Blogging and content creation is a major part of search engine optimisation (SEO) for lawyers. If you run or manage marketing and SEO for your law firm, then you need to know exactly how to craft the perfect blog post.
The perfect SEO blog post has a number of features. Some of these are obvious, but others aren’t at all. Unfortunately, a lot of people don’t understand exactly what writing SEO optimised blog posts involves, which is why I’ve put together this list of some of the major features of SEO optimised content. These include:
- Making Sure To Use Keywords
Before you start writing, do some keyword research. Identify one primary keywords (or keyword phrase) and a few secondary keywords for your article. Try and include the primary keyword in your title, in the first paragraph of your content, and about once per 100-150 words after that. Try and use your secondary keywords a couple of times through the piece.
It’s important to note that keyword stuffing is a big no when it comes to SEO content. Make sure that your keywords are worked into your content in a natural manner, otherwise Google might penalise you.
- Choose Your Topics Carefully
If you really want your blog post to rank high on the search engine results pages, then you need to make sure that you’re choosing topics that don’t have too much competition. A good place to start is with writing blogs that answer question that a potential client might ask.
For example, if you run a law firm specialising in criminal law, you need to look for niche blog titles related to this. For a criminal lawyer, blogs like ‘what to expect at an assault hearing’ or ‘average punishment for burglary’ could be a good place to start.
- Make Sure You Include Links!
Links are probably the cornerstone of SEO in the current environment. Linking to high authority pages will give your page some authority, as will linking to other pages within your own website. Where possible, you should also try and inspire backlinks to your website from other places. This can increase your own authority, and can increase your SEO ranking.
- Use Tags & Categories
Tags and categories can help search engines identify what your content is about. If you use a content management system like WordPress, you can easily include tags and categories. Not only do these help search engines, but they will also help your website visitors find content they’re interested in.
Writing blog posts is an essential part of any website’s SEO strategy. For law firms, blog posts become even more important. The cost of AdWords and relative inefficiency of social media marketing means that SEO is essential. If you would like to find out more about writing the perfect blog posts for your law firm website, get in touch with your local digital agency.