Selecting the most appropriate search terms to embed in your online content plays a significant role in the health and growth of your digital audience and SEO rankings. While it’s natural to think that keywords are as simple as search terms related to your product or service, they’re much more intricate and complex. Keywords are specific words and phrases that audiences use to find the goods and services they’re after.
A few factors are involved in the popularity of search terms. Misspellings can determine how words are typed in. Trends can trigger phrases and searches that are indirectly related to what you provide. Geographic location and device specificity determine search jargon according to search proximity. Big-name competitors also narrow the likelihood of ranking for some of the most popular keywords.
On top of a number of influences, keywords are constantly evolving due to the nature of language, trend cycles, internet reach and of course, Google’s ever-changing search algorithm.
Consumers ultimately drive keywords
Google adapts to the consumer; if the consumer changes their language to find a product or service, Google modifies its algorithm to ensure it pulls up accurate information. The search engine notes what consumers search for on the go, from home, in a rush, when daydreaming, etc. If you keep up with the present-day keywords, you can improve search rankings and ensure that your website also pulls up toward the top when your target audience is searching for your service.
However, it also means if you’re using the wrong keywords, you’re missing out on the majority of your consumers who’ve changed their language or searching habits and are now being presented with alternative sources for their needs. Staying up-to-date on keyword research is one of the most useful efforts you can continually make toward growing your brand and making sure your audience knows where and how to find you online.
Research, awareness and industry expertise can all help you make the most of your SEO strategy. Let’s have a look at researching keywords for law firms.
Law firm research generates its own SEO results
When it comes to your law firm, an SEO strategy is especially reliant on keywords. In most cases, prospective clients are visiting your law firm’s website because they need your services. This means that unless you offer national online assistance, you’re likely targeting consumers in your specific geographic location.
From coast to coast in the U.S.A, citizens speak using noticeably different intonation and syntax. Zoom in on the map to one location, and you know personally well that everyone in that area has their own way of describing their needs. Now consider your target demographic – would they describe their legal needs differently from another demographic? Are they more or less likely to be searching on-the-go or in their current location?
Researching your prospective client needs to identify how they’re searching and with what terms can guide you into deeper keyword research so you can optimize your content and SEO efforts.
How to Research Keywords
There a few key ways to monitor your keyword relevancy. Implement as many research tactics as consistently as you can so you can get the best results on your SEO strategy and get your brand in front of more prospective clients.
Check out these two simple tips:
Stay up-to-date on the legal terms list
Keep your content writers and editorial researchers updated on legal terms. By arming your content team with an accurate vocabulary base improves writing, ensures proper context and secures the quality of your writing.
While this list might evolve naturally, make a point to review and update it on a quarterly or monthly basis. Notice where terms have changed, skewed or evolved in searches, services and client receptiveness.
Use a keyword planning tool
A tool for keyword planning can save you time, effort, money and headaches over understanding when and how search jargon changed so drastically over the course of a year. Try using the planning tools listed below to run this part of your strategy most efficiently.
While these two tips are short and sweet, please include them to keep your content updated, fresh and relevant to what your audience is searching. It’s the only way to ensure that consumers will come to your site and solicit your business. Let’s take a look at the top tools on the market you can use to streamline your SEO efforts and get the most out of your strategy.
SEO Research Tools for Law Firms
It’s always best to get specific when it comes to keywords in your industry. However, when you start outlining the demographic details to look into, it can get overwhelming. A few of our favorite tools to use are listed below.
- Google Suggest
- WordStream Keyword Tool
- Google Keyword Planner
Google suggest is the drop-down list of related search items that pops up as you type in your search to Google’s bar. At first, the searches are random, but as you finish typing your search phrase or question, you’ll notice how specific the phrases get. Click on one of the phrases, follow to the results page and note what brands are listed as search matches. This is a free tool you can use anytime to gauge the relevancy of your keywords and to find out more about what types of questions consumers are asking.
SEMRush offers insight into competitors, PPC and SEO. Users can easily search for both high-volume and low-volume words. Having an understanding of what other sites are using to gain traffic can help your brand accurately assess which types of keywords are the most valuable to include. Remember, you want to rank favorably and also avoid competing against the highest-volume words with the smallest chance of traction.
SEMRush offers a limited number of searches per day before it requires a paid membership.
WordStream’s Keyword Tool
This keyword tool is immensely helpful when it comes to launching group ads. Targeting keywords for advertising can be a huge play for marketing in brand awareness and audience turnover. Use this tool to thoroughly prepare your advertising approach and confidently launch your ad campaign.
Google Keyword Planner
Keyword Planner provides a quick glimpse into the basic statistics of Google searches, including monthly search volume, overall volume and cost per click per search word or phrase. This allows you to assess the quality of and investment in your selected keywords before bringing a campaign to the market.
Ubersuggest is similar to the Google Keyword Planner, but it’s uber-specific and up-to-date. Users of Ubersuggest are privy to research on keywords not yet listed by Google’s Keyword Planner, so you can be forward-thinking and forward-planning in your strategy creation.
These helpful tools are a short list of recommendations to get you going on optimizing your law firm’s keyword research. Comment below to share more resources and planning ideas with the community.
When you’re ready to implement an SEO strategy for your brand, we have the resources you’ll need at Rosy Strategies. Our team can help identify exactly which tools you need to automate, optimize and drive your SEO marketing home. Reach out to learn more.