Every law firm should incorporate a content marketing strategy. Not only should it be a content marketing strategy but also one that includes SEO (search engine optimization).
One of the biggest advantages of having an SEO content marketing strategy is that it will help your law firm rank for high return-on-investment keywords. Organic traffic is great because you have the ability to get traffic to your website 24 hours a day, whereas with PPC (Pay-Per- Click) when your investment is spent for the day, your ads also go down for the day. If SEO is done strategically with a plan for long-term growth and sustainability, it can prove to be quite rewarding.
SEVEN STEPS TO DEVELOP SEO CONTENT MARKETING STRATEGY
1: Define your practice area.
The first step is to determine what specialized knowledge and services you can offer to your target audience. Pick a primary practice area, and if you have either multiple practice areas or sub-practice areas, make a list of all of those. This will help guide your keyword research and SEO content creation. Use Google and Quora to research what your potential clients are searching for. Further, to determine what type of legal questions that they are asking about the most frequently. Once you have this data, it will help you develop a content marketing strategy based on what your audience wants to get educated on.
2: Determine who your audience is.
You can do this by taking an inventory of your current clients. Furthermore, you can research your competitors to see who they are targeting. You can also conduct surveys from time to time to gather pertinent data about what your audience wants and what is important to them.
3: Research keywords that are important to the topics that your audience cares about the most.
Initially, you can start by doing a broad keyword search term that is relevant to your practice area. After that, you can narrow down the search term by finding variations of the keywords, and questions that your clients may type into Google to get answers to their inquiries. You can use a keyword tool such as keywordtool.io to come up with additional keyword suggestions.
4: Optimize your content strategically with SEO.
Creating content alone is not enough; content must be created strategically with SEO in mind. It is important to follow SEO guidelines such as adding ALT tags behind images, using the main keyword two to three times in the content, setting up H1, H2 tags, etc.
5: Post content on your own platform.
Publishing content to your own platform is imperative in this day and age. One example of why this is so important is to examine what happened when the Huffington Post shut down its unpaid contributor blogger program. When the program was shut down, it also removed all blog posts that bloggers had invested so much time in creating and posting. It is OK to post on other platforms, however, the rule of thumb should be to first post on your own platform, such as your firm website. After that has been done, you can then share the content on Facebook, Twitter and LinkedIn or even repurpose it to create an info-graphic or video.
6: Convert organic traffic into qualified leads.
Once you get visitors to your blog article or website, it is important to have a way to convert them into clients. Some things you can incorporate on your website are forms, call-to-action banners, buttons and distinct landing pages for each sub-practice area and multiple practice areas. Furthermore, you can add an opt-in for them to join your email list in exchange for receiving a PDF about a legal topic that they want more information on—or even just to receive the latest newsletter from you on legal topics.
7: Gather email addresses.
If you have successfully gotten people to opt in to your email list, then it is very important to share valuable content with your list on an ongoing basis. Some ideas include announcing new laws, sharing current news in their local neighborhoods, welcoming new firm partners, sharing photos of an event that your firm was involved with, answering some of the most common questions that come up in your practice, and even sharing local business events happening in the community.
Take the time to come up with an effective content marketing strategy as part of your overall marketing plan. You will find that is a strategy that delivers more and more traffic as you produce more and more content.