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6 SEO Content Writing Tips For Law Firms

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6 SEO Content Writing Tips For Law Firms

How often should law firms write new content? The answer depends on their goals.

They should create informative content often if they want to get more leads or increase sales.

To improve their brand image and reputation, they should create in-depth, high-quality content more slowly (but still regularly).

Content marketing is one of the main pillars of modern marketing strategies.

To reach out to potential clients, law firms must produce high-quality content. This article offers six simple search engine optimization (SEO) content writing tips for law firms.

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Writing Effective Content For Law Firm Clients

Content marketing has become increasingly important for law firms.

Lawyers manage complex legal situations daily, but many of their clients do not.

No matter a person’s circumstances, needing a lawyer will likely induce stress. Seeking a lawyer’s services can be a highly emotional experience, depending on the details of the situation.

As a result, people probably won’t choose the first lawyer they see; they will do the work and research the right lawyer for them.

The Decision-Making Process

Before deciding, potential clients need to feel like this lawyer is someone they can trust and rely on during a difficult time.

Building trust and authority is perhaps the most critical purpose of content marketing for law firms.

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Law firms have the perfect opportunity to show off their skills and encourage potential clients to use their services through well-written content.

Blogs are one of the primary ways to deliver this information online.

The blog posts may decide whether an individual on the fence will make that call and hire the firm.

Therefore, the content must be fresh, authoritative, and relevant to the firm’s target audience. The proper selection of topics, accurate details, and natural, engaging writing can make all the difference.

A robust, quality content strategy can help the firm’s website ascend on search engine results pages (SERPs) and ideally begin pulling in more and higher-quality clients.

1. Write For Topics Over Keywords

Usually, the first concepts that come to mind when thinking about starting a piece of SEO content are keywords and keyword research.

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All written SEO content needs to have a target keyword phrase. This is how clients find content organically when they search online.

But gone are the days when keywords were all needed to get a piece of content to rank on Google.

Today, we use keywords to tell Google what some of the ideas in our content are, but we do not write our content around keywords. That is not why they are there.

Google has gotten smarter with how it interprets queries, and so have people when it comes to evaluating the quality of the results they get.

Writing around SEO keywords is an institution from a previous age, and content that does this will stand out for all the wrong reasons.

Instead, law firm blog content should focus on actual topics that relate to the legal industry.

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Writing for topics helps to match content to what potential clients are searching for more than keywords alone ever could.

When you write for topics over keywords, it can target multiple keyword phrases, not just one per blog post.

So, how is this done?

Law firms can take several approaches. Tools such as Answer the Public and Semrush’s topic research feature can help to generate content ideas based on key phrases.

Or you can search the topic you are writing about and review Google’s SERPs to see what is already ranking and how the content is presented. You can also check out what your competitors are writing about for inspiration.

These methods can guide you toward content that directly addresses clients’ questions. But then, it’ll be up to you to improve your law firm’s blog content.

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How do you do that? By laser-focusing your topic research to the needs of your audience and then writing the post like a pro. Let’s dive into how you can accomplish this.

2. Define Client Personas

What’s the point of putting time and effort into writing a piece of content without directing it toward a specific audience?

SEO beginners might think their target audience is everyone on the internet, but only a select group of online users are looking for lawyer services.

To focus on creating a tailored target market – people who need to hire an attorney – we need to determine the different client personas. A client persona represents the types of people who would be the best clients for your law firm.

Client personas vary significantly between law firms, depending on the type of law. This is why you must look at the client personas specifically for your law firm.

You should already know your firm’s target client personas well. You know who your clients are and what their needs are.

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By understanding who you are writing for, you will have a better chance of creating something relevant and valuable for prospective clients.

Start by asking yourself:

  • What challenges are your clients going through to make them need legal services?
  • What kind of people will run into these challenges in the first place?
  • And what type of information do you think they would be searching for?

Questions like these are essential when defining client personas.

Determining Demographics

It would help if you also used Google Analytics. And if you utilize social media, you can also look into each platform’s insights.

These resources can help you determine the demographics of your web traffic and followers, which can also lead you closer to your target client personas.

The demographics you find might include:

  • Age.
  • Gender.
  • Geographic location.
  • Job title and salary.
  • Education level.
  • Family dynamic.
  • Areas of interest.

