Writing Blog Articles for your Law Firm
Benefits of blogging:
Many blog platforms lend themselves to exceptional organic search engine rankings. In our opinion the WordPress platform has the best infrastructure and features to increase existing organic phrases as well as introduce new phrases to the search engine results pages.
The Purpose Of Blogging:
The majority of the time our tendency is to write blog articles with Google and the other search engines in mind; this is mistake number one. The true purpose of blogging is to share your thoughts and expertise on a given topic. Journalists do not write articles just to fill up pages, they write to inform and educate.
Basic Blog Article Parameters:
Blog articles can be long or short. If there is something relevant to your law firm or an area of law your firms practices in the local or national media you could link to an article or video with a few lines of commentary. Oppositely, if you just wanted to share your thoughts on a current issue or topic, or perhaps you wanted to educate people on a particular process or procedure your article could be roughly 200 or 250 words in length. It is good to vary the length of articles, but in general do not exceed 250 words.
Link to other pages of your website for additional information. For example, if you make reference to chapter 7 bankruptcy or a particular taxation law and you have a page that explains these areas in more depth make the text ‘chapter 7’ a link to the chapter 7 page. The link text should correspond to the text on the page you are linking to. If your link text says California Taxation Laws Click Here but the page you are linking to talks about New Jersey Social Security Law, you are likely to have wasted a linking opportunity.
Photos & Rich Media:
Adding photos, sound clips and YouTube videos make the article more engaging for a user but do not necessarily help with search engine rankings. Again, we are writing the articles for humans to read, not for search engines to index and catalog.
When preparing your blog post ask yourself if you would take the time to read the article – is it engaging, informative, interesting, or is it plain old boring?
You’re The Expert:
There is a reason you have a blog. It’s not just because you want to get to the top of Google or Yahoo, it’s because you have a wealth of knowledge that makes you an expert. Write articles that prove you know what you are talking about. However, write the articles with your reader in mind. Try to avoid using too much legal jargon that the average person would not understand. You want to relate to your readers by explaining the laws, processes, procedures, pros and cons in a language that anyone can understand.
Blog articles are not an advertisement for your firm. There should not be any plugs for your firm, free consultations, mention of your success rate, etc. Simply provide good, relevant, high-quality information.
Choose Your Keywords Wisely:
When starting to write a blog article have a couple keywords or key phrases in mind. For example, if your firm specializes in Personal Injury you might want to write an article on slip and fall injuries. Even better would be to include your local city name and state. A good sentence might be:
“In Raleigh, North Carolina, Slip and Fall injuries have risen 25% from 2008.”
Or another good option might be…
“Slip and fall injury attorneys in the Raleigh, North Carolina area have seen an increase in xyz.”
Your keywords should be phrases that people might search to find a solution to their problem. If their problem is overwhelming credit card debt they might type: eliminate debt, file bankruptcy, how to eliminate credit card debt, how to reduce debt, etc.
The general rule of thumb is to repeat your keywords or key phrases 4 times per 100 words (4%). If you exceed 7% or 8% you could suffer the consequences of Keyword Spamming (trying too hard).
National Vs. Local Geography:
Competition is strong for almost all types of law therefore you must be as specific as possible. Writing an article about divorce law will not help you find clients. Writing an article about choosing a divorce attorney in Buffalo NY will help you find clients. Not all articles have to be tailored to local geography but the majority should be.
This is very important… Do not ever repeat, copy exactly or duplicate an article on more than one website. It is perfectly acceptable to cite a couple links and link to another article, but never duplicate. This is true if you have more than 1 website, you have to write unique content for each site. You can write an original article and then re-write that article for your other site but be sure they are not duplicative.
When posting articles to your blog they should be tagged and categorized. If the article relates to recent bankruptcy law changes you could tag it as December 2009, new york state, bankruptcy law change. You might file the article under: New York Bankruptcy Law or Bankruptcy Law Changes.
It’s not wise to create a new category for each article. If a user wants to view all articles posted in a given category they should see multiple. Organize your articles wisely.
When creating categories the keyword structure is important. Everything should correspond and relate to each other. Below is an example of an article title, category title, tag and a few interior article links.
Article Title: How to Choose your San Diego Bankruptcy Attorney
Category: San Diego Bankruptcy
Tags: san diego, bankruptcy, attorney
Interior links: San Diego Bankruptcy (link to a bankruptcy information page), Bankruptcy Attorney (link to a bio page that provides information on a particular attorney within your firm). Experienced San Diego Bankruptcy Attorney (link to another blog article that talks about why you should use an experienced bankruptcy attorney rather than go through the process yourself.).
Last, but not least:
Be genuine, do not be wordy, do not use too many technical terms or lingo, repeat your phrases at a rate of 2% to 4%, post relevant content, link to good content that is relevant (both on your own site and on other sites), ask yourself if you would take the time to read the article – do not duplicate content.