How your older content could be hurting your rankings

Last week, I had a deep-dive discussion with my team about something a lot of law firms get wrong:

Treating SEO like it’s “set-it-and-forget-it” — as if you can optimize your website once, never update it, and watch your site climb the rankings.

If only it were that simple!

The truth is, there’s a crucial part of SEO that’ll always need constant attention:

Internal linking.

Think of it as the roadmap that shows Google how all your content fits together.

Every page on your site needs to connect to others in a way that makes sense.

This tells the algorithm exactly where each page belongs in your site’s hierarchy.

Take a “New York Slip & Fall Lawyer” page, for instance. Internal links tell Google, “This is part of our personal injury practice.”

Same goes if you had pages about gun charges (supporting “Criminal Defense”) or divorce (supporting “Family Law”).

But here’s the tricky part:

Every time you publish new content, you not only need to link it properly to support your existing pages…

You also need to go back and update older content to link to those new pages!

That content might be two months old, two years old, or even older — whenever you first wrote it.

And you’ve got to do that for every single outdated page.

It’s as time-consuming as it sounds!

But if you skip this step, you’re leaving valuable “link juice” (authority that boosts rankings) on the table.

This is a constantly-evolving process you’ll have to keep tabs on.

Here’s the good news, though: you don’t have to tackle it on your own.

Let’s make 2025 your best year yet!

— Kellen Bachman
Head of Client Strategy at ApricotLaw

PS. Book a call with me here and receive a FREE gift after the call – a limited opportunity to see how our proprietary AI-assisted content system and expert team can transform your trust online. *Qualifying law firms will receive:

• A custom content roadmap outlining the key pages your website needs to rank for valuable keywords
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With quick turnaround, clear implementation instructions (or done-for-you publishing for a nominal fee), and a proven system that blends cutting-edge AI with expert optimization, this offer is designed to deliver results (and to test drive ApricotLaw). Due to capacity limits, there are only 5 of these Get in the Game Bundles available each month. Schedule your consultation today to claim your free roadmap, optimized content, and audit—before this opportunity is gone!

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