Why Quality Content is Especially Necessary in SEO for Lawyers
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Do you feel stuck when it comes to your content? Does it seem like you can’t quite find the “sweet spot” in terms of what content for your site should be? When it comes to SEO for lawyers, you need high-quality content. You’ll note that the last sentence included the word “need” and not “want.” Quality content for lawyers is a necessity for many reasons. With great content, you have a much better chance of improving your SEO as well as making a better connection to more potential customers.
People Want the Best Lawyer for Their Case, Content is a Signifier
No one wants a second-rate lawyer. Most people don’t have to look for a lawyer several times throughout their life. So, they don’t do it all that often. When they need a lawyer, they need a lawyer. Thus, they’re going to look for the absolute best one they can find that will take their case. People intrinsically understand that writing ability is an important skill set to be a good lawyer. So, if your content is of high quality, potential clients are naturally more inclined to see you as a better lawyer.
Even if It’s Subconsciously, Potential Clients Notice Poor Writing
The opposite of the above section holds true as well. If your content is of low quality, if it does not read well, then people are likely to doubt your lawyering skills as well. In the context of SEO for lawyers’ content, “low-quality” can mean many things. It could mean that your content is boring, of course, simply uninteresting to read, poorly written, and the like.
However, it could also mean “keyword stuffing,” robotically filled with various keywords, written only for an algorithm as opposed to a human being (and poorly at that). It could mean that the content is just “fluff,” repeating the same phrases, over and over again, with slight variation, until a certain word limit is reached. Consequently, “poorly written” could mean “without taking the word limit into account,” as in too many words or too few.
These aren’t things that a person may be consciously aware of when they’re looking at attorneys’ content. But, it is the kind of thing that will keep them from reaching out to an attorney. They may only think to themselves “well, this attorney doesn’t seem like a good fit,” or “maybe there’s someone else around,” but content writing can absolutely turn away even the most interested and in-need potential client.
Content Writing is an Opportunity for Lawyers
The above having been said, lawyers shouldn’t shy away from creating content for their site (or having a digital marketing agency create content for their site). Instead, they should look at content as an opportunity. Content writing gives lawyers a real chance to show prospective, interested clients that they can trust the lawyer with their case.
Whether it’s through blogs, landing pages, social media posts, podcasts, and more, content is a way for attorneys to make a real connection with a potential client. Someone who is researching lawyers will probably check a few different sites, even if they are at the top of the Google Rankings. The one with the best content has the best chance of being selected by the potential client.
By that same token, you want to have multiple examples of high-quality content. That means having pages for those who are looking for more information about the kind of law that you practice, resources for those who wish to learn more, blogs for those who need an attorney right now, and so much more. Each of those kinds of content enables you to better connect to a different kind of client at a different stage of the process.
Google Rankings Are Designed to Reward Quality Content
In addition to potential clients, Google wants to reward the best content, too. Google wants to make certain that when someone clicks on a keyword, (such as “personal injury attorney Los Angeles”) it directs them to the best example of that keyword. So, the better your content is, the better your chances are of being high in the rankings.
By that same token, “bounce rate” is a great example of how Google Rankings reward great content. The better your content is, the more likely a potential client is to read it and engage with it for a long period of time. Thus, the better your bounce rate is going to be. Bounce rate is an important Google ranking factor. With better content, you’ll be able to keep your prospective client’s attention and then, eventually, Google Rankings’ favor.
SEO for Lawyers Experts
Even though this blog has been more than seven hundred words about the importance of content in SEO, there’s so, so much more to SEO than just great content. You’ll also need a well-designed and structured site, with proper on-page as well as off-page optimization, and so much more. Additionally, you’ll want well-executed Google Ads campaigns, social media marketing, and more.
Here at Website Depot, we provide all of the above (as well as great content writing). We’ve helped so many attorneys across many different kinds of law to have the sort of content that helps them stand out from the rest. To have a free consultation with our SEO for lawyers’ experts, you can reach us at (888) 477-9540.
