Search volume : This refers to the average number of times a keyword is typed into a search engine each month. If your website ranks highly for that keyword, then no search volume means that no one is visiting your website.
Proper intent : The intent of a searcher when they enter a search query has a big impact on whether a keyword will bring new clients to your law firm. For example, if you rank well for the keyword "Shenzhen divorce court," that's great, but you can guess that the searcher isn't looking for a lawyer, or isn't even really interested in lawyers. A better keyword with a more targeted search intent would be "Shenzhen divorce lawyer."
Reasonable competition : No matter how good your firm is, you’re unlikely to rank #1 for a national keyword like “personal injury lawyer.” Large firms and legal directories occupy those positions, and they’ve invested more money and time to get there. Consider the viability of a keyword by looking at the competition: Do I have a chance of ranking on page one for this keyword, or should I be more targeted? You may not have a chance of ranking for “personal injury lawyer,” but you may have a better chance of ranking for “personal injury lawyer in New York.”
Do research (really)
You already know most of the regulations and procedures you might want to blog about, but that doesn’t mean you can skip this step. When you write blog posts for your law firm’s website, of course, you need to make sure you’re 100% up to date on the latest legal information, but there’s another consideration:
How can you cover it better?
This is the research you really need to spend time on. If you can’t write it better than your competitors, then there’s no point in writing it. This is true both from an SEO and UX perspective.
When lawyers start blogging, it is important to focus on a niche topic. The smaller the topic, the better, and you can even become a star - provided that you are a good saojo news lawyer to begin with. Focusing on a niche blog can also lead to a more enjoyable and meaningful practice experience.
If a blog focuses only on a specific practice area, such as employment, tax, or environmental law, it would be too broad. A better strategy would be to focus on a smaller geographic area.
Discover Your Passion
In legal blogging, passion is more important than anything else. If you don’t have passion for the field of blogging, you will never have any fun. If it’s not fun, it will show and you will never continue blogging.