Once you decide to take the next step and begin thinking of SEO as an integral part of your marketing strategy of your law firm, it’s important to consider what keywords that you want (or need) to highlight.
Chances are you already know which keywords you should use without putting forth much effort. However, many firms put too much focus on rankings and ignore the value of lead generation and conversions. This distracted focus often causes law firms to get off track before they’ve even really started.
As this Forbes’ article states:
“There is certainly something emotionally appealing about ranking #1 for your most desired keyword, but a #1 ranking by itself doesn’t pay employees or contribute to your retirement fund. Rankings are certainly a valuable metric, but they are worthless unless they lead directly to other metrics that truly matter.”
Adapting to the Modern World
Keyword strategy paradigms are constantly changing, and if you want to keep your keywords relevant, keep your search volume high and remain competitive, your law firm’s marketing strategy needs to change too. In addition to the shift in keyword paradigms, the way people search on the internet is evolving. Failure to adapt will mean that you will struggle to connect with potential clients.
Not only do you need to be able to meet the needs of someone using a computer (from anywhere in the world and on any device), but it’s also important to ensure that people using mobile devices can find your law firm through keywords just as easily. And with more and more people using language tools like Apple’s ‘Siri’ or Android’s ‘Ok, Google’, it’s becoming more critical than ever to target natural keywords that people would say.
Creating and Implementing a Keyword Strategy
While it may seem difficult to set up a keyword strategy for your law firm, luckily there are a lot of tools that can help you research the best keywords, as well as techniques for implementing natural language keywords.
To get started, you should question your current customers—after all, they found your firm somehow so they’ll have a good idea of what works and what doesn’t. These questions could include:
- Did you run into any questions while you were researching our law firm?
- Was there one (or more) thing you found that helped you trust that we were the best law firm for you?
- Why did you choose our firm?
- Have you learned anything new about our services that you wish you had prior knowledge about?
Answers to these questions can help you direct your ongoing keyword strategy in the future. In addition, they can also help you find topics for a blog (filled with infographics, high quality content and white papers) that will help you gain even more web traffic.
Check out the SEOLegal blog for an example and for a wealth of SEO tips for lawyers. We also encourage you to browse the SEOLegal website where you can discover more about our law firm internet marketing services or contact us to speak to an SEO expert.
