Our client, the law offices of Yuriy Moshes, located in Brooklyn, New York, specializes in labor and employment, personal injury, and real estate, three very diverse areas of law. The practice of law is a service business, and like other companies providing services to the public, it can no longer depend upon word-of-mouth referrals from past clients. Website design, search engine optimization (SEO), reputation management, and the proper cultivation of blog posts are necessary scopes within a service company’s overall marketing program.

New York is one of the top three markets in the United States in terms of competition for attorney services. In general, the market for attorney services is one of the most highly competitive. To compound the problem, our client’s domain rating was low, which increased the difficulty of marketing the business online. With these factors in mind, we accepted the challenge to enhance our client’s organic traffic and to raise its domain rating by way of blog posts.

Under our watch, the law firm’s organic traffic increased over 50-fold within the first 24 months. By using analytical data from SEMrush and Ahrefs, we identified over 300 keywords for the firm’s website. The blogs we wrote, entitled “NYC lunch break laws” and “How does unemployment work in NY,” outperformed often-searched government and statistical websites and ranked on over 700 related keywords.

Over time, our client’s website domain ranking increased due to backlinks from higher ranking external websites. Below is an overview of the way our company analyzed and evaluated our client’s website domain ranking and current blogs to produce the cited results.

The content evaluation

Prior to producing any blogs, we analyzed the current blog content from the point of view of a client. The first thing that stood out to us was that the firm’s blogs used legal language that was complex and complicated. Lawyers were writing for lawyers, and the average layperson would not have been able to understand the content.

content evaluation for law firm

We recognized the fact that our attorney-clients were specialists in the subject matter, but blog content cannot be complicated and burdened with legal terms. Web content should be as consumable as possible, and those unfamiliar with legal language should still be able to understand the blog.

  • Conclusion #1: We should write all blog content with the lay public in mind.
    The second thing we noticed was that current blog posts contained between 300 and 700 words. The latest trends indicate that blogs containing at least 2,000 words produce the higher rankings.
  • Conclusion #2: We should increase the length of blog posts to a minimum of 2,000 words.
    Third, the blogs posted on the client’s website contained no pictures, graphics, or videos. Studies show that, regardless of content, visitors are less likely to read blogs without pictures or graphics to break blocks of text. Because we had a couple of designers in our staff, this was an easy fix.
  • Conclusion #3: We needed to add pictures, videos, or graphics to all blog content wherever appropriate.
    Fourth, the existing blogs used blocks of text without paragraphs to separate thoughts or points of speech.
  • Conclusion #4: We needed to organize all existing content into paragraphs dedicated to specific thoughts or ideas to ease reading.
    Fifth, reviewing the client’s website, we asked ourselves, “If I were a potential client, how would I contact the law firm?” Getting website visitors to call or e-mail to schedule an initial consultation is the whole point of marketing. Therefore, contact instructions should be easy to locate and understand. Recognizing short attention spans, a potential client should not have to scroll an entire page to the footer area.
  • Conclusion #5: We should use a quote form at specific intervals throughout the text, which also presented another opportunity to organically mention a main keyword.

To summarize, we identified the following potential solutions:

  1. Write in language that is easy understand
  2. Increase the length of the content
  3. Incorporate pictures, videos, or graphics
  4. Break up text into paragraphs
  5. Implement a contact quote form

Once we evaluated the blog content and formulated a plan of action, we implemented our search engine optimization strategy. Here’s what we did:

Part #1 – Focusing on one keyword group per page

We knew that keyword stuffing was no longer viable, so we couldn’t target one keyword per blog post. Instead, we used a list of terms, semantically related keywords, and featured questions when writing our content. When it came to choosing keywords, we decided to use keyword groups that were as close to the topic as possible without targeting a general keyword. For example, when writing a blog post about car accidents, we didn’t target “personal injury attorney.” Instead, we used more specific terms such as “car accident lawyer” or “slip and fall attorney.”

