Law Firm SEO: A Writer’s Perspective
OK. Confession time. When I first heard about law firm search engine optimization (SEO) I was dubious. Alright, I was downright hostile. What could possibly be so important about law firm SEO that would warrant changing the way I write? When contemplating how to integrate law firm SEO into my writing I think I muttered a desire to see whoever invented it put before a firing squad, preferably after a few waterboarding sessions.
My reasoning was this: I’m a writer. My process can’t be forced. It must come naturally. I must obey my muse. There’s no way any of this will happen if you force me to write around keywords. What about my art? (Cue the violins.)
All of these artistic histrionics were borne patiently by Jaffe PR’s resident law firm SEO guru Carole Keller. She listened, nodded, and then sent me on my way with the keyword list, telling me that, yes, it would work and, no, it would not ruin my writing.
Pointing to the keyword list, she said, “If you don’t use it, they won’t come.”
And, of course, she was right. I can write the most beautifully crafted blog post that will bring tears to your eyes, but it won’t be worth the e-ink it’s written with if nobody reads it. The key to success on the Web is visitors and the key to luring visitors is law firm SEO.
So, I’m a convert. I now save my talk of art and muses for the half-finished novel sitting on my hard drive. When it comes to blogging for law firm marketing, my keyword list is now always at hand. The proof that it works? I’ve SEO’d the heck out of this post and I bet you didn’t even notice.