(Author: Noreen Fishman)
Writing blog posts that are optimized for search engines and people is a skill. And like any other skill, it can be improved with practice.
Despite what many legal marketers believe, it is not a complicated process. In this post, we’ll dive into 15 ways you can master writing Search Engine Optimization Friendly law firm blog posts. Follow these criteria, and your blog posts will get more visibility, higher rankings, and more traffic from search engines.
Related: Search Engine Optimization (SEO) for Law Firm Websites (eBook)
15 tips for writing a blog post for an SEO-friendly law firm.
1. Most importantly, your blog post should be relevant and educational or interesting.
The quality of your law firm blog content is one of the most important SEO factors. Don’t make the common mistake of focusing only on the technical aspects of SEO (which we’ll cover) and not on the actual gist of a blog. In other words, you shouldn’t expect your blog post to rank high just because you took the technical steps to make it SEO friendly. When coming up with a blog topic, the best place to start is to create a list of common questions potential customers might type into Google and then create some content around their answers. Follow this tip and your blog post will be a likely candidate for it Google Featured Snippets.
Remember to always maintain your ownership the target audience Have the personality of the customer in mind when writing. What are the challenges facing your customer persona? How can you reduce their fears? What tone of voice do they speak with? What resources do they need?
2. Write with aim and purpose in mind
You must have it all inclusive SMART goals For your marketing strategy in which you have identified blogging as the tactic that will help you reach that goal. For every blog, there should be a clear goal of what you want the blog to do. What is the subject being taught? What problem are you helping your audience overcome? You should also have a specific goal with the action you want the users to take. Be sure to include a call-to-action that will lead you to take the next steps.
3. Choose the appropriate title
Your blog title matters a lot. Research has shown that how-to blog titles perform better than others and that including numbers in your title helps improve performance. Hint: Even using specific numbers like 10 can help you do better. You can even use a tool like this one One To help you analyze your address.
4. Create a clear structure for your blog post and keep paragraphs short.
For blogs to be SEO friendly, they need to adhere to an intentional structure. The natural flow is an introduction, body, and conclusion (like writing an essay). Build an outline before you start the writing process, and consider writing the introduction and conclusion after you’ve written the main copy to make sure everything aligns. Remember to follow the “triangle” and “inverted triangle” structure for your intro and outro, which means that the intro should start out broad and narrow and the outro should start narrow and wide.
Also, there is a good chance that the majority of your readers will be using a mobile phone, so make it easy for them to read your content and avoid large blocks of text. Keep paragraphs short (2-4 sentences long) and take advantage of various formatting options, such as bold, italic, and underline, to make your text more attractive.
5. Use lists
Lists work better than any other type of blog, especially if you want it to appear as a snippet on Google. Build your blog so that it is in the form of a list.
6. Use keywords in almost every part of your blog.
Ultimately, you should use keywords in almost every part of your blog: title, text, images, and headings. However, do not use keywords. Not only does it make the content cumbersome, search engines are very smart to do that these days. From your list Key words, include them in the content only when they look organic and logical. Google can also learn about synonyms and other relevant keywords, so use them when possible to make your writing flow more naturally. To get more ideas about keywords and related synonyms, use a tool like yogurt. It allows you to come up with new phrases based on the seed keyword you entered
7. Use headings correctly.
A well-optimized law firm blog post follows SEO rules when it comes to titles:
There is only one h1 tag per page: This is usually the same
Use headings in hierarchical mode: The post title is an h1 tag hence the main sections should have an h2 and the sub-sections should have an h3.
Therefore, the order of the tags should be H1->H2->H3.
The reason why you need to organize your content in this hierarchical way is simple: it helps Search engine spiders during the crawling process and makes the blog post easier to read (and scan) for users.
8. Refine your meta description.
Craft readable and compelling text Meta description for each of your posts and don’t forget to incorporate your target keywords. Google may choose to show your description in results so that it should be useful and interesting to encourage users to click on your link and visit your blog. Remember to include a keyword in your meta description and avoid writing anything “click-bait-ey”. Your meta description should give a good overview of what the blog discusses while explaining your value proposition. Meta descriptions can be any length, but Google generally truncates snippets to approximately 155-160 characters.
Related: How law firms can create compelling meta descriptions.
9. Include media
You should work to include different types of media in your blog. Try to create unique infographics, images, and videos, but if you have to, you can also get royalty-free images from a source like Shutterstock. Using modals helps break up large chunks of text and allows you to communicate complex ideas in another format.
10. Enhance your images and other media elements with ALT text.
Images, videos, infographics, and other media elements will make your law firm blog post more engaging to read and more SEO-friendly. It enhances the quality of your content and helps segment your text. In order for Google to understand the context of your media elements, follow the important rule of adding ALT text to describe the appearance of the content. Image alt text is an opportunity to use relevant keywords on your site blog post.
11. Optimize your blog post length.
You need at least 300 words for your law firm blog content to matter, but don’t overdo it. Google tends to favor longer articles, but if your article is too long, it will likely deter readers. We suggest creating content of 1,500 to 2,000 words only if the topic is fairly complex and you are confident in your writing skills.
12. Link to other content from your company’s website.
When you write a new blog, try to “link” it to already published blog posts by adding internal links. Internal linking is a very effective, easy-to-follow SEO technique that has a number of benefits. For example, cross-linking helps search engines discover new pages on your website, and is a simple way to give readers the option to click on a link and read more about a topic. It is one of the techniques that you can use to reduce Bounce rate And keep users on your website for more time.
13. Include links to influential and reputable websites.
While you are creating your blog post, make sure to link to at least another reputable article or blog. Linking to established, reputable websites not only provides blog readers with additional reading material to expand their knowledge, but it also shows Google and other search engines that you’ve done your research. The blogger or writer may return the favor and link to your site. Refer to our Previous blog post Learn more about the importance of backlinks for SEO.
14. Update your blog regularly.
Constantly adding content to your website shows Google that your site is active. However, do not publish just for publication. Post when you have high-quality, informative content. You can set up an editorial calendar so that you can schedule ideas and materials and reduce the likelihood of scrambling each week. You can also outsource content creation Law Clerks Office To make sure you keep your blog up and running.
15. Optimize your URL
Your blog URL should be clear and give your readers an insight into what you are discussing. Try to include a keyword in the URL as well for SEO.
He stays away
Law firm marketers should always aim to write and/or publish blog content that will rank high on Google, and SEO is the bridge that will help you get there. Follow the guidelines above to write SEO-friendly law firm blog posts, and if you have existing blog posts that aren’t optimized, take the time to go back and make the necessary changes.
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