Let’s talk about your law firm’s blog. In general, blogs are an outlet individuals and businesses use to communicate thoughts and opinions, stay connected, advertise something, establish expert subject knowledge, help others, etc. There are countless reasons why your firm has a blog (or should have a blog) and for others to read it. Having a blog motivates us to be proactive, informed and reminds us that our opinions and insight can be important (and sometimes welcomed). It has also proven to be a cost effective approach for improving your firm’s web visibility and promoting your services. According to Hubspot.com, companies that blog get 55% more web traffic. Maintaining Your Blog As with your website, social media presence and natural hair color - it’s extremely important to maintain your blog once established. No one will care if you’re an expert on a subject, if your posts are few and far between. They’ll quit depending on you and may even replace you with the younger, cuter blog that posts something multiple times a day (even though they may be forced to weed through the content for something beneficial).
- Make your presence known
- Post regularly
- Know your audience
- Keep it interesting and straightforward
- Remember – you’re the expert
Also, from Google’s perspective, adding blog posts on a regular basis increases the pages that Google indexes while increasing your inbound links. More indexed pages + more inbound links = higher Google page rank. Avoiding Blog Writer’s Block Sometimes finding topics to discuss in your blog is as easy as seeing a billboard on the way to work, but those times when you’re drawing a blank, don’t be afraid to use your audience and, yes, your competitors as a sounding board. What do they want to know? What are they talking about now? Luckily, we live in a time when people have an array of outlets to let you know what’s on their mind. Social media networks, Q&A forums, other blogs – use these as your resources. Using Twitter as an example, you can check out what’s trending, search for a certain subject and see what people are saying (Search Tip: include a question mark “?” in your search query to display tweets asking a question in that subject and "–filter:links" shows tweets without links). Also look at WeFollow.com to view a list of industry influencers that may provide some insight into what the word on the street is. Optimizing Your Blog Don’t neglect your blog. It’s an extension of your firm’s website and should receive the same all around attention when it comes to on page optimization i.e. keywords, page titles, meta description and internal links. Since content on your blog is probably updated on a more regular basis than your main site, potential clients may find it first. This is not a bad thing. Your blog can be an excellent window into your firm’s strengths and purpose and should provide a clear path to your main site. Utilize this extra outlet and make sure, as always, contact info can be easily found. Another interesting statistic posted by Hubspot.com found that 57% of businesses have acquired a customer through their company blog. Link Building With Your Blog Remember Linkin Logs? Now we’re linkin blogs (too easy – I had to go there). With so many blog directories out there with high page rank like Technorati.com and BlogCatalog.com, it would be crazy not to take advantage of these great inbound link hubs. Like I mentioned above, your firm’s blog is an extension of your main site. A huge benefit of sending potential clients and readers to your blog initially is that your blog acts as another link to your main site; therefore helping your relevance and popularity. Google, the cool robot that it is, likes relevant and popular sites.