Additionally, we used the analytical software SEMrush to identify targetable keywords based on keyword difficulty. With the low domain authority of our client’s site in mind, we chose keywords that had a difficulty no higher than 70.

Part #2 – Keyword research

Writing a good blog is one thing, but in marketing, identifying the potential to rank on a subject that people search for is key. Ahrefs proved to be the ideal tool for the job. We used its content explorer feature to filter content and find topics that our client already ranked well on. Then, we filtered these further based on organic traffic, domain rating, and the number of backlinks.

Next, we identified which keyword a specific article ranked for, which Ahrefs also reveals quite easily.

Part #3 – Search for related words

After identifying our main keyword, we needed to find related keywords. This was, again, very easy to do. Using Google, we entered the main keyword as a search term. The related keywords at the bottom of the search results page gave us what we needed. Related phrases such as these also gave us hints as to what we could include in our posts, since Google generated these terms based what other searchers were looking for.

Related phrases also help to enrich the text. Google spiders crawling through web content often expect to find these terms in relevant text.

Part #4 – Competitor analysis

With our topics and keywords identified, we moved on to identifying how our top 10 competitors were performing with the same content. We analyzed their content for the following criteria:

  1. Content logic
  2. Reading difficulty
  3. Keyword presence
  4. Subheadings
  5. Image presence
  6. Call-to-action

After our analysis, we divided the information we obtained from each of the 10 competitors into manageable chunks and added them to our spreadsheet. Next, we used the information we obtained to identify something unique we could add to our own content. Simply copy-pasting bits and pieces of our competitors’ content wouldn’t have worked because that would fall under plagiarism.

competitor analysis for a law firm

As an example, when analyzing our competitors for content on “EEOC right-to-sue letter,” we found that none of them provided the correct breakdown of the process. This gave us an opportunity to write content that addressed that problem and described the procedure. We also noticed that our competitors did not provide examples of such a letter, so we capitalized on that by providing one ourselves.

Part #5 – FAQ

We noticed that searchers often look for answers to specific questions. To capitalize on this, we decided to add a section on frequently answered questions to every article we found it appropriate to do so. Not only did this give us an opportunity to answer some of the most common questions our readers had, it also afforded us another chance to improve our content’s ranking.

Part #6 – Title tag

Drawing again on data from our top 10 competitors, we analyzed their title tags. We paid special attention to the top three results because those generally get about 65 percent of the traffic on search engine results pages. By writing these results on one page, we were able to find gaps in their title writing strategies that we could exploit to name our article.

Part #7 – Script

To ensure the quality of our content, we created scripts for our copywriters to follow. By organizing our content in a logical way and highlighting each keyword with colors and fonts, we unburdened copywriters, allowing them to produce great content. Keywords were already spread out in the outline, so copywriters knew where to use them without having to employ any guesswork.

Part #8 – Publishing in the blog

Only after performing all the steps above did we get to publish our blog posts. Publishing correctly requires a lot of time and skill. We have to organize title tags, subheadings, content, images, video, podcasts, quote forms, links, and meta descriptions in a logical way. However, the result always makes us happy because we feel we’ve completed a masterpiece.

Part #9 – Backlinks

After publishing our blog posts, we’d completed our on-page SEO. Now we needed to start our external SEO by trying to generate backlinks. Even if our client had the best content in the world, it would mean nothing if we couldn’t obtain backlinks from relevant websites, blogs, or forums. This was another complex endeavor, so it probably deserves a blog post of its own.

As you can see, the work we put into improving our client’s online marketing performance was very laborious. In general, it took use about 8 to 12 hours just to create one script for a blog post. However, our results show that the hard work we did paid off. You cannot take shortcuts to life, and we’ve found that the same is true for SEO.

Would you like to get similar results?

If you want to increase organic traffic to your website, raise your domain ranking and set your company apart from its competitors, then contact Lasting Trend today for a free consultation.

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