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Are you an attorney who’s worried about Google? If you often focus on your law firm’s search engine ranking, you may feel anxious.

Your worries may be rooted in fear — not reality. While Google is important, your ranking is unlikely to be the sole metric that will define your law firm’s ability to reach potential clients online.

Top Google rankings don’t necessarily translate to traffic, and traffic isn’t always equivalent to qualified potential clients. But here’s what attracts the right traffic to your law firm’s website: good content.

Quality content attracts the right web visitors and creates new business for your firm. The content you write provides useful information to potential clients who are looking for it. That content helps them solve problems and make decisions. That includes the decision to contact your firm. A good blog post that attracts potential clients to your firm can generate interest in your services long after you’ve written it.

Here’s how you can move away from search engine anxiety and work toward creating a sustainable, meaningful presence for your firm on the web.

Write useful law firm blog posts for your potential clients.

Help your law firm website become more visible by writing blog posts that are useful to your clients, potential clients and referral sources. The importance of writing useful content is clear when you consider how potential clients use search engines.

People use search engines for several reasons, shopping and entertainment included. But the major reason people use search engines is for research. Your potential clients use search engines to learn more about their case or problem.

Search used to be primarily keyword-based (Think, “DUI Attorney Georgia”). But your potential clients are savvier than that in 2016. Potential clients are more likely to ask questions to a search engine much as they would with a fellow human. Google will then attempt to return relevant results for these queries from its index. (70 percent of Google searches have never been asked before. Results pages and rankings can be as unique as the questions being asked of search engines.)

Help your potential clients make decisions about their case or problem by answering their questions with detailed information. 

Google isn’t interested in thin content because potential clients need real information to make decisions. Google is in the business of providing the best search results for its users. Its ability to do this well has allowed the company to dominate the market. When your law firm’s content is relevant to a query, your web pages may be returned in SERPs. Your potential clients benefit from the information you provide and can make better decisions about what they should do next.

What you might find useful may not be useful to your potential client. It’s important to know who you’re writing for. Attorneys may find that creating potential client personas helps conserve your energy so that you’re writing to attract not just any traffic, but the right traffic.

Potential clients also find case results useful. Learn more about writing effective case results or watch our case results webinar.

Law firm blog posts should answer the question potential clients ask.

One of the best sources for content ideas is your clients.

Each time you meet with a potential client, you have an opportunity to find new ideas for content. Your client or potential client often asks questions. Chances are, someone else is on the web, looking for the answer to that question right now.

Those questions can help you answer other related questions, too. Each one is a potential blog post that’s rich with information. Do potential clients ask you particular questions often? Are they likely to ask a certain question? Maybe they haven’t asked a certain question yet, but they may find the answer is useful to them. Blog about it.

Quality content is an effective way to market your law firm on the web. But attorneys should be thoughtful. Writing about any topic is unlikely to be effective. Content planning is essential. If you write about topics that interest you (but not your potential clients), you may be wasting valuable time and energy.

Attorneys should aim to be deliberate about content planning. The topics you choose and how often you publish are important. The more focused content you write on a regular basis, the more likely it is to attract the right traffic.

Give your potential clients different ways to consume content.

Written content is the right place to start as you’re building the content on your law firm’s website. But it’s not the only way to convey information to your potential clients. Potential clients have a variety of different learning styles. Create a safe, approachable environment for potential clients to learn more about the law by accommodating their needs. Potential clients are more engaged when they have options. They can learn more about you and what they should do next when you give them new ways to learn.

Some potential clients will read your blog post from start to finish. Some will scan for the information they want. Podcasts can be helpful to high-auditory learners. Others prefer learning through videos.

Videos can give your potential clients a sense of what you’re like as a person. As the saying goes, “People don’t care about what you know until they know how much you care.” Videos can make it easier for potential clients to feel confident in connecting with your firm. Quality law firm videos can showcase your expertise and personality.

Extra options can provide more reinforcement for potential clients to engage you.

LawLytics can help your law firm do better content marketing.

Content marketing is what brings potential clients to your website and helps transform them into new business for your law firm. At LawLytics, we know some attorneys love writing content, some don’t, and some simply don’t have time. That’s why we offer content marketing services.

Whether you’re starting from scratch or want us to add to existing content, we’re here to help. Our content marketing department provides substantive “evergreen” pages, blog content, and digital marketing collateral such as ebooks and email newsletters.

To learn more about our content creation offerings — or to learn more about how we can improve your law firm’s marketing — schedule an appointment online, or give us a call.