Online conversations may not seem immediately relevant to your marketing campaigns. But blog comments can be used to enhance your law firm’s visibility, generate inbound links and traffic, and grow your client base.
If you know how to use blog comments to improve your marketing, you can take advantage of this overlooked strategy to achieve your business objectives.
The following will help you understand the value of blog comments while giving you insights into how they can be used to improve your law firm’s online marketing results.
Why Blog Comments Matter
Search marketing is rooted in the content that’s distributed online. Blogs and the comments they generate give search engines the content they need to better serve their users.
High-quality content leads to more engagement, and there are many factors used to determine search rankings.
The quality and quantity of your content are the most important when it comes to getting the best results from your efforts. They support your SEO efforts, as search engines include blog comments as part of your overall content.
The comments left by users include variations on your target keywords. Known as Latent Semantic Indexing (LSI), these keywords are terms that are related to the keywords that you target in your content.
Including these terms in your blog’s comments gives your posts greater keyword variability. This results in a significant boost to its performance in the search engines.
Marketing Benefits of Blog Comments
Letting users comment on your blog posts allows them to share their insights, ask questions, and provide value to other commenters.
It creates the conversations that build relationships with your existing and future customers. These relationships are essential to succeeding in today’s marketing landscape.
Blog comments can be a more engaging alternative to social media and other platforms, and they help you establish authority within your industry.
The more comments your posts generate, the more likely your law firm will be seen as a thought leader and a source of useful legal resources.
Your authority is further enhanced by the responsiveness of your team. Answering questions and replying to blog comments shows your willingness to serve your audience.
Each blog post targets a particular topic. So the comments will revolve around that topic, making it easy to be found by users who are searching for keywords related to your blog post.
Your Own Blog Comments on Other Sites
Your law firm can also benefit from the blog comments it leaves on other websites. This marketing strategy increases brand visibility and drives traffic back to your own site.
Leaving comments that help others solve their legal needs can establish your credibility and industry authority. It demonstrates your knowledge and expertise without selling your services directly.
But this approach only works when you put a few key steps in place. You need to identify the blogs you want to target and the goals you want to accomplish.
The best blogs to comment on are those that publish content on a regular basis and have a large audience. Focus on blogs whose topics are directly or indirectly related to your legal services.
Monitor social media to find industry leaders whose blogs might be a good place for you to leave comments and tap into their audiences.
Leave comments that are specific to the discussion and the questions being asked by other commenters.
What systems do you have in place for managing and responding to your blog comments? Is your law firm overlooking this opportunity to grow its client base and providing additional value to its audience?
Let us know in the comments below.
Comments left on your blog posts, as well as those that you and your law firm leave on the content of others, can be a powerful tool in your marketing strategy.