Search engine optimization (SEO) is the practice of building a website and creating content for it in such a way as to make it appear as high as possible on lists of search results when users enter search terms related to the subject matter of a website. For example, a criminal defense law firm in South Florida might use SEO so that its website would appear on the first page of search results when users search for “Miami DUI defense.”
Many businesses hire marketing firms of various stripes to design search engine optimized website for their businesses. Some SEO techniques increase a website’s rankings more than others do. Furthermore, some SEO techniques make for a better website from the perspective of visitors to the website and prospective clients of the law firm, and some are just gimmicks. As the policies of search engines and the Internet in general change, so do SEO practices, but here are some truths and some misconceptions about SEO for law firms.
MYTH: SEO Is the Best Way for a Law Firm to Attract New Clients.
FACT: SEO makes it easy for prospective clients to find your law firm’s website, but that is all. Any law firm has only a few competitors in a given city and a given practice area has only a few competitors; most likely, they will all appear on the first page of search results. Therefore, SEO is only part of the picture for law firms trying to attract new clients.
MYTH: It Doesn’t Matter How Often You Update Your Blog.
FACT: How frequently a website is updated is an important factor in its SEO rankings. Since most of the content on a law firm’s website, such as the profiles of the attorneys working for the law firm, does not change, a blog is one of the best ways to ensure that the law firm’s website receives frequent updates. The more frequently you update your blog, the better, but when it comes to blog posts, you should not value quantity over quality. Your prospective clients only have a few law firms from which to choose, so updating your blog somewhere between once per month and once per week, depending how much competition there is in your city and practice area, is sufficient.
MYTH: Long Tail Keywords Are Very Important in Law Firm Blog Posts.
FACT: In some industries, the primary purpose of a blog is to boost SEO rankings. Meanwhile, people who are searching for legal advice or representation are much more likely than prospective clients of other businesses to read blog posts carefully. Likewise, law firms, even more than most other businesses, should have blog content that sounds professionally written and edited. Long tail keywords inserted into blog posts in ways that do not conform to English syntax, such as “child adoption lawyer Springfield, Illinois” will make your law firm sound worse to prospective clients, not better. If you write blog posts on subjects relevant to the legal questions of your target audience, they will naturally contain words and phrases found in prospective clients’ Google searches.
Even better, have professional writers knowledgeable about your law firm’s practice area write the posts. Let Law Blog Writers compose custom-written blog content that your prospective clients will find informative.