If your law firm website has a blog, congratulations. You are already in possession of one of the most powerful and cost-effective marketing tools a law firm can have. The question of how often you should update the blog on your law firm’s website does not really have any wrong answers. If you have a blog on your site and you continue to update it, the blog cannot possibly harm your site’s search engine optimization (SEO) rankings.
This post is something of a thought experiment, a self-congratulatory piece of beach reading, like a parenting magazine article about which vegetables to feed your children. If you are reading that article, it means that you have children, and they at least sometimes eat vegetables; therefore, you can’t lose. That said, perhaps the better question is what timetable for blog updates is the most effective at improving your site’s SEO rankings.
The Virtues of Blogs
Almost everyone in the digital marketing industry agrees that blogs are great for business, but why? Here are some of the ways that a blog can help your law firm get new clients.
· When people find your blog during a Google search related to a legal question, it makes the impression that you are an authority in your field. They are more likely to hire you or to recommend you to someone who needs to hire a lawyer in your practice area.
· Frequent updates to your blog make Google consider it active, thus increasing its SEO rankings and making it more likely that prospective clients will see your site before your competitors’ sites.
· The more links your blog contains, the more other sites will want to link to your site. Blogs are the most logical place for a law firm website to link to other sites.
· If your blog contains news related to your practice area, then some people searching for trending news stories will find your law firm’s site.
Finding the Ideal Timetable for Updates
How frequently you should update a blog depends on your industry. You will find content marketing articles advising you to update your blog every day, but that advice is impractical for law firms. Daily updates are for lifestyle blogs that thrive on a constant barrage of product placement. If you don’t update your blog every day, it is because you and the employees of your law firm are too busy practicing law and drafting legal documents. You don’t have to chase trends that change every twenty-four hours.
An article in Forbes magazine cites data that blogs that receive one to four new posts per week tend to rank the best on Google. If your law firm’s blog focuses only on evergreen content, such as explanations of statutes, then one post per week is plenty. If it also contains news about legal cases, then it makes sense to update it more than once per week. Imagine the target audience of your blog as including not only people who need a lawyer’s services right now, but also people who want to read something interesting and informative.
Let Law Blog Writers Do the Writing
What lawyer has time to write more than one blog post per week? You can count on Law Blog Writers to provide blog posts and website content to suit the tastes of prospective clients and general interest bookworms alike.
Writing a blog is just the beginning. Keywords are for neophytes. If you really want your blog to give your law firm’s website an SEO boost, you need backlinks. In other words, you need other websites to link to your blog. Linking to other sites is as simple as choosing “link” from the “insert” menu in Microsoft Word and then copying and pasting, but how do you get other sites to link to yours? Perhaps the best way is to think like a dating coach. Here are some strategies that you, as a blogger, can use to get other websites to be your Valentine. Some are more effective than others.
Just Be Yourself?
When you are lonely, the first person you ask for advice about how to find a soulmate (the advice giver is often a close relative) will probably tell you, “Just be yourself, and the right person will appreciate the real you.” SEO advice sites usually phrase this timeless piece of advice as “content is king.” It means that, if your blog is interesting and informative enough, other sites will link to it. Fair enough, but can it compete with other sites’ increasingly splashy and desperate bids for SEO rankings?
Relationships of Convenience?
Of course, sometimes the biggest thing two soulmates have in common is that they are both lonely; loneliness has been the foundation of many good enough romances. In the world of link building, this means trading links with other bloggers. It takes some courage to write to a stranger and say, “I’ll link to you if you link to me,” but everyone gets an organic link to a website on a relevant topic, and no one has to resort to unsavory SEO-boosting tactics.
Yes, it is possible to pay the webmasters of other sites to link to yours, but it is not so easy to do so without getting caught, and Google frowns on such behavior. Trying to boost your rankings by buying backlinks works about as well as trying to buy true love. You end up spending lots of money without getting much closer to your goal.
Dominating the Conversation?
When you comment on another blog, it often asks you to paste a link to your website. This technically counts as a backlink, but it does as much for your SEO rankings as participating in everyone else’s conversation just to show people that you exist does to make you popular.
Following the Crowd?
Look at the sites that rank higher than yours, and follow the links from their sites. Then link to those same sites. It might make you a wannabe, but at least you know which sites your peers consider authoritative.
The Bottom Line
Maybe just being yourself isn’t so bad after all. If your blog is sufficiently awesome, people will read it, and some might even link to it.
Let Law Blog Writers Do the Writing
Why not focus on just being your awesome self and leave the blogging to the professional writers? You can count on Law Blog Writers to provide engaging, informative blog posts that will make other bloggers want to link to your site.
