If you have ever explored adding law firm blogging to your firm’s regular advertising output, you’ve probably heard the phrase, “Content is king.”
As experienced law firm bloggers, we’re not here to dispute that. However, what we will say is that not all content is created equal.
WordPress, one of the main platforms on which law firm blogging is conducted, reports approximately 81 million new blog posts are created each month, resulting in about 45 million comments. That breaks down to about 2.7 million blog posts a day – and that’s just on WordPress. That’s a lot, but it’s wishful thinking that even half of those posts have any sort of significant value. In fact, a lot of is junk. But if you invest in a quality legal blog written by experienced reporters and practicing attorneys, this can actually work in your favor. That’s because when you can offer content that offers value and meets the readers’ expectations, your site is going to move up in search engine rankings. Read More ›
Effective legal blog writers know that in order for our clients’ pages to rank high on search engines, the content has to be high quality. The web is cluttered with poorly-written, superficial content with zero substance. This not only leaves potential clients scratching their heads, it’s not going help your page rank – which is how clients are going to find you in the first place. But you can use the glut of poor content to your advantage – by regularly updating your site with superior content.
Our team of journalists, attorneys and copy editors value good prose, of course. But we also want to make sure those who visit your page feel as if they have learned something or had a question answered. Perhaps they’ll share a link. Maybe they’ll even give you a call. The longer you can keep someone on your page, the lower your “bounce rate.” This is the rate at which web users “bounce” off your page. If they stay a while, search engines recognize this and it can improve your rank.
So when you’re looking to improve your search engine optimization, our legal blog writers recommend investing in the kind of content that readers – and search engines – are hoping to find on your law firm website. Read More ›
Law firms are creating more legal blog content than ever before. Many have indicated they intend to produce a lot more. The 2015 State of Digital & Content Marketing Survey found that 74 percent of in-house counsel said they find law firm blogs valuable.
In fact, 98 percent of law firms said they actively engage in content marketing, and 87 percent said they intend to increase that amount of content. The other 13 percent said it would stay the same. Virtually no one is reducing their content marketing – including legal blog writing.
But here’s what they aren’t doing: Adopting responsive web design. This is curious considering that the survey also showed 29 percent of in-house counsel are accessing legal blogs on tablets and 23 percent on smartphones. Customers are even more likely to be accessing them that way. Read More ›
Attorneys are skilled researchers, writers and orators who craft brilliant legal arguments to win their cases. But when it comes to internet marketing for lawyers, producing regular online content can be more of a challenge.
For many, it’s not that they aren’t capable of writing the material. It’s usually that they don’t have time. The people they employ don’t have time. And even if they did, the learning curve for search engine optimization (SEO) is substantial.
Legal blogging, content writing and internet marketing for lawyers must be consistent to work well with search engine algorithms. Material has to be fresh, relevant and insightful. If you only post a blog or two a month, you probably aren’t going to see satisfying results. You need to create content that’s worth sharing. Read More ›
There was a time when law firm blogging was considered option. Today, it is an essential marketing tool.
The reality is the tech generation expects free information up front. A blog is one of the best ways to do this, and it’s imperative to be able to reach potential clients wherever they are and whenever they need it.
Further, updating your blog post regularly with quality, relevant content is going to organically boost your search engine optimization (SEO). That means you will show up higher in the search results for your target area on platforms like Google, Bing and Yahoo. The people who are looking for your services in your area are going to be able to find you much faster – and hopefully before they eye the competition. Read More ›
Years ago, if someone was injured in a traffic accident or accused of a serious crime, they would turn to their trusty Yellow Pages and flip through to find a listing for a local attorney. They might even look for a certain attorney specifically by name after having heard a radio advertisement or a quote within a local newspaper.
Those days are gone. The internet has become a resource for a whole host of answers, and it’s usually the first resource people tap when they are looking for a law firm. Yes, people still rely on word-of-mouth, to an extent. However, a survey conducted last year of 1,500 people who recently hired a lawyer revealed almost 20 percent found their attorney via search engines. That’s compared to 13 percent who got the name from a friend, and less than 2 percent who found legal help via the phone book. Another recent study indicated there are 6.1 million searches in the U.S. every month for the keyword “lawyers.”
If your law firm has any hope of edging out the competition, you must have a strategy. Read More ›
When I was in college, my layout and design class was the first to switch to Adobe and away from old-school pagination. We got high-speed Internet in the dorms at The Ohio State University in 2000 (about the same time OSU went to court to formalize that ‘The’ in its name). We were cutting edge, and among the first places in Ohio to have it (high-speed Internet, not Proper articles of grammar).
During my first year at my first newspaper job — Mansfield News Journal — we got our first website. So you can say I started working in newspapers before they had websites, if only by a changing of the seasons.
Old-school newspaper paste-up pagination to Adobe, dial-up Internet to smartphones, yellow pages to a robust Internet marketing strategy being vital to the success of law firms large and small.
A dozen years, give or take.
I’ve now been writing legal blogs since 2006, or more than 7 years, which likely dates me as among the oldest law firm website writers still going…and going…
Which brings me to my recent post Evolution of Legal Blogs Continues to Impact SEO, and how what we do today resembles very little of what we were doing in the dark ages of 2009.
Pedestrian safety tips are no longer going to cut the mustard. We made the change several years ago but so many writing legal blogs continue to do the same old thing, while expecting positive results.
It’s the rest of the world that has moved on.
An old associate doing SEO work in Miami called this morning to say as much. He was looking for court cases and other shareable content. He wants what Google wants, which is to provide his client with something worthwhile to say. In some cases, that might include a mainstream health and safety study, or information from the National Highway Traffic Safety Administration. And it’s not to say basic safety advice — from Halloween to Fourth of July — is not still a sharable, viable interaction with your audience. But it does mean that telling me a motorist is ACTUALLY 23 times more likely to get into an accident while distracted EACH AND EVERY year, is likely, blessedly, mercifully, dead on arrival.
Today we use Justia US Law, Google News Alerts and other resources to stay abreast on the latest topics of use to our clients and their audience. It’s what we want, it’s what our client wants and it’s what Google wants. Because if you’re going to write, you should first start out by having something to say.
When it comes to hiring professional legal blog writers and website content writers, just look for the