One of the key factors in successful digital marketing for law firms is high-quality, focused content that addresses the questions and concerns of your ideal audience.
But how do you discover what questions your prospective clients are asking search engines?
You might be surprised to discover that the questions your potential clients are entering into search engines are the very same that they ask you or your staff in the office. That being said, however, keyword research can help you address more of the questions your potential clients are asking- and highly specific questions at that. It can help you create the kind of website that compels web visitors to engage with your firm, and offers instant credibility and authority to your law firm.
Here is four ways that keyword research for law firm SEO helps improve your law firm’s digital marketing.
1. Keyword research can help you optimize your content for search engines
Long ago, keyword density was really important in getting your website to rank high on Google. Nowadays we don’t even bother concerning ourselves with it at all. Search engines get smarter and smarter every year. One example of this is how Google knows that “lawyer” and “attorney” both have the same meaning. It also can understands synonyms and pluralities.
That means you don’t have to stuff every different version of the word law, attorneys, and lawyer, or any other legal keywords inside of your website.
In fact nowadays, if you’re still keyword stuffing your website, it could hurt the rankings of your website on on search engine results pages.
No one outside of Google knows every detail of their complicated search ranking algorithms. But everyone knows (because Google repeatedly says so) that the quality of your content is a major ranking factor.
If you create high-quality content by answering searchers questions, it is very likely that keywords will be used in natural ways as you write. Writing this way means your website has a better chance of ranking well in search results versus websites that just repeat the same keyword over and over.
Another benefit of keyword planning for law firms is that it challenges you to start thinking different about keywords.
When you start understanding how important content quality is for Google’s search results rankings, along with knowing how someone searches for information online – your focus will shift naturally from the wrong ways of thinking about keywords (“Which keywords is Google looking for? How many times do I need to repeat certain keywords?”) to the correct way of thinking about keywords (How do my clients talk about their case or problems?” What information is a potential client looking for?”).
2. Keyword research can help you determine engaging topics for your law firm’s website and blog
Keyword research can help you determine which topics your potential clients are interested in learning about. This, then, can help you develop a content plan and strategy that focuses on developing relevant, high-quality content that addresses potential clients’ questions.
When you’re researching topics and keywords, it’s beneficial to understand how people search for information online.
People typically utilize a search engine to find answers to specific and complex questions.
For example, a potential client’s search queries about estate planning might include phrases like:
What happens when someone dies without a will?
How much does it cost to live in a nursing home?
Do I have to pay taxes on an inheritance?
Can someone with dementia sign legal documents?
Your potential clients might not know they need an attorney, and they might not know what estate planning is. So don’t limit your research to basic keywords like “Estate Planning Lawyer.” It is also worth mentioning that most of your potential clients will not be searching in legal jargon, but in simple terms, so aiming your content in that direction will attract more potential clients to your law firm’s website.
Thinking about how your potential clients ask questions online can help you develop the kind of relevant, engaging content that is more likely to be a relevant result for their search engine queries. Content that provides answers to these types of questions can also catch potential clients’ attention in search engine results and make them more likely to visit your law firm’s website.
By developing content that addresses these questions, relevant law firm SEO keywords are likely to occur naturally as you write.
To learn more about how to identify the types of questions your potential clients are asking, see our blog post, “How to Write Content for Your Law Firm’s Website Potential Clients Will Actually Read
3. Keyword research can help you write client-focused content
Keyword research can also help you use client-friendly words and terminology in your writing.
Your potential clients probably don’t have a legal background, and they may not use complex legal terminology when they are searching for information online.
To continue with the estate planning example, a potential client may not use the words “estate planning” or “living trust” or “durable power of attorney” in their search engine queries. They might not know what those things are, or they may use non-legal terms to describe them.
During your keyword research, ask yourself: “Would I use this term if I wasn’t a lawyer?” If the answer is no, think about the underlying problem or issue that a potential client may be trying to solve and the kind of words they might use to describe that problem.
Conducting a few Google searches of your own might help too. Search for terms related to your practice area(s). See what Google automatically suggests as potential search terms while you are typing your query. Look at what comes up in the “People Also Ask” and “Searches Related To…” sections of Google’s search results. These are useful indicators of the search terms that people are actually using to ask questions related to your practice area(s).
As a result, this can help you compose informative content that provides genuine answers to their questions, using language they can understand, and are already using to initiate their searches.
Our blog article, “5 Things To Ask Yourself When You Write A Blog Post For Your Law Firm?” offers more tips about writing engaging client-centric content.
4. Keyword research can help you focus on what works
Writing high-quality, client-friendly content for your law firm website is the single best way to increase the visibility of your law firm’s website in search engine results.
Learning the basics of law firm SEO and how to use keywords can also help you avoid ineffective and potentially harmful tactics such as keyword stuffing that can be detrimental to your website’s ranking.
Let AdInfusion write the content for your law firm’s website
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We understand that some lawyers are too busy to write their own content, or they just plain don’t want to, which is why AdInfusion offers content marketing solutions for law firms of any size. Our content experts are well versed in how to use content to drive potential clients to your firm, and we have contributed to some of the most successful firms in the state.
AdInfusion writes unique and highly effective content for law firm websites and blogs that considers how your clients search and think. The result is superb content that not only educates potential clients, but compels them to take action.
Contact us today to learn how quality content can boost your law firm website’s traffic and conversion rates!