Actionable content strategies for law firms

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 What are the most critical digital trust factors for law firms?

 How can topic modeling help my law firm identify and target specific legal issues?

 How I can show my legal experience and expertise on my website to improve my E-E-A-T score?


When it comes to seeking out business reviews and recommendations,
Google’s share of the U.S. search market remains dominant. In fact, 81% of consumers use Google to evaluate local businesses, which can include law firms in their area. 

For firms that want to increase their online visibility and grow their business, getting — and keeping — Google’s attention is always top of mind. While the specifics of its algorithms remain a secret, there are several proven tactics your firm can employ to garner Google’s attention.  

In a recent webcast titled “Understanding content strategy in the eyes of google: A blueprint for law firms looking to grow,” digital marketing experts from FindLaw shared information and insights on steps law firms can take to win Google’s favor. With so many great questions from webcast attendees, we’re dedicating this blog post to providing additional answers and insights.  

Content best practices to win over Google

In Google’s eyes, what are the most critical digital trust factors for law firms?

Google determines the trustworthiness of business websites, including law firms, by evaluating key components to measure a site’s legitimacy, reliability, and security. Here are some ways your law firm can prove to Google – and prospective clients – that you and your law firm are trustworthy.   

  • Legitimacy: Make sure your website prominently displays information like your firm’s address, contact information, detailed attorney bios, testimonials, and privacy policies.  
  • Reliability: Provide content on your website that’s unique, factual, and helpful. You can demonstrate these qualities by keeping content updated with recent legal happenings and court rulings, which also helps position you and your firm as a trusted legal resource.  
  • Security: Make sure that your website incorporates design and user experience (UX) best practices and other applicable certifications and security badges.  
Does your law firm’s website meet Google’s E-E-A-T criteria?

Understanding E-E-A-T can help you build the kind of online presence search engines want to see.

Read blog post

How can topic modeling help my law firm identify and target specific legal issues or trends that potential clients are searching for?

Topic modeling is a term that describes how search engines like Google work to find, understand, and connect related themes and information across multiple pages. It’s also a strategic way for your firm to identify specific topics and themes that potential clients care about and to demonstrate your knowledge and expertise on several related and nuanced legal topics.  

For example, say you’re a family law attorney in Minnesota and want to develop content around the topic of “how to get a divorce in Minnesota.” Using topic modeling, the content you write on this subject becomes your pillar page. You’ll then want to come up with a list of related topics – called a topic cluster – that someone who is interested in your pillar page topic would likely also want to learn more about. Your topic cluster may include content like: 

  • How much does a divorce in Minnesota cost? 
  • Getting divorced when you have kids 
  • Communicating with your soon-to-be ex during divorce 
  • Life after divorce 

Once you develop your topic cluster, create separate content on each topic – making sure to link back to your pillar page on “how to get a divorce in Minnesota.” Ideally, you also want to build out additional topic clusters around each of your ancillary pages, like your “life after divorce” page, and then use this subject to create another topic cluster of related themes. 

How can I effectively demonstrate my legal experience and expertise on my website to improve my E-E-A-T score, especially when it comes to complex legal topics that may be difficult for a general audience to understand?

Google uses the E-E-A-T score to evaluate and measure a business’s experience, expertise, authoritativeness, and trustworthiness. We covered the first two points in our answer about trust factors, but here’s how to demonstrate your experience and expertise on complex legal topics to Google, especially to prospective clients: 

  • Experience: To highlight your law firm’s experience, it’s important to include detailed information as well as comprehensive bios that include years of practice for every attorney at your firm. Additionally, it’s good to include the special certifications attorneys hold, awards your firm has won, and the specific niche practice areas in which each attorney specializes.  
  • Expertise: To showcase legal expertise, make sure to include detailed case studies on specific legal topics and blog posts where you distill and drill down into complex legal issues. Also, listing pertinent cases you’ve won and positive reviews from clients all point to your — and your firm’s — legal expertise.   

Tune in to our webcast to learn more about the digital content and components your law firm needs to get noticed by Google. 

Understanding content strategy in the eyes of Google

This webcast will help break down an ideal content strategy into ‘what’ helpful content is, ‘where’ to spot helpful vs. poor content, and ‘how’ to approach this strategy for the betterment of clients and their campaigns.

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