How To Incorporate Existing Blogs Into an SEO Strategy

| Erik J. Olson | ,

Many attorneys spend hours writing blogs that they believe will be helpful to prospective clients. However, these blogs are rarely found on Google because they are not optimized for SEO and therefore do not serve their intended purpose. Array Law provides extensive SEO content strategies to ensure that your past blogs and future blogs can be found on Google’s search engine.

What Are the Benefits of Blogging for Lawyers?

A legal blog can provide valuable information and insight for prospective clients. However, it can also help with search engine optimization (SEO). Blogging helps boost SEO by including not only necessary keywords that Google likes, but also giving valuable information to answer client questions. Blogs can even be an effective tool for helping to boost social media engagement. No matter your practice area, people seeking legal information typically turn to the internet, type in a question using keywords that fit their needs, and then click on the links that appear on the results page. If your website is not listed on the first or second page of Google, clients may never see that your practice area aligns with their needs.

Blog content that uses high-quality, optimized SEO strategies can help your website rank in the search engines. It also helps to make your website more appealing for anyone that visits.

Blogging also helps those in the legal industry promote their thought leadership. When a lawyer consistently provides information to their following, that lawyer builds their authority. Their followers gain valuable insights that may help them with their problems. Lawyers can build their thought leadership portfolio on social media or their law blog. Relevant and frequent posts help you, as the attorney or legal professional, to stand out. You become a thought leader.

If you are a family law attorney, personal injury attorney, or operating in a completely different practice area, you may keep a list of questions you receive often from your client base. Clients may want to know what their rights are, how they can solve a problem, or whether they have a case. By creating high-quality blog content that answers these questions, your law firm website attracts curious readers while simultaneously allowing you to introduce new clients to your firm. Within this, you can also use blogging to build out lead generation funnels because SEO-optimized blogs are one of the best ways to promote your business online.

What goals do you as a lawyer have for your blog content? What do you want your content to express about your firm? With the right strategy, blogs can attract a limitless number of potential clients with varying search intents.

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However, if you write your own blogs, you probably already understand, to some level, the value that consistent blogging has. You are already providing free legal information online, but have you put a strategy in place for those blogs? Do you know the fundamentals of SEO and have access to the best tools for SEO content? You probably do not, and that is okay. That is why Array Law exists: to help lawyers like you build their business in the evolving digital market.

To better understand how we can take your old blog posts and transform them into pieces that catapult your website traffic, let’s first touch on creating SEO content strategies.

What Is an SEO Content Strategy?

Blogging is a component of content marketing, a form of digital marketing that helps bring people to your website. Yet, for it to be successful, you need to have a tried-and-true SEO content strategy.

An SEO strategy is a specific method of compiling research and organizing website content to help improve the likelihood that the website will appear in search results. By following this process, which is customizable to meet just about any need, it is possible to increase your website’s opportunity to get organic traffic.

Often, when lawyers write content, they may be creating great content that offers outstanding information. However, most attorneys rarely have a content strategy in mind while doing so. They do not incorporate things like desired markets, target audience, search volumes, ranking difficulty, or intent. Many lawyers write about blog topics that interest them or pertain to current events, sharing their knowledge of legal issues without factoring in any of these important SEO concepts.

Without an SEO-content strategy, most of your blogs will never be found. That is so much energy to pour into original pieces for them to never be read by your intended audience. In today’s world, blogging without SEO bears little value.

How Can I Optimize My Existing Blogs for SEO?

One of the best things about creating a blog for your law practice is that there are a lot of ways you can improve what you already have and develop a successful blog in the long term. You may assume you need new content, and yes, always creating new compelling content is essential. However, you also need to spend some time and energy focusing on your existing content. How can you do this and improve your outcome?

You can rewrite your existing blogs in order to implement SEO. There are a few things you need to know about this. First, your blogging platform should be a consideration. You want to have a healthy website, and that includes spending plenty of time optimizing your technical SEO (we will elaborate on this later). Essentially, this step requires some programming knowledge, so getting an agency involved is often your best bet.

Next, you cannot have new or existing content rank well if you do not spend several hours conducting keyword research for your blog content. This is like the preparation before cooking a meal. There are a few tools out there to do this, but the free options are limitedly beneficial, especially when it comes to highly competitive law firm marketing. Remember, no matter what type of law you practice – real estate, personal injury, employment law, estate planning, workers’ comp, or so on, there are likely many other attorneys in your area offering those services. Your goal is to be able to apply the most effective strategies applicable to your practice to achieve your goals. That means investing in some of the higher-end tools for your lawyer blog.

You also have to ensure that the content you are creating incorporates things like SEO-focused headings, images with SEO-based descriptions, and backlinks that also contribute to the success of your blog. It sounds like a lot, doesn’t it?

It is true that you need different tools to rewrite and update existing blogs, such as SEO research tools, keyword tools, and software programs that can help optimize your content by pinpointing specific areas of concern.

These tools can be expensive and hard to understand for someone who does not work within the content marketing industry. However, the good news is you do not have to do this work yourself. Hire a digital marketing agency like Array Law to help you every step of the way. We conduct the research and writing for lawyers, eliminating the biggest pulls on your time. We also encourage your input when we create our content strategies and keep you involved in the process throughout.

