Websites need frequent maintenance to remain effective, especially concerning new law firm content. Continuously adding fresh, new information is essential for search engine optimization (SEO) and business credibility. However, old content can drag your website down the rankings.
At Blue Seven Content, we understand the importance of having the best law firm content. Marketing trends change, and search engines regularly adjust their algorithms. Outdated content can work against your new content, adversely affecting the quality of your website.
Why You Need the Best Law Firm Content Possible
Competition is high in the legal world. Talent is increasingly difficult to find and retain. The legal services market is projected to grow 2.6% over the next six years, further driving competition. Law firms will need to differentiate themselves in new and innovative ways.
While touting responsiveness has been a key stand-out factor for legal practices in the past, the global pandemic has pushed most firms into utilizing AI and other technologies to better communicate with clients. Responsiveness is no longer unique.
Instead, law firms are seeing success when they can develop a reputation for efficient, trustworthy service. High-quality website content can help a company establish themselves as an authority in their field while garnering consumer trust.
Prospective clients are turning more and more to online searches to find the legal services they need. According to a recent study:
- 57% of people find legal representation through an internet search
- 59% of consumers will ask for a referral
The 16% overlap involves consumers who ask for a referral and then turn to the internet to review the quality of the firm.
The majority of people click on the first page of search results. The second page only sees half the number of clicks. Whether the client is searching for legal services online or in conjunction with a referral, it is essential your website rank high on the search bar.
How Outdated Content Hurts Your SEO
Understanding how outdated content hurts your search engine rankings begins with familiarizing yourself with the basics of SEO. Google is king among search engines, capturing nearly 88% of the market share. The best law firm content is geared towards Google’s algorithms.
Google rewards quality content, defined by the following elements:
- Well-researched pages that provide meaningful information
- Keywords and variations of keyword phrases
- Content that considers the user’s search intent
- Questions answered directly
- Internal and external links
- Longer, well-written pages
As content ages, it loses its accuracy and relevance. Perhaps the traffic accident statistics on a practice page are out-of-date or the external links on a blog no longer work. Whatever the reason, Google will punish websites with obsolete information.
Even if your site continues to add new content, Google’s algorithm will evaluate your website as a whole. If irrelevant data outweighs the new information, your site will suffer.
How Updating Existing Pages Will Increase Your Rankings
Think of your law firm’s site like a hot air balloon floating in the Google-verse. As content ages, the hot air cools and causes the balloon to sink. The more outdated and inaccurate the information becomes, the lower your balloon will sink.
Adding fresh, quality content can act like a blast of hot air and push your balloon up in the search rankings. However, those older pages are still dragging your balloon down. You can solve this tug-of-war between new and old content by updating your pages.
Search engines are designed to find the most accurate information for their users. Newer content will always have priority. When you frequently update older pages, Google’s search engine takes note that your website is continuing to offer relevant information and rewards it in higher search rankings.
How to Decide What Content to Update or Delete
Deciding what content to update or delete begins with an audit. Analytics tools can help you decide what pages are seeing good traffic and conversion rates and which pages need more love.
From here, you can prioritize your content. Review what pages used to get a significant amount of Google traffic but now have stopped performing. These pages can come alive again with updated links, data, and added content.
For pages that never seemed to perform well, examine whether or not the content is still relevant and can be improved. If the page is short, could adding 1,000 words of well-researched, quality content provide value to prospective clients? Is the page written for an older Google search algorithm and can benefit from a rewrite?
Deleting pages should always be a last resort. If your page or blog post can benefit from new information, keep and update the content.
What Updates to Make to Existing Pages
As you manually go through our older pages, spelling and grammar mistakes are typically very obvious. However, sometimes deciding what updates to make is less apparent. Consider the following:
- Can recent headlines replace old news stories?
- How current are the statistics?
- Can external links be updated with more relevant sources?
- Are the keyword phrases up-to-date?
- Have the laws changed, or are there proposed bills that could affect the law?
For example, some states have legalized the recreational use of marijuana while others have proposed legislation. A defense firm may need to update their practice pages and articles to reflect the new law or make a note of potential changes. Google loves frequent updates with valuable information. One change in the law could lead to numerous pages in need of updates.
How Blue Seven Content Provides the Best New Law Firm Content
Blue Seven Content specializes in SEO-rich content for legal firms. With the expected growth of the legal services market continuing to drive competition, you need the best new law firm content to stand out against competitors and establish a trustworthy, successful reputation.
Our writers provide high-quality, well-researched pages customized for each client. We can breathe new life into older, outdated pages by revising and adding content. Every time your site updates an existing page, Google indexes the new information. Frequent indexing will improve your website’s Google rankings.
Schedule a consultation today and speak with one of our highly experienced SEO writers. You can call us at (843) 580-3158 or click here to send a message.
Written By Morgan Sprinkle – Legal Content Writer