How to Create a Blogging Strategy for an SEO Law Firm

Legal content gets a bad rap for being dry, boring, and full of “legal.” But most law firm owners know the importance of blogging when it comes to attracting organic traffic through SEO.

As one of the primary marketing methods for lawyers, SEO requires law firms to regularly post engaging and SEO friendly content. But thinking about these topics – and actually writing content that is optimized for Google – can be easier said than done.

The good news is that creating a blogging strategy for a law firm is made easier once you know what keywords to target and what best practices to follow to optimize your content for search engines.

Read on for a step-by-step guide on how to create your winning blogging strategy.

1. Identify SEO keywords for your blog

Before writing any content for your law firm’s blog, you will need to determine which keywords are worth targeting and how those translate into engaging blog topics.

The reason is that it won’t be a good use of your time to write content that doesn’t attract organic traffic (unless you also have a social media strategy) or that targets too many keywords. competitive for your site.


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Find keywords specific to a niche and a geographic area

Your goal should be to find high search volume and low competition keywords to start with, so that you have the best chance of ranking for those keywords and gaining SEO traction over time. .

These keywords should relate to both the services offered by your law firm and the audience you are trying to reach.

For example, if you are a family lawyer in Boise, some keywords to target in your web page content might include:

  • [family law attorney boise]
  • [family law boise idaho]
  • [divorce attorney boise]

At the same time, you will want to identify long tail best suited keywords as blog post topics, such as:

  • [how does divorce mediation work]
  • [how to get a divorce in boise idaho]
  • [how to prepare for child support mediation]


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Think about keywords that might attract potential clients to your law firm. If you are serving a specific geographic area, you should also identify geo-specific keywords.

You can use SEO keyword research tools like or to:

  • Search for keywords.
  • Compare the search volume and the level of competition.
  • Find related keywords.
  • Find out which keywords your competitors are ranking for.

2. Plan your law firm blog content

It’s easy to leave your law firm’s blogging strategy on the back burner, so it can be helpful to create a content calendar to make sure you’re posting new content consistently.

Using an organizing tool like Google Sheets or a project management tool like Asana, you can plan your blog posts based on the keywords you want to target.

Some details you might want to include in your blogging calendar include:

  • Focus keyword.
  • Secondary / associated keyword (s).
  • Title of the blog post.
  • Number of words proposed.
  • Publication date.
  • Description of the blog post.

Having a calendar will not only help you stay consistent with your law firm’s blog, but it will also help you organize the details of individual blog posts in case you decide to outsource SEO content writing.

3. Write engaging headlines

When it comes time to write your blog content, you must first translate your target keyword into a compelling post title or title. This is where you need to consider what the user intends to find when they search for that keyword.

Are they looking for a practical guide? A critical style article? A service page?

Make sure your content is what you actually expect from users.

It can help you do a quick Google search for your target keyword to see which pages are already ranking. If, for example, most of the pages are step-by-step guides, you might consider writing a step-by-step guide yourself.

Once you’ve determined the direction of the post, use your target keyword in the title while including the language that will get users to click.


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Here are some examples of keywords [How does divorce mediation work]:

  • How Does Divorce Mediation Work? – 5-step process
  • Navigating Divorce: How Does Divorce Mediation Work?
  • How Does Divorce Mediation Work? – Advice from lawyers specializing in divorce

It’s recommended that you use the exact keyword in your title, but if it’s difficult to do, you can refine it a bit to make it meaningful to the reader.

Then use compelling language that will grab users’ attention in search results.

4. Cover niche topics

Again, the purpose of having a blogging strategy for a law firm is to generate traffic and attract potential clients to your law firm. This means that you will need to focus on topics that are relevant to your audience, niche, and geographic location (if applicable).

You might want to ask your existing customers, former customers, or social media followers what topics they are most interested in.

You can also spy on your competition to see what topics they are writing about.


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Just because there is a search volume behind a keyword doesn’t mean it is a perfect fit for your site. Think about how a given topic fits into your overall marketing strategy and whether it will work to attract your target audience to you.

5. Follow on-page SEO best practices

When it comes to optimizing your content for search engines, there are a few best on-page SEO practices that you can follow.

While you don’t need to be an SEO professional yourself, it may be a good idea to work with a consultant or agency if you’re having difficulty implementing SEO.

These on-page SEO best practices include:

  • Include your target keyword in the post title.
  • Addition of an H1 section and H2 sections to structure your article.
  • Including internal links to other pages on your website.
  • Reference your keyword focus naturally throughout your article.
  • Writing an optimized URL (target keyword, remove “stop words”).
  • Including bulleted or numbered lists, where applicable.
  • Added non-copyrighted images with descriptive alt text.

These on-page SEO best practices apply to most websites and are relatively easy to implement. Go through this checklist every time you write a new article and you’ll be ready to start driving more organic traffic.


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6. Create a social media marketing strategy

Your law firm’s blog doesn’t have to wait to passively attract organic traffic; you can start generating traffic from social networks right away. In fact, the majority of bloggers promote their blog posts using social media, with SEO being the second largest channel for blog promotion.

Your law firm can maximize your traffic generation potential by sharing your articles on Facebook, LinkedIn, Twitter, and even Instagram.

This way, you reach an even larger audience, increase your site’s visibility, and potentially attract new customers to your site right away.

Social media scheduling tools like Buffer and Hootsuite can help you get your content out on social media platforms while you wait for Google to do its magic.

7. Identify new topic opportunities

While keyword research should be the foundation of your law firm’s blogging strategy, you might come across topics that you know are relevant to your audience, but don’t have a clear SEO goal.


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It is just as important that you listen to your subscribers and customers about your blog content as it is to use SEO tools to find target keywords. This will help you have a well-rounded blogging strategy that is hyper-focused on the needs of your audience.

At the same time, be on the lookout for trends in your industry, region, and among your competition so you can create timely content and stay ahead of the curve.

Sometimes the best content is spontaneous content that comes from a unique need in your market.

8. Create high authority backlinks

Finally, no SEO strategy is complete without an effective link building strategy.

Since backlinks are basically trust votes from other sites your law firm is legitimate, they can certainly help put your blog on the map and grab Google’s attention.

Submitting guest posts to reputable publications, submitting your site to online directories, and optimizing your local citations are all methods that work in driving links and / or traffic to your website.


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Overall, your goal is to post high quality content that is optimized for your audience and for Google while actively working to drive more traffic and authority to your blog.

A winning blogging strategy for a law firm can help you attract potential clients to your law firm and make you stand out in your industry.

Featured Image Credit: Paulo bobita

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