3. Types Of Content To Create

SEO content often refers to the written word, but not always. Here are some significant types of SEO content:

Blog Posts

The content writing most people will already be familiar with is blog posts. Blog content can attract traffic to a website.

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It’s a straightforward way of earning the trust of potential clients by simply communicating with them about a topic they care about.

Choose the keywords carefully and use internal links to point back to the website’s top-level pages, which would be your firm’s main legal service pages.

Blog posts allow a firm to expand upon those legal subjects by adding details, providing examples, or reflecting on recent developments in legal cases.

Location Pages

Law firms can also benefit from creating location pages that target certain cities or other geographical areas.

The firm’s location pages do not have to target every local municipality on the map.

Of course, key locations are essential, but remember that people may only travel a relatively short distance to access the services of a high-quality lawyer.

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To set a geographical barrier, you should try to target your client personas in a city 10 to 20 miles circumference from your offices.

Audio & Visual Content

The written word is a handy SEO tool, but don’t forget audio and visuals. They’re not a new trend, but podcasts continue to grow in popularity.

If you want to stay on top of current content-stacking trends, you’ll want to bring up the idea of a podcast for your firm.

Creating podcasts based on existing written content and the firm’s specialized knowledge can add variety to your legal content.

Podcasts are relatively easy to produce since you don’t have to worry about perfecting any visual elements. You can hire a freelancer to edit them so the audio and transitions are consistent.

You can have some of your firm’s attorneys get on the air and discuss a legal subject. And create episodes highlighting topics people may want to know more about.

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For example, have them explain the types of bankruptcies or personal injuries to educate the public. And over time, people will see the law firm as an authority in its particular area, which can drive leads.

Similarly, videos can cover the same information as a written or audio piece but provide the public with an engaging visual experience. This will also help potential clients build a relationship with your firm by putting a face to the name of your content.

People tend to retain visuals over text, so perhaps a lawyer can explain a concept using a chart or graph, which you integrate into the video. This can help people to understand an idea more fully.

4. Essential Qualities Of Great Content

When writing law firm content, you should know what’s needed to make the piece high-quality. So aside from the heavy SEO stuff, blog posts, service, and location pages must include the basics of effective writing.

Who will trust attorneys who confidently publish grammar mistakes on their websites?

Additionally, remember that while your firm might have a lot to say on various legal topics, potential clients probably won’t be able to digest too much information all at once.

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Ensuring that the content is readable for your target audience is key to making it effective.

For example, if you want to discuss a complicated topic, try creating a blog series for it. That way, you can ensure your clients fully grasp the subject one piece at a time.

You should also ensure that any content you produce is accurate to the last detail since the public could construe it as legal advice and follow it to the letter. Google pays particular attention to any content that may affect a search user’s livelihood.

All content should end with a call to action that tells readers what to do next. Those can help the content convert more people into legitimate leads.

Remember that all legal content you create for your firm must have someone you can trust to edit the work. And it should be edited more than once, with multiple sets of eyes looking it over, so you don’t miss any simple mistakes.

The editor should be familiar with all the basics of a well-written piece and the elements that make the content SEO-friendly.

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5. Promoting Your Content

Ideally, if you’ve done everything correctly, you’ll have potential clients finding your content organically when they look for legal information.

Of course, this is what you hope for when you publish any content, but it sometimes isn’t enough to post something and have that be the end of it.

Content often needs a nudge to be impactful. So, after creating a piece of content, the next step is to promote it.

For example, you can increase your website’s traffic by promoting blog posts across Facebook, LinkedIn, and other social media platforms.

Sharing new content on your social media channels is an easy way of putting it in front of an audience and ensuring you’ll continuously have something to post.

But social media isn’t the only place you want to share your content. One of the most fitting places to promote content is via email.

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If your email list sends out the new content, it can help remind people that your firm is an excellent choice for legal aid.

6. Measuring Conversions

After you’ve created content for your law firm, you will want to measure if it’s working.

Generally, the goal of writing content is to bring in new clients. There are a few ways you can measure your content.

Tools such as Google Analytics are available to help you get accurate information regarding the impact of SEO content on sales.

You can also talk to your firm’s lawyers to check on the quality of their inbound leads since publishing the content.

Checking conversions provides vital information you can use for your future content strategy.

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However, patience is integral to SEO content writing, so you might not immediately see results.

Everyone would like excellent results on the first try. But it might take time for your law firm to find footing when beginning its content strategy.

