SEO
How To Get More Law Firm Leads By Refreshing Your Content
Search Engine Journal often mentions the value of a “content refresh,” particularly regarding SEO.
The concept is that rather than let an old piece of content die out, you can breathe new life into it to generate more traffic and leads well into the future.
The same concept applies to law firm content marketing. Only the approach may be a bit different.
Creating, optimizing, and refreshing legal content comes with unique challenges, but a content refresh can be highly effective.
Here’s how to optimize your legal content the right way to attract more leads for your law firm.
When To Refresh Your Law Firm Content
People use Google to find valuable, up-to-date content to satisfy their search.
If the content on your website is out of date, they are likely to search for another source.
In the legal field, the freshness and accuracy of your content is especially important.
Here are a few signs it’s time to refresh your legal content:
- Few backlinks – Your content isn’t generating new backlinks from other websites, as indicated by SEO tools (like Ahrefs).
- Broken links – Old articles or pages link out to pages (either on your website or elsewhere) that are no longer live and return a 404 error.
- Decreased organic traffic – Your organic traffic to your page(s) or post(s) is decreasing, based on your Google Analytics data.
- Poor social engagement – When shared on social media, your content is getting a low number of likes, comments, and shares.
- Outdated sources – You are referencing laws, studies, or articles that are no longer valid or are at least five years old.
- Not evergreen – Your articles aren’t “evergreen” and need to be updated regularly to stay relevant.
- Change in approach – Your law firm has changed its approach, services, or philosophy, which is not yet reflected in your content.
- Keyword ranking drop – Your existing web pages or articles are no longer ranking high (at position three or above) for your target keywords and need to be re-optimized.
- Out of trend – You’ve posted about “trends” that are out of date and need to be updated with new content or removed completely.
Refresh Legal Content For More Leads
If you have encountered any of the issues above, it’s likely time to refresh your law firm’s marketing content.
Freshening your content is a great way to benefit from your existing content, improve your SEO, and attract more law firm leads.
Here are a few ways to refresh your legal content and earn more leads for your firm.
1. Audit Your Website Content
Your law firm’s website and blog play a significant role in communicating value to prospective clients, attracting online traffic, and converting visitors into leads.
With this in mind, auditing your law firm’s website’s content is the best place to start.
First, set up and log into Google Search Console and open the Search results report.
Check the boxes for Total clicks, Total impressions, Average CTR, and Average position.
Then, toggle to “Pages” to see a list of URLs on your website generating clicks, impressions, and keyword rankings.
From this report, you can see which pages are performing best and which are underperforming.
URLs at position six or below are likely good candidates for a refresh.
You can export this report and start keeping track of the pages or posts you update.
In terms of SEO, a few improvements could include:
- Updating the page title (title tag) to include the focus keyword.
- Including the focus keyword for the page in the meta description.
- Adding your primary and secondary keywords throughout the body content.
- Updating any outdated or broken links.
- Adding new, fresh content to the page.
- Adding images, videos, or other types of media.
These improvements might lead to an increase in SEO performance (rankings) for these pages or articles.
Just be sure to monitor impressions, clicks, rankings, and CTR in Google Search Console.
2. Conduct A Content Gap Analysis
A “content gap analysis” is a fancy phrase for seeing the content your competitors have that your website doesn’t have. It is a good way to find new content opportunities or improve upon existing content.
The legal field can be highly competitive, so taking stock of what your competitors are doing well and using that to inform your strategy can make all the difference.
Log into Semrush.com or your chosen SEO tool to conduct a “Content gap” analysis.
Most tools will ask you to enter your domain plus the domains of your closest competitors (we recommend selecting your closest service area/geo-specific competitors).
Then, the report will reveal the shared or “untapped” keywords between your site and your competitors’ websites.
You will then see what your competitors are ranking for that your website is not.
With this report in hand, you can reveal the URLs from Google Search Console (see Step 1) and determine whether the keywords you have identified should be mapped to any of these pages.
If so, you can continue to make those SEO improvements.
If you don’t have any pages or posts that fit the “untapped” keywords, these could be good topics for new pages or posts.
If they are relevant to your business, consider adding them to your content calendar or blogging strategy.
