Legal blogs are one of the most effective ways of raising a law firm’s profile. Regular blogging on relevant topics is a great way of showcasing services, building authority, and gaining trust.

However, writing great legal content isn’t enough. To stay visible, attract clients and win business, you need to be found.

This is where keywords come in.

What are keywords?

Keywords are words and phrases that people type into Google and other online search engines when they are looking for something.

Everyone does it. On holiday and hungry? You might pull out your phone and type in “best fish and chips in Margate”. Car broken down and urgently need a mechanic? You could search for “garages near me”.

Looking for legal advice is no different. The Internet is most people’s first port of call. However, it holds such a mammoth amount of information that without the right keywords your posts are in danger of being lost at sea.

Choosing keywords in legal blogs

Keywords can be short-tail or long-tail.

• Short-tail keywords:

These are broad, general search terms that typically consist of one to two words. Think ‘divorce lawyer’, ‘Will writer’, ‘London solicitor’ or ‘personal injury lawyer’.

Short-tail keywords tend to be high-volume, commonly searched terms. With lots of lawyers trying to rank for these terms, competition is high, and it can be difficult for law firms to achieve a high ranking (particularly smaller firms).

• Long-tail keywords:

Long-tail keywords are more precise phrases that target a smaller audience with more specific phrases.

Examples of long-tail keywords for law firms could include, ‘family lawyer specialising in child arrangement orders in Oxford’, ‘solicitor for power of attorney application’ or ‘female divorce solicitor near me’.

Although commanding a lower search volume, long-tail keywords usually have less competition, making them easier to rank for.

Why law firms need keywords in their blogs

Blog writing for law firms is a fine art, and including the right keywords in your articles is a crucial part of producing effective content.

Keywords help boost your SEO, increase your website traffic, boost your rankings and help clients find you on Google.

However, it is not as simple as merely packing your articles with as many keywords as possible. Google’s latest MUVERA update demands a far more considered and strategic approach, rewarding law firms who invest in offering people real information.

Quality is key.

Legal Content Writers

At FireTap Legal, our team of legal journalists and social media experts has over 40 years of experience in legal content writing. 

From our offices in central London, our legal blog writers produce high-quality, bespoke content including blogs, articles, social media posts and materials for targeted campaigns for solicitors and lawyers across the UK.

For more information about our content writing services for law firms, get in touch with our specialist legal content writers today.

For more information about our legal content writing services click here.

To speak to one of the team, call 020 3911 9715 or email hello@firetap.co.uk.