People look for lawyers in times of crisis, and in today’s search engine-focused world, that search is done online. When law firms create blog content focused on their specialty, they can bring in website visitors who need help during that time.
They get the information they need, and if they’re ready to proceed with a consultation, they can engage with the call-to-action.
But before they can use that call-to-action, they need to find that blog post valuable. And this is how to do it.
Write About Your Specialties
Blogging for your law firm is only helpful if the information relates to your area of law. If someone comes to your website looking for family law but you focus on tax law, that’s a visitor who won’t convert into a client. When you focus on your chosen specialties, you’ll deliver the quality content people need when they’re anxious, frightened, and looking for answers.
Your specialties also give you ideas for blog posts, so we always encourage lawyers to blog on their chosen area. Consider frequently asked questions, common trouble spots, and mistakes you see clients making before they come to you. All of these points are potential blog posts.
We use this strategy with Taylor Law Group, a family law practice in Marietta, Georgia. Their content has been optimized so that most website traffic comes through blog posts.
Once people see the value within a blog, they are more likely to click through the website to learn more. At that point, some will engage with our call to action to call for a consultation.
By optimizing your content based on your specialties, you can focus on bringing in visitors interested in what you offer and begin the conversion process. That’s not the only way to choose blog topics, though. You can also narrow your choices down further by search volume.
Choose Topics Based on Search Volume
The best blog on the Internet won’t be seen if no one is searching for it. When you choose topics based on search volume, you can further optimize content for those searching for it.
We don’t recommend search volume be the only determining factor of whether a blog is written, but it should weigh into the decision. It shows users’ browsing habits, which is an important piece of data when looking to increase website traffic.
You can find search volume by using tools like SearchVolume.io, which is a free tool that allows you to compare the number of monthly searches for your chosen keywords.
Another free tool is Keywords Everywhere, which is a Chrome extension that provides search volume for your chosen keyword as well as related searches.
As the image shows, Keywords Everywhere suggests other phrases related to a search for child support information for Georgia. There are a few topic ideas we can glean from this, like “how to terminate child support in georgia” and “georgia child support laws 2018”. “How to lower child support in georgia” could be another topic, but has a lower search volume so it may not be as successful.
By pairing your specialty-focused topics with keywords that have a desirable search volume, you can increase the likelihood that users will find your content. But, even with those keywords, it’s important to use them well.
Use Keywords, But Not Too Many
Blogging for businesses has changed significantly in the last five years. Instead of search algorithms focusing only on keywords, search engines have evolved into looking at user intent. This requires that law firms consider what their ideal client is thinking, rather than the actual keywords they use in the search.
This evolution requires a new approach to blogging. User intent won’t always match the specific key phrase, which is why including keywords frequently throughout isn’t a recommended strategy.
Keywords should still be included, but gone are the days of carefully placing them throughout the post. If the blog post is composed well, the keyword will naturally fit.
There’s no need to include the chosen keyword in every paragraph. Include it two to three times in the article and focusing instead on matching the intent a user has while searching for the topic.
Create a Regular Posting Schedule
You’re busy, your team is busy, and there is only so much time you can dedicate to blogging. Regardless of your time available, it needs to be a regular commitment. Publishing new blogs to your website keeps it fresh for search engines, as well as providing more information for potential clients.
The bare minimum requirement is one blog per month, though we recommend at least two. This will help build your content library faster while also contributing to your online presence.
If you aren’t able to maintain this schedule, a marketing agency can help develop, execute, and manage a blogging-focused content strategy so you can help the clients brought in through blog posts.
As search engines continue to evolve their algorithm, high-quality content will become critical to a law firm’s growth. You can create blog posts that will serve people as they look for an answer to their legal concerns by combining topics related to your firm’s specialties and keyword volume data.