3. Crawl For External Links
The SEO tool Screaming Frog allows you to crawl up to 500 URLs for free on your website to identify existing on-page or technical SEO issues.
It can also help you find existing and broken external links.
Broken links lead to a poor user experience because they direct users to pages that no longer exist.
By using Screaming Frog to examine the 404 errors, you can find opportunities to update these links and direct users to live pages.
Further, if you spot-check many of the external links on your site, you may find links to outdated sources, such as old legal journals, laws, case studies, etc.
These should all be updated to link to relevant and up-to-date information on reputable websites.
4. Build Links To Your Legal Blog
Backlinks are important for SEO because they direct authority (and, often, referral traffic) to your website.
Unfortunately, many law firms forget to up their link-building efforts once their content goes live.
If you have great content on your website that has gone unnoticed, it may be time to give it a boost with backlinks.
This can be done through a variety of methods, including:
- Reaching out via Help a Reporter Out to offer legal expertise and request links back to your website.
- Contacting legal professionals in your network to ask them to link back to your articles or pages.
- Adding “linkable assets” like ebooks and PDFs to your content to encourage other publishers to link back to you.
- Submitting guest articles to reputable legal publications to feature your content and (ideally) earn a backlink.
Backlinks can work wonders in increasing the authority and reputation of your website.
Look into more law firm link-building methods to improve your firm’s SEO.
5. Turn Case Studies Into Articles
Many law firms have awesome case studies, either living deep in a folder or nestled in a page on their website.
But these case studies may be missing the chance to drive additional traffic.
You can refresh this existing content by turning your case studies into longer articles.
This gives you the chance to optimize for search terms (if applicable) and win over potential clients.
For example, if you are a class action lawsuit lawyer who recently helped clients win a crib recall case, you could write a longer article about the case, the danger of crib recalls, how to file a crib recall lawsuit, and more – as this topic (“crib recall”) has over 300,00 organic searches per month.
This helps drive additional traffic and offers more context to potential clients about what you do and how you can help them.
Further, you can drop in real quotes from real clients to help build trust with your audience.
6. Repurpose Old Content Into Social Soundbites
Legal content can takes time to write and digest, especially longer articles.
And social media is a space for often short attention spans and a desire for quick, punchy content.
Now, you can refresh your content for social media without putting much work into your content marketing at all.
Here’s an example:
- You have a blog article titled “How to File for Divorce in California” that is the best performing article on your website.
- You copy some valuable text from your article and paste it over a stock image (you can do this using tools like Canva.com).
- You share this graphic on Facebook, LinkedIn, Twitter, and Instagram.
- You’ve now taken a single piece of content and have turned it into four marketing assets.
Even better, you can anticipate repurposing your content every time you create a new piece of content.
For example, a Facebook Live video can become a YouTube video upload, which you can embed into a blog article and then share to your email list.
We all know how much work goes into marketing a law firm.
Make content marketing easier by using existing content to your advantage, repurposing it, and using it to attract new leads.
How A Content Refresh Earns Law Firm Leads
Now, we have talked a lot about how to refresh old content, but how does this translate into new leads?
Well, each piece of content is a new opportunity to attract additional traffic.
And engaging, fresh content improves your conversion rate and, therefore, your chances of turning a passive reader into a potential client.
Improving the keyword rankings on old articles can help you drive more organic traffic, which can direct users to your contact forms.
More content on social media can direct users to your profile and then to your inbox or phone number.
Further, refreshing your content on a regular basis helps you get creative.
You can embed different content types, ebooks, contact forms, media, and more to entice users to take action and contact your business.
Reap The Benefits Of A Content Refresh
Great content is critical for having an SEO-friendly law firm website.
Of course, trends change and old articles become outdated, so refresh regularly.
Whether it’s your website or social media content, there are nearly limitless opportunities to improve old content.
Optimizing for keywords, adding media, repurposing old into new, and reusing your case studies are all ways to make old or outdated content work for you.
Plus, this gives you more chances to turn users into law firm leads.
So, if you want new business in the door, a content refresh may be the next best step for your law firm.
More resources:
More resources: Just dance/Shutterstock
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SEO
How to Revive an Old Blog Article for SEO
Quick question: What do you typically do with your old blog posts? Most likely, the answer is: Not much.
