Legal content has a bad reputation because it is dry, boring and full of “legalese”. Most law firm owners, however, understand the importance of blogging when it comes to generating organic traffic through SEO.

As a leading marketing method for lawyers, SEO requires law firms to publish engaging, SEO-friendly content on a regular basis. However, coming up with these topics – and writing content that is optimized for Google – can be easier said than done.

The good news is that once you know what keywords to target and what best practices to follow when optimizing your content for search engines, creating a law firm blogging strategy is easy.

Read on for a step-by-step guide to creating your successful blogging strategy.

1. Identify SEO keywords for your blog

Before you start writing content for your law firm blog, you need to determine which keywords are worth targeting and how they translate into engaging blog post topics.

The reason for this is that you can’t put your time to good use writing content that doesn’t attract organic traffic (unless you also have a social media strategy) or that targets keywords that are relevant to your website too are competitive.


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Find niche and geo-specific keywords

Your goal should be to find high search volume and low competition keywords so that you have the best chance of ranking for those keywords and getting some SEO momentum over time.

These keywords should relate to both your law firm’s services and the target audience you are trying to reach.

For example, if you are a family law attorney in Boise, some keywords to target in your webpage content might include:

  • [family law attorney boise]
  • [family law boise idaho]
  • [divorce attorney boise]

At the same time, you want to identify long-tail keywords that are best suited as blog post topics, such as:

  • [how does divorce mediation work]
  • [how to get a divorce in boise idaho]
  • [how to prepare for child support mediation]


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Think about the keywords that could attract potential clients to your law firm. When serving a particular geographic area, you should also identify geospecific keywords.

You can use SEO keyword research tools like or to:

  • Search for keywords.
  • Compare the search volume and the level of competition.
  • Look for related keywords.
  • See which keywords your competitors are ranking for.

2. Schedule the blog content of your law firm

It’s easy to take a back seat to your law firm’s blogging strategy. Therefore, it can be helpful to create a content calendar to ensure that you are posting new content on a consistent basis.

Using an organization tool like Google Sheets or a project management tool like Asana can help you plan your blog posts based on the keywords you want to target.

Some details that you may want to include on your blogging schedule are:

  • Focus on Keyword.
  • Secondary / related keywords.
  • Blog post title.
  • Suggested word count.
  • Publication date.
  • Description of the blog post.

Not only will a schedule help you stay in tune with your law firm blog, but it will also help you organize the details of individual blog posts in case you decide to outsource the writing of SEO content.

3. Write engaging headlines

The first step in writing your blog content is to translate your target keyword into a compelling headline or post title. Here you need to consider what the user wants to find when searching for this keyword.

Are you looking for instructions? A review-style post? A service page?

Make sure your content matches the expectations users are actually looking for.

It can help you do a quick Google search of your target keyword to see which pages are already ranking. For example, if most of the pages are step-by-step instructions, you can write step-by-step instructions yourself.

Once you’ve set the direction of the article, use your target keyword in the title and specify the language that will entice users to click.


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Here are some examples of the keyword phrase [How does divorce mediation work]::

  • How does divorce mediation work? – 5 step process
  • Navigating Divorce: How Does Divorce Mediation Work?
  • How does divorce mediation work? – Advice from divorce lawyers

It is recommended that you use the exact keyword in your title. However, if this is difficult, you can refine it a little so that it makes sense to the reader.

Then use compelling language that will grab users’ attention in search results.

4. Address niche topics

Again, the whole point of a law firm blogging strategy is to drive traffic and attract potential clients to your law firm. That means you need to focus on topics that are relevant to your audience, niche, and geographic location (if applicable).

You may want to ask existing customers, past customers, or your social media followers what topics they are most interested in.

You can also spy on your competitors to see what topics they are writing about.


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Just because there is search volume behind a keyword doesn’t mean it is a good fit for your website. Think about how a particular topic fits into your overall marketing strategy and if it works to attract your target audience to you.

5. Follow on-page SEO best practices

When it comes to optimizing your content for search engines, there are some on-page SEO best practices that you can follow.

While you don’t have to be an SEO expert yourself, it can make sense to work with a consultant or agency if you are having trouble implementing SEO.

These on-site SEO best practices include:

  • Include your target keyword in the post title.
  • Add an H1 heading and H2 headings to structure your article.
  • Including internal links to other pages on your website.
  • Of course, reference your focus keyword in your article.
  • Write an optimized URL (target keyword, remove stopwords).
  • If applicable, including bulleted or numbered lists.
  • Add non-copyrighted images with descriptive alternate text.

These on-page SEO best practices apply to most websites and are relatively easy to implement. Complete this checklist every time you write a new article and you will be set up to attract more organic traffic.


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6. Create a Social Media Marketing Strategy

Your law firm blog doesn’t have to wait to passively attract organic traffic. You can start driving social media right away. In fact, the majority of bloggers promote their blog articles through social media, with SEO being the second largest blog advertising channel.

Your law firm can maximize your traffic generating potential by sharing your articles on Facebook, LinkedIn, Twitter, and even Instagram.

In this way, you will reach an even wider audience, increase the visibility of your website and potentially attract new customers to your website immediately.

Social media planning tools like Buffer and Hootsuite can help you distribute your content across social media platforms while you wait for Google to take effect.

7. Identify new subject opportunities

While keyword research should be the foundation of your law firm blogging strategy, you may come across topics that you know will be relevant to your audience but lack a clear SEO focus.


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Listening to your followers and customers when it comes to your blog content is just as important as using SEO tools to find target keywords. This will help you develop a comprehensive blogging strategy that is centered around your audience’s needs.

At the same time, keep an eye out for trends in your industry, your region and your competitors so that you can create timely content and stay ahead of the curve.

Sometimes the best content is spontaneous content that arises from a unique need that arises from your market.

8. Create backlinks with high authorization

After all, no SEO strategy is complete without an effective link building strategy.

Since backlinks are essentially votes of confidence from other websites that your law firm believes are legitimate, they can certainly help put your blog on the map and get Google’s attention.

Sending guest posts to reputable publications, submitting your website to online directories, and optimizing your local quotes are all methods that you can use to drive links and / or traffic to your website.


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All in all, your goal is to publish quality content that is optimized for your audience and for Google, while actively working to drive more traffic and authority to your blog.

A successful law firm blogging strategy can help you attract potential clients to your law firm and differentiate yourself in your industry.

Selected image source: Paulo Bobita