Search engine journals often mention “Content refresh,” especially about SEO.
The concept is that rather than letting old content die, breathe new life into it to generate more traffic and lead the future.
The same concept applies to Law Firm Content Marketing. Just the approach might be a little different.
Creating, optimizing and updating legal content presents unique challenges, but content updates can be very effective.
how is this Optimize your legal content the right way Attract more potential clients for your law firm.
When to refresh your law firm content
People use Google to find valuable, up-to-date content for their search needs.
If the content on your site is out of date, they may search other sources.
In the legal field, freshness and accuracy of content are especially important.
Here are some signs that it’s time to refresh your legal content:
- few backlinks – Your content is not generated new backlinks from other sites, as shown in SEO tools (eg Areves).
- broken link – Old articles or pages link to pages (on your site or elsewhere) that no longer exist and return 404 errors.
- Reduced organic traffic – The organic traffic to your page or post is decreasing, based on your Google Analytics data.
- low social participation – Your content gets few likes, comments and shares when shared on social media.
- outdated source – The law, research or article you cite is no longer valid or is at least five years old.
- not evergreen – Your articles are not “evergreens” and need regular updates to stay relevant.
- method change – Your law firm has changed its approach, services or philosophy, which is not yet reflected in your content.
- Keyword ranking drops – Your existing web page or article is no longer ranking high (ranking third or higher) for your target keyword and needs to be re-optimized.
- out of fashion – The “trends” you posted are out of date and need to be updated with new content or removed entirely.
Refresh legal content for more leads
If you experience any of the above issues, it may be time to update your law firm’s marketing content.
Updating your content is a great way to benefit from existing content, improve your SEO, and attract more potential law firm clients.
Here are some ways to refresh your legal content and generate more leads for your company.
1. Audit your website content
your law firm’s website and blog Plays an important role in communicating value to potential customers, driving online traffic, and converting visitors into leads.
With this in mind, reviewing the content of your law firm’s website is the best place to start.
First, set up and log in google search console and open search results Report.
Check the box total clicks, total impressions, Average CTRand average rank.
Then, switch to Pages to see a list of URLs on your site that are generating clicks, impressions, and keyword rankings.
From this report, you can see which pages are performing best and which are underperforming.
URLs in position 6 or below may be good candidates for refresh.
You can export this report and start tracking your updated pages or posts.
In terms of SEO, some improvements might include:
- Update page title (title tag) Include focus keywords.
- Include focus keywords For pages in the meta description.
- Add your primary and secondary keywords throughout the text.
- update any Outdated or broken links.
- Add new fresh content to the page.
- Add images, videosor other types of media.
These improvements may improve the SEO performance (ranking) of those pages or articles.
Be sure to monitor impressions, clicks, position, and CTR google search console.
2. Conduct a content gap analysis
“Content Gap Analysis” is a fancy phrase for looking at what your competitors have that your site doesn’t. This is a great way to find new content opportunities or improve existing content.
Competition in the legal world can be fierce, so evaluating your competitors’ performance and using this to shape your strategy can play an important role.
Log in to Semrush.com or your SEO tool of choice for a Content Gap analysis.
Most tools will ask you to enter your domain name and that of the closest competitor (we recommend choosing the closest service area/geo-specific competitor).
The report will then show keywords that are shared or “untapped” between your site and your competitors’ sites.
Then you’ll see what your competitors don’t rank for your site.
With this report, you can display URLs from Google Search Console (see Step 1) and determine if the keywords you’ve identified should map to any of these pages.
If so, you can move on to these SEO improvements.
If you don’t have any pages or posts suitable for “greenfield” keywords, these might be good topics for new pages or posts.
If they are relevant to your business, consider adding them to your content calendar or blogging strategy.
3. Crawl external links
Search Engine Optimization Tools screaming frog Allows you to crawl up to 500 URLs on your website for free to identify existing on-page or technical SEO issues.
It also helps you find existing and broken external links.
Broken links result in a poor user experience because they direct users to pages that no longer exist.
By checking for 404 errors with Screaming Frog, you can find opportunities to update these links and direct users to a live page.
Also, if you spot-check the many external links on the site, you may find links to outdated sources, such as old legal journals, laws, case studies, etc.
These should all be updated to link to relevant and up-to-date information on reputable sites.
4. Build a link to your legal blog
Backlinks are important for SEO because they direct authority (usually referral traffic) to your website.
Unfortunately, many law firms forget to step up their link building efforts after their content goes live.
If your site has a lot of great unnoticed content, it might be time to boost it with backlinks.
This can be done in a number of ways, including:
- reach through help journalists Provide legal expertise and request a link back to your website.
- Contact legal professionals in your network Ask them to link back to your article or page.
- Add “linkable assets” such as eBooks and PDFs to your content to encourage other publishers to link back to you.
- Submit guest articles to prominent legal publications Showcase your content and (ideally) get backlinks.
Backlinks can do wonders in increasing your website’s authority and reputation.
see more Law Firm Link Building Methods Improve your company’s SEO.
5. Turn the case study into an article
Many law firms have great case studies, either deep in a folder or in a page on their website.
But these case studies may have missed opportunities to increase traffic.
You can refresh existing content by turning the case study into a longer article.
This gives you the opportunity to refine your search terms (if applicable) and win leads.
For example, if you were a class action attorney who recently helped a client win a crib recall case, you could write a longer article about the case, the dangers of crib recalls, how to file a crib recall lawsuit, and more—because this The topic (“Crib Recalls”) has over 300,00 organic searches per month.
This helps drive traffic and gives potential customers more context about what you do and how you can help them.
Plus, you can provide real quotes from real customers to help build trust with your audience.
6. Repurpose old content for social sound clips
Legal content can take time to write and digest, especially longer articles.
Social media is often a space for short attention spans and a craving for quick, powerful content.
Now you can update content for social media without investing too much in content marketing.
Here is an example:
- You have a blog post titled “How to File for Divorce in California” which is the best performing post on your site.
- You can copy some valuable text from the article and paste it on the stock image (you can do this with tools like Canva.com).
- You share this image on Facebook, LinkedIn, Twitter and Instagram.
- You’ve now taken a single piece of content and turned it into four marketing assets.
Even better, you can expect your content to be repurposed every time you create new content.
For example, a Facebook Live video can become a YouTube video upload that you can embed in a blog post and share to your email list.
We all know how much work it takes to market a law firm.
Make content marketing easier by taking existing content to your advantage, repurposing it, and using it to attract new leads.
How Content Updates Win Law Firm Prospects
Now, we’ve talked a lot about how to refresh old content, but how does this translate into new leads?
Well, every piece of content is a new opportunity to drive more traffic.
Engaging, fresh content can increase your conversion rate, thereby improving your chances of converting passive readers into leads.
Improving keyword rankings for older articles can help you drive more organic traffic that will direct users to your contact form.
More content on social media can direct users to your profile and then to your inbox or phone number.
Also, refreshing your content regularly can help you get creative.
You can embed different content types, e-bookcontact forms, media, and more to get users to take action and contact your business.
Get the benefits of a content refresh
great content for owning SEO Friendly Law Firm Websites.
Of course, trends change and older articles become outdated, so refresh regularly.
Whether it’s your website or social media content, there are almost limitless opportunities to improve older content.
Optimizing keywords, adding media, repurposing old content for new content, and reusing your case studies are all ways to make old or outdated content work for you.
Additionally, this gives you more opportunities to turn users into law firm leaders.
So, if you’re looking to start a new business, updating your content may be the next best step for your law firm.
More resources:
More resources: Just Dance/Shutterstock
