Updated: Jun 24
In this article, learn the things you're doing wrong on your legal blogs.
Content marketing is an effective way to draw in potential clients to your law firm. One of the easiest ways you can do this is to set up a legal blog. Then, if you manage to write unique and valuable content, you can attract users to your website. The more traffic your law firm's website has, the more opportunities there are to convince users to hire you as their legal counsel.
Legal blogs can be valuable for various reasons, including providing more information about you and your services to potential clients. Instead of convincing people to come to your domain, you attract them by giving them what they're looking for. After all, people who use search engines have a specific need—that need could be satisfied by either law-related information or legal solutions.
Examples of the types of content you can publish on your legal blog include:
Law-Related How-To's (i.e., by-lined, step-by-step instructions on filing a case, finding a lawyer, gathering evidence, etc.)
Why Is My Legal Blog Not Getting Traffic?
However, just starting a legal blog doesn't mean an immediate boost in traffic and conversions. Unless you're already an established domain with thousands of regular site visitors, writing a high-quality post isn't enough to boost traffic.
Remember: For your blog posts to be considered important or valuable, people need to find them first.
1. Choosing The Wrong Legal Topics
When writing a legal blog, it's crucial to consider the audience you want to reach. Therefore, you should write about legal topics people are looking for and are interested in.
Remember: The goal of Lawyer SEO is to rank high in search terms with high search volumes.
If you're writing or creating content about unpopular or extremely niche topics, you're most likely getting less traffic than your competitors.
This can also happen if you're covering seasonal search terms and trending topics. People lose interest in a specific trend or topic sometimes, so if all of your content is reliant on those, you might start to lose traffic when the keywords drop in search volumes.
2. Not Writing For Your Target Audience
Sometimes, bloggers get caught up in optimizing their blogs for search engines. While it's great for writers to think about incorporating keywords into their content, there's a point where it can be overdone.
Remember: Write for your audience, not just for search engines. Don't force keywords that don't make grammatical sense, and avoid using irrelevant ones.
Your audience is the ones bringing traffic to your site. So even if you're ranking high on the search engines, high bounce rates (which can happen when blog posts are hard to read or understand) reflect poorly on your analytics.
Another vital thing to note is that not all legal topics are meant for all audiences. For example, if your target audience comprises non-lawyers looking for a legal firm, you shouldn't be writing about management and career tips.
3. Not Using Keywords
As mentioned, you should prioritize writing for your readers. On the other hand, that doesn't mean you should forget about your keywords either. You want to satisfy your site visitors, but you also want to make sure they find you through the search results.
Remember: There are ways to work around keywords without them getting in the way of your blogs. For example, if there are good high-volume keywords you can't find a place for in the body of the text, put them in your image alt texts, captions, meta tags, etc.
Relevant keywords are an essential aspect of Lawyer SEO, and using them in your blog will help them get properly crawled and indexed. Ensure to conduct keyword research ahead of time to find the right keywords people use in their search queries.
4. Not Posting Consistently
Posting content regularly means more chances to rank in search engines, more people come back to read, and more backlog for interested readers to explore.
It can be beneficial to stick to a timetable so that viewers know when to expect fresh updates.
Remember: You don't have to force yourself to post multiple blogs daily. After all, if the quantity comes at the cost of your content's quality, it does more harm to your SEO efforts than good.
So whether you post once a week or once every other week, strive to stick to a reasonable timetable that allows you to produce high-quality content.
5. Poor User Experience
While the words on the page are the most important aspect of the blog, it's also important to consider the site's user experience (UX). For example, if your blog is hard to read or your website is buggy and error-ridden, users can just close the tab and find something else to read.
Here are some quick tips to make sure your UX isn't causing you any problems:
Use easy-to-read font styles.
Avoid using stylistic fonts that some search engines and devices may not recognize.
Avoid large walls of text. Instead, break up your text into short paragraphs.
Fix page errors as soon as you catch them.
Improve site navigations through site maps, menus, and links.
Use headers and white spaces.
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