Writing high quality blog posts is a crucial part of maintaining a lawyers website. If you want to stay competitive in the online law space, you need to make sure that you’re always at the top of your game, striving to improve and working on your search engine rankings. Writing good blogs will help you do all three of these.
However, a blog post is nothing without the right keywords. It’s very important to choose keywords which are relevant to your firm’s specialities, location and size. You need to try and write for less competitive keywords, and you need to make sure that you stay on topic with every blog post. Consider the following 3 steps to help you choose the right keywords for your posts:
Step 1: Use a keyword research tool
There’s a wide range of different keyword research tools on the internet to help you with your SEO marketing. Most of them use search engine data and include information about how hard it is to rank for particular keywords, what the search volumes are for particular keywords, and how many people are using similar keywords.
If you want to use a keyword research tool, you need to identify a broad topic for your blog post. Let’s say that you want to write about immigration law. You would enter the term ‘immigration law’ into the keyword research tool, and analyse the output. Choose relevant keywords that are less competitive and which are related to your original input. Make sure that you choose similar words which can be worked into the same post.
Step 2: Check Google Trends
The Google Trends research tool is also extremely useful. While it doesn’t provide as many metrics as many of the other keyword research tools, it is free and it does provide relatively long lists of related keywords.
However, the most useful part of the Google Trends research tool is its ability to predict ‘up and coming’ keywords. It shows you keywords which are showing fast increases in search volumes, which allows you to use them before they become too competitive.
Step 3: Write!
Once you’ve got your list or relevant keywords and a clear topic that you want to write about, it’s time to craft your blog post. Make sure that you stick to the topic, write clearly and accuracy and don’t include keywords just for the sake of it.
By this I mean that every keyword you include should read naturally where you write it. Techniques like keyword stuffing are frowned upon by the search engines, and you really don’t want to get a black mark against your name by doing the wrong things. Do some research on things like keyword density and placement if you’re not sure what they are.
Now that you’ve got a list of keywords and a decent blog idea, you need to get out and create your next post! Aim to create blog posts as regularly as you can, but at least once a week (if possible). Ultimately, the most content you can provide to people, the more exposure you and your law firm will get.