When you’re blogging for lawyers, you’re increasing your number of indexed pages on Google. These posts provide you with organic content, which is especially vital for lawyers that want to market their firm.

Law firms are notorious for having high cost-per-click rates. This means that if you want to buy ads to promote your firm, be prepared to pay through the nose for them. Organic content is free, and with a savvy on-page SEO strategy, you’ll most likely outrank your competition.

On-page SEO refers to both the content and HTML source code of a page that can be optimized. On-page SEO includes:

Well-written content
Internal and external links
Optimized images
Optimized URLs
Meta descriptions

Contents

Well-Written Content

High-quality writing is vital for strong on-page SEO – especially when you’re blogging for lawyers.

This content starts with your headline. 80% of people will read your headlines, but only 20% of them will read the rest of your content. Your headline needs to be engaging, powerful, and begging to be clicked on.

Once they do, you need to have compelling, original content. If it’s something that your readers have seen before, they’re unlikely to read more than the first couple of lines. You content also needs to be:

Accurate and well-sourced
Provides an answer(s) to the question being asked
Concise
Updated for accuracy (if necessary)

Internal and External Links

Internal links refer to links that will direct your reader elsewhere on your website. These are great if someone is looking for more information on a related topic or if you want to drive them to your contact page. For example, on Quick Sprout’s blog post about link building, they have a link that redirects you back to their home page.

External links are links that will direct your reader to other websites. External links can help you prove a point, back up a statistic, or send your reader somewhere to get more information on a subject. For example, on Van Siclen’s post about uncontested divorce in Washington state, they have a link to washingtonlawhelp.org.

We recommend that you have at least one internal and external link per post. These links have to be purposeful. If you’re sending your readers somewhere irrelevant, it could hurt your search engine ranking.

Optimized Images

When you optimize images, make sure that you’re resizing them and including captions, and alt tags. The Content Marketing Institute has great information about image optimization.

Optimized URLs

Your uniform resource locator (URL) is the internet address for your blog post. The URL for LinkedIn is www.linkedin.com. For Neil Patel, it’s www.neilpatel.com, and so on. When you’re editing a post for publication, make sure that you’ve got your keyword included in the URL – preferably right after the domain suffix. If the URL is the date or a number instead, you could be penalized by search engines.

Meta Description

Meta descriptions are the snippet of text that appear underneath a link after you’ve entered a search query. These descriptions can be any length, but they are generally truncated to around 155-160 characters. The closer to that range and the more descriptive they are, the better. You should also include your keyword(s) early on in the description. This will help boost your on-page SEO.