Blogging Isn’t Just for Thought Leadership; It’s for Search Visibility
If you’re investing time or money into blogging for your law firm, you’re probably hoping it leads to more visibility, traffic, and ultimately, new clients. But how can you tell if your blog is truly working for your SEO or just filling space on your website? Too many attorneys assume that publishing a blog post automatically means better rankings. The truth is, only strategic, well-optimized blogging moves the needle. And unless you’re tracking the right metrics, you might not even know if your content is doing its job. Here’s how to evaluate whether your law firm’s blog is actually supporting your SEO goals and how to fix it if it isn’t.
1. Are Your Blog Posts Ranking for Relevant Search Terms?
The first sign your blog is working is simple: does it show up in Google results for the topics your potential clients are searching? To find out:
- Use tools like Google Search Console or SEMrush to see which keywords your blog posts are ranking for
- Check if those keywords are related to your services, location, or common client questions
- Search on Google using incognito mode for your blog topics and see if your posts appear
If your blogs are ranking for long-tail keywords like “how long does a DUI stay on your record in Texas” or “do I have to attend mediation in a Colorado divorce,” you’re on the right track. These are the kinds of searches real clients make before hiring a lawyer. If you’re not ranking at all, your content might be too general, too short, or lacking proper SEO structure (like headings, internal links, and metadata).
2. Are People Finding Your Blog Through Organic Search?
A great blog post doesn’t just exist; it gets discovered. That discovery often starts with organic traffic from search engines. If people are only reading your blog because you emailed it or shared it on social media, it’s not doing much for your SEO. To evaluate your blog’s organic reach:
- Open Google Analytics (GA4) and go to Reports > Traffic Acquisition
- Filter for “organic search” traffic only
- Check which blog URLs are getting the most organic views
If your top blog posts are pulling in steady search traffic month after month, congratulations, your content is earning its keep. If not, you may need to refocus your topic strategy or optimize your posts for better visibility.
3. Are Blog Readers Staying on Your Site or Bouncing Away?
SEO isn’t just about clicks. Google also looks at what happens after someone lands on your site. Do they stay and engage or do they bounce back to the search results? Key engagement metrics to monitor:
- Average engagement time: Are readers spending time with your content?
- Scroll depth: Are people reading the whole article or dropping off halfway?
- Internal link clicks: Are readers clicking through to your service pages?
A high bounce rate or low time-on-page could signal that your content doesn’t match the search intent. On the other hand, if people are engaging with your blog and then visiting your practice area pages, that’s a strong indicator your blog is helping your SEO and conversion funnel.
4. Are Your Blog Posts Driving Leads or Consultations?
Let’s not forget the end goal: clients. A blog post may attract attention and traffic, but does it inspire action? Ask yourself:
- Do your blog posts include clear calls to action (CTAs)?
- Are people filling out contact forms after reading a blog?
- Can you trace leads in your CRM back to a blog entry?
While not every reader becomes a client right away, a strategic blog should support the buyer journey. Educational content builds trust, and trust leads to conversion. If none of your leads reference your blog content, it may be time to reconsider your topics or add more compelling CTAs.
5. Are You Blogging With a Strategy or Just Posting Randomly?
One of the biggest mistakes law firms make is blogging without a plan. Writing about legal news, personal stories, or generic advice might be interesting, but it won’t necessarily help your rankings. A successful legal blogging strategy includes:
- Targeting specific keywords your potential clients are Googling
- Answering real client questions with detailed, local-focused posts
- Linking back to relevant service pages to boost SEO authority
- Publishing consistently and tracking performance over time
Contact Epic Web Results for High-Quality Legal Content
At Epic Web Results, we don’t just write blogs; we build content strategies that bring search visibility and real client engagement. Our blogs are structured to rank, drive traffic, and guide readers toward a conversion.
If your law firm’s blog isn’t doing any of the above, or you’re not even sure how to check, then it’s time to rethink your content strategy. Let’s make sure your blogging isn’t just a checkbox but a client-generating asset. Contact us today to find out how our content development services can help you rank higher and convert better.
