You have probably noticed that most websites have blogs. This is not by accident. Blogs have many uses – attracting links, getting the general public comfortable with your persona, and attracting visitors to your site by giving them useful information. If you don’t have a blog on your law firm’s website, you should get one. Fortunately, there has been quite a lot of talk on this topic in the SEO news media this week which can provide you with guidance.
Google is reorganizing its blogs at the moment, which has caused content in general, and blogs specifically, to be a hot topic in SEO this week. Search Engine Land, Search Engine Watch and Search Engine Journal have all covered blogging this week.
Does Google hate blogs or like them? Will they ever turn against them, as they threatened to do two years ago? This news item tells you that they probably won’t. Google runs blogs itself, and so is unlikely to penalize others for doing the same. Blogspot is a subdomain of blogger.com, which is reserved for Google blogs. Blogger.com is owned by Google, so the move to googleblog wasn’t for financial reasons. It is possible that they will now make the blogspot address available to others. However, the lesson of this story is that Google runs its own blogs and so should you for your law firm.
If you are now convinced that you need a blog for your law firm, but don’t know where to start, this article will be a useful read. The author recommends blogger.com’s big rival, WordPress to all and sundry. Try both systems to see which works best for you. A good piece of advice in this article is to make regular contributions to your blog. You should commit to make at least one post per week. Eventually the list of articles in your blog will soon build up. Focus on topics that are likely to be of interest to your clients rather than trying to impress other lawyers. Keep your blog posts clear of corporate news – they can go on the About Us page or in press releases.
Search Engine Watch traveled to London last week in order to save you the airfare to attend the Insight Conference. Here are five (again) tips from the Brits on how to structure your blog posts and how to aim your voice towards the people you hope to motivate into asking you to fix their legal problems for them.
You are a respectable lawyer with a reputation to uphold. However, don’t talk down to your potential clients. There is no point in being worthy and authoritative if no one reads your august words. So, at least for the title and introduction of your blog post, you need to put your shiny tap shoes on and think like a showman. This is a very long article with lots of excellent tips for anyone starting a blog. The examples on titles and introduction are particularly useful.
You may have noticed that the Hook Em article was rather long. That was probably intentional. If you are looking for an opinion on how long each of your blog posts on your legal site should be, the usual answer is about 500 – 700 words. However, over the last year, there has been a fad for much longer pieces of between 1,500 – 2,500 words. There is a lot of evidence that longer articles are better for SEO than the usual 500 – 700 word length – we’ve covered that topic on SEO Trends before. However, the shortform adherents have been licking their wounds and quietly plotting their revenge, and here it is. The proof is slightly skewed by redefining what any writer would term “short,” or “long.” Here shortform is deemed to be below 1,000 words, and longform is thought to be 3,000 – 10,000 words. As a rule of thumb, if anything gets up to 3,000 words in length, split it up into a series or save it as a PDF and make it a whitepaper to be downloaded (use it to attract entries in your email list).