Chris Lucarelli
Long gone are the days when law firms could rely solely on word-of-mouth referrals to grow. In today’s digital-first world, having a strong online presence isn’t just beneficial – it’s essential. Most people now instinctively turn online to find answers to their legal queries or to find the help they need, and when it comes to searching for a wide range of legal services, effective SEO ensures your business is visible in their search results – not hidden in the background.
What is SEO?
SEO stands for Search Engine Optimisation. It’s the process of making sure your website and content appear as high as possible in search engine results pages (SERPs). A fast-loading, user-friendly website that targets the right keywords and includes relevant backlinks is more likely to rank well and get noticed by the people looking for the services you offer.
Google assess web pages using complex algorithms that factor in Experience, Expertise, Authoritativeness, and Trustworthiness – the EEAT framework.
How blogging can increase online visibility
Creating informative, well-written blog content helps your business stand out as a thought leader, enhances credibility, and improves search rankings. Prospective clients and referrers often search with specific questions in mind, such as “What is a pre-nuptial agreement?” or “Why do I need a Power of Attorney?” or more practical phrases like “Conveyancing solicitors near me.” Blog posts on law firm websites typically answer the more specific, question-based queries – and that’s where they can really help build a law firm’s online visibility.
When planning your blog content, consider the following:
- Use keyword tools like SEMrush, Moz, or Google Keyword Planner to spot industry trends and opportunities – zeroing in on what your audience is actually searching for.
- Understand your audience and their challenges. Focus on answering their common questions like “What’s a shareholders dispute?”, “What’s the divorce process?”, or “Why do I need a Will?”
- Cover niche topics (eg “What is a Section 8 notice?” or “How does a pre-nuptial agreement work?”) alongside much broader subjects like “Legal advice for landlords” or “Protecting assets”.
- Vary your format – include how-to guides, Q&As, testimonials, case studies, list-style tips, and more in-depth thought leadership articles.
- Partner with referrers, peers or industry influencers such as barristers or expert witnesses to publish guest blogs and tap into their respective audiences.
- Publish consistently to keep your website fresh and engaging.
- Share blog content across social media platforms to reach more people and drive traffic to your website.
- Use internal links to relevant services, team bios or related articles.
- Include external links to credible sources and references.
The rise of ‘Search Everywhere Optimisation’
Search behaviour is changing. People no longer just search through Google – they’re using voice assistants like Siri or Alexa, visual tools like Google Lens, YouTube search, and increasingly AI platforms such as ChatGPT. This trend, often referred to as “Search Everywhere Optimisation”, means content needs to be discoverable across a wider range of platforms.
Consider the difference between typing a quick search like “Family law solicitor” versus using voice search to ask, “Who locally can help me with child contact arrangements after divorce?” Ideally, the structure and specificity of content now needs to cater to both.
Using AI to blog
While it might be tempting to outsource everything to AI tools such as ChatGPT or CoPilot, writing in your own voice ensures authenticity, credibility, and relatability. Used correctly, AI can be a helpful tool when it comes to ideating potential blog topics or structuring initial drafts. Always use any AI tools with extreme caution – remember to fact-check, edit for grammar and tone, and include your own expertise and style to connect with readers.
The emergence of AI-generated search results (including Google’s AI Search and AI Overviews) adds a new dimension to content creation. There’s now greater emphasis on depth, originality, data-driven insights, and structured writing (like headings and bulleted lists). Aligning content with Google’s EEAT principles has never been more important.
How blogging fits within your broader marketing strategy
Blogging works hand-in-hand with other marketing efforts including email campaigns, social media, paid ads, as well as more traditional tactics such as PR, events, networking and seminars. It also helps establish social proof – demonstrating that your business is knowledgeable and trustworthy in its particular niche.
Repurposing blog content is a smart way to maximise its impact. Turn long-form blogs into bite-sized social media posts, create a video interview from a Q&A article, or use the content as the basis for a webinar or live seminar session.
A good content mix includes both topical and ‘evergreen’ articles. Evergreen content stays relevant over time, such as “A glossary of legal terms”, “Guide to buying a house”, or “Making a Will explained”. Topical content keeps your site current – for example, an employment lawyer commenting on the Employment Rights Bill and the implications on employers and businesses. Both types of content should be regularly reviewed to stay accurate and valuable to the target audience.
The technical side of SEO
Getting SEO right involves some technical know-how. If terms like backlinks, meta titles and descriptions, or H1 tags sound unfamiliar, it may be worth calling in the experts – leaving you to focus on creating insightful, authentic content without worrying about the technicalities.
A joined-up marketing strategy is essential. If your SEO, website, social media, and content generation aren’t aligned, your messaging can easily become fragmented and opportunities to stand out missed. Partnering with a professional services marketing agency ensures everything works together seamlessly, generating the most impactful return from your marketing investment.
About Cal Partners
Cal Partners is an award-winning marketing agency made up of CIM Chartered Marketers working with professional services firms including law firms, accountants, financial advisers and property specialists to help attract the right clients and generate quality referrals.
With our deep legal sector experience – the founder was a former practising solicitor and law firm partner – we understand the expectations and challenges facing law firm audiences.
To find out how we can help with blogging, SEO or your wider marketing needs, get in touch for a free consultation. Call 0333 050 6015, email hello@calpartners.co.uk or complete our contact form.