Does Blogging Help with SEO for Law Firms in 2024?

Austin Hunt Austin Hunt Founder & CEO

Creating a competitive SEO strategy is crucial for any law firm aiming to rank higher in search engine results pages (SERPs) and acquire organic leads to help grow their potential client funnel. However, knowing which SEO strategies to invest your time in can be challenging.

As a law firm owner, it’s essential to ensure your time and resources are invested in the most effective SEO tactics.

Most law firm SEO agencies use a combination of: content development, backlink building, and on-page optimization to improve search rankings and drive traffic to your website. Among these strategies, blogging plays a particularly significant role.

Does Blogging Help with SEO?

Yes — blogging helps with SEO as long as the blogs you are writing target a specific keyword in your niche. For law firms, it’s important to write blogs that are in your area of law, connect to your audience, and help them solve a problem.

This method means that each and every blog post is written with the goal of ranking for a specific keyword or phrase.

The law firms that work with Legal Guardian see a high level of success with blogging. All of our clients blog regularly (yes people still read blogs in the legal space) and regularly get calls from potential clients looking for legal services based off of the blogs we write.

Pro Tip: For even better results, each blog should target a specific keyword that you want that blog to rank for as well as support (internally link) to other relevant content on your website.

Why is Having a Legal Blog Important for Your SEO Strategy?

A blog is an excellent way to add fresh content to your website on a regular basis.

As with most things in life, you are rewarded for continually showing up and adding value.

If you have decided to go the route of SEO for your business, then it is imperative that continual blogging is a big part of your overall SEO strategy. Just like Instagram & TikTok influencers release new content on a regular basis to grow their audience, you too will need to keep your website active with new content to show Google that you are an authoritative voice within your industry.

Websites that don’t take this into consideration rarely if at all rank for highly competitive keywords, let alone maintain their position if they do rank.

Law firms that don’t blog regularly are leaving the vast majority of potential clients they could serve on the table, missing out on a powerful opportunity to enhance their online visibility and attract organic traffic. Blogging not only helps to establish your firm as an authority in your field but also provides a consistent stream of fresh content that search engines favor, ultimately boosting your SEO performance and driving more qualified leads to your website.

The bottom line is that search engines love websites that are constantly adding new, relevant content because it shows that the site is active and up-to-date.

Why Do Search Engines Love Websites that Blog?

The answer is simple: content is still king when it comes to SEO.

A more complex answer would be: search engines, such as Google, are businesses. Their product is providing search results that are relevant and useful to their users. A vast majority of searches done each day, and there are around 9 billion searches made each day on Google alone, are from searchers who are looking to find information or solve a problem.

Graphic & Data Source: Datos & SparkToro

This chart highlights that Google is by far the largest traffic referrer on the web, accounting for 63.41% of the traffic sent by the top 170 traffic-referring domains. This dominance indicates the critical importance of optimizing for Google in any SEO strategy, as it drives the majority of web traffic compared to other sources like YouTube (3.57%), Facebook (3.54%), Microsoft & Bing (7.21%), and other platforms.

What Can We Learn from this Chart?

The more users, or organic traffic, you get to land on your website from a search engine result page (SERPs), the more rankings on Google, the more traffic you are likely to drive to your website.

What’s the best way to increase your organic traffic? Blog more, and have each blog target a specific keyword in your legal niche that has the potential to drive business and traffic.

Pro Tip: Websites that continue to release new content get a higher “freshness” score. Simply put, people like content that is up to date, and so does Google.

Let’s Show You Further Proof

I don’t want you to just believe me, let’s look at some data to back this claim up.

Below is the organic traffic of an unnamed client of ours. This client ranks in the top 3 on Google for most of their competitive keywords, and we regularly build new content on their site.

Below is the performance metrics pulled directly from their Google Search Console between June 2023 – June 2024.

One of our client’s Google Search Console between June 2023 – June 2024.

Let me help you read the above chart. This client has received:

  • 135,000 Organic Visits to their site;
  • 9.61 Million Impressions on Google; and
  • An average of over 400 organic traffic to their site per a day.

