As the name implies, evergreen content is search-optimized content that is continually relevant and stays “fresh” for your law firm’s readers over a long period of time. Unfortunately, creating quality evergreen content is easier said than done. Even a law firm’s most authoritative evergreen content can begin to show age over time. That being said, I’m going to share with you how to give your content a nice refresh to keep your law firm’s SEO in check and continue earning favor in both Google and your audience’s eyes.
How Law Firms Can Repurpose Evergreen Content to enhance their SEO
Here are tips and tactics for refreshing your evergreen content in order to keep attracting traffic.
1. Revisit the keywords
Keyword targeting is the process of creating content around specific words or phrases. It’s an important part of SEO and can help future clients to find your content exactly when they need it. First and foremost, if any of your content isn’t centered around a strategic keyword, perform that research and include the keywords. Otherwise, read through your content and keyword research and then adjust based on:
- Targeting terms related to your initial keyword (Check out the “People also ask” feature when Googling for ideas.)
- Targeting locations
- Getting more specific – target the same keyword but with some different themes
- Focusing on a new trend or recent events
2. Supplement or delete information
If your content is already well-focused and created around the correct keywords, you might need to upgrade the information within it. To start with:
- Check all the references within the document – some of them may need to be updated.
- For “how to” posts or those with tips, include new tactics – perhaps even some that readers commented on the original post.
- Include the latest statistics or new client testimonials or quotes
- Add real results that have since transpired
- Enhance the content with action items
3. Review your visuals
If your content doesn’t have graphics, make sure to add them. A video or infographic might be even better. If there are already images present, make sure they’re optimized and that they aren’t slowing down load times. Swap images out if you’ve found more applicable ones this round, particularly if you’ve included screenshots. Those should be updated with the latest and greatest available.
4. Mix up content formats
Long-form content is an important part of your law firm’s content strategy and critical for SEO. That being said, people absorb information in different ways and won’t always read through content of the optimal length (1200 words or more). For content that isn’t getting a lot of engagement (for example, longer “time on page” metrics) go back in and break up the content. Use more headers (especially with long-tail keywords), and add bulleted lists or highlights to main points. Even adding a quick key takeaway at the end of each article can be helpful for readers.
5. Change titles
There are several reasons why your title might need to be updated. For example, if you’re adding (or deleting) tips, you need to change the number in the title. When you change the title, make sure you look at any feature images that the title might be overlaid onto, and how the url might be affected. People are more likely to click on content with a date associated, so you may want to add the current month and year in brackets of the title if you’ve updated a lot of information. If you just want to optimize the title, try:
- Making it more actionable
- Including a number
- Changing out adjectives
6. Revise the meta-description
Make sure that any of the changes you’ve made to your content are reflected in the description. For example, mention new takeaways that the reader can expect, or include new keywords that you’ve optimized the content for. Remember that a good meta description includes the search term, has some selling points, ends with a call to action, and is short enough to be read.
7. Use links to refresh your content
Internal links are an important factor for law firm SEO, so look for new ways to include them. As you create original content in your firm, go back into old posts and include their references and links where appropriate. Additionally, find the content that performs best for your firm, and add links to your newly refreshed content on those pages. This is also a good time to simply test links and update any that aren’t working.
Almost all evergreen content will eventually need a refresh. Taking a proactive approach with these tactics can help you to have more relevant and valuable material without recreating the wheel. Don’t forget to share your newly updated content on social media and in communications to give traffic a boost.
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