How often should I add new articles to my law firm’s blog site?
There is no definitive answer to how often you should be blogging, however, there is a clear correlation between how often you blog and how often you appear in Google’s search results.
It’s important to note that it’s not just the frequency of adding content to your blog that will improve your search results but this is what we’re looking at in this article.
Generally speaking, the more often you post new content to your website the higher the chances are that Google will index it and serve it up to searchers who are looking for the type of product or service you’re selling.
We’ve specifically referenced blogging in this article because it’s one of the easiest ways for law firms to add new content regularly.
Why is it important to regularly add new content to your website?
One of the easiest ways to answer this is to look at good old fashioned bricks and mortar shopping.
Consider one of your favourite boutique shops; e you’re happy to visit time and time again. It could be a clothing store or a homewares store or perhaps an electronics store. Maybe you need some of their products or maybe it’s simply a really pleasant or inspirational or even educational experience each time you visit.
Remember, you’re happy to visit it time and time again. Our guess is that you wouldn’t visit time and time again if the product range never changed.
Your favourite store is likely to regularly change its product selection, its window and in-store displays and/or its pricing (sales and special offers for example).
Let’s say you drop into your favourite store monthly. You continue to return each month because you get a new experience each month. You tell your friends and family about this store because you love it or it delivers what you’re looking for and you think they’ll have a similar experience.
Your friends and family then tell their friends and family… and so the story goes.
Your favourite store has now built a strong reputation for being the place to go for the product they sell.
Now let’s consider that you keep visiting monthly for the next three months but there’s a substantial change in your experience; there are no new products! It’s just the same old displays with the same products each time.
What are you likely to do? You’ll look for another store for your favourite products.
So let’s look at how that relates to your website
You’ve built a new website and you’ve populated it with content about what you do, who you are, how you provide your services, your pricing, how to find you and, hopefully, a blog page. You’ve entered 3-4 blogs to get you started; you want your visitors to see you’re highly experienced in what you do and you’ve written all your content to convey this.
Understandably, for a law firm, information on the services you offer, who you are and where you’re located is unlikely to change very often. There might be legislative change, new staff members or a change in office location but these will often be relatively minor changes and relatively infrequent.
Blogging provides your law firm with the opportunity to add substantial new content to your website regularly
Google trawls the internet constantly, looking at all its content and using a set of complex algorithms, it quickly determines what results to display.
Think of it like a points system, with the more points, the higher the ranking. You get points for example if your site:
- answers the intent of the searcher;
- is technically sound;
- has relevant and well written title tags and META descriptions;
- has rich media (images, video, animations, infographics for example);
- is current;
- regularly adds new content.
You lose points, for example, if your site:
- contains out of date information;
- has substantial content that is irrelevant to what your site is selling;
- is not technically sound;
- has content that never changes.
These are just a few examples of what Google considers when indexing your site.
If Google trawls your site and finds no substantial changes time and time again, Google will choose to not show your site in its search results.
If it sees regular, consistent and substantive change (for example a new blog post once a week or more), you’re more likely to appear in search results.
So, just like that bricks and mortar shop we discussed earlier, your business (website?) will not be as successful unless you keep it updated with fresh content.
What happens if you don’t maintain regular updates to your blog site?
It’s important to remember that you might be highly engaged and driven when you first build your new site. You add new blog posts every week. You start to get a lot of web traffic that converts to inquiries that then convert to paying clients.
Simply put; you get busy.
One of the first things to fall off the “to-do list”, is that weekly blogging. You don’t blog for a few weeks. Then you add a couple of new articles and again, nothing for a couple of months.
This erratic approach to keeping your website updated and fresh will do damage to the success of your site. Remember, Google indexes constantly and you’re competing in a very crowded online marketplace.
Once you’ve set your blogging schedule at one per week (and that’s the minimum we’d recommend for a law firm), you need to maintain it and show Google and your potential clients that you’re worthy of their custom.
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