Publishing legal blog content on a regular basis does good things for your practice. It builds your brand, it provides you a platform to talk with your followers, it helps demonstrate your expertise, and it provides SEO benefits as well. Here’s a few quick ways to make your legal blog even better for your website’s optimization:
Pagination means “making it look like Google” — with the list of numbered links at the bottom, each leading to a dynamically-created page full of posts. That gives search engine spiders a plethora of links to follow, making them much more likely to crawl (and keep crawling) your older content as well as the newest stuff.
Highlight Other Posts
One of the best ways to keep those deep, older posts relevant and read is to link back to them whenever they become relevant again. There are lots of WordPress plugins designed to offer a scad of “related posts” in your sidebar, but those are the weak sauce. You should, as you write, constantly be thinking of older posts you’ve written that are relevant to what you’re writing now, and link them mercilessly.
Too many times, we see legal blogs who have a category, like “Blog posts” or “News” that gets a vast majority of the content shoved into it, while other categories get very little. Much better for your SEO, create actually relevant category pages (“Avoiding Unnecessary Taxes”, “Asset Protection”, “Estate Planning”, “Trusts”, etc.) and use them — each post should go into preferably exactly one and absolutely no more than two categories. Getting a plugin that will let you add an introductory paragraph for each category’s page will help that page rank on its own, adding even more to the SEO value.
Each of your blog posts should have big old buttons that say things like “Digg”, “Like”, “Pin”, “Tweet”, “Stumble”, “Share”, “Plus”, and so on. Not necessarily all of them — generally, Facebook, Twitter, one of either Pinterest or Google Plus, and one of either Digg, Reddit, or StumbleUpon is considered ‘typical’. Every social share not only gets more eyes on your content, but sends Google a signal that says “this is content worth ranking highly.”
Your legal blog can and should be a huge benefit to your practice’s online presence — and each small change you make to help its SEO effects will magnify those effects significantly.