Guest post by: Gen Morrison for Awkward Media
Boost your personal injury firm’s SEO ranking by helping your potential clients find you with quality content.
If you’re a personal injury lawyer, you already know that your market is highly competitive and cutthroat. Standing out in a sea of other personal injury law firms is a task that requires some imagination and a lot of SEO.
Let’s face it, print marketing is not the same powerhouse it used to be. The bulk of your marketing efforts will be focused online. Pay-per-click ads are a great way to launch your online presence, but the most sustainable and affordable way to make your website reach the top of Google’s search result page is to implement strong SEO practices.
Today, we’re going to talk about one key factor in building strong SEO techniques: content.
Content is More than Blog Writing
This conversation is going to start with a cliché: content is king. It’s at the top of the digital marketing food chain because it gives the audience a reason to be on your website. Content is valuable, and, if done correctly, boosts your SEO.
Content is everything on your website: pictures, blog posts, infographics, videos, whitepapers and eBooks. Every bit of content you inject onto your site should boost your search engine optimization. Giving your website the visibility it needs to stand out in your future client’s mind.
Here’s how it works, and why you should take your content seriously:
Key Words Give Your Personal Injury Law Firm an Online Identity
If you’ve done even the smallest bit of SEO research, you’ll know that keywords are everything. You might have even found a keyword that works for you, only to get penalized for overstuffing your content with it.
The point of using the right keywords is making your firm’s website visible to the right audience. In your case, the right audience is someone with a personal injury claim that is searching for a lawyer in your area.
Finding the right combination of keywords and phrases puts your content in front of the right people and therefore increases traffic to your website and better guarantees a first meeting.
Tip #1: When it comes to choosing the right keywords, do your research and use keyword generators to help you out.
Tip #2: Think like a human and not like a search engine. Strictly writing content to appease search engine algorithms is a “black hat”—or spammy—SEO shortcut that won’t get your website very far. In fact, it will get you in trouble. If you start thinking more about what clients want and less about what search engines are looking for, your keywords and phrases will start to sound more natural.
Backlink Building Establishes Authority From Other Websites
Your website essentially doesn’t exist until you have strong backlinks. Backlinks are links to your site from other websites.
Google, and every other major search engine, rewards websites that prove to be a strong authority in their industry. As a personal injury lawyer, it’s vital to establish your authority on all things related to personal injury law, such as spinal cord injuries, sports injuries, car accidents, etc.
Potential clients want to be assured that you know what you’re talking about, for obvious reasons. If you’re qualified to talk about a particular subject, backlinks can bolster your website as an authoritative source of information.
A key signifier of this is the quality of links to your website. Backlinks from other trustworthy sites essentially prove that other authorities find you a reputable source. The more links there are to your website, the better optimized your website will be. And how do you attract backlinks to your website? With content, of course!
Content educates and entertains your readers but also attracts backlinks. By giving your readers something to bite into, you’re inviting other sites to link back to you. This generates more traffic, which boosts your search engine result, making you more visible to potential clients.
Tip: Content is the perfect platform to prove to clients, and others in your industry, that you are an expert in your field. So it’s important to make sure your content is well written, original and error free.
Consistency Makes Your Website More Relevant
Without a consistent output of content, your law firm’s website remains static. How often do you need to update your about page or contact information? Hardly ever. When you release content on a regular basis Google will know that your site isn’t abandoned and will continue to index it.
Try to release new content at least once a week. As a personal injury lawyer, you have a wide range of subjects to cover, and this is a perfect opportunity to showcase your firm’s expertise.
Web Content is the Key to SEO Success
Content marketing is a cornerstone of search engine optimization. With so many personal injury law firms available to choose from, having a strong online presence is essential. Start building your firm’s online reputation by generating strong, keyword-rich content that earns backlinks, generates traffic and boosts your website ranking. 
