Search Engine Journal often mentions the value of “content refresh”, particularly in relation to SEO.
The concept is that rather than letting an old piece of content die, you can breathe new life into it to generate more traffic and lead well into the future.
The same concept applies to law firm content marketing. The approach might just be a little different.
Creating, optimizing, and updating legal content comes with unique challenges, but updating content can be very effective.
Here’s how to do it Optimize your legal content the right way To attract more potential clients to your law firm.
When should law firm content be updated
People use Google to find valuable and up-to-date content to satisfy their search.
If the content on your website is out of date, they will likely look for another source.
In the legal field, the freshness and accuracy of your content is especially important.
Here are some signs that it’s time to update your legal content:
- Few backlinks Your content does not generate new backlinks from other websites, as indicated by SEO tools (eg Ahrefs).
- Breaking links Old articles or pages link to pages (whether on your website or elsewhere) that no longer exist and return a 404 error.
- Low organic traffic – Organic traffic to your page(s) or post(s) is decreasing, based on Google Analytics data.
- Poor social engagement – When you share it on social media, your content gets low number of likes, comments and shares.
- ancient sources – You refer to laws, studies or articles that are no longer valid or that are at least five years old.
- Not evergreen – Your articles are not ‘evergreen’ and should be updated regularly to stay relevant.
- A change in approach – Your law firm has changed its approach, services or philosophy, which is not yet reflected in your content.
- Low keyword ranking – Your existing web pages or articles no longer rank highly (in position 3 or higher) for your target keywords and need to be re-optimised.
- off trend – I posted information about Trends that is outdated and needs to be updated with new content or removed altogether.
[Download:] The Complete Guide to Content Marketing for Law Firms
Update legal content for more leads
If you’re experiencing any of the above issues, it’s probably time to update your law firm’s marketing content.
Updating your content is a great way to leverage your existing content, improve your SEO, and attract more potential law firm clients.
Here are some ways to update your legal content and generate more leads for your business.
1. Audit your website content
Your law firm website and blog plays an important role in communicating value to potential clients, driving online traffic, and converting visitors into leads.
With this in mind, a content audit of your law firm’s website is the best place to start.
First, set up and login Google Search Console and open a file research results Report.
Check the boxes for total clicksAnd Total impressionsAnd Average CTRAnd average position.
Next, switch to Pages to see the list of URLs on your website that generate clicks, impressions, and keyword rankings.
From this report, you can see which pages are performing best and which are performing poorly.
URLs in the sixth position or lower are likely to be good candidates for updating.
You can export this report and start tracking which pages or posts you update.
In terms of SEO, some improvements could include:
- Update page title (title tag) to include the focus keyword.
- Including the word focus for the page in the meta description.
- Add your primary and secondary keywords throughout the body content.
- update any Outdated or broken links.
- Add new and fresh content on the page.
- Add photos and videosor other types of media.
These improvements may result in an increase in the SEO performance (ranking) of these pages or articles.
Just be sure to monitor your impressions, clicks, rankings, and CTR in Google Search Console.
2. Conduct a content gap analysis
Content gap analysis is a fancy phrase for seeing what content your competitors have that your website doesn’t. It’s a good way to find new content opportunities or improve existing content.
The legal field can be very competitive, so assessing what your competitors are doing well and using that to inform your strategy can make all the difference.
Log in to Semrush.com or your chosen SEO tool to perform a Content Gap analysis.
Most tools will ask you to enter your domain as well as the domains of your closest competitors (we recommend choosing the closest service area / specific geographic competitors).
Then, the report will reveal which keywords are common or “underutilized” between your site and those of your competitors.
You will then see what your competitors rank your website for that are not.
With this report in hand, you can detect URLs from Google Search Console (see Step 1) and decide if the keywords you selected should be assigned to any of these pages.
If so, you can continue to make SEO improvements.
If you don’t have any pages or posts that fit with “untapped” 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. Crawling external links
Search Engine Optimization (SEO) Tool Frog scream It allows you to crawl up to 500 URLs for free on your website to identify in-page or technical SEO issues.
