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.
Having a blog with regularly updated content, reader engagement, and a clear mission are all an integral part of your marketing plan. A professional blog helps to establish and maintain your brand’s legitimacy by building an audience of loyal readers. Unfortunately, there are some errors blog owners make that lead to the benefits of running a blog being squandered. While it is true that every brand should make an effort to stand out from the competition, there are three content marketing rules you should never forget to implement after launching a blog.
Only Post Quality Writing
There is no way to establish a reputation with a blog if your brand is not posting high quality content. The written content posted to your blog should always be professional, straightforward, and easy to read. Poor grammar, multiple spelling errors, and overall poor readability will drive customers away while simultaneously hurting your Google ranking. Remember, Google and other search engines scan websites for readability often penalizing those sites that are filled with substandard content. Having less than stellar content on your blog could drive readers away and cause you to lose the search engine ranking that you previously achieved.
Pay Attention to Word Count
Posting several short articles, a week is something that many blog owners make the mistake of doing. Their thought process is that as long as they are posting readable content the word count is not important. In reality, search engines scan the length of blog posts giving more value to posts with a higher word count. Ideally a post should be 500 to 800 words with headings and clear line breaks. Along with helping boost your search engine ranking, longer word counts mean that your readers spend more time on your company’s website.
Use Competitive Keywords
The importance of keywords cannot be stressed enough. Search for keywords that are used often and competitively within your brands industry. Including them in your posts increases your chances of being listed in search engine results meaning more visits to your page. However, do not overuse the keywords that you find work best for your brand. Over stuffing your blog posts with keywords looks terrible, can negatively affect readability, and hurts your search engine result rankings. Finding a balance is an important part of keyword marketing that no blogger can afford to overlook.
Hire Quality Writers - Legal Content Writers
As you can see creating high quality content that will increase your website’s search engine ranking is not always easy. It requires patience, skill, and the ability to follow each of the rules mentioned above while simultaneously producing content your readers will love. The team at Law Blog Writers, LLC are able to provide your company with professional blog content whenever you need it. We can write posts for your website daily, weekly, or monthly ensuring that visitors will always have fresh content to enjoy. If you are ready to take your blog to the next level contact us today to discuss your company’s unique needs.
An engaging blog post gives your business a unique opportunity to connect with new clients by showing them the type of information your law firm has at its disposal. Unfortunately, many law blogs squander this chance by publishing blog content that does not provide any real value. Each blog post must contain useful knowledge that will grab your reader’s attention and turn casual viewers into actual clients. Knowing the following four things that each blog post should contain helps you reduce your bounce rate and increase your firm’s reader to client conversion rate.
A Topic (Obviously)
Surprisingly, many law blogs post content that does not have a clearly defined topic. Without a topic your blog post can become a rough outline at best or a page of incoherent ramblings at worst. Before publishing any content make sure your primary topic is obvious and that your blog post serves an obvious purpose. If you believe that your blog post does not have a topic chances are your readers will miss any points you are trying to make or they will fail to find any value in your post.
Content for Them Not You
Maintaining a blog for personal pleasure gives you an online outlet perfect for discussing topics that are important to you. However, when your blog is for your business and meant to engage clients then remember the content needs to be for your reader rather than for yourself. Never forget that your perspective clients are coming to your blog to find information that they need or to get help with their problems. The last thing they want to see is a six paragraph post about your accomplishments or a topic that isn’t useful to law firm clientele.
Link to a Past Post
Linking to sources is absolutely necessary when you are writing content meant to provide help to legal clients. Readers need to know that your firm researches each blog post and is able to cite sources. Your readers also need to have more opportunity to learn more about your business and linking to your own previous blog posts help them find out more about you. Linking back to topics you have previously discussed in the past make it easy for your readers to find more information on a topic while encouraging readers to stay on your blog for longer periods of time.
One Featured Image
While the written blog content is extremely important, don’t overlook the power of a featured image. Having one image that is the first thing your readers see increases the chances of a browser clicking your post link and reading the content you have shared. The feature image should be relevant to the blog content itself and appealing enough that someone casually surfing your firm website will consider clicking the associated link.
Don’t Do It Alone
Producing quality blog content on a regular basis is a time consuming process. Instead of struggling to add blog writing to your firm’s already overloaded schedule reach out to a blogging industry expert. The team at Law Blog Writers, LLC is ready to create the blog content your company needs. Contact us today to discuss your needs so that we can begin providing you with the law blog writing help that you deserve.
The SEO world has followed Google's latest quest to weed out spammy content with algorithm updates. Given animal names, these updates have been rolled out over the last few months, affecting businesses of all shapes and sizes, including law firms.
The latest roll out just occurred, known Panda 4.0. Essentially, the purpose is to penalize pages that have poor quality content.
These algorithm changes are often view in a negative light- "Oh no, will this hurt my ranking?" But it is critical to remember that the opposite can also be true: these changes can result in a big boost if you've done good legal content writing work in the past.
In short: if you use your legal website and blog to actually provide helpful, interesting, useful information to the public, then you never really have to worry about these updates.
Hummingbirds and Search Engine Optimization. If you work with online marketing for a law firm (or your own law firm) you may have heard how hummingbirds may affect your ability to attract clients online.
We are talking about the most recent algorithm update known as "Hummingbird" (not to be confused with Penguin, Panda, and the many others). Our point is not to summarize what the algorithm change does (read here for a good example of that). But instead we want to remind everyone that each algorithm change is not as important at the big-picture guidance Google has always provided for content marketing. Don't focus on the bushes (algorithm changes) and lose site of the forest.
Instead of panicking over every algorithm change, remind yourself of the basics straight from Google's mouth. Your best resource is the "Search Engine Optimization Starter Guide," a .pdf provided free by the company.
Some key quotes from the guide:
"Creating compelling and useful content will likely influence your website more than any of the other factors..."
"Create content primarily for your users, not search engines."
"Design your site around your visitors' needs while making sure your site is easily accessible to search engines usually produces positive results."
Long story short: If you keep adding unique content that is helpful to your potential clients while following the very basic SEO guidelines, then you do not have to worry about each and every algorithm change that may be announced in the future. Quality, consistent law firm blog writing is the way to go.