Focus on User Intent to Enhance Your Law Firm Website’s Rankings
You can buy custom written content for your law firm’s website cheaply, but do not expect the least expensive content to do much to boost your site’s SEO rankings. It is true that regularly adding content to your site, such as by posting one or more new blog posts per month, will send the message to Google that your site is active, but Google will quickly figure it out if you are just adding filler to your site without adding truly valuable content; it will know that the content is of low quality if the average visitor’s time on page is brief and if your content has a poor conversion rate, meaning that very few people click the call to action at the end of your blog posts. It is better to invest more time and money in well researched legal blog content that responds to your audience’s needs.
The Four Types of User Intent
According to Corey Patterson of Search Engine Land, people enter search queries into Google for four different reasons. Almost every Google search is motivated by one of the following types of user intent:
· Informational – The user is trying to answer a question, such as “How much money can I get in a car accident lawsuit?”
· Navigational – The user is looking for a specific website, such as “Bloggins Injury Law Council Bluffs.”
· Commercial – The user is doing preliminary research with the intention of eventually making a purchase. Searches such as “car accident lawyer Council Bluffs” fall into this category.
· Transactional – The user intends to make a purchase during the current browsing session. Searches such as “pizza delivery near me” definitely fall into this category; searches such as “boys baby shark swim trunks” are sometimes commercial and sometimes transactional.
Law Firm Blog Posts Are Informational, With a Commercial Call to Action at the End
The best law firm blog posts assume an informational user intent. They answer common questions about your practice area and your state’s laws. Sometimes they provide a lawyer’s prospective on high profile cases related to your practice area, such as criminal cases, society page divorces, and major settlements paid in personal injury or employment discrimination cases. If your blog posts simply talked up what a great lawyer you are, they would simply be puff pieces and would not do a good job of convincing readers that you know your stuff.
There is a place to make a commercial pitch in your blog posts, and that is the call-to-action (CTA) paragraph at the end, which should link to an online contact form. Just a few sentences of commercial content in your CTA will suffice; the rest of the post should be informative, to respond to an informational user intent.
Law Blog Writers Understands User Intent
The professional legal content writers at Law Blog Writers will provide informative blog content that will answer your readers’ questions and persuade them to choose you if they need to hire a lawyer.