If that’s the case, you’re not alone. Many of us in SEO and content marketing tend to focus on continuously creating new content, rather than leveraging our existing blog posts.
However, here’s the reality—Google is becoming increasingly sophisticated in evaluating content quality, and we need to adapt accordingly. Just as it’s easier to encourage existing customers to make repeat purchases, updating old content on your website is a more efficient and sustainable strategy in the long run.
Ways to Optimize Older Content
Some of your old content might not be optimized for SEO very well, rank for irrelevant keywords, or drive no traffic at all. If the quality is still decent, however, you should be able to optimize it properly with little effort.
Refresh Content
If your blog post contains a specific year or mentions current events, it may become outdated over time. If the rest of the content is still relevant (like if it’s targeting an evergreen topic), simply updating the date might be all you need to do.
Rewrite Old Blog Posts
When the content quality is low (you might have greatly improved your writing skills since you’ve written the post) but the potential is still there, there’s not much you can do apart from rewriting an old blog post completely.
This is not a waste—you’re saving time on brainstorming since the basic structure is already in place. Now, focus on improving the quality.
Delete Old Blog Posts
You might find a blog post that just seems unusable. Should you delete your old content? It depends. If it’s completely outdated, of low quality, and irrelevant to any valuable keywords for your website, it’s better to remove it.
Once you decide to delete the post, don’t forget to set up a 301 redirect to a related post or page, or to your homepage.
Promote Old Blog Posts
Sometimes all your content needs is a bit of promotion to start ranking and getting traffic again. Share it on your social media, link to it from a new post – do something to get it discoverable again to your audience. This can give it the boost it needs to attract organic links too.
Which Blog Posts Should You Update?
Deciding when to update or rewrite blog posts is a decision that relies on one important thing: a content audit.
Use your Google Analytics to find out which blog posts used to drive tons of traffic, but no longer have the same reach. You can also use Google Search Console to find out which of your blog posts have lost visibility in comparison to previous months. I have a guide on website analysis using Google Analytics and Google Search Console you can follow.
If you use keyword tracking tools like SE Ranking, you can also use the data it provides to come up with a list of blog posts that have dropped in the rankings.
Make data-driven decisions to identify which blog posts would benefit from these updates – i.e., which ones still have the chance to recover their keyword rankings and organic traffic.
With Google’s helpful content update, which emphasizes better user experiences, it’s crucial to ensure your content remains relevant, valuable, and up-to-date.
How To Update Old Blog Posts for SEO
Updating articles can be an involved process. Here are some tips and tactics to help you get it right.
Author’s Note: I have a Comprehensive On-Page SEO Checklist you might also be interested in following while you’re doing your content audit.
Conduct New Keyword Research
Updating your post without any guide won’t get you far. Always do your keyword research to understand how users are searching for your given topic.
Proper research can also show you relevant questions and sections that can be added to the blog post you’re updating or rewriting. Make sure to take a look at the People Also Ask (PAA) section that shows up when you search for your target keyword. Check out other websites like Answer The Public, Reddit, and Quora to see what users are looking for too.
Look for New Ranking Opportunities
When trying to revive an old blog post for SEO, keep an eye out for new SEO opportunities (e.g., AI Overview, featured snippets, and related search terms) that didn’t exist when you first wrote your blog post. Some of these features can be targeted by the new content you will add to your post, if you write with the aim to be eligible for it.
Rewrite Headlines and Meta Tags
If you want to attract new readers, consider updating your headlines and meta tags.
Your headlines and meta tags should fulfill these three things:
- Reflect the rewritten and new content you’ve added to the blog post.
- Be optimized for the new keywords it’s targeting (if any).
- Appeal to your target audience – who may have changed tastes from when the blog post was originally made.
Remember that your meta tags in particular act like a brief advertisement for your blog post, since this is what the user first sees when your blog post is shown in the search results page.
Take a look at your blog post’s click-through rate on Google Search Console – if it falls below 2%, it’s definitely time for new meta tags.
Replace Outdated Information and Statistics
Updating blog content with current studies and statistics enhances the relevance and credibility of your post. By providing up-to-date information, you help your audience make better, well-informed decisions, while also showing that your content is trustworthy.
Tighten or Expand Ideas
Your old content might be too short to provide real value to users – or you might have rambled on and on in your post. It’s important to evaluate whether you need to make your content more concise, or if you need to elaborate more.
