before you publish a blog post, make sure that you include internal links to the lawyer’s profile page and at least two other related blog posts or pages on your website where readers can learn more. These links need to be hyperlinked within the normal text of the blog for better readability. This practice helps to increase the time visitors spend on the website and builds an internal rapport with search engine crawlers that store the data on your website to determine how it ranks in search results.
While keywords and relevant content are the most important aspects of a blog post, the formatting also plays a part in search engine rankings. Your formatting should be consistent across all posts, and each post should include at least one image or video and subheadings to break up the text. By making your posts user-friendly, people are more likely to spend time on your site, reducing your bounce rate while providing readers with the information they need to trust your firm with their case.
Before selecting a lawyer for their case, 49% of people research legal topics. If your law office is struggling to develop an online presence that shows up in search results, we can help.
CONTACT US to learn more about creating the results you are looking for with an effective content marketing strategy.