The success of your blogs starts and ends with the strength of your topics. Weak topics will leave your content languishing in obscurity. The result: You won’t get the clicks you need to start bringing in new clients. In this article, we discuss how to choose topics that not only will help you climb to the top of the search engine results, but also will ensure that you’re attracting users who are interested in your content and services.
1. Pick Topics Relevant to the Readers You Want to Attract
Often SEO companies get so caught up in the metrics—the traffic, the bounce rate, etc.—that they forget to consider whether the content is actually attracting users interested in the site’s services. For instance, if you’re a truck accident attorney trying to reach victims of these collisions, you want to pick topics that cater to those users. You want to avoid topics that are too broad or are not relevant to your target audience.
For example, if you publish a blog post entitled “Trucking Insurance FAQs” your content won’t necessarily be seen by crash victims. Now, if you pick something more targeted such as, “What Mistakes Should I Avoid When Filing a Truck Accident Claim?” you have a higher chance of connecting with relevant users and, ultimately, turning that next click into a consultation.
2. Ask a Question
Topics that are presented as a question tend to perform better with search engines and on social media than other topics. One reason is that a topic phrased as a question is more likely to align with a term a user may type into Google. It also better communicates to the reader exactly what will be answered by the content. Here are a few examples of strong topics:
What Mistakes Should I Avoid When Filing a Car Accident Claim?
Will My Car Accident Case Go to Trial?
How Much Is My Car Accident Claim Worth?
Let’s compare these topics to the non-question versions listed here:
Mistakes to Avoid When Filing a Car Accident Claim
Reasons Your Car Accident Case May Go to Trial
Calculating the Value of a Car Accident Claim
It’s a subtle difference, but one that can have a huge impact on your overall SEO success. A question-style topic can keep the tone of your blogs conversational and approachable without making the content seem too casual.
3. Explore Topics Other Lawyers Have Not Covered
It’s tempting to replicate tried-and-tested topics, but these staked-out keywords are already monopolized by other law firms. (The imitation game is never going to help you get very far.) If other webpages haven’t covered a topic, your blog stands a better chance of reaching that coveted #1 rank on Google.
However, just because a specific topic has been covered by another law firm doesn’t necessarily mean you have to skip it. By approaching these topics from a fresh angle and structuring posts for scannability and SEO, you can crack the frontpage of the search engine results for “high-competition” topics. At Sutton Digital Marketing, we specialize in creating long-form content for such topics and performing dedicated off-page SEO for blog posts.