Erik J. Olson (00:01):
You don’t know how to write for SEO. What’s happening. It’s Erik J. Olson. Now, I assume you are not an SEO. When I say an SEO, what I mean is you are not an SEO specialist. That’s my assumption. When I record this episode is that the person who’s listening right now, you are not an SEO, but I bet you think that if you write an article here or there and put it on your website, that you’re actually taking care of some SEO business. Well, I’m here to tell you that the reality is probably not. We work with an awful lot of law firms and we come across lawyers frequently who Fane themselves as writers. So if you’re not familiar with the law industry, there’s an awful lot of writing, position, papers and summaries and strategies. Lawyers do an awful lot of writing. And so they believe that they’re good writers.
Erik J. Olson (00:57):
Now they may be able to write in a good way and maybe in a good argumentative way to state a position and defend it. But that’s completely different than writing four search engine optimization. So there’s so much that goes into SEO beyond just content writing, an article that has a legal position or a legal recommendation. You may put an hour or two. The reality is probably more like three hours into an article, put on your website and think you’re gonna get rankings, but you probably won’t. There’s just too much that goes into SEO. Content is one piece, but if you’re not doing it properly, then you don’t even get the benefit of that one piece. And here’s how, what I mean by pro properly. Is it the right length? Does it have the right keywords you go on after? Is there enough search volume?
Erik J. Olson (01:52):
What’s the difficulty rating of that keyword? What’s the density of the keyword that you’re putting into your article. There’s a lot of factors that go into writing these articles that rank way more than your legal experience. And so if you’re, if you don’t have the tool, like what tools are you using? Like there’s very defined, specific tools that you need to be trained on in order to write an article that is going to get SEO content. So what tools are you using if you’re just using word or Google docs, you are flying blind, literally. So just writing content alone, even if you did it perfectly is not gonna get you SEO. But if you do it imperfectly, you’re only getting a small sliver of one of the contents of the things that go into not contents, pillars of the, of the parts of SEO. There’s also on page optimization, there’s backlinks. There’s the strategy itself. There’s local SEO. There’s a lot that goes into SEO and just cranking out
Erik J. Olson (02:58):
A document every once in a while, put it on your website. It’s not enough. Oh, and by the way, you’re spending two or three hours of your time to write this article, right? And you, you tell yourself you’re gonna do it once a week. But the reality is this once every like month maybe, or two, because you’re busy. And also the reality is you’re probably taking personal time to do that, cuz you don’t wanna do that on the clock. You’re not gonna set aside three hours on a Monday to write an article. You’re gonna end up doing it on Saturday or Sunday before your spouse wakes up or something like that, right? You’re gonna find personal time to write what you believe is a valuable piece for your business. But the reality is it gets no traction. So you may fan yourself a, an SEO, but if you haven’t been trained, if you don’t have the right tools, if you don’t have a strategy, if you don’t have a team behind you, you’re winging it. So I, I, I provide this episode because I want to make sure you don’t waste your time. Your time is valuable. You only have so much of it. And so much of it on this earth. So don’t waste it. Thinking you’re doing something positive for your firm. When in reality, you’re just wasting your time. If you wanna find out how proper SEO is organized and conducted, that’s what my firm Array Digital does reached out. thisisarray.com
