Search engine optimisation revolves around the keywords you pick to optimise. Yes, with digital presence your goal is to increase traffic but you also want to make sure that you get the right audience. For example, a corporate lawyer doesn’t want just anyone looking for legal services. Individuals looking for divorce services would be useless to them. The keywords you optimise determines the type of audience you attract, making sure you get people who seek the exact services you offer.
You just need to know the trick of the trade - in keyword selection - to eventually increase traffic; keeping your target audience in mind. The following tips will help you do just that.
Well, not exactly but you need to think like your prospects. To do that, the first thing you need to do is identify them. Corporate lawyers will want to target businesses while general lawyers target individuals. You need to think about the phrases and services they look for when searching for law firms that offer the same services as yours. The best place to start your keyword hunt is within the network of your friends, family, and even current customers. Ask them what phrases they would use when searching Google for the services you offer. Now, you don’t have to stick with the same keywords but this would be a starting point.
You should already be aware of the presence your competition has online. You need to peruse through your competition's website to see the keywords they target. This means, go through the content of their website and also look at the metatarsi they use. This practice will help you narrow down specific keywords from the list you initially made while also adding some keywords you might have missed out on. The keywords you now have will be what you base your search on.
Now that you have your list, you can use online tools to help select the most effective keywords for the content of your website, articles, and so on. Google AdWords Keyword Tool will help make sure you select keywords that your target audience searches for. It provides you with all the data you need. Enter keywords from your list into the tool and it will give you data on how many users search for the keyword, click through, and whatnot. You can then make a list priority-wise of keywords you should use to effectively drive traffic to your website. It even gives you insights into the competition for each keyword, which is a measure you need to pay close attention to.
Not just law firms but most businesses tend to target keywords that consist of one or two words. It may be true that searches do tend to use shorter keywords, long tail keywords are equally important to target. Long tail keywords are keywords that are three or more words long. While they boast a lower volume of searches, they will attract relevant traffic because only people looking for specific services use them. The best part about long tail keywords is that you have a lot less competition for them. Which means, you can rank higher in a shorter period of time.
Your keyword selection process doesn’t end once you’ve selected the keyword. You need to constantly monitor the performance of the keyword to determine how effective they are. You should keep in mind that keyword trends are constantly changing and so is how people search. Therefore, have tools in place to analyse the keywords you use and keep a close check on them. There may be times when you may want to change keywords because they underperform.
How effective an article is in driving traffic and generating leads for your law firm depends on the keywords you target. With some effort and the right tools, you can easily select the most effective keywords for your law firm. They can then be used for all content material that are proceeded to improve your firm’s SEO efforts.