Here’s How to Use Topic Clusters to Improve Your Law Firm’s SEO

If you’re looking to boost your law firm’s SEO, you can consider a variety of strategies. After all, search engine algorithms, including the one used by Google, change regularly, meaning there is always a new way to appeal to the algorithm in order to increase or maintain your page ranking. One strategy you may have not yet considered is using topic clusters. If you’re really serious about boosting your search engine ranking, here’s how to use topic clusters to improve your law firm’s SEO.

What are topic clusters?

Put simply, topic clusters prioritize creating content about certain topics above certain keywords. While older models of SEO involved targeting specific search terms that a user might be likely to put in a query, a model leveraging topic clusters operates on the assumption that being an expert on a broad range of subjects is far more important than specific keywords. This is because, as Google and other search engines continue to learn from users’ search history, a website that ranks highly as an expert on a certain topic is far more likely to continue to perform well. This can be particularly important for law firms since it’s likely that you’d have a variety of specializations within the larger umbrella of your legal focus. For example, a personal injury lawyer would want to rank well for both searches about personal injury law, as well as specific types of cases, such as car accidents or medical malpractice. 

One reason topic clusters are becoming more important is because of voice assistants like Google Home, Apple’s Siri, and Amazon’s Alexa. Voice search prioritizes topic clusters far more than individual keywords, meaning that if you want to stay ahead of the curve, topic clusters are incredibly beneficial. Even before voice search gained popularity, topics were still becoming more important than individual keywords since search engine artificial intelligence has improved to value related ideas over specific phrases.


How do you generate content with topic clusters?

When you’re creating a topic cluster, there are a few principles to keep in mind. For starters, you want to think about a broad topic and let that serve as your pillar. In the above example, your law firm’s broader practice, such as personal injury law or family law, would help you determine pillar content. Pillar content involves large, in-depth posts of upwards of 3,000 words, and covers a concept deeply, but not so deep that it leaves other related subjects off the table. From there, you’ll want to create cluster content, which is content that aligns with the pillar topic but goes into the subject in further detail and targets specific keywords. Once you’ve created your cluster content, you’ll want to make sure that your pillar piece hyperlinks to each topic cluster post in order to increase your SEO. This is because having strong pillar content that performs well ultimately results in each linked topic cluster performing well, too. This makes topic clusters incredibly powerful when it comes to boosting your website’s SEO with blog posts.

If all of this sounds like it will take too much time and interfere with your ability to provide quality legal services, it may be a good idea to talk to a digital marketing agency about SEO services. A digital marketing agency that specializes in organic SEO, such as Best Law Firm SEO, can be a major boon when it comes to improving your search results. This is because an agency with a team of experts knows how to leverage the best ways of increasing your online presence in organic searches, helping you come up with relevant keywords, pillar content, and so much more. It never hurts to reach out to a digital marketing firm about the type of content they can help you create, so make a call today to see how to take your legal marketing to the next level.

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