For people looking to hire a lawyer, it should lead them easily to your contact information and provide information about the services you provide. For people who are looking for something interesting and informative to read, it should provide frequently updated, well-written, credible reading material. Of course, writing for both of these audiences, the prospective clients and the interested readers, is an important skill, but it is only part of the way toward making your blog successful. For a truly successful law firm blog, you must also use search engine optimization (SEO) to target both of these audiences.
Buyer Search Terms Versus Reader Search Terms
Blog writers choose SEO keywords based on what they think their target audience will type into a Google search. When people are searching for law firm websites because they want to engage a lawyer’s services in the near future, they type search terms like “DUI defense lawyer” or “prenuptial agreement lawyer,” often followed by the name of the city where they live. When they are just trying to find out more about the subject, they type search terms like “what is a plea bargain” or “child adoption laws.”
In most practice areas, lawyers are always trying to work themselves out of a job with any particular client. When a client gets his citizenship, he no longer needs an immigration lawyer. When a client is found not guilty at trial, he no longer needs a criminal defense lawyer. When a client gets a sufficient settlement following a work injury, she no longer needs a workers’ compensation lawyer. The above scenarios describe events that happen, at most, a few times in a person’s life; people who currently need legal services represent only a fraction of the visitors to your site. Therefore, you should write and optimize your blog for both types of visitors, the ones who need a lawyer and the ones who just want to find information.
Why Appeal to Noncommercial Search Queries?
Readers who don’t plan to hire a lawyer are still important for your blog. First, they can recommend your law firm to people they know who do need legal services. Even more importantly, their visits to your site can boost your site’s SEO rankings, making it even more accessible to people who do want to hire you.
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You can count on Law Blog Writers to write and optimize a blog that will keep the prospective clients calling and the intellectually curious readers clicking.