• Paul Richardson

Perhaps a senior partner at your law firm is still feeling chuffed with himself because he hired an SEO expert to design your law firm’s website back in 2010. If you are lucky, your current website is now useless. More likely, the features that helped your site’s SEO rankings a decade ago are now serving to move your site farther down the list of Google’s organic search results.

Even if you consulted an SEO expert recently and have been working to implement the expert’s recommendations, there is still more work to be done. Remember all those Internet rumors several years ago about a new Google algorithm, which the blogosphere dubbed “Fred?” Well, there isn’t just one Fred; Google is changing its algorithms all the time to make itself more useful to real Internet users. Google debuted more than 3,000 new algorithms in 2018 alone. The point is that SEO is not something you do just once, or even something you do just once a year. Search engines are always evolving, and your legal website content should always be evolving with it.

Being One of the Top Ten Search Results Is No Longer Good Enough

Until a few years ago, law firms’ digital marketing strategies tended to focus on making your site rank on the first page of results for a Google search query consisting of your practice area and your city, such as “DUI lawyer Wichita.” In their current form, Google search results pages make you scroll past several paid ads (marked “ad” next to the result) and then a local 3-pack (the contact information of several local businesses related to the query, as well as their locations on a map) before you even get to the first result. For some searches, there are three organic results or fewer on the first page of results; sometimes there is only one. The moral of this story is that the only way to be sure that your law firm ranks on the first page of search results is to be the first organic result.

The Future of Keywords

As the scope of SEO has evolved over the years, so has the nature of SEO keywords. It used to be as simple as having the phrase “DUI lawyer Wichita” appear frequently in your page content (but not frequently enough to make Google suspect that you were keyword stuffing in sentences with natural sounding syntax, a difficult enough feat in itself. Today, an increasing number of searches by prospective clients are voice searches on mobile phones; these queries are complete sentence, 20 or more words long, and replete with prepositions and other words that were not part of SEO keywords a decade ago. Furthermore, Google can interpret users’ typos with remarkable accuracy. It can tell from context that a user’s mistyped gibberish really means “dui lawyer” instead of “dyi layer,” for example.

Choose Law Blog Writers for an Ongoing Content Marketing Relationship

The constantly evolving nature of SEO means that you need the services of legal content writers not just today but all the time. Contact Law Blog Writers to get started.

If you are trying to rework your own website to improve its SEO rankings, it is easy to get lost in a rabbit hole of keyword rankings, but keywords are only part of the picture. Even if you have all the right keywords in all the right places (such as your domain name and in the file names of images on your site), you are still not doing everything necessary to propel your law firm’s website to the top of Google’s organic search results. Of course, you still need top quality legal blog content on your site. Content is king, but SEO is not an absolute monarchy.

1. The Speed of Your Site

Even if your website is full of dazzling content, several technical factors can count against your site’s SEO rankings. One of these factors is a slow loading time. Users will get frustrated with waiting for your site to load. They will click away and navigate to another site, which will soon outrank yours, thanks to its superior on-page SEO.

2. Site Security

Google now tries to protect users from shady sites that will compromise the security of their computers, hence the existence of the deep web. If your website’s security is not up to date, this will work against its SEO rankings.

3. No Broken Links

Linking your law firm’s web pages to other pages on your site or to other websites is a great way to boost your SEO rankings. If the links on your site lead nowhere, though, then having them there is worse than not having any links.

4. User Friendliness

The amount of time visitors spend on your website is a factor in the site’s SEO rankings. If your site is not user friendly, users will give up on it quickly, and Google’s algorithms will notice this. Glitches and a confusing format are just some of the ways that a website can be user unfriendly. The greatest content in the world is useless if users can’t find it when they get to your site.

5. Keyword-Rich Content

Keywords are still important, even though they are only one element, out of seven, of on-page SEO. Searches are becoming more diverse and sophisticated, so it is better to have multiple keywords appear once on your site than to have one keyword appear numerous times.

6. Frequently Updated Blog

You should post at least one new blog post per month on your law firm’s website. If you are in an especially competitive market, then you should add new blog posts even more frequently.

7. Mobile Compatibility

In 2020, the vast majority of Google searches for law-related topics take place on mobile phones and tablets. If your website is not compatible with mobile devices, you might as well be writing your blog content on vellum with a quill pen.

Choose Law Blog Writers for Top Quality Page Content and Blog Posts

The legal content writers at Law Blog Writers will deliver effective, engaging content to help the on-page SEO of your law firm’s website.

Chances are, you have been buying the same brand of laundry detergent your whole adult life, and it is probably the same brand that your parents used to buy when you were a child. This is an example of brand loyalty, and brand loyalty is a powerful way to ensure the success of their business.

Even as the COVID-19 pandemic drags on, and news reports say that the U.S. economy has had one of its worst quarters in history, millions of Americans continue to buy their favorite laundry detergent, even when switching to store brand detergent or making homemade detergent (there must be YouTube videos about how to do this) would be less expensive. Of course, legal services are not laundry detergent, and generating repeat business is not as simple as waiting for the next laundry day to roll around. You need a legal content writing strategy that aims not only at attracting new clients but also at keeping your existing clients coming back to you whenever they need a lawyer’s services.

Step One: Decide Which Clients Are Keepers

Steve Fretzin of Practice Panther recommends ranking your existing clients according to how much value they would have as repeat clients. These are some factors that make a client a keeper:

· You get along well with the client

· You and the client have referred each other to other professional contacts or could potentially do so

· The client is likely to need legal services in your practice areas in the future

Meanwhile, if a client habitually resists paying you or is generally difficult to deal with, this counts against the client’s value as a repeat client. This might sound like a lot of work, but it is actually six times as much work to bring in a new client as to bring back an existing one.

Following Up with Existing Clients

The best way to maintain a relationship with existing clients is just to communicate with them. Email or call them and ask how things are going with them. It may be that you have done so well that they don’t need your services anymore (for example, maybe a personal injury client got the settlement she needed and is now able to work). Even if what the clients tell you is not all good news, it will give you valuable insights into what to do differently in the future. Best of all, you are showing that you care.

The Role of Your Blog in Generating Client Loyalty

Having clients sign up to have new blog posts delivered directly to their inbox can keep reminding them of you so that they will choose you if they need your services again. Blogs are also a reliable way of bringing in new clients, who can turn into repeat clients.

Great Legal Content Is the First Step to Client Loyalty

Contact Law Blog Writers about having our expert legal writers generate engaging, custom-written content for your law firm’ blog or email newsletter.

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