It's common for law firms to see their web traffic soar after publishing a new article, only to watch those numbers dwindle as time passes. What’s missing? The key to keeping your content relevant and continuing to attract new clients: evergreen content.
This article will explore actionable strategies for law firms to create and maintain adaptable evergreen content, ensuring long-term SEO success.
What Makes Content Evergreen and Why It Matters
Evergreen content refers to online material such as articles, blogs or guides that remains valuable and relevant to readers over time. While the legal field is constantly evolving with changing rules and regulations, evergreen content in this context means foundational content that is adaptable and continues to engage users. It offers long-lasting benefits for SEO and online visibility. In this case, examples of evergreen topics for law firms could include: 'How to Find the Best Lawyers for Your Needs', 'How To Find A Pro Bono Lawyer’, 'How to Find a Divorce Attorney' and even guidance on how to hire a lawyer.
Why Law Firm Evergreen Content is Vital for SEO
Evergreen content is a powerful tool for law firms looking to strengthen their online presence. It helps drive sustained traffic and offers long-term benefits for your SEO strategy. Here's why it's so important:
Ongoing Organic Traffic
Creating evergreen content for SEO drives consistent organic traffic by focusing on timeless, highly relevant topics that continue to attract users over the long term. This content helps build authoritative backlinks and strengthens your domain authority, providing sustained SEO benefits and higher search rankings.
Client Engagement
By addressing frequently asked questions or offering solutions to common legal concerns, evergreen content builds trust with potential clients. It positions your firm as a reliable resource, enhancing engagement and encouraging return visits, which can lead to client conversions.
Cost Efficiency
Compared to news or trend-based content, evergreen content for long-term SEO requires less frequent updates, making it more cost-effective in the long run. With minimal ongoing effort, these pieces continue to drive value, saving your firm time and resources while delivering lasting SEO impact.
Improved Local Search Visibility
For law firms focusing on specific regions or local markets, law firm evergreen content can be tailored to address pertinent local legal issues, enhancing your firm’s visibility in local searches.
By crafting content that aligns with community concerns, your firm can increase its chances of ranking higher in relevant local searches, ultimately attracting more clients from your area.
4 Steps to Create Evergreen Content for Your Law Firm
Developing evergreen content for your law firm is crucial for maintaining long-term online visibility and driving consistent traffic. In this section, we'll walk you through steps to create evergreen content ensuring long-term SEO success:
Step 1: Identify Timeless Legal Topics
Focus on topics that have lasting relevance and are unlikely to undergo significant changes, such as legal processes or core industry principles. These are the ideal subjects for evergreen content for law firms, ensuring that your content remains useful over time.
Step 2: Account for Potential Legal Changes
While focusing on evergreen content, it’s important to acknowledge that some areas, such as legal requirements or industry practices, may change. To optimize evergreen content for long-term SEO, include language that reflects these potential updates: "As of [current year], the steps required to file for divorce in [State] are as follows.
Be sure to set a recurring annual reminder to review and update this content to reflect any changes.
Step 3: Avoid Over-Specific Details Unless Necessary
Focus on general principles and avoid getting too detailed unless it's essential to the topic. When specifics are needed, add a disclaimer to explain that the information is current but subject to change.
Step 4: Maintain an Ongoing Update Schedule
Regularly review and update content, particularly for topics that may be affected by changes in the law or other dynamic areas. Setting a routine check for accuracy helps keep your content dependable. Be sure to revise outdated legal references or statistics, ensuring your content reflects the most current and reliable information. Setting a routine check for accuracy helps keep your content dependable and authoritative over time.
Sustaining the Value of Evergreen Content
Evergreen content is created to stay relevant and valuable over time, but it still needs occasional revisions to maintain its accuracy and utility. Here are some effective strategies for keeping your content current:
Link to Newer Content
Enhance your evergreen pieces by adding links to newer articles or resources. This improves evergreen content for long-term SEO while offering your readers easy access to the latest relevant information.
Monitor Changes in Search Trends
Search trends can shift over time, so it's important to keep an eye on what potential clients are searching for. Adjust your content to align with evolving keyword trends or changes in how people phrase their queries ensuring that your content stays discoverable.
Leverage Evergreen Content for Sustainable Growth
Evergreen content is an essential tool for law firms seeking long-term SEO success and meaningful client engagement. It provides a steady stream of traffic, improves your visibility and helps build client trust.
Take the next step in boosting your firm’s online presence by enhancing your evergreen content or by leveraging the tools in The Best Lawyers Digital Marketing Platform to fuel your online presence.
