You may already know that publishing blogs on a regular basis is an integral part of SEO. It tells Google and Bing that your site is routinely updated with new information that relates to your area of expertise. If you want to get the most value out of your content, it’s important that you choose topics that will convert readers into clients.
Many law firm SEO companies choose topics that have little to no chance of attracting a reader who is actively looking for an attorney. If your SEO campaign hasn’t been producing results or you’re dissatisfied with your writer’s topic choices, the tips below can help bring your law firm’s content strategy to the next level:
1. Choose Blog Topics That Convert Readers into Clients
The topics of your blog posts should be directly relevant to your target audience. For example, a good topic for a personal injury attorney in Baton Rouge might be: Statute of Limitations for Truck Accident Lawsuits in Louisiana. A bad topic would be: 5 Safety Technologies to Consider When Buying a Car. Both are interesting topics, but the first offers far more value to people who are actively looking for a personal injury attorney. It also has a better chance of attracting links from legal websites.
2. Find Topics That Haven’t Been Covered by Other Attorneys
If other websites haven’t covered the topic, your blog will have a better chance of reaching the #1 rank on Google. However, just because a topic has been covered doesn’t mean you should avoid it. In fact, at Sutton Digital Marketing, part of our SEO strategy is writing long-form blog posts on valuable, high-competition topics. We get those blogs to rank well by treating them like standard landing pages, meaning we invest a considerable amount of time into getting backlinks to those blogs. This separates our team from other SEO agencies that only perform in-depth SEO on landing pages.
3. Ask a Question
Multiple studies have shown that blog topics that ask a question tend to perform better on Google and social media. For example, good question topics for a family attorney might be:
What Mistakes Should I Avoid During Divorce?
How Could Social Media Affect My Divorce Case?
What Should Be Included in a Prenuptial Agreement?
For comparison, below we’ve listed these topics in non-question form:
Mistakes to Avoid During Divorce
How Social Media Could Affect Your Divorce Case
What to Include in a Prenuptial Agreement
The difference might be subtle, but this strategy can yield major benefits when used across dozens of blogs that appear in search engines thousands of times.