If you manage your law firm’s blog, you already know how much time and effort it takes to keep the legal content updated. And if you want your blog content to be found in search engines like Google or Bing, you also have to follow best practices for SEO.
Over the years, we’ve produced a lot of legal blog content for our clients. Along the way, we’ve learned a lot about what works and does not work for them.
If you research on the web about blogging you will find there are tons of good blogging tips out there. But, every industry has its own set of blogging strategies that will work advantageously in its own mysterious way.
Blogging for the legal industry is no different!
Below, we provide you with the best legal blogging strategy tips we have first-hand experience with, from years of creating legal blog content for all of our legal clients.
Let’s get into it.
1) The Perfect Word Count For a Legal Blog Article
Many factors such as your audience, search intent, and niche within the legal industry have a lot to do with how long a legal article should be. Other factors such as how the article will be promoted are another consideration for its length.
Whether the legal article is promoted by PPC, Social Media, E-Mail, or just good old-fashioned SEO, for our legal clients, we’ve found that articles ranging in the 1,000 to 1,500-word range perform the best.
In some rare cases, you can write legal articles longer than 1,500 words if they are well researched and thought out. But having longer articles will not be the norm.
2) Blog About Local News and Events In Your City
Creating articles about local events in your city can really boost your chances for Local SEO rankings and more easily engage with local customers on your Social Media.
Some examples include:
- Car Accident Reports
- Police or Crime News Reports
- Class Action Lawsuits Happening In Your State
- Local City, Business, or Charity Events
- Any other newsworthy event that aligns with your client’s interests
Did you know?
By reporting news events on your blog, you can interject some helpful legal advice that will increase your chances of being contacted by local media publications for an interview. In most cases, you will also receive a backlink to your blog as a source if the news outlet needs an expert’s opinion.
Related article: Personal Injury Law Blog Topics and Examples
3) Drive Engagement With Social Media
Promoting your new blog posts through social media will not only benefit your followers but will also send engagement signals to Google and other search engines. This will speed up the process for the blog post to be indexed and shown on the Search Engines Results Page (SERP’s.)
Some great social media platforms which are search engine friendly are Pinterest, Twitter, YouTube, Facebook, Reddit, and any other platform where you can link to your blog articles.
4) Top Ranking Law Firms Have Over 100 Blog Articles
Most law firms that are ranking on top of the first page of Google for competitive local keywords have at least a hundred or more articles published.
For Personal Injury Law firms, the average number is several hundred blog posts because of how competitive the space is. If your city is not as competitive, you’ll have a much easier time ranking for those local keywords like “Personal Injury Lawyer” or “Car Accident Attorney”, when matched with your city’s name.
If you want to see for yourself how many articles your local competition has, just review their blog when searching for the local keywords you want to rank for. We do this every time we onboard a new client to help estimate how many legal articles we’ll need to make.
5) Make Articles Easy For Your Legal Client To Read
Publish your legal articles with your end-user in mind. Avoid using legal jargon that only lawyers would understand. Format the article so it has a clear title and subheadings, with short easy to read paragraphs.
People will scroll through the article fast and only focus on the sub-headings that directly relate to their issue.
Quick User Engagement Tip: If you want to gather some information about how your clients are reading the articles on your blog you can subscribe to a service like HotJar. With HotJar, you’ll be able to create a scrolling heatmap to track how far down your clients read each page they land on.
6) Always Have At Least One Featured Image Per Legal Blog Post
People like to match a great headline with a visual image of some kind. Each legal blog article you publish should contain at least one featured image.
The easiest way to find legal stock images that will fit the subject matter of your legal article is to look on Canva.com or ShutterStock.com.
If you want a more custom look for your image, work with your web or graphic designer to enhance it and match your website’s theme.
If you want to do more than one image, make some infographics and some pins for Pinterest.
7) Consistent Publishing Is The Key To Ranking High on Search
Consistency is key, especially if you are seriously considering getting first-page rankings on the search engines to outrank your local competition.
You should publish at least 4 articles per month (1 per week) until you have an established blog, then just focus on keeping the content up to date.
If you are using WordPress, you can easily schedule all your posts to publish on a future date that works for you.
8) Establish Your Legal Blog Content First, Then Worry About Backlinks
No one wants to backlink to any blog that is lacking content.
While backlinks are important for SEO, it’s important to establish a solid blog full of legal content first. Then, it will make it much easier for you to naturally attract backlinks and do active outreach campaigns for people to link to your existing content.
9) Round-Up Legal Posts Can Be Your Secret SEO Weapon
Round-Up Blog Posts Can Be a very effective strategy for getting other backlinks from other lawyers in your industry.
Because these backlinks will be highly relevant to your legal industry, Google will supercharge the domain authority it provides to you.
To avoid competing with other lawyers in your local market, only include law firms in other states to provide a quote for your round-up.
Getting a round-up blog post started is easy:
- Pick a topic that requires an expert lawyer’s opinion
- Then round-up the quotes from each lawyer you contact
- Include a backlink to their site with the quote
- Encourage them to share the post on their blog with a backlink back to your round-up article.
10) Link Your Blog Posts To Your Home and Services Pages
Always link to your services pages and homepages from your blog articles. Make the anchor text you use relevant to your local search keywords.
This is a very powerful On-Page SEO Strategy that will signal to the search engines what your most important website pages are for ranking in your local market.
Bonus Tip: Thinking About Getting Your Blog/Website Redesigned?
Always revamp your content first. Having final drafts for each page will make the overall design process for your new website much easier to manage. Also, if you have a web design company provide you with legal content, make sure you vet out who will be actually writing that content for you. You don’t want a general writer creating your legal content.
We hope these legal blogging tips help you with how you plan the content publishing for your law firm’s blog.
After all, in any legal industry, your website is your number one marketing channel for getting new leads from both Social Media and Search Engines.
If you need any help with your legal content production needs, don’t hesitate to contact us to learn more about how we can help you!