The tenth and last in a series about useful law blog post formats.
The “how to” law blog post is a great way to meet potential clients at the moment they begin researching their legal problem — prior to the selection of legal representation. A “how to” post, well done, builds trust and positions the law firm as a desirable solution provider for the client’s problem.
“How to” posts are also ideal candidates for selection by Google as “Featured Snippets,” those information boxes that Google frequently pins to the top of organic search listings.
Now before you declare, “I am an [incontrovertibly laudable attribute] large firm lawyer, I don’t do ‘how to’ posts” and click away, please hear me out.
The eighth in a series about useful law blog post formats.
The creation of a regular weekly feature article is a good way to boost productivity among the law firm’s blog-writing team — and stimulate reader interest as well.
Regular features promote editorial planning by giving everyone a clear target to shoot for each week and they calm the “What can we put on the blog today?” stress that often attends regular care and feeding the of law blog beast.
A law firm that runs a regular feature is not hostage to the day’s events or, worse, the day’s lack of bloggable events.
Finally, a regular feature article is a clearly defined bit of editorial content that can be delegated and managed by the firm’s marketing department.
For law firms that care about search engine traffic, the task of acquiring backlinks is high on their to-do list. This is due to the fact that today — and at least since Google’s 2012 Penguin Update — backlinks are a leading signal to Google that a particular webpage contains high-quality content.
Google’s PageRank algorithm piggy-backs on the collective judgment of the Internet by treating backlinks as one indicator (among many) that a website contains quality information. Google wants to present the best available information to its users, so PageRank sorts the highest quality websites to the top of search results responding to user queries.
Regarding backlinks, the consensus view among leading search engine marketers is that Google considers:
All three attributes are important: number, quality, and relevance. Large numbers of backlinks from low-quality, unrelated websites don’t move the needle anymore.
So … you’ve just published a great article with a legal publisher or a niche news site. Naturally you want to publicize your newly validated expertise and upload a copy of the article to your website immediatamente.
Not so fast, amigo.
That beautifully formatted PDF file provided by the publisher looks great on the outside. But it’s got problems. In the first place, the document was created to promote the publisher not your law firm. Secondly, when you crack open the PDF file, you’ll see that none of the critical metadata mentions you or your firm. The PDF is also lacks metadata necessary to help search engines properly index the article and associate your law firm with its contents.
In this post I’ll show you how to fix these and other issues.
Law firms should check their blogs and websites to see if they exhibit any of a growing list of tell-tale signs for “fake news.”
Regardless of whether “fake news” had a hand in selecting the next president of the United States, it is certainly true that the environment in which news — “fake” or otherwise — is produced and consumed is rapidly changing.
For law firms, most of these changes call for heightened monitoring of marketing automation technologies and changes that Facebook and Google may implement in order to deal with “fake news.”
As far as immediate action steps, there is one: All firms should check their blogs and websites to see if they exhibit any of a growing list of tell-tale signs for suspicious content.