Blogs are one of the Web 2.0 technologies. If you’re not already writing one, this article will sound like Greek. If you’re thinking of starting one, there’s a learning curve, but most of the resources you will need are available on the Internet. Blogs can be a great tool to help brand your practice. Your commitment to research, write and stay on top of the news on a given topic will be the greatest challenge. Your reward could be placing above the fold on a Google search. While it takes time to build a cache of relevant posts, blog placement can be achieved through relevant content, and inbound and outbound links to other sites.

Blog reputation, reach and value are derived from linking in and linking out to other sources that are relevant to your topic — whether they are mainstream press, nonprofit public interest sites, or other law blogs, even those of your competitors. As Kevin O’Keefe, President of LexBlog said, “Imagine a legal conference or seminar where lawyers never referred to what another said. Imagine a legal article not referencing previous writings by other lawyers. We’d get nowhere in the discourse of law. And lawyers that refused to enter into such discourse on the law would never establish themselves as reliable and trusted authorities in their niche area of the law. Blogs are the same darn thing.”

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