Blogging for SEO

Blogging: a ‘must-have’ for professional services SEO

The days of professional services firms relying solely on word-of-mouth referrals have long gone, and having a digital ‘shop window’ is now essential rather than a ‘nice to have’. Most people search for information online, and ‘Google it!’ When it comes to finding answers from a solicitor, accountant, financial adviser or surveyor, strong SEO helps potential clients and also referrers gain visibility of your business in their search results.

What is SEO?

SEO stands for Search Engine Optimisation. It is the process of ensuring your website and content rank highly in search engine results pages (SERPs). A website that loads quickly, is user-friendly, is optimised for keywords that people are using in their searches and has strong backlinks will be more visible to people looking for answers from businesses like yours.

Search engines like Google rank web pages using complicated algorithms that evaluate content for its Experience, Expertise, Authoritativeness, and Trustworthiness. We have previously examined the EEAT framework in more detail and how online reviews can help with SEO; now, we look at how your business can leverage the power of blogging.

How can blogging make your business more visible online?

Writing high-quality content that resonates with existing and prospective clients, as well as referrers, will boost your credibility as a thought leader and help your business rank higher on search results. Remember that many people search for something specific, such as “Can financial advisers help with estate planning?” or want to find more general information, for example, “Financial planners near me”. Blogs and insights on company websites tend to concentrate on the former.

When putting together your blog content, it is important to:

• Use keyword research tools like SEMrush, Moz or Google Keyword Planner to identify trends and opportunities in your industry.
• Know your audience and their pain points, so that you can create content that answers the questions they commonly ask, such as “How can I reduce my taxes?” or “What is the process for getting a divorce?”, “Why is a Lasting Power of Attorney important?”
• Offer insights on niche topics like “What is a section 8 notice?” or “What is a pre-nuptial agreement?” as well as more general ones such as “Legal advice for landlords”.
• Mix up the format to include how-to guides, Q&A posts, case studies, testimonials, top 10 tips and longer thought leadership pieces.
• Consider collaborating with other allied professionals, referrers or ‘influencers’ in your industry through guest blogs.
• Ensure that you comply with the rules of your professional body regarding ‘advice’ or ‘advertising’.
• Be consistent and post regularly.
• Distribute your content across your social media channels to reach the widest possible audience.
• Use internal links in the content, for example, to the author, relevant team or service areas that the blog topic covers, as well as external links to source material and references.

What is the new SEO: Search Everywhere Optimisation?

People no longer search solely through search engines, resulting in a new phenomenon called Search Everywhere Optimisation. Now, people are using visual search (such as Google Lens), voice search assistants (Alexa, Siri, Cortana or Google), YouTube search, or AI-powered tools like ChatGPT. Business owners must now consider how their content will be found on all these platforms. For example, consider the difference between asking for help with a problem using a voice search – which might be more longwinded but very specific – and typing a shorter and possibly more generic prompt on a phone.

Can AI help with blogging?

It can be tempting to ask generative artificial intelligence (AI) tools like ChatGPT or CoPilot to do all your hard work. However, writing blogs in your own words will ensure you are perceived as authentic, trustworthy and knowledgeable in your field. AI technology is a good first step to brainstorm ideas, come up with new blog topics and gather information about your ideal audience, but ensure you thoroughly check facts and figures, fix grammar and formatting mistakes, and incorporate your own style and personality to add credibility. We have recently explored the ever-evolving field of AI and how it can help your professional services business.

Recently, AI-generated answers on search engines, such as Google AI Search, have been developed, presenting new challenges to content writers. There is increased emphasis on covering topics thoroughly, offering original points of view, using primary sources and statistics, and following a clear structure (with easily scanned headings and lists, for example) whilst following Google’s EEAT framework.

How does blogging fit with other marketing activities?

Regular blogging complements broader marketing activities such as email campaigns, social media, and paid advertising and helps build social proof. Repurposing content is a great way to get value for money from longer blogs and insights: consider chopping them up into a series of social media posts or using a Q&A document as the basis for a video interview with a key person in your business, or adapting it into an interactive webinar.

Include a mix of topical and ‘evergreen’ content throughout your marketing content. The term ‘evergreen’ refers to articles that remain on a website for an extended period and provide ongoing value: in law firm marketing, that could be a glossary of standard legal terms, a guide to buying a house, or how to make a will. Topical content for accountants might include commentary on industry news, such as the April 2025 changes in National Insurance contributions for employers. Both types of content will require regular review and revision.

The technical side of SEO

Ensuring SEO is done well requires technical ability. If terms like backlinks, headline optimisation, meta descriptions, H1 and H2 headings mean little or nothing to you, then it might be better to hire an SEO expert. Concentrate on developing ideas for blogs and/or writing authentic content, avoiding overly technical language or jargon, and let the tech people with specific knowledge of your industry do the rest.

Marketing your business requires a holistic approach – if you don’t have time to oversee individual web designers, SEO specialists, social media teams and content creators, there is a danger that each could head off in a different marketing direction. Why not outsource to a professional services marketing agency like Cal Partners that manages everything for you? We only work with professional services businesses so understand your target audience.

About Cal Partners

Cal Partners is an award-winning professional services marketing agency that works with businesses in the legal, finance, property, and expert witness sectors. For more information or a free consultation, complete our contact form, call 0333 050 6015 or email hello@calpartners.co.uk.