The Value of Long Form Content for Lawyer Marketing and SEO

The Value of a long form content

What’s the best length for any content you upload on your law firm website? The length of the content you upload on your web pages certainly matters in terms of SEO. Whether you’ve hired a writer to come up with content on your behalf or you choose to write the content on your own, you must ensure that it’s done right if you expect your efforts to eventually pay off. This is where long form content comes into play.

Two important things to consider when uploading content for lawyer marketing and SEO is whether the length matters to users and search engines as well. The right length should be able to boost your SEO and drive leads to your law firm website. Similarly, a blog or article that’s long enough should drive engagement and generate conversions.

What you need to keep in mind is that search engine algorithms are getting smarter and smarter at evaluating the kind of content posted on your website and whether users will actually find it valuable. Therefore, to understand if the content you post on your law firm website will boost SEO, you need to figure out if it’s ideal for users.

What’s the best length of content for lawyer marketing and SEO?

Numerous studies have been done to determine if people actually read online. A general misconception is that people don’t read online. While this is somewhat true, the right way to put this is that online users don’t read in the same way they read magazines, books or other print material. In most cases, web users scan text as opposed to reading things in a linear manner. This simply means that if you spend time creating quality and engaging long-form content, you need to ensure that it is presented in a way that it’s simple to read and scan.

Lots of words doesn’t automatically result in high rankings

Even though we agree that lengthy content, typically 1,500 words +, is better for SEO, it doesn’t mean that your page rank will instantly increase when you have many words on your web pages. There are hundreds, if not thousands, of factors that Google pays attention to when ranking pages. Keep this in mind when developing content. Some of them include the domain age, how competitive are the keywords you’re ranking for and social signals. The most important thing to consider before you even take time to create long-form content is whether you want to provide users with real value. Google will only rank the web page if users are finding your content to be useful, valuable and relevant.

Lengthier content and time spent on a web page

According to a research that was done by Medium.com, a renowned content publishing platform, posts that are 7 minutes long perform well. Therefore, don’t just assume that web users have short attention spans. A great post will certainly do well regardless of the length so don’t stretch all your content to ensure it gets to the 7 minutes mark. However, make a point of providing users with as much information as they really need and put in effort to provide quality and you’ll keep your audience engaged.

Users love to link to in-depth/lengthier content

Moz, which is a well-known platform that covers digital marketing and SEO trends, also did a study to analyze how users engage with lengthier content. According to their analysis, users prefer linking to lengthier content. Posts that are longer than 1,800 words tend to have more visual content which attracts links. In fact, lengthier content, which has at least three media types, videos, images and lists, is more likely to attract links than plain text posts. SEOMoz data was used to show that posts between 1800 and 3000 words attract 15 times more in linking domains than posts with less than 600 words. 

How content length may determine user engagement

Search engines look at user engagement in order to determine how best to rank your web page. Because lengthier content can enhance time spent on page, links and social shares, it eventually has a positive impact on your SEO. For instance, if users are spending 7 minutes reading your content, this essentially proves that they have found something useful and want to engage more.

Google takes this into account and uses a metric known as dwell time when ranking the site or page. The point is that, if people are spending a lot more time on your page or site, it means that they have found something interesting and useful. That being said, you need to ensure that the lengthy content is certainly worth reading if you want people to stay for that long (7 minutes).

Improve conversion rates with long-form content

Having heard so much about people not following lengthy blogs and articles and how attention spans are dwindling by the day, it’s hard to convince most people that long form content really works. However, there are studies (featured by Search Engine Land) showing that long form content can boost a site’s conversion rates by more than 30%. The goal is to present users with useful, engaging and informative content that they would want to read- even though it’s long.

Quality more important than quantity

One major mistake that law firm websites make in their long-form content strategy is publishing words for the sake of it. In today’s digital landscape, quality is more important than the number of words you have on your web page. Remember that the only reason why long-form content will do better on search is because people engage with it better and more since there’s a lot of valuable information being offered. For a law firm, you can use this as an opportunity to build yourself as an authoritative source of information in your area of law.

Using long form content in the right way can help you to build your reputation as a law firm. You have a chance to be thorough and intentional in your message. If you’re dedicated to creating lengthy content, put some thought into the purpose of what you’re writing and follow the rules below:

3 Rules to Write Great Long-form Content

If you’re thinking of coming up with a long-form content strategy, below are some important factors to keep in mind:

–          Make sure every word counts: Don’t fluff and only focus on the information that is valuable to your readers.

–          Make it easy for your readers to scan the content. Avoid long paragraphs and large blocks of text.

–          Don’t go straight into making an offer. First and foremost, provide users with valuable information. Solve user problems before requesting them to contact your law firm or sign up with you.

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