You’ve finally found time to update your law firm’s blog. You’re doing it yourself, and you’ve got the basics of writing down: you threw in some keywords, a call to action, and hit “publish.” Easy, right?

This kind of blogging may get the content on the page, but it’s not going to bring business to your door. To get the most out of your blog, you’re going to need to learn a few basics about legal blogging that can drastically affect your website traffic:

  • Categories. Unless you want your blog to be a long list of unrelated posts, you need to find a way to categorize your entries. A blog about paying medical bills after a car accident should be filed under “Car Accidents,” and so on. Most blogging software should allow you to a way to sort your posts and to create as many different categories as you want.
  • URLs. Simply put, a URL—technically, the uniform resource locator—is the specific address of each individual page of your website (the address of this page, for example, is the text at the top of the page starting with http://). It is important that all text on your site is optimized for search engines, and this includes your URLs. Rather than contain numbers or other throwaway text (such as, each individual blog post should have its own keyword-rich URL ( Most blogging software will allow you to specify or change the URL of your posts.

The rules of search engine optimization are constantly changing, and you won’t stay ahead of the competition unless you change along with them. Learn how with the tips in our Great Legal Marketing book, or call our office at 703-591-9829 to sign up for our 2012 legal marketing seminar.

Ben Glass
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Ben is a nationally recognized expert in attorney marketing and the owner of Great Legal Marketing.
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