As you can see, their organic traffic is not only high, but it continues to improve the more time we spend on growing the site.

Here’s the same client’s Ahrefs Report tracking their Organic Traffic increases from 2015 to June 2024:

The same client’s Ahrefs Report from 2015 to June 2024.
We took over the SEO campaign in January  of 2022. This client gets 5 pieces of new blog content each month. We are expecting to break the 15k in organic traffic per a month before the end of the year. What makes this even more exciting is that all of this traffic targets keywords that are relevant to this law firm's practice and generate a considerable amount of potential clients for this client each month. This means better business decisions, and more consistent revenue expectations.

Further, not only do these blogs generate massive amounts of organic traffic they also:

  • Improve the rankings for other posts/pages that they internally link to;
  • Generate leads and sales directly from the blog post;
  • Build trust and credibility with the site’s audience as well as Google.

If you’re not blogging as part of your law firm SEO strategy in 2024, you’re missing out on a lot of potential organic traffic and customers for your business.

How Can Law Firms Create Successful SEO Blog Posts?

At this point, we can both agree that SEO blogging is effective, but how can you ensure that each blog post you publish will actually improve your SEO?

When I’m developing a content strategy for a law firm’s blog, I categorize blog posts into two types: Informational and Transactional Informational. Each type serves a unique purpose in an SEO strategy.

What is the value behind informational blog posts?

Informational blog posts are designed to answer a searcher’s questions. For example, “What is SEO?” or “How to start a blog.” These posts are not intended to generate leads or sales directly.

The intent behind informational blog posts is to generate additional organic traffic and natural backlinks. While they might not directly drive leads, these blogs are still very valuable to your SEO strategy and can improve your bottom line.

By passing along the organic traffic and backlink “juice” that these informational blog posts generate to more valuable sales pages via internal linking, you can improve the rankings of these sales pages on SERPs. As these sales pages rank higher on Google, they, in turn, improve the rankings of the other pages they internally link to.

How does the old quote go?

“A rising tide lifts all boats.”

For a more in-depth approach to understanding this topic (reverse outreach), please check out Backlinko’s blog: How I Built 5,660 Backlinks in 30 Days (New Strategy).

What is the value behind transactional informational blog posts?

Transactional informational blog posts are designed to generate leads or sales directly from the post. For example, “How Can A DUI Lawyer Help Lower My Charges?” or “What to Do if You are Hurt in a Car Accident”.

The goal behind transactional informational blog posts is to generate leads and sales directly on the blog post.

In my experience, a vast majority of law firm SEO agencies forget the value of blog posts intended to generate leads. Instead, a vast majority of law firm SEO agencies focus on simply creating a large amount of useless legal content that will never generate business and heavily rely on backlinks to boost their main content pages, such as: “car accident lawyer”, “dui attorney”, etc.

While this strategy technically works, it is very costly to both the law firm and the SEO agency and this SEO strategy has very little staying power in the market.

Here’s a competitor SEO agency’s client that over-relied on backlinks over a strong blogging SEO strategy:

One of our competitor’s client’s websites that over-relied on a backlink strategy.

The blue line is Backlinks acquired over time, the dark orange is Organic Traffic over time, and the light orange is the Value of this Organic Traffic over time.

As you can see, this type of approach severely limit their ability to improve their SEO, and also puts them at a disadvantage to companies who take a more holistic approach to content marketing. I don’t know about you, but I would not want to be this law firm. The chances that they hired a bunch of help in 2021 is high, the chance that they had to let a lot of those people go in 2022 is also high.

When it comes to SEO, we don’t want to cut corners. That will only hurt your law firm in the long run. We want to take strategic long-term approaches to growth that allow you to not only grow your law firm but sustain the growth you acquired.

It’s not about concentrating on a single SEO approach; it’s all about having numerous alternative ways to get customers to your website.

How Do I Pick the Right Keywords for My SEO Blog Posts?

Picking the right keywords is essential to the success of your SEO blog posts.

If you want to rank on SERPs and generate organic traffic, you need to make sure that your blog posts are targeting phrases and keywords that users are actually searching for.

