Started a Law Firm Blog? Optimize Your Posts for Maximum Effectiveness

Posted on 2009-11-23, 04:02, by Smalls, under Law, Marketing and Advertising.

If you have recently started your law firm, then you know the name of the game is getting people to know who you are and how to get in touch with you. In the old days, this was done primarily through print advertising. Phone books, newspapers, and other brochures were used to let people out there know who you were and what you did. Today all of that has changed. When people need help, and even more specifically service based help, they look to two places: (1) friends, family and acquaintances for referrals; and (2) the internet. The first method has to be built up over time – that's the whole point of referrals. The second, getting your law firm website to number one on Google, can be done more rapidly, if done right. And this includes a blog for your law firm. Read below how to get the most out of each of your law firm blog posts.

The first thing you need to understand about your law firm blog is that it isn't going to be set up so that people can find you and continue to read you (though people will have that option). The people you want to find your blog are people that have a specific problem. Repeat clients may want to subscribe so they can pick up free tidbits, but your primary audience will be the person looking for services. This means you need to have posts that are set up to be found by Google, recognized by Google as great sites for your subject area, and listed by Google high in the search engines. Each of your posts should have three elements that I'll discuss in more detail below: (1) bolded keyword in the first two paragraphs of your post; (2) link back to the main page of the blog; and (3) links to other posts within your blogs. This will ensure your posts are set up so that when Google starts reading your site you get the most mileage out of it possible.

Bold the Keyword in Your Law Firm Blog Post You Want Google to Pick Up

Google's "bots" or the computer programs that go out there and read the internet, are set up to look at your posts in a similar way that regular people would look at your posts. This means if you bring an emphasis to a word or words that Google will place an emphasis on those word or words. So, in your post, at the top, you want to bold the keywords you are working on getting Google to recognize as relevant to your site.

But only do it once, and make sure you are emphasizing the searches people will actually be making. It is great to be number one on Google for your law firm name, but how many people are actually out there looking on the Internet for your law firm name? The answer is not many. So, for example, I run a criminal defense law firm, emphasizing DUI defense. In the first paragraph of my post I try to work in the term "DUI attorney" and bold it. This tells Google that my post has something to do with DUI attorneys. But be careful, only bold one set of keywords per post. Too much bold will just confuse Google, just like it would confuse a regular reader.

Keyword Link to Main Page From Legal Blog Post

As you write your blog post, you will automatically include keywords that you are looking to target for your main law firm website and law firm blog. When you are done writing the post one thing you must do is include a link from that blog post to the main blog domain name. This will allow Google to follow that link to your main site and know that your site is about whatever the keyword is.

Again, for example, we'll use criminal defense as an example. If I were writing a blog post about someone that received a DUI and did or didn't do correctly, you would mention that they called or didn't call a DUI attorney at the time of their arrest to discuss the options before them. In that part of the post, I would take the term DUI lawyer and make it a link back to my main website. That way Google knows what your site is about, and every time you create a post you are adding another "vote" for your main website. As time goes by, these links will become more and more powerful.

Add Keyword Links from Your Post to Previous and Future Blog Posts

This is pretty much the same thing as the previous lesson, except you are adding votes to your previous posts with other relevant keywords. This will add more votes for your individual sites, for your home page, and will eventually give you more and more Google juice to power up your law firm blog. But be careful not to put too many links in. I'd say for a 350 word post, three links is the maximum you want to have.

So, there you have it. One easy way to maximize your law firm blog posts, get Google to love your blog, and get more clients and make more money.

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