A component of any well developed law firm internet strategy should include the production and syndication of practice specific, professionally written content. Posting content directly to your website or blog should serve as the foundation of your strategy. However, taking advantage of syndication networks such as JD Supra, Avvo, or ExpertHub can get your content in front of a bigger, more widely read audience. This can be beneficial in driving more traffic to your site, building a larger blog readership, exposure for the firm and attorneys, and increased phone calls.
That being said, it’s important to understand what steps to take when syndicating your content so that the search engines know you are the original creator of the articles. Ignoring these steps can result in sites you’ve syndicated your content to outranking your original articles. While these steps aren’t guaranteed to be foolproof, it will help to ensure you aren’t sending mixed signals to the search engines.
Writing content for your law firm’s website requires a different approach than most other mediums. The content needs to be informative and helpful. However, you are faced with the unenviable task of explaining, in layman’s terms, very complex subjects while at the same time facing the fleeting attention of your site visitors.