To do this properly, you’ll first want to use a keyword research tool such as Google Keyword PlannerSemrush, or Ahrefs’ Keywords Explorer.

Start by entering in a broad keyword related to your topic. For example, “SEO.”

Here’s one of the first methods I use to find SEO keywords for blogs via Ahrefs’ Keyword Explorer.

From there, you’ll want to look at the search volume and difficulty of each keyword. The sweet spot is finding a keyword with a high search volume and low difficulty.

In my experience there is a simple equation you can use to determine if a keyword is worth targeting, meaning you can rank on the first page of Google without too much difficulty:

Your website’s Average Daily Organic Traffic must be equal to or greater than the Estimated Monthly Search Volume of the keyword you’d like to rank for.

For example, if you’re website receives, on average, 500 views per day from organic traffic, you could theoretically rank for a keyword with an Estimated Monthly Search Volume of 500 views without too much difficulty.

Of course, there are other factors that come into play such as the age of your website, the quality of your content, backlinks, etc. However, if you’re just starting out, this simple equation will give you a good idea of whether or not a keyword is worth targeting.

How to pick keywords if your website has very little to no organic traffic

There tends to be two reasons someone is looking to improve their blogging SEO: they have either hit a wall with their SEO knowledge and can’t seem to improve their organic traffic or their website has very little to no organic traffic.

If your website has very little to no organic traffic, chances are you’re either in a highly competitive niche or you have a brand new website.

Just like with everything at life, the hardest part is just getting started.

If you have a brand new website, it’s going to be extremely difficult to rank for highly competitive keywords.

The reason being is that there are already established websites with years of content and backlinks who have already taken the first-mover advantage.

It’s going to be very difficult to outrank them, but it’s not impossible.

In this situation, you have the advantage of maneuverability over the larger, more established websites, and you can use this to start winning small battles.

If I was in your position, this is what I would do. step-by-step:

1. Setup a clear menu hierarchy on your site. Each menu item should be a link to one of your main transactional keywords. Note: make sure each page should focus clearly on one of your main transactional keywords. ie. “SEO Agency” “Content Marketing” “Website Design” etc. Each of these main keywords are going to be your “Pillar” content.

2. Create a clear strategy sheet that denotes content (blogs) that you will write as well as future keywords you’d like to rank for.

3. Start your keyword research (see above) and go after low-hanging fruit. These are going to be long-tail keywords with low difficulty that you can rank for relatively easily. Map each of these long-tail keywords to your “Pillar” content transactional page that we outlined in step 1.

4. Create compelling and well-written content that targets the long-tail keywords you’ve outlined in your strategy sheet. Each keyword should map to no more than two keywords, and in my experience, one is usually sufficient.

Note: Make sure to internally link the “Pillar” content pages we talked about in Step 1 on these blog posts. These internal links will help boost our rankings for our “Pillar” content pages which are targeting the more competitive transactional-based keywords.

5. Promote your content. This can be done either by posting on social media channels or by reaching out to other bloggers in your niche and asking them to share your content. This will help improve your domain authority and get more eyes on your content.

6. Rinse and repeat until you start to see positive results with rankings or traffic increases. Once you see that, it’s time to expand on this strategy by targeting bigger keywords that have a higher search volume as well as higher competition!

Legal SEO is not confusing. Legal SEO is a dedication and a practice.

Lost? Reach Out. We are Here to Serve.

Legal SEO is not confusing. Legal SEO is a dedication and a practice.

If this seems like a lot, or if you’re feeling lost, consider reaching out to our team. We can help guide you to achieve the long-term SEO results you are looking for.

I wish you the best of luck in your SEO journey! And please share this post with anyone that’s struggling with their SEO; we are all in this together.

Austin Hunt, CEO & Founder of Legal Guardian

Austin Hunt

Austin Hunt is the lead consultant & founder of Legal Guardian, a law firm lead generation company. Over the last decade he has helped thousands of businesses grow their revenue through digital marketing, guest lectured at four-year universities to educate young professionals, and always drinks a cup of coffee on his morning walks.

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