Law firm blog content: 3 tips to make it search friendly

You decided to start a blog — congratulations! You get it. You’re part of a growing number of attorneys who understand the many benefits that blogging provides. But making the decision to start a blog is the easy part.

Figuring out what to write and how to get people to find and read your law firm blog content are the real challenges. A big part of solving that riddle comes down to making sure you have a plan when it comes to search engine optimization (SEO).

Jump to:

 Does my law firm even need a blog?

 Use keywords and relevant topics

  Organize your topics by clusters

 Provide engaging and helpful content


Does my law firm even need a blog?

Blogging is an excellent way to meet legal consumers’ needs and raise awareness of your firm and the legal services you provide. Having a blog on your website is also one of the best ways to increase your law firm’s online visibility and overall digital footprint — and a big part of your blogging strategy should center on SEO. From connecting in an authentic and direct way with legal consumers in need to building brand awareness for your firm, there’s no doubt that regularly contributing to a blog can benefit your legal practice.

Your firm’s website can get to a point where it generates consistent traffic from search engines by prioritizing SEO for your blog content. And while the days of keyword stuffing and writing solely with search engines in mind are definitely — and thankfully — in the rearview mirror, there are still smart tactics you can and should employ to get search engines’ attention.


1. Use keywords and relevant topics

If you know anything about SEO, you know that keywords carry some weight. But how much? And how do you know which keywords to include? How many are too many?

Don’t worry. You don’t need to spend hours building spreadsheets full of every legal keyword and synonym. To get started with basics, think about the terms that are associated with a specific legal topic related to your practice. Then, use a keyword research tool (there are free versions) to see if your audience is searching for that same term. If the term has search volume, work to incorporate those words and related phrases.


2. Organize your topics by clusters

There’s no doubt that you have a lot of knowledge to share. That’s why you’re starting a blog! But it’s imperative that you present information in an organized and easy-to-digest fashion.

Don’t make readers and search engines work too hard (because, frankly they won’t — they’ll just leave.) Organize your content in a way that makes it easy to scan, understand, and absorb. This means keeping sentences and paragraphs short and succinct (active voice works great), using descriptive headers, and incorporating bulleted and numbered lists.

Clustered content is a tried and true way to organize and make your content SEO friendly. It’s about creating groups of keywords that matter to those seeking legal information. It’s much like building a topical hierarchy according to practice area and jurisdiction through which potential clients might find your website.




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3. Provide engaging and helpful content

When you sit down to write, have a plan. Create an outline, jot down a few bullet points, or talk it out with someone at your firm. Make sure to really think about what you want to say, how you’re going to say it, and why you’re saying it.

Why does this matter so much? Google rewards helpful, quality content. And if you write a well-crafted blog post on an interesting topic that relates to your main practice area, they’re likely to take notice.


Is it unethical to market services in blog content?

According to the ABA, law firms can communicate and promote services through any media, which includes blog content. Specific rules to keep in mind:

  1. Lawyers can advertise their services through any medium, but they’re not allowed to pay or give anything valuable to someone for promoting them, except for specific situations like paying for advertising costs, using legal referral services, buying a law practice, and giving small thank-you gifts.
  2. Lawyers can’t claim they’re a specialist in a certain field unless they’ve been officially certified by a recognized organization, and that organization’s name must be clearly stated.
  3. Any communication or advertisement a lawyer makes must clearly state the name and contact information of the lawyer or law firm responsible for the content.

There is no magic formula or silver bullet to make your blog stand out in search results. However, there are many things you can do to help make your content stand out. Explore SEO services with legal marketing experts or simply start with the tips provided above.



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