Top 10 Essentials for Law Firm Blogging: #4. Integrate Social Media and SEO
Social media marketing and search engine optimization (SEO) should not be stand-alone silos in your law firm marketing strategy. In fact, sound social media tactics can help fuel higher search engine rankings.
Here's how it works. Search engines reward fresh, relevant content with higher rankings. (For more info, read: Google's Penguin Emphasizes Need for Quality Content.) Blogging generates that type of fresh content on a regular basis.
So basically, every blog you post is a fresh page of content that search engines such as Google will "index" so they can rank your site against many other similar sites. There are other elements of SEO, but your content strategy is important.
Develop an Overall Strategy
Your online marketing strategy should be tailored to enable you to attract visitors in your geographic area that are seeking for information and (hopefully) representation in the specific area of law you practice.
So whether you are deciding what topics you should be blogging about or what types of information you should include in your attorney profiles, your content should be fed by the same overall strategy.
Therefore, you need to select the right "keywords," or the words your potential clients will enter into search engines when seeking legal information in your legal practice area. The same keywords you use to attract Web visitors to your website should also be sprinkled throughout your blog posts.
However, selecting the right keywords can be tricky. There are tools to help you figure out exactly what are the best performing keywords, such as Google Analytics. However, if you are not entirely certain what keywords you should use, reach out to a specialist to save time and money.
The sooner you marry your social media marketing and SEO strategies, the sooner you'll reap the rewards of more effective online marketing program.
Follow My Blog Series: "Top 10 Essentials for Law Firm Blogging"
In the coming weeks, follow me to read the "Top 10 Essentials for Law Firm Blogging." With each post, I will provide proven techniques to attract more, higher quality prospects through blogging and social media marketing. Next up: Blogging & Social Media Done Right.
If you'd prefer to jump ahead, feel free to download our recent paper: "Be a Social Media Rock Star With Your Firm's Blog" — or if you prefer, listen to the free companion webinar.
When you're ready, schedule your free consultation to receive a complimentary, custom "Blogging & Social Media Grader Report Card," or email me at Jason.Weingarten@LexisNexis.com.
Don't get left behind!
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