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Back in the 90s, learning HTML and making personal web pages was a popular hobby for people who considered themselves ahead of their time. Young people who considered themselves ahead of their time but didn’t have access to a modem (remember that America Online subscriptions were a pricey status symbol in those days) created zines on offline word processing software, saved them to floppy disks, printed them, made photocopies, and distributed them by postal mail. What the personal websites and the hard copy zines of Generation X had in common was an affinity for outlandish fonts and unorthodox use of italics, bold text, and caps lock. Pressing ctrl+b was an act of liberation.


Of course, by the time Gen Xers entered law school, their college professors had thoroughly disabused them of the notion that using bold text for emphasis was appropriate or professional. Therefore, law firm website content written by lawyers tends to use similar formatting to the other texts that lawyers produce in their professional lives. If the fact that sometimes, using bolded text for emphasis can make your law firm website better makes you feel like your whole life has been a lie, perhaps it is time to enlist the help of professional content marketers to produce legal blog content for your law firm’s website.


Bots Are Getting Better at Making Inferences, but They Still Appreciate It When You State the Obvious


If you have done some research about do-it-yourself SEO, you have probably read that using keywords in bolded subheadings is as important as using them in the main text. What is less commonly known, however, is what John Mueller of Google revealed during a Google Search Central SEO office hours virtual meeting on November 12, 2021. Mueller said that including important words and phrases in bold text within the text of a paragraph can help boost the SEO rankings of the web page.


Google’s bots (Mueller refers to them as crawlers) are pretty good at identifying the most important phrases on a web page full of content, but bolding the most important phrases gives the bots an additional hint. Artificial intelligence is getting better at understanding human language; consider that, earlier in the pandemic, a bot did a bang-up job of writing a pastiche of Kafka’s Metamorphosis; some human readers found it even more unsettling than the original. Despite this, the less you rely on search engine bots to make inferences, the better.


Bold Text Dos and Don’ts


A few bold or italicized phrases in the text of your blog post or content page can be a boon to Google crawlers and to human readers who are quickly skimming your page on their mobile phones to find the answer to a question that arose in the course of an in-person conversation. Keep it professional, though. A little bold text goes a long way. Don’t make your law firm website look like the conversations you had over AOL Instant Messenger in college over which Star Wars film was the best.


Not Too Much Bold Text, but Just Enough


You can count on the


legal content writers at Law Blog Writers to be judicious with their use of bold text and all other aspects of your law firm website.


A big part of content marketing involves optimizing your website to rank as highly as possible among organic search results, but even if your website is the first organic result that Google displays, there will still be paid ads above the link to your website. Most people will scroll past these ads until they reach the organic search results, but not everyone will, or else Google would have stopped displaying paid results above the organic results long ago. Paid ads that display above organic search results may be a useful way to diversify your law firm’s digital marketing strategy, but only if you plan them carefully, and only if you also invest in organic search results, such as by regularly updating your law firm’s website with informative legal blog content.


What Is a Landing Page?


When a user clicks on a search engine ad, it leads them to a landing page, which is part of the advertiser’s website. At the bottom of the landing page is a call to action. When the user clicks on the call to action, it takes the user to the page where they can complete the action. For ecommerce sites, this may be a payment page. For law firms, it is usually an online contact form.


How to Build a Successful Paid Ad and Landing Page Combination



Search engine ads and landing pages have exactly one goal, namely to persuade users to fill out an online contact form on your website. Search engine ads should advertise a service closely related to the search query. For example, if the user types “Divorce Monday 2022,” the search engine ad might say “File Your Divorce Papers by Divorce Monday.” If the user types “annual gift tax exclusion 2021,” the search engine ad might say “Gift $15K by December 31.” Users that click on the search engine ads will be directed to a landing page. Whereas long form content is king on most web pages, less is more on landing pages. Bullet lists and short paragraphs are best; 300 words is long enough. You don’t want the user to have time to get cold feet about contacting you.


Landing Pages Are No Substitute for High Quality Blog Content


People rarely hire lawyers on a whim; most of the time, it is a carefully thought-out decision. For every person who clicks on a search engine ad and contacts you during the same web browsing session, there are at least several others who want to read blog posts and detailed reports about legal issues similar to the ones they are facing. Search engine ads can certainly be part of your robust content marketing strategy, but they are no substitute for regularly updating your blog with informative content.


Building a Comprehensive Digital Marketing Strategy for Your Law Firm


The legal content writers at Law Blog Writers can help you develop a multi-faceted legal marketing content strategy, including blog posts, search engine ads, and more.



Everywhere you look online, there is clickbait, so someone out there must think that it is helping their SEO rankings, and maybe it is generating clicks, but it is not building trustworthiness or generating backlinks. SEO is not penny wars; it is about more than just the sheer number of clicks. Including long form legal blog content in your content marketing strategy will boost the credibility, and therefore the SEO rankings, of your website.


Long Form Content Enables You to EAT


In content marketing terms, EAT stands for expertise, authority, and trustworthiness. In other words, it means showing your audience how much you know about your practice area. Even the best 500-word blog post only contains 500 words of your knowledge. A report that is 2,000 words or longer contains enough information which means that other websites will want to use it as a source, making it fertile ground for backlinks.


Long Form Content Is on Google’s Wavelength


The movie Finch shows just how capable of human-like behavior and understanding robots have become. Jeff the robot is a great friend to Tom Hanks’ character and his dog, and viewers cannot help but contemplate that, in a similar situation, SIRI would probably be a pretty good friend, too. Meanwhile, humans and SEO bots respond to online content in different ways. Marketing professionals often push businesses to invest in infographics and interactive content because they are easier for humans to understand. These types of content are much harder for search engines to understand, though. It only takes Google’s bots a few seconds to read a report that a human would take more than an hour to read, and to gain a thorough understanding of all the ways that the report relates to a user’s search term. For image-rich interactive content and infographics, however, Google is relying on the relevance of tags and doesn’t really understand the big picture. The result is that your law firm’s website should appeal both to humans and to bots, and you should include long form content as well as the more eye-catching stuff.



Long Form Content Helps You Build Keyword Richness


It is 2021, and everyone knows by now that there is a lot more to SEO than keywords. In fact, keyword density is such a flawed metric that Google’s most recent algorithms hardly give it any weight. Saying “Greenville car accident lawyer” once in a 500-word blog post is better than saying it ten times; in fact, it is probably miles better. Keyword richness still matters, however.


Keyword richness means that a page contains numerous keywords for which you want to rank. For example, if you include ten keywords in a 500-word blog post, it will likely still sound somewhat forced. Meanwhile, it is perfectly normal for a 2,000-word content page to include the terms “car accident lawyer,” “car accident attorney,” “personal injury lawyer,” “car accident lawsuit,” and “motor vehicle accident lawyer.”


Law Blog Writers Goes to Great Lengths to Produce Awesome Content


The


legal content writers at Law Blog Writers provide custom-written blog posts and page content of any length you choose, to boost your website’s authority.