It can also help you find existing and broken external links.
Broken links create a bad user experience because they direct users to pages that no longer exist.
By using Screaming Frog to scan for 404 errors, you can find opportunities to update these links and direct users to live pages.
Moreover, if you check several external links on your site at once, you may find links to outdated sources, such as old legal journals, laws, case studies, etc.
They should all be updated to link to relevant and up-to-date information on reputable websites.
[Discover:] More law firm content marketing best practices
4. Build links to your legal blog
Backlinks are important to SEO because they direct authority (and often, referral traffic) to your website.
Unfortunately, many law firms forget to ramp up their link building efforts once their content is published.
If you have great content on your website that no one has noticed, it’s time to promote it with backlinks.
This can be done through a variety of methods, including:
- cross access Reporter help out To provide legal expertise and request links to your website.
- Contact the legal professionals in your network To ask them to return to your articles or pages.
- Add “linkable assets” such as eBooks and PDFs to your content to encourage other publishers to link to you.
- Submit guest articles to reputable legal publications To showcase your content and (ideally) earn a backlink.
Backlinks can work wonders in increasing the authority and reputation of your website.
Research more law firm link building techniques to improve your company’s SEO.
5. Turn case studies into articles
Many law firms have great case studies, either that live somewhere deep in a folder or tucked away on a page on their website.
But these case studies may lose the opportunity to drive additional traffic.
You can update this existing content by turning your case studies into longer articles.
This allows you to refine your search terms (if applicable) and generate leads.
For example, if you were a class action attorney who recently helped clients win a crib recall case, you might write a longer essay about the case, the danger of a crib recall, how to file a crib recall lawsuit, and more. This topic (“crib recall”) has over 550,000 organic searches per month.
This helps drive additional traffic and provides more context to potential customers about what you do and how you can help them.
What’s more, you can drop real quotes from real customers to help build trust with your audience.
6. Repurpose old content into social audio clips
Legal content can take time to write and digest, especially longer articles.
And social media is a space for often short attention spans and a desire for quick, useful content.
Now, you can update your content for social media without putting much effort into your content marketing at all.
This is an example:
- You have a blog article titled “How to File for Divorce in California” that is the best performing article on your website.
- You copy some valuable text from your article and paste it over a stock image (you can do this with tools like Canva.com).
- You share this graphic on Facebook, LinkedIn, Twitter and Instagram.
- Now you’ve taken one piece of content and turned it into four marketing assets.
Even better, you can expect your content to be reallocated whenever you create a new piece of content.
For example, a Facebook Live video can become a YouTube video upload, which you can embed in a blog article and then share to your email list.
We all know how much work goes into marketing a law firm.
Make content marketing easier by using existing content to your advantage, retargeting it, and using it to generate new leads.
How does updating content win law firm leads?
Now, we’ve talked a lot about how we update old content, but how does this translate into new leads?
Well, each piece of content is a new opportunity to drive additional traffic.
Engaging new content improves your conversion rate and therefore your chances of converting a passive reader into a lead.
Improving keyword rankings on older articles can help you increase organic traffic, which can direct users to your contact forms.
More content on social media can direct users to your profile and then to your inbox or phone number.
Moreover, updating your content regularly helps you get creative.
You can include different types of content, e-books, contact forms, media, and more to get users to take action and connect to your business.
[Recommended Read:] A guide to content marketing for law firms
Reap the benefits of refreshing content
Great content is crucial to having an SEO friendly law firm website.
Of course, trends change, and old articles become outdated, so update regularly.
Whether it’s your website or social media content, there are almost unlimited opportunities to improve your old content.
Optimizing keywords, adding media, reallocating the old to the new, and reusing your case studies are all ways to make old or outdated content work for you.
In addition, this gives you more opportunities to convert users into leads in law firms.
So, if you want a new business in the door, updating the content might be the best next step for your law firm.
- 12 proven tactics for law firm content marketing success
- Content Update: 4 Steps to Update Your Top Performing Content
- Law Firm SEO: The Complete Guide
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