Sam the Cooking Guy, whose cookbooks and YouTube videos improved so many people’s kitchen skills during the pandemic, is fond of saying that “fat is flavor.” He is talking, of course, about the lipids that occur naturally in avocados, olive oil, steak, and Sam’s personal favorite, butter, making the proteins and carbohydrates they accompany in the dish taste so much better, but the friendly Canadian amateur chef’s favorite maxim could apply just as well to search engine optimization (SEO). As every lawyer looking to put every extra penny toward paying off law school loans knows, web content has no nutritional value, but there is a different kind of FAT that you can add judiciously to your legal blog content to make it suit your readers’ tastes; in this case, FAT stands for form, angle, and type.
EAT to Live, but FAT to Prosper
Conventional wisdom in the content marketing world emphasizes the importance of EAT, which stands for expertise, authority, and trustworthiness. For law firm websites, EAT is one of the easier hallmarks of SEO desirability to achieve; it is easy for Google’s bots to verify that you are a real lawyer employed by a real law firm. This, by itself, is not enough to attract visitors to your law firm’s website; you also need blog content that answers your audience’s questions and addresses their concerns. Keyword research is just the beginning when it comes to find out what your target audience would like to see on your site, you should also think about FAT:
· Format encompasses the general outline of a blog post or content video. Examples include listicles, myths versus facts, frequently asked questions, and how to guides.
· Angle includes the appeal you want to make to your readers’ values or pain points. This can include a focus on cost effectiveness or reaching a solution peacefully, to name just two possible angles you can use in law firm blog posts.
· Type is an even broader category than format. Examples of content types include blog posts, videos, email newsletters, and podcasts.
Just as you would not eat a plain stick of butter for dinner (or, at least, you would not do it more than once), FAT is not all you need to make your content succeed. Your content should also be idiomatic, succinct, and engaging. Likewise, off-page factors help, too, such as how frequently you update your website and the number of backlinks. Every law firm needs a varied and well-balanced content marketing strategy, including keyword research, backlinks, and perhaps even paid search engine ads, but it is the FAT of your law firm’s blog that will keep visitors coming back to your site and turn some of them into clients.
Lean on Law Blog Writers for Content With Just the Right FAT
The professional legal content writers at Law Blog Writers will create custom written blog posts and legal marketing content of other formats to keep your website on the first page of Google search results.