So, taking a few attempts might be stressful, but it will pay off when you do it right.

Final Takeaways

Law firms should remember that content is king. Never underestimate the power of well-written blog posts or uniquely crafted videos and podcasts.

By focusing on producing these types of content, you can gain access to a broader audience and hone in on the target client persona while building authority.

So, if you want to increase your web presence and improve your SERP rankings, these content marketing tips can help.

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Google Limits News Links In California Over Proposed ‘Link Tax’ Law

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A brown cardboard price tag with a twine string and a black dollar sign symbol, influenced by the Link Tax Law, set against a dark gray background.

Google announced that it plans to reduce access to California news websites for a portion of users in the state.

The decision comes as Google prepares for the potential passage of the California Journalism Preservation Act (CJPA), a bill requiring online platforms like Google to pay news publishers for linking to their content.

What Is The California Journalism Preservation Act?

The CJPA, introduced in the California State Legislature, aims to support local journalism by creating what Google refers to as a “link tax.”

If passed, the Act would force companies like Google to pay media outlets when sending readers to news articles.

However, Google believes this approach needs to be revised and could harm rather than help the news industry.

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Jaffer Zaidi, Google’s VP of Global News Partnerships, stated in a blog post:

“It would favor media conglomerates and hedge funds—who’ve been lobbying for this bill—and could use funds from CJPA to continue to buy up local California newspapers, strip them of journalists, and create more ghost papers that operate with a skeleton crew to produce only low-cost, and often low-quality, content.”

Google’s Response

To assess the potential impact of the CJPA on its services, Google is running a test with a percentage of California users.

During this test, Google will remove links to California news websites that the proposed legislation could cover.

Zaidi states:

“To prepare for possible CJPA implications, we are beginning a short-term test for a small percentage of California users. The testing process involves removing links to California news websites, potentially covered by CJPA, to measure the impact of the legislation on our product experience.”

Google Claims Only 2% of Search Queries Are News-Related

Zaidi highlighted peoples’ changing news consumption habits and its effect on Google search queries (emphasis mine):

“It’s well known that people are getting news from sources like short-form videos, topical newsletters, social media, and curated podcasts, and many are avoiding the news entirely. In line with those trends, just 2% of queries on Google Search are news-related.”

Despite the low percentage of news queries, Google wants to continue helping news publishers gain visibility on its platforms.

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However, the “CJPA as currently constructed would end these investments,” Zaidi says.

A Call For A Different Approach

In its current form, Google maintains that the CJPA undermines news in California and could leave all parties worse off.

The company urges lawmakers to consider alternative approaches supporting the news industry without harming smaller local outlets.

Google argues that, over the past two decades, it’s done plenty to help news publishers innovate:

“We’ve rolled out Google News Showcase, which operates in 26 countries, including the U.S., and has more than 2,500 participating publications. Through the Google News Initiative we’ve partnered with more than 7,000 news publishers around the world, including 200 news organizations and 6,000 journalists in California alone.”

Zaidi suggested that a healthy news industry in California requires support from the state government and a broad base of private companies.

As the legislative process continues, Google is willing to cooperate with California publishers and lawmakers to explore alternative paths that would allow it to continue linking to news.

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The Best of Ahrefs’ Digest: March 2024

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The Best of Ahrefs’ Digest: March 2024

Every week, we share hot SEO news, interesting reads, and new posts in our newsletter, Ahrefs’ Digest.

If you’re not one of our 280,000 subscribers, you’ve missed out on some great reads!

Here’s a quick summary of my personal favorites from the last month:

Best of March 2024

How 16 Companies are Dominating the World’s Google Search Results

Author: Glen Allsopp

tl;dr

Glen’s research reveals that just 16 companies representing 588 brands get 3.5 billion (yes, billion!) monthly clicks from Google.

My takeaway

Glen pointed out some really actionable ideas in this report, such as the fact that many of the brands dominating search are adding mini-author bios.

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Example of mini-author bios on The VergeExample of mini-author bios on The Verge

This idea makes so much sense in terms of both UX and E-E-A-T. I’ve already pitched it to the team and we’re going to implement it on our blog.

How Google is Killing Independent Sites Like Ours

Authors: Gisele Navarro, Danny Ashton

tl;dr

Big publications have gotten into the affiliate game, publishing “best of” lists about everything under the sun. And despite often not testing products thoroughly, they’re dominating Google rankings. The result, Gisele and Danny argue, is that genuine review sites suffer and Google is fast losing content diversity.

