Don't Discount Blogging When it Comes to Marketing your Law Firm

Viral social media trends, engaging video content, and attention-grabbing digital marketing campaigns dominate the 2020s, so it's easy to overlook the humble blog. However, contrary to popular belief, blogging is alive and well and remains a powerful content marketing tool. With billions of people reading blogs every month and an influx of daily Google searches leading to organic results, blogging remains positively profitable, especially for legal brands. Let’s take a closer look at the many benefits of blogging in this blog about blogs.

The Numbers Don’t Lie

According to SEMrush, blog posts remain the most popular content format, with 9 out of 10 marketers using blogging to achieve their content marketing goals. In addition, websites with active blogs have 434% more indexed pages and 97% more inbound links than those without, according to BKA Content. Most importantly, according to Demand Metric, companies with blogs produce an average of 67% more leads than companies that don’t blog. For law firms, this could be their most valuable caseload.

Woman writing at a local coffee shop

What Are the Benefits of Consistent Blogging?

There is much more to blogging than meets the eye, such as being a secret weapon in search engine optimization (SEO). Blogging is at the heart of law firms' SEO strategies, considerably influencing their online presence and visibility. Here's how:

  1. Building backlinks. Backlinks are the currency of credibility. High-quality content published on a law firm's blog is a magnet for authoritative websites within the legal sphere and beyond. When reputable sources link back to the firm's blog posts, it validates the content's credibility and enhances the firm's authority in the eyes of search engines. As a result, the firm's search engine rankings ascend, solidifying their position as a trusted resource.
  2. Keeping content fresh. In the dynamic realm of SEO, remaining stagnant hurts your rankings and overall brand. Search engines, notably Google, prioritize websites that demonstrate ongoing relevance and activity. By embracing a culture of consistent blogging, law firms signal to search engine algorithms that their digital presence is alive and thriving. Fresh, insightful content engages visitors and entices search engine crawlers to revisit the site more frequently, enhancing indexing and improving search visibility.
  3. Increasing indexed pages. Every blog post represents a new entry point into the law firm's digital domain. As search engines index each piece of content, the firm's online footprint expands, casting a wider net to capture potential clients' attention. With a diverse array of indexed pages, the firm amplifies its chances of appearing in search results for relevant queries, driving organic traffic, and guiding potential leads through the marketing funnel.
  4. Precise keyword targeting. Keywords are the compass guiding users through the internet and towards the information they seek. Law firms can tailor their blog content through careful keyword research and strategic implementation to align with their target audience's precise queries and pain points. By seamlessly integrating relevant keywords into blog posts, law firms enhance their visibility in search engine results pages (SERPs), ensuring that their content resonates with and captivates the individuals seeking legal expertise.

By consistently churning out high-quality, optimized blog content, law firms can forge a path to the top of the SERP and establish themselves as authoritative voices within their respective legal domains.

Tips for Effective Legal Blogging

While blogging offers numerous benefits, law firms must approach it strategically, especially in competitive niches like YMYL (Your Money or Your Life) industries. Here are some tips for effective legal blogging:

Proceed with caution in YMYL Niches. YMYL niches are highly competitive and subject to Google's strict guidelines. Google regards YMYL content as “pages or topics that could potentially impact a person’s future happiness, health, financial stability, or safety” and states that YMYL focuses on financial, medical, and legal industries, as well as news and public information. Law firms should navigate these niches carefully, prioritizing quality and credibility in their content.

Understand EEAT guidelines. YMYL content is subject to Google's EEAT guidelines, which emphasize the importance of Expertise, Experience, Authoritativeness, and Trust in online content, particularly in these YMYL niches. Law firms should ensure that their blog content meets these criteria to maintain visibility and relevance.

Implement blogging best practices. Law firms can enhance their blogs' effectiveness by implementing proven best practices, such as conducting keyword research, researching hot topics in the legal industry, creating compelling headlines, optimizing search engines, and promoting content through social media and email marketing.

Man engaging with website on a laptop

Blogs Build Trust, Engage, and Educate

In addition to bolstering SEO efforts, blogging can significantly help build your legal brand. Blogging is a powerful marketing tool for law firms, with the ability to forge lasting connections, instill confidence, and impart knowledge to a discerning audience. Here's how:

Establish authority. In a digital sphere saturated with legal information, establishing authority is essential. By consistently serving users with insightful and meticulously researched content, law firms can showcase their expertise and depth of knowledge in their respective legal practices. By simplifying complex legal topics, dissecting recent case law, and offering strategic insights, firms position themselves as authoritative voices and instill confidence in potential clients seeking guidance in their time of need.

Foster engagement. Every blog has the potential to be a hub of interaction and discourse. Law firms cultivate community by inviting readers to engage through comments, shares, and discussions. These interactions foster deeper connections with existing clients and build a solid foundation for cultivating new relationships. Through meaningful engagement, law firms can glean valuable insights into the concerns and priorities of their audience, enabling them to tailor their services and content to meet their needs better.

Educate users. Legal matters are often complex and ambiguous, leaving individuals needing more clarity when seeking information. Blogs can demystify the legal process and package information in a readily available and easily digestible format. Law firms empower their audience to navigate legal challenges confidently and clearly through clear explanations, illustrative case studies, and practical guidance. By equipping clients with the knowledge and understanding to make informed decisions, law firms position themselves as trusted advisors and foster long-term relationships built on mutual respect and trust.

Blogging is more than just a marketing tool—it’s an opportunity for engagement, education, and meaningful connections. By leveraging the power of blogging, law firms can carve out a distinctive niche in the digital realm, solidifying their position as trusted authorities and invaluable resources within the legal community.

Elevate Your Legal Brand with Innovative Blog Content From Legal Communications Group

Not only does blogging still matter today, but it’s the secret sauce to a robust content marketing and SEO strategy that does not cost a dime. Blogging can significantly enhance a law firm's online presence and reputation by helping improve organic SEO efforts, build trust, engage audiences, and educate users.

At Legal Communications Group, we understand the importance of effective blogging in legal marketing strategies. As your committed legal marketing partner, we leverage our expertise to elevate your brand profile and attract and convert clients through strategic blogging initiatives.

Contact us today by submitting a form online or call us at 215-364-8828 to connect with our team.