Keep the following tips in mind as you refine your blog post’s ideas:
- Evaluate Helpfulness: Measure how well your content addresses your readers’ pain points. Aim to follow the E-E-A-T model (Experience, Expertise, Authoritativeness, Trustworthiness).
- Identify Missing Context: Consider whether your content needs more detail or clarification. View it from your audience’s perspective and ask if the information is complete, or if more information is needed.
- Interview Experts: Speak with industry experts or thought leaders to get fresh insights. This will help support your writing, and provide unique points that enhance the value of your content.
- Use Better Examples: Examples help simplify complex concepts. Add new examples or improve existing ones to strengthen your points.
- Add New Sections if Needed: If your content lacks depth or misses a key point, add new sections to cover these areas more thoroughly.
- Remove Fluff: Every sentence should contribute to the overall narrative. Eliminate unnecessary content to make your post more concise.
- Revise Listicles: Update listicle items based on SEO recommendations and content quality. Add or remove headings to stay competitive with higher-ranking posts.
Improve Visuals and Other Media
No doubt that there are tons of old graphics and photos in your blog posts that can be improved with the tools we have today. Make sure all of the visuals used in your content are appealing and high quality.
Update Internal and External Links
Are your internal and external links up to date? They need to be for your SEO and user experience. Outdated links can lead to broken pages or irrelevant content, frustrating readers and hurting your site’s performance.
You need to check for any broken links on your old blog posts, and update them ASAP. Updating your old blog posts can also lead to new opportunities to link internally to other blog posts and pages, which may not have been available when the post was originally published.
Optimize for Conversions
When updating content, the ultimate goal is often to increase conversions. However, your conversion goals may have changed over the years.
So here’s what you need to check in your updated blog post. First, does the call-to-action (CTA) still link to the products or services you want to promote? If not, update it to direct readers to the current solution or offer.
Second, consider where you can use different conversion strategies. Don’t just add a CTA at the end of the post.
Last, make sure that the blog post leverages product-led content. It’s going to help you mention your products and services in a way that feels natural, without being too pushy. Being subtle can be a high ROI tactic for updated posts.
Key Takeaway
Reviving old blog articles for SEO is a powerful strategy that can breathe new life into your content and boost your website’s visibility. Instead of solely focusing on creating new posts, taking the time to refresh existing content can yield impressive results, both in terms of traffic and conversions.
By implementing these strategies, you can transform old blog posts into valuable resources that attract new readers and retain existing ones. So, roll up your sleeves, dive into your archives, and start updating your content today—your audience and search rankings will thank you!
SEO
How Compression Can Be Used To Detect Low Quality Pages
The concept of Compressibility as a quality signal is not widely known, but SEOs should be aware of it. Search engines can use web page compressibility to identify duplicate pages, doorway pages with similar content, and pages with repetitive keywords, making it useful knowledge for SEO.
Although the following research paper demonstrates a successful use of on-page features for detecting spam, the deliberate lack of transparency by search engines makes it difficult to say with certainty if search engines are applying this or similar techniques.
What Is Compressibility?
In computing, compressibility refers to how much a file (data) can be reduced in size while retaining essential information, typically to maximize storage space or to allow more data to be transmitted over the Internet.
TL/DR Of Compression
Compression replaces repeated words and phrases with shorter references, reducing the file size by significant margins. Search engines typically compress indexed web pages to maximize storage space, reduce bandwidth, and improve retrieval speed, among other reasons.
This is a simplified explanation of how compression works:
- Identify Patterns:
A compression algorithm scans the text to find repeated words, patterns and phrases - Shorter Codes Take Up Less Space:
The codes and symbols use less storage space then the original words and phrases, which results in a smaller file size. - Shorter References Use Less Bits:
The “code” that essentially symbolizes the replaced words and phrases uses less data than the originals.
A bonus effect of using compression is that it can also be used to identify duplicate pages, doorway pages with similar content, and pages with repetitive keywords.
Research Paper About Detecting Spam
This research paper is significant because it was authored by distinguished computer scientists known for breakthroughs in AI, distributed computing, information retrieval, and other fields.