My takeaway

I have a lot of sympathy for independent sites. Some of them are trying their best, but unfortunately, they’re lumped in with thousands of others who are more than happy to spam.

Estimated search traffic to Danny and Gisele's site fell off a cliff after Google's March updatesEstimated search traffic to Danny and Gisele's site fell off a cliff after Google's March updates
Estimated search traffic to Danny and Gisele’s site fell off a cliff after Google’s March updates 🙁 

I know it’s hard to hear, but the truth is Google benefits more from having big sites in the SERPs than from having diversity. That’s because results from big brands are likely what users actually want. By and large, people would rather shop at Walmart or ALDI than at a local store or farmer’s market.

That said, I agree with most people that Forbes (with its dubious contributor model contributing to scams and poor journalism) should not be rewarded so handsomely.

The Discussion Forums Dominating 10,000 Product Review Search Results

Author: Glen Allsopp

Tl;dr

Glen analyzed 10,000 “product review” keywords and found that:

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My takeaway

After Google’s heavy promotion of Reddit from last year’s Core Update, to no one’s surprise, unscrupulous SEOs and marketers have already started spamming Reddit. And as you may know, Reddit’s moderation is done by volunteers, and obviously, they can’t keep up.

I’m not sure how this second-order effect completely escaped the smart minds at Google, but from the outside, it feels like Google has capitulated to some extent.

John Mueller seemingly having too much faith in Reddit...John Mueller seemingly having too much faith in Reddit...

I’m not one to make predictions and I have no idea what will happen next, but I agree with Glen: Google’s results are the worst I’ve seen them. We can only hope Google sorts itself out.

Who Sends Traffic on the Web and How Much? New Research from Datos & SparkToro

Author: Rand Fishkin

tl;dr

63.41% of all U.S. web traffic referrals from the top 170 sites are initiated on Google.com.

Data from SparktoroData from Sparktoro

My takeaway

Despite all of our complaints, Google is still the main platform to acquire traffic from. That’s why we all want Google to sort itself out and do well.

But it would also be a mistake to look at this post and think Google is the only channel you should drive traffic from. As Rand’s later blog post clarifies, “be careful not to ascribe attribution or credit to Google when other investments drove the real value.”

I think many affiliate marketers learned this lesson well from the past few Core Updates: Relying on one single channel to drive all of your traffic is not a good idea. You should be using other platforms to build brand awareness, interest, and demand.

Want more?

Each week, our team handpicks the best SEO and marketing content from around the web for our newsletter. Sign up to get them directly in your inbox.

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Google Unplugs “Notes on Search” Experiment

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Google unplugs Notes On Search Experiment

Google is shutting down it’s Google Notes Search Labs experiment that allowed users to see and leave notes on Google’s search results and many in the search community aren’t too surprised.

Google Search Notes

Availability of the feature was limited to Android and Apple devices and there was never a clearly defined practical purpose or usefulness of the Notes experiment. Search marketers reaction throughout has consistently been that would become a spam-magnet.

The Search Labs page for the experiment touts it as mode of self-expression, to help other users and as a way for users to collect their own notes within their Google profiles.

The official Notes page in Search Labs has a simple notice:

Notes on Search Ends May 2024

That’s it.

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Screenshot Of Notice

Reaction From Search Community

Kevin Indig tweeted his thoughts that anything Google makes with a user generated content aspect was doomed to attract spam.

He tweeted:

“I’m gonna assume Google retires notes because of spam.

It’s crazy how spammy the web has become. Google can’t launch anything UGC without being bombarded.”

Cindy Krum (@Suzzicks) tweeted that it was author Purna Virji (LinkedIn profile) who predicted that it would be shut down once Google received enough data.

She shared:

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“It was actually @purnavirji who predicted it when we were at @BarbadosSeo – while I was talking. Everyone agreed that it would be spammed, but she said it would just be a test to collect a certain type of information until they got what they needed, and then it would be retired.”

Purna herself responded with a tweet:

“My personal (non-employer) opinion is that everyone wants all the UGC to train the AI models. Eg Reddit deal also could potentially help with that.”

Google’s Notes for Search seemed destined to never take off, it was met with skepticism and a shrug when it came out and nobody’s really mourning that it’s on the way out, either.

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