Start a Legal Blog
A blog is an online journal of regular commentary on your particular practice area. The information that you write about can be short or lengthy. The text can reference a breaking news story or promote one of your firm’s recent successes.
Blog posts syndicate through RSS feeds, which differ from the content on your websites.
The content from the blog syndicates automatically. People can also subscribe to your feed in order to receive updates regularly. In non-technical language, the RSS feed sends out the content you write via the syndication network used by major online publications such as USAToday.com, MSNBC.com and CNN.com. When someone is searching on a topic that you commented on recently, or gathering information for a story on a recently discussed topic, your post is apt to be noted via the syndication of the text.
An alternative to blogs is the text on your website, which is written in html. People read this text when they go to your site. The search engines send crawlers to your website to check for new and viable content in order to give them credence and list them on the directory. The text on your website requires a visit to your website in order to be read. Text on a blog is sent out via the network.
The regularly posted information not only services your target audience with timely and viable news, this bulldozer paves the information highway by pushing your website to the top of the natural/organic listings on Google, Yahoo! and the other major search engines. The catch is that it must be updated constantly. Enter new posts at least two times per week. Starting the project and then slacking relegates you to the bowels of the Internet Marketing gravy train.
Blogs are interactive. People can respond to your comments, which starts a string. This additional content is also valuable to search engine placement. Be careful and use a viable blog company in order to maintain control of your blog content. Attorneys Online™, Inc. requires comments to be approved by the law firm moderator prior to being posted on the site. This prevents spam and bogus comments, which helps to protect law firms. A negative response is not always a bad thing. Conflict can be compelling, so do not be afraid to post something that can draw more traffic to your website and assist you in highlighting your knowledge and authority.
The domain name of your legal blog can be unique or the blog can be a section of your main website. Research is divided as to which is more effective. Multiple domains that have viable websites on them that link to your main website help increase the popularity of the main site, which is a factor in search engine placement. With the launch of the Google blog search engine and the viability of blog.com domain names, I believe setting up a separate domain will have more value in the end.