Marc Najork
One of the co-authors of the research paper is Marc Najork, a prominent research scientist who currently holds the title of Distinguished Research Scientist at Google DeepMind. He’s a co-author of the papers for TW-BERT, has contributed research for increasing the accuracy of using implicit user feedback like clicks, and worked on creating improved AI-based information retrieval (DSI++: Updating Transformer Memory with New Documents), among many other major breakthroughs in information retrieval.
Dennis Fetterly
Another of the co-authors is Dennis Fetterly, currently a software engineer at Google. He is listed as a co-inventor in a patent for a ranking algorithm that uses links, and is known for his research in distributed computing and information retrieval.
Those are just two of the distinguished researchers listed as co-authors of the 2006 Microsoft research paper about identifying spam through on-page content features. Among the several on-page content features the research paper analyzes is compressibility, which they discovered can be used as a classifier for indicating that a web page is spammy.
Detecting Spam Web Pages Through Content Analysis
Although the research paper was authored in 2006, its findings remain relevant to today.
Then, as now, people attempted to rank hundreds or thousands of location-based web pages that were essentially duplicate content aside from city, region, or state names. Then, as now, SEOs often created web pages for search engines by excessively repeating keywords within titles, meta descriptions, headings, internal anchor text, and within the content to improve rankings.
Section 4.6 of the research paper explains:
“Some search engines give higher weight to pages containing the query keywords several times. For example, for a given query term, a page that contains it ten times may be higher ranked than a page that contains it only once. To take advantage of such engines, some spam pages replicate their content several times in an attempt to rank higher.”
The research paper explains that search engines compress web pages and use the compressed version to reference the original web page. They note that excessive amounts of redundant words results in a higher level of compressibility. So they set about testing if there’s a correlation between a high level of compressibility and spam.
They write:
“Our approach in this section to locating redundant content within a page is to compress the page; to save space and disk time, search engines often compress web pages after indexing them, but before adding them to a page cache.
…We measure the redundancy of web pages by the compression ratio, the size of the uncompressed page divided by the size of the compressed page. We used GZIP …to compress pages, a fast and effective compression algorithm.”
High Compressibility Correlates To Spam
The results of the research showed that web pages with at least a compression ratio of 4.0 tended to be low quality web pages, spam. However, the highest rates of compressibility became less consistent because there were fewer data points, making it harder to interpret.
Figure 9: Prevalence of spam relative to compressibility of page.
The researchers concluded:
“70% of all sampled pages with a compression ratio of at least 4.0 were judged to be spam.”
But they also discovered that using the compression ratio by itself still resulted in false positives, where non-spam pages were incorrectly identified as spam:
“The compression ratio heuristic described in Section 4.6 fared best, correctly identifying 660 (27.9%) of the spam pages in our collection, while misidentifying 2, 068 (12.0%) of all judged pages.
Using all of the aforementioned features, the classification accuracy after the ten-fold cross validation process is encouraging:
95.4% of our judged pages were classified correctly, while 4.6% were classified incorrectly.
More specifically, for the spam class 1, 940 out of the 2, 364 pages, were classified correctly. For the non-spam class, 14, 440 out of the 14,804 pages were classified correctly. Consequently, 788 pages were classified incorrectly.”
The next section describes an interesting discovery about how to increase the accuracy of using on-page signals for identifying spam.
Insight Into Quality Rankings
The research paper examined multiple on-page signals, including compressibility. They discovered that each individual signal (classifier) was able to find some spam but that relying on any one signal on its own resulted in flagging non-spam pages for spam, which are commonly referred to as false positive.
The researchers made an important discovery that everyone interested in SEO should know, which is that using multiple classifiers increased the accuracy of detecting spam and decreased the likelihood of false positives. Just as important, the compressibility signal only identifies one kind of spam but not the full range of spam.
The takeaway is that compressibility is a good way to identify one kind of spam but there are other kinds of spam that aren’t caught with this one signal. Other kinds of spam were not caught with the compressibility signal.
This is the part that every SEO and publisher should be aware of:
“In the previous section, we presented a number of heuristics for assaying spam web pages. That is, we measured several characteristics of web pages, and found ranges of those characteristics which correlated with a page being spam. Nevertheless, when used individually, no technique uncovers most of the spam in our data set without flagging many non-spam pages as spam.