Paying for Blog Content for Your Law Firm’s Website Is a Better Investment Than Pricey Analytics Services
Part of the appeal of attending one’s high school reunion is seeing how much your classmates have aged. Your unrequited high school crush and the glamorous girls who spread malicious rumors about you in high school now look like life happened to them, just like everyone else. Whether the grueling experience that aged them was medical residency, chronic illness, home schooling their children, or any other long-term source of stress, people who are old enough to attend a 20-year high school reunion know that time and money are scarce resources.
All of this is to say that lawyers are in good company among people who life is too short to keep up with all the latest trends, especially those that are expensive and time-consuming. Is it worth the effort to make your law firm’s website appear on the first page of Google search results for relevant keywords? Yes, it is worthwhile to invest in content marketing to boost your law firm website’s search rankings, but it need not be anything too fancy; a relevant, frequently updated blog will do just fine.
Yes, You Can Pay to Have Your Site Appear at the Top of the First Page of Results, but It Isn’t Worth the Expense
When you enter a search term into Google, you often have to scroll past several ads before you get to the organic search results. Those ads above the organic results, which are labeled “ad,” are there because the owners of the sites paid Google AdWords to put them there. Business owners pay big money to get their sites listed above the organic results, but the operative word is “scroll past.”
When was the last time you bought a product that you found out about from an ad that played before a YouTube video you wanted to watch? People do not like to feel like they are being advertised to, even when they are searching for information about a service they plan to engage. Hiring a lawyer is a serious enough decision that people do not just click on the first website they see and call it a day.
Quality Counts with Law Firm Websites
Creating and updating a blog is more effective than paying to have your site appear at the top of the results page, and it costs a whole lot less. Making frequent updates to your site counts for a lot in terms of search engine optimization (SEO). Writing a blog full of information about your practice area also helps bring in leads and increase traffic.
You will get people who are just looking for information about a topic (such as students or people who want to draft a will, employment contract, or child custody agreement, for example, on their own without hiring a lawyer), which will increase the sheer number of clicks your site gets. As people continue reading, they will learn more about your services; thus, the ones who make it as far as calling you are more likely to hire you.
Let Law Blog Writers Do the Writing
You can count on Law Blog Writers to write engaging, well-researched blog content that boosts your site’s SEO rankings without making a huge dent in your budget.
It is no secret that some of the citizens of the Internet are bots. You have probably interacted with bots when using the live chat tech support feature of a website, and those bots were probably quite helpful. You have probably also run across barely comprehensible web content when conducting a bona fide search for information on Google. In short, bots can write, but they are better at some tasks than others. For most of the content on your law firm’s blog, live people are a better choice than artificial intelligence.
Bots Are Teachable, but They Are Not Experts
This is not yet another blog post about the foibles of computer programs composing text in human languages, although those are certainly entertaining. Machine learning has come a long way since the 90s, when your geeky uncle forwarded you an email with examples of awkward prose composed by bots. Today, major news outlets rely on bots to compose news items on subjects where the writing is formulaic enough that it will still make sense if bots write it.
The Associated Press relies on bots to write its reports on the quarterly earnings of hundreds of major companies. A bot created in Sweden has written more than 2.7 Wikipedia articles, making it Wikipedia’s most prolific author. It writes articles in Swedish and Cebuano, the native languages of its creators and his wife; Cebuano is spoken in the Philippines. A bot in Japan even wrote a novel, albeit a very formulaic one; it studied numerous paperback romance novels to use as examples. It warrants mention, though, that human researchers had to teach the bot the meanings of lots of expressions and terms before it was able to write a novel that made sense.
If Not Bots, Then Who?
Should you entrust your law firm’s blog to a bot? Only if you are willing to invest an amount of work equivalent to sending the bot to law school. Sure, you can program the bot to use certain keywords a certain number of times, but the result will be several paragraphs of bot speak that will meet your target word count and keyword density and might convince Google to boost your site’s SEO rankings a little bit, but it will not make readers want to stay on your site.
Law firm blogs, at least good ones, fall firmly within the category of prose that it too sophisticated for bots to write successfully. Sure, there are researchers at work now on creating what might become the ancestors of law firm blog bots, but while you are waiting for them to work out the bugs in said bots, it is a good idea to entrust your blog writing to human writers who already know what they are doing.
Contact Legal Copywriters
You can count on Law Blog Writers to write factually accurate blog content with real human appeal. Law Blog Writers is what blog bots want to be when they grow up.
More and more has been written in recent weeks about Google's latest algorithm change, Panda 4.0. Ultimately, the changes may prove to simplify the online writing process--eliminating the need for secret SEO-voodoo and maximizing original, quality content.
Nevertheless, it is critical for all those involved in legal content writing and blog writing to understand what Panda 4.0 intends to do and how that must affect your content strategy.
For another brief primer on the changes, take a look at the post at Blogs for Law Firms on the topic.
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