Since I started working in search engine optimization for lawyers and law firms 7 years ago, things have shifted in the SEO marketplace. All tactics that once worked to rank a site quickly are no longer effective, since it can take a long time for a site to appear in regular search engine rankings.
Furthermore, the length of a regular blog article that Google sees as valuable for the purposes of search engine ranking has changed. When I first started working as a legal blog writer, clients regularly ordered content of between 300 and 500 words.
This could address simple legal questions and concerns without offering too much detail. This also held the attention of readers. However, over time, what it looks like to compete with other attorneys in law firms on the internet has changed.
Search Engine Optimization Writing for Legal Blogs In 2019
Many of my clients who are seeing the greatest success with their search engine optimization schedule are writing blogs from between 750 to 1200 words. This is a great departure from the previously relied on 300 words per blog. It also means that much more depth can be covered.
Rather than diving into one topic briefly, today's successful legal blog articles that rank for search engine optimization purposes often look at many different aspects of a similar problem.
As one example, an article on filing Chapter 13 bankruptcy might go beyond just covering the basics of what it takes to file Chapter 13 and what it means to close out a Chapter 13 bankruptcy. It could also include contrasting Chapter 7 with Chapter 13, an overview of creditor and debt harassment laws that consumers should be aware of and what types of property can and cannot be exempted in Chapter 13.
This greater level of coverage based on search engine results and queries helps to answer multiple questions that people are likely to have or not even realize they have until they read the article about a particular topic. Likewise, search engine optimization blogging goes beyond simply posting one blog per week.
A client could have been successful being consistent with posting one or two blogs per week back in 2010 or 2012, but regular and consistent high quality posts are the key to search engine optimization ranking in 2019.
Many more effective law firms are posting between two to five times per week consistently with this longer form content. It goes without saying that when outsourcing your legal writing in these longer forms more in-depth articles, you need to have the support of an experienced knowledgeable legal SEO writer. You need to be able to rely on the writer's research expertise and ability to pull together diverse but also related topics that help address the end reader's concerns.
Outsourcing your legal content writing frees up your time and ensures that you pass off the project to a qualified SEO master who can help your website rank more effectively when you purchase regular and ongoing content marketing services.