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.