The landscape of digital marketing is constantly changing; with Google algorithm updates, evolving SEO techniques, more algorithm updates, increases in local online competitiveness, and so on, the GNGF team is constantly adapting its strategy to help clients get found via organic search.
After carefully watching Google Analytics, a recent trend has forced us to make one of our most drastic strategy changes to date—data is showing that blog posts just aren’t ranking as well as they used to. In fact, it is now extremely rare for a blog post to be one of the top five most visited pages on a law firm’s site.
Less than six months ago—yes, that’s how fast things move in the online world—we still identified a law firm blog as a critical component of an intuitive SEO strategy. Now, though we still recommend having a blog on your law firm’s site, it’s not for SEO-based reasons.
It’s important to note that this change doesn’t mean doom and gloom for your law firm’s blog. In fact, blogging now has a chance to return to its roots and what it was originally intended for: sharing ideas and information.
We strongly encourage attorneys to continue blogging for reasons outside of SEO, such as discussing events in your local community, commenting on the effects of a national case, profiling a staff member in your office, or informing people of a new law. Simply put, continue to provide engaging, thoughtful content for potential clients visiting your site.
For SEO purposes, however, there are other pieces of content that can benefit your website’s organic ranking, such as locally optimized practice area pages. For more information on these types of content, contact the GNGF team.
This article is featured on the Washington State Bar Association website.