When to Update Blog Content and Why Your Law Firm Should

Keeping your law firm’s blog content current is essential for SEO success and maintaining your digital reputation. However, updating content takes time and effort. You don’t want to waste resources on constant updates, but leaving your blog stale can harm your ranking and credibility.

In this blog post, we will show you how to approach content updates strategically, so you can boost your blog’s performance without unnecessary effort.

How Often Should You Update Blog Content?

Blog content should be updated every 3 to 6 months to ensure it remains accurate, high-quality, and aligned with what your audience is searching for. However, the frequency of updates depends on the type of content, its purpose, and whether the topic remains relevant to your firm’s practice areas.

For example, blog posts focused on legal news or updates might require frequent revisions, while evergreen content like “How to Choose the Best Personal Injury Lawyer” could stay fresh far longer with only minor adjustments.

Instead of updating just for the sake of it, focus on meaningful changes that add value to the content.

Why Should You Update Blog Content?

1. Maximize Return on Investment (ROI)

Updating existing content can often yield a higher ROI than creating new blog posts. You’re leveraging the work you’ve already done and saving time by building on content that’s already established.

For example, if your blog post on “What to Expect During a Divorce” is performing well, adding new information, optimizing keywords, or improving the calls to action (CTAs) could help it rank even higher and bring in more traffic without starting from scratch.

2. Maintain Trust and Credibility

Accurate, up-to-date content shows your law firm is staying on top of legal trends and providing reliable information. Updated content that reflects the latest laws or practices can help position your firm as an authoritative source in your practice areas.

In a competitive field, fresh, relevant content is crucial for building and maintaining trust with potential clients.

3. Attract More Traffic for Time-Sensitive Queries

Google’s algorithms favor fresh content, especially for time-sensitive topics like legal updates, case law changes, or major legal news. By regularly updating your content, you increase the chances of ranking higher for these timely queries and driving more traffic to your site.

For instance, a blog post about a recent Supreme Court decision could draw significant traffic if updated promptly after new rulings or related news.

How to Identify Blog Content That Needs Updating

1. Look for Keyword Ranking Drops

If a blog post on your law firm’s site starts losing keyword rankings, it’s a clear sign that an update is needed. Search engines constantly evolve, and the content that once performed well might no longer meet users’ search intent.

Use tools like Google Analytics or SEO tracking software to monitor keyword performance. If you notice a drop, check the pages that are outranking yours, then update your post to better address the searcher’s needs.

2. Check for Declining Traffic or Conversions

A drop in blog traffic or conversions could mean your content no longer resonates with your audience. Review your analytics to identify posts with significant dips in performance. Refreshing the content, improving its structure, or adding new insights can help recapture audience interest.

3. Update Older Posts

Older blog posts, especially those written before your law firm started implementing an SEO strategy, are prime candidates for updates. These posts could still have value, but might be outdated or not optimized for search engines.

Find older posts with a strong foundation—like backlinks or traffic—and improve them by adding current legal information or optimizing them for SEO.

What to Update in Your Blog Content

1. Add the Latest Information

Updating your blog posts with current data, legal precedents, or new case studies can enhance your firm’s credibility. Replace outdated statistics, include new examples or case references, and cite recent legal developments to ensure your blog remains accurate and informative.

2. Improve On-Page SEO

Every blog update is an opportunity to refine your on-page SEO. This includes optimizing the post’s title tag, meta description, subheadings, and internal links. Ensuring that your target keywords are placed naturally throughout the content can improve your rankings and visibility in search results.

3. Refresh Visuals

Legal topics can be complex, and visuals like infographics, charts, or even videos can make your content more engaging. Refresh your visuals when updating your blog to ensure they align with the latest data or practices.

4. Refine Internal Linking

When you update a blog post, consider adding internal links to other relevant pages on your site. This not only helps with SEO, but also keeps readers on your site longer by guiding them to additional content they may find useful.

Monitor the Impact of Your Updates

Updating your blog content is just the first step. After making changes, monitor the post’s performance to see if traffic, rankings, or engagement improve. Use tools like Google Search Console or keyword tracking software to measure the results of your updates and fine-tune your strategy accordingly.

Key Takeaways:

Regularly updating your law firm’s blog content is key to maintaining a strong online presence. By strategically refreshing your posts, you’ll boost your SEO performance, provide better information to potential clients, and ultimately position your firm as a leader in your practice areas.

Need help updating your content? Our team specializes in creating and optimizing blog posts that drive results for law firms. Contact us today to learn more!