This is the final post in my Blogging Basics for Lawyers series. This post serves as a wrap-up of my previous discussions and expands on a few of the points that were made. Before I get into the discussion I want to say a special thanks to everyone who provided feedback on this successful series. Your input into these writings helped make these topics a better resource for the legal community.

We covered a number of topics in Blogging Basics. These topics included:

You probably noticed that in each of these posts I discussed how important a blog was to the success of my firm. Keeping up a quality blog is important in any law firm’s online success. The tips I provided in these articles were a big part of my firm going from me working alone in my living room in December of 2006 to my having three associates and eleven other employees by the end of 2009. While many things have changed in the world of search since 2010 (and that change is for the better in my opinion), the value of the techniques described above have not. Proper blogging will make your rise to the top of search easier in a number of ways.

Attorneys must understand the SEO benefits of blogging

Attorney bloggingProper blogging (and I stress the word “proper”) will aid your SEO efforts on three fronts.  These fronts include building a body of quality content, establishing yourself as an authority, and providing a source of quality backlinks to your site. I’ll address these in order.

First, blogging provides you with a strong body of quality content on topics relevant to your clients. Having this body of content makes your site more authoritative on a given topic. As a result, Google and Bing are more likely to return your site earlier in search results than they would if you did not have a quality collection of writings. To put it simply, better blogging means better search placement for your website.

The second of these three fronts is that proper blog promotion to your peers is one of the best ways to establish yourself as an authority in your niche. Since 2011, Google has been moving in a direction of ranking web material higher, in part, because of the extent to which the material’s author is considered an authority. In the coming months I’ll be writing more on the importance of authorship authority (which differs from the concept of “author rank” which many people, myself NOT included, seem to have subscribed to) and how to establish one’s self as an authority for the purposes of a law blog.

Finally, quality blogging will result in high quality backlinks to your site (which helps boost your site in search). A number of series I wrote on my former firm’s law blog were linked to as a resource by various other important legal websites. These high quality backlinks helped pass significant page rank to my blog which, in turn, boosted it in search and brought me more clients. Remember that writing posts in a series, on topics that impact clients in ways they understand, is a great practice that will result in others linking to your site. I recently saw a good example of this type of blogging from Florida personal injury lawyer Tina Willis who, at the time of this article, just published the second post in a series on whether someone should retain a small personal injury firm or a large one.

Attorneys must understand the way in which blogging “validates” them with clients.

Attorney discovering SEOBlogging helps you in ways beyond search itself. A well-written and properly maintained blog will result in comments from potential clients or others in the general public who have faced similar legal struggles (don’t make the mistake of removing the comment section from your law blog). Those comments can often serve to legitimize your firm to potential clients when they see that others are discussing the topic in your particular corner of the blogosphere. Writing content in a way that makes people more likely to comment, and participating in an appropriate discussion on your blog’s comment section, will lead to you having a higher conversion rate than attorneys without a blog on their site.

I hope this series has helped you with your approach to blogging. This is a topic I will revisit in future articles.