For example, considering the compression ratio heuristic described in Section 4.6, one of our most promising methods, the average probability of spam for ratios of 4.2 and higher is 72%. But only about 1.5% of all pages fall in this range. This number is far below the 13.8% of spam pages that we identified in our data set.”
So, even though compressibility was one of the better signals for identifying spam, it still was unable to uncover the full range of spam within the dataset the researchers used to test the signals.
Combining Multiple Signals
The above results indicated that individual signals of low quality are less accurate. So they tested using multiple signals. What they discovered was that combining multiple on-page signals for detecting spam resulted in a better accuracy rate with less pages misclassified as spam.
The researchers explained that they tested the use of multiple signals:
“One way of combining our heuristic methods is to view the spam detection problem as a classification problem. In this case, we want to create a classification model (or classifier) which, given a web page, will use the page’s features jointly in order to (correctly, we hope) classify it in one of two classes: spam and non-spam.”
These are their conclusions about using multiple signals:
“We have studied various aspects of content-based spam on the web using a real-world data set from the MSNSearch crawler. We have presented a number of heuristic methods for detecting content based spam. Some of our spam detection methods are more effective than others, however when used in isolation our methods may not identify all of the spam pages. For this reason, we combined our spam-detection methods to create a highly accurate C4.5 classifier. Our classifier can correctly identify 86.2% of all spam pages, while flagging very few legitimate pages as spam.”
Key Insight:
Misidentifying “very few legitimate pages as spam” was a significant breakthrough. The important insight that everyone involved with SEO should take away from this is that one signal by itself can result in false positives. Using multiple signals increases the accuracy.
What this means is that SEO tests of isolated ranking or quality signals will not yield reliable results that can be trusted for making strategy or business decisions.
Takeaways
We don’t know for certain if compressibility is used at the search engines but it’s an easy to use signal that combined with others could be used to catch simple kinds of spam like thousands of city name doorway pages with similar content. Yet even if the search engines don’t use this signal, it does show how easy it is to catch that kind of search engine manipulation and that it’s something search engines are well able to handle today.
Here are the key points of this article to keep in mind:
- Doorway pages with duplicate content is easy to catch because they compress at a higher ratio than normal web pages.
- Groups of web pages with a compression ratio above 4.0 were predominantly spam.
- Negative quality signals used by themselves to catch spam can lead to false positives.
- In this particular test, they discovered that on-page negative quality signals only catch specific types of spam.
- When used alone, the compressibility signal only catches redundancy-type spam, fails to detect other forms of spam, and leads to false positives.
- Combing quality signals improves spam detection accuracy and reduces false positives.
- Search engines today have a higher accuracy of spam detection with the use of AI like Spam Brain.
Read the research paper, which is linked from the Google Scholar page of Marc Najork:
Detecting spam web pages through content analysis
Featured Image by Shutterstock/pathdoc
SEO
New Google Trends SEO Documentation
Google Search Central published new documentation on Google Trends, explaining how to use it for search marketing. This guide serves as an easy to understand introduction for newcomers and a helpful refresher for experienced search marketers and publishers.
The new guide has six sections:
- About Google Trends
- Tutorial on monitoring trends
- How to do keyword research with the tool
- How to prioritize content with Trends data
- How to use Google Trends for competitor research
- How to use Google Trends for analyzing brand awareness and sentiment
The section about monitoring trends advises there are two kinds of rising trends, general and specific trends, which can be useful for developing content to publish on a site.
Using the Explore tool, you can leave the search box empty and view the current rising trends worldwide or use a drop down menu to focus on trends in a specific country. Users can further filter rising trends by time periods, categories and the type of search. The results show rising trends by topic and by keywords.
To search for specific trends users just need to enter the specific queries and then filter them by country, time, categories and type of search.
The section called Content Calendar describes how to use Google Trends to understand which content topics to prioritize.
Google explains:
“Google Trends can be helpful not only to get ideas on what to write, but also to prioritize when to publish it. To help you better prioritize which topics to focus on, try to find seasonal trends in the data. With that information, you can plan ahead to have high quality content available on your site a little before people are searching for it, so that when they do, your content is ready for them.”
Read the new Google Trends documentation:
Get started with Google Trends
Featured Image by Shutterstock/Luis Molinero
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