Legal Blogging is an SEO strategy as much as it is a marketing strategy. If you ever read a blog when they were simply passion projects by individuals who wanted to enthuse about their favorite band, then you are officially old. For the last decade at least, blogs have primarily been a way for businesses to communicate with prospective customers. More specifically, blogs have been a way of making Google rank your company higher in the organic search results than your competitors so that prospective customers would click and give you a chance to communicate with them.
Updating your blog so that Google notices it is only solves part of your problem. Frequency of updates is only one of many factors in determ
ining SEO rankings. Another important factor is time on page, the average time each visitor spends on your site after clicking your link on the search results page. More important than any aspect of SEO, though, is what the reader thinks and feels when visiting your site. It is important to fill your site with engaging legal blog content that enables readers to find the information they need and persuades them to contact your law firm.
How to Find Out What Is on Readers’ Minds
Analytics software applications that let you see data about Google searches related to your practice area are an industry unto themselves, and some of them cost a pretty penny. The poor man’s analytics software is right at your fingertips, though. When you type the first few words of a search query, Google fills in suggestions, based on queries that many other users have entered. For example, if you type “California child support,” you might see suggestion such as “California child support guidelines,” “California child support calculator,” “California child support how to modify,” “California child support garnishment,” and “California child support paternity.” These are excellent topics for blog posts, because you already know that real people are wondering about them.
Don’t Follow the Crowd Too Closely
Try searching for law firm blog posts on the topics that the Google search box suggests. Read your competitors posts in order to find out what your competitors have not said. For example, maybe they all talked about reasons that you can modify child support, such as losing your job, but their posts don’t address other matters that you want readers to know about. For example, if your competitors’ posts don’t talk about how having a new baby with your new partner does not entitle you to reduce your child support obligations, and neither does your ex-spouse’s remarriage that brought the children a rich new stepparent.
Choose Law Blog Writers for Informative, Engaging Blog Content
Successful blog content requires more than just analytics. You can count on the legal content writers at Law Blog Writers to write blog posts that your prospective clients will want to click on and read all the way to the call to action.