As a law firm, credibility is important for your business. Potential clients are searching for law firms that appear credible, and those “credibility checks” start with your digital presence. This is especially true in today’s day and age, where local intent has become a major part of the search experience. This means that the majority of people searching for local establishments—whether it’s a nail salon, coffee shop, or law firm—are doing so with the specific intent to contact at least one business that appears in search engine results pages.
According to Google, 76% of users visit a business found in local search within one day. Because of this, that initial inclusion in Google’s pack of local results helps boost credibility. Many other content efforts also help contribute to your goals. Because of this, law firms should work with legal blog writers to aid efforts to boost credibility online. Here’s how legal blog writers can help:
Thorough Keyword Research
Keyword research is a crucial and necessary part of any search engine optimization strategy. By now, you understand how important SEO is to any business. Take one look at some of the most popular SEO statistics, and you’ll quickly understand how it’s an area that your business can’t afford to skimp out on.
Keyword research is a core part of SEO, and many legal writing services understand which keywords to target and how those keywords should be framed in content. They understand how to use keyword research tools to discover the most powerful and popular phrases for your company.
And furthermore, they work with you to hone in on a keyword strategy that combines both current SEO trends and the firm’s individual goals. These keywords don’t just help you with your blog—they help you with all content and across all your branding and search efforts. You can take these keywords and utilize them in campaigns, advertisements, social media posts, and much more.
One of the most obvious reasons that law firms should work with agencies SuttonDigitalMarketing.com that specialize in legal writing is because legal writers offer niche expertise. Not all writers are created equal. Even if you find a great writer with a solid portfolio, it’s important that they have verifiable and demonstrable experience writing for the legal industry.
Legal writers remain up-to-date with the latest in legal news, and know what jargon to use and what styles to deliver content in. Because they understand facets of the legal industry, they also understand how to offer advice and tips without holding law firms liable for any advice given. After all, every legal firm needs to tread carefully with content, and doing so allows them to strengthen their credibility through preventative measures.
Some legal blog writers may even have ultra-niche experience. For example, you might specialize in property law and prefer to work with writers who understand the ins and outs of property law. The more in-depth and knowledgeable the content is, the more likely readers are to engage and share. And the more that readers share, the more credible your blog and business will appear.
Linking Reputable Sources
Legal blog writers are not only well-versed in legal content and jargon, but they also have a thorough understanding of reputable sources. They know which sources are credible, and will link to those sources in their content when needed. This is important because, as a law firm, the last thing you want to potentially send your readers to links that don’t offer value. Reputable sources are also important for SEO purposes. After all, linking is one of the most important SEO ranking factors. This means that Google recognizes the credibility of each link in your content.
If search engine algorithms notice that your content continuously contains low-quality sources, they’ll assume your content isn’t very useful to your readers, damaging your SEO. Your content should always be as useful as possible to your readers. Black hat tactics won’t take you far: you can attempt to fake algorithms, but you can’t fake good content when readers aren’t staying on your site for too long and those algorithms take notice.