Blogging is a critical part of your SEO strategy. Without it, your law firm misses out on an opportunity to increase site traffic and conversion rates while providing additional value to your clients.
Blogging allows your law practice to showcase its expertise and position itself as a credible resource. It creates a channel through which you can connect with your current and future clients.
The following are the essential SEO principles that increase the success of your law firm’s blog.
Begin With Your Research
Investments of your time, money, and other valuable resources into SEO will only be as successful as the research you do in advance. This process gives you the information that directs your SEO strategy and leads to greater results.
Your law firm must determine what keywords to target with your blog. The right keywords should be a combination of two qualities: unique and highly competitive. These keywords are more valuable for gaining the right traffic to your blog content.
Competitive research should also be performed during when developing your blog’s SEO strategy. By analyzing industry competitors, your law firm gathers the data that shows you where to leverage your efforts.
Learning the keywords for which your competitors are ranking, along with the strategies that are (or aren’t) generating a response from users, helps you strengthen your own SEO strategy.
Optimize Your Blog Pages
On-site optimization must include the elements that are used by search engines to crawl, index, and rank your blog’s pages. Title and header tags, page URLs, image titles, and other elements all contribute to the success of your blog’s SEO strategy.
These are the ideal elements that should contain your target keywords. In addition, they provide the SEO backbone for each of your site’s pages so that they appear in the search results of users who are looking for your legal services.
Your blog’s content must include those keywords and offer unique, relevant, and useful information for both users and the search engines.
Optimize Your Blog’s Link Architecture
Just as important as the content you distribute through your blog are the ways in which that content links to other pages on your site and external pages. Your onsite optimization must include a proper site architecture.
Websites that have a “deep” site structure may have lower rankings than they could. These page sites use subcategories and layers of pages that can skew how Google and other search engines rank specific pages on your site.
A “flat” site architecture, which minimizes the layers of its content, has a better chance of ranking highly in the search engine results pages.
Prioritize Your Content for Rankings
Attempting to rank too many site pages can decrease your blog’s SEO performance. Consider what content on your site may not need to be indexed and ranked.
Pages that contain your bio information or location may not be as important to rank when promoting your law firm’s blog posts.
Articles that are no longer relevant or have performed poorly can be removed from your indexed pages. By removing these items, you maximize the link equity of the content you want to promote. These and other pages can be modified with a “
These and other pages can be modified with a “noindex” tag, which can be added to your page headers. Plugins are also available to noindex site pages.
Not only does this improve the rankings of your most important blog pages, but it can also minimize penalties related to duplicate content. These principles are essential to achieving more traffic and increased conversions through your blog. Your law firm can utilize these principles to build a foundation upon which all of your marketing efforts can succeed.
These principles are essential to achieving more traffic and increased conversions through your blog. Your law firm can utilize these principles to build a foundation upon which all of your marketing efforts can succeed. If your law firm is struggling to develop and grow its blog, consider how you can begin implementing these principles.
If your law firm is struggling to develop and grow its blog, consider how you can begin implementing these principles.
If you need help finding the right place to start, let us know what your biggest challenges are in the comments below. We can provide a little more insight into what principles will offer the greatest return on your SEO and blogging investments.