Content Strategy to Boost Your Law Firm SEO

Search Engine Optimization or SEO is fast becoming a mainstream digital marketing strategy. According to a recent HubSpot survey, nearly 64% of global companies actively invest in SEO. Law firms are no exception to this trend.


One of the critical elements of a successful SEO strategy is, content. The greater impact your content creates, the more successful your lawyer SEO campaigns will be. However, with search engines getting better, writing content just for the sake of it is no longer enough. Plus, you have to face hundreds of competitors for the top spot in the search results.


In short, a cookie-cutter content creation approach will do more harm than good to your law firm SEO and brand image. Carefully crafted content, on the other hand, will offer a better ROI on your SEO investment. Fortunately, there are a few simple ways to ensure your content has the quality and the appeal to improve your search results ranking.


Let’s see how you can create smashing content to boost your attorney SEO marketing.


1. Understand the Changed Keyword Dynamics


While having a database of thousands of keywords for a specific niche or campaign is a great idea, the keyword dynamics have changed in the last few years. Search engines have become smarter, and an increasing number of people have started using voice search. As a result, the importance of long-tail keywords is growing.


In fact, long-tail keywords make almost 70% of the search traffic. They also have higher conversions rates, but lower competition. Thus, they are suitable for not only content optimization, but also lawyer PPC. So, you have to focus on using long-tail keywords in your content naturally.


However, you shouldn’t compromise on the quality of your content while adding keywords. Your content always needs to focus on the topic and the target audience. So, make sure to use only the keywords that fit naturally in the content.


2. Short and Simple Is Key


Although you are an excellent lawyer, when it comes to your website content, you are not writing a legal brief or a petition. Your target audience isn’t going to like legal jargon. If your content looks anything like a legal brief, they will leave your site and probably won’t come back. In other words, your SEO content needs to be incredibly readable.


To increase readability, your content needs to be well-structured. It should have a clear and concise introduction, a compelling body that addresses the issue or topic in question, and an actionable conclusion at the end.


Make sure to use simple and short sentences. Whether it is a blog post or an infographic, the content needs to send a clear-cut message to the reader. Always decide why do you want to use a piece of content and stick to your goal to make sure it hits the sweet spot.


3. Quality Always Trumps Quantity


The importance of content quality can’t be stressed enough. Instead of churning out dozens of run-of-the-mill articles every month, creating just a few in-depth and well-researched articles will help you generate more traffic.


In recent years, search engines like Google have started emphasizing engagement factors like time spent on your website. If your content is detailed and informative, people will spend more time on your blog or website, which Google will notice, nudging your content to the top search result spot.


Whatever legal topic you are talking about, make sure to write about it in as much detail as possible. Not only search engines, your would-be customers will also appreciate the fact that you are an authority on the subject. Plus, a long and engaging post will continue to attract web traffic for months. According to HubSpot, the ideal blog post length should be 2,100-2,400 words.


You should also add visuals like images, graphics, and videos in your content wherever necessary. While using stock images is okay, it’s great if you can use your own photos and videos. Backing your facts with the right resources can also help your content stand out. Just be sure the citations are no older than a couple of years.


4. Always Write for Your Audience


When creating content for your lawyer SEO, keep the content focused on your target audience. People usually search for lawyers or any legal issues when they need help.


In other words, they are looking for content that helps solve their problem or answer their legal queries. If your article keeps talking about your legal prowess, the readers won’t bother finishing it.


So, before you start creating your content, make sure to:


  • Create and understand various customer personas
  • Find out more about the various pain points of your target audience
  • Understand the type of content your target audience enjoys most
  • Think of the best way (blog, case study, infographic, etc.) to present the needed solution/ information
  • Write on the topics that are trending in your niche
  • Make sure to publish the content at the right time to get maximum traction




Content is a critical part of your SEO strategy. However, creating readable and high-ranking content is easier said than done. Hopefully, these four tips will help you create smashing content to boost your SEO. Alternatively, you can hire an experienced digital marketing firm like Gorilla Webtactics, specializing in SEO services for lawyers. Call us today at (612) 470-9877 or contact us online to know how we can help your law firm grow.