How to Properly Organize a Website for Blogging

As an attorney, you may not have a lot of insight into what technical SEO is, but you do need to understand it if you plan to update your blog on your own (and you hope new clients see it!). Technical SEO is the background work, such as the way your website displays and whether or not it allows search engines to crawl it and rank it well.

It includes other aspects of the website design that helps it to function, such as creating a sitemap, fixing broken links, and removing bad code from the site to ensure it loads as quickly as possible. No matter what type of blogging platform you are using, like WordPress, problems with the actual functionality of the blog can lead to limitations in your rankings.

Understanding the technical aspects of SEO is valuable because it allows you to know how to position your website to rank well in the search engines.

You also need to understand your audience’s location. Legal marketing is very locally focused. Most of your new clients are going to seek out legal services that are close to them, so they can meet with an attorney. That means that you need to keep localized SEO efforts in mind. Local SEO helps to ensure that your website is visible to all markets that are important to your practice. This can include optimizing your content for your entire state or just the immediate city of your brick and mortar. To do this, it is necessary to include keywords that indicate the areas you are targeting.

Picking New Topics for Your Law Firm Blog

When you are working to develop new content for your blog, you have to consider what to write about that is going to directly contribute to your practice’s success. Niche topics that are relevant to your practice area can help with this. For example, if you are a personal injury lawyer, discussing how to prove negligence may be a topic that people are looking for when researching help. What specific niche topics are important to your efforts?

Topics also need to be timely. Current events are often a great way to pick up traffic if people are searching for information about a legal matter that happened locally. For example, you may have a bit of insight into a specific topic related to a current news event on employment law. That lets your firm name become associated with that topic, and it may draw in more interested people.

To be clear, there is tons of research that goes into choosing the right topics for your legal blog. You need to understand what keyword research entails and what it does not. At the most basic level, the process involves researching what people who are your target audience are typing into the search engines to find information. There are a lot of tools that can help with this, including Google Search Console, Google Analytics, Ahrefs, SEMRush, and others. Beyond that, you need to understand search intent, search volume, ranking difficulty, and more. By learning what people are “talking about” online, you can craft blogs that are valuable right now.

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Good Techniques for Legal Blogging

Legal blogs need to be able to reach people in the right way to encourage them to take action. That action is often to pick up the phone and call you. There are a number of good techniques that can help encourage this. They also help your website to become valuable to anyone who is looking for real, authentic information that improves their life.

A good starting point is making sure your website is accessible and ensuring it is readable to viewers. For example, when is the last time you have checked if your blog is mobile-friendly? Having a website that is built for both desktop and mobile layouts, which includes both phones and tablets of varying sizes, is critical in the digital age.

Also, consider the wording and the content itself. While you understand legal terminology, your audience may not. The writing you do for your website needs to be reader-friendly, providing just the right amount of information in a way that is very easy to understand for someone who is not in your field.

In addition to this, you need to create content that is compelling. Walls of content may not really help your readers, even though they are packed with the specific information you know readers need. Rather, you need to make content easy to read. That means creating enticing titles that encourage people to click on them. It also means creating headings that will pull curious readers further into the piece as well as taking the written information and converting it into digestible graphics.

When it comes to rewriting old content, Array Law can help lawyers to choose more enticing content that will fair better in Google’s algorithm. Remember, not only does your blog have to meet Google’s requirements to rank well, but it also has to be designed to keep your reader’s attention, encouraging them to move through your page.

Once they do move through your page, there’s also the need to have effective calls to action (CTAs). These tell the reader what to do. Your blog may have explained a problem, provided legal insight into it, and then proposed a solution. The CTA guides them to the next step, such as how to get in touch with you so you can help them.

Stop Writing Content That No One Reads. Call Us To Start Ranking

Aren’t you tired of spending hours writing legal blog posts that don’t receive any viewership? It’s time to change that. A legal website with a blog is the foundation of your success online when it comes to digital marketing. You do not have to be an expert at blogging to achieve these goals. You can let us do it for you.

Array Law has plenty of expertise in writing blog posts for the purpose of SEO. We also offer free consultations for lawyers who are looking to improve the reach of their firm. We encourage you to take the first step now. Request a free consultation by calling (800) 933-3067 now or complete the online contact form. Speak to an experienced digital marketing expert at Array Law who can help you move your business forward. You can also check out our podcast and blog to learn even more about how we take our law clients’ blogs to the next level.

CONTACT US NOW if you are ready to learn how to get consistent, highly-qualified cases for your firm. We’ll use our decades of experience to create a proven strategy that helps you build your brand and organically expand your business.

Erik J. Olson

Written By Erik J. Olson

Erik J. Olson is the Founder & CEO of Array Law—a marketing agency that enables its clients to achieve their dreams, fulfill their missions, and impact more lives with their services.

Website Design, Search Engine Optimization (SEO), Online Advertising, Social Media & Digital Marketing.

© Array Law
Website Design, Online Advertising, SEO, Social Media & Digital Marketing.
© Array Law