Most marketers know that search engine optimization, or SEO, is an important element of any marketing plan. But how do you know which keywords will generate the best rankings? By conducting keyword research, you can easily understand which phrases to include in your content. A law firm marketing agency can quickly figure out what your potential clients are seeking online and how to best incorporate that information into your law firm’s website. Here’s how proper keyword research should be conducted and how it can help increase your law firm’s revenue.
What is Keyword Research?
Keyword research helps you choose which words to include in your website content in order to rank higher in search results. These keywords should be relevant to your law firm and as specific as possible. While generic keywords are more frequently searched, there are also more websites using those keywords, meaning that yours may get lost in the shuffle. Instead, choose keywords that are accurate and specific to your site and your practice. These typically result in the best return on your investment, as there is less competition and your site is more likely to rank higher for those words. It is therefore important to select keywords that are popular but not too competitive, as these often generate the most traffic.
How to Identify Strong Keywords
The best keywords are the ones that point to a specific niche. For example, instead of using “immigration attorney,” you may want to consider using “K1 visa attorney.” The second phrase is far more specific, meaning that people who are looking for that phrase are more likely to find your website, as fewer firms will be using it on their own sites. Targeted keywords help attract people who are more likely to find your content useful and see your site as a reliable source of information.
There are several online tools that can help you find good keywords to use. Most will give you an indication of the keyword’s popularity, helping you determine whether it is specific enough to yield measurable results. Some tools may also help you understand the popularity of various keywords, allowing you to avoid terms that are too common to be used to your advantage.
Tracking the success of your keywords is also important. This will help you determine which phrases are most effective, and which are not producing results. Measuring click throughs, client conversions, and more will allow you to make adjustments to the text on your site for maximum impact. Monitoring the results of your keywords can also help you understand what types of phrases to avoid using in the future.
Conducting your own keyword research and implementation can be overwhelming. A strong understanding of how search engines work and the factors involved in search engine rankings can be the most helpful tool available. Consider working with a law firm marketing agency to help in your keyword research process. Experienced agencies already understand what to look for when uncovering keywords, easily providing you with the best information for your needs.
The Benefits of Keyword Research
There are numerous benefits to proper keyword research. Identifying the most valuable keywords primarily helps your law firm rank higher in search results pages. This makes your site appear more credible and also drives an increase in traffic, as most people consider the first page of results to contain the highest-quality links. They will rarely view links on subsequent pages, and gaining a first-page ranking can be a significant asset to your law firm.
Proper keyword research can also provide your law firm with more qualified leads. Vague keywords may lead people who are seeking services other than those your law firm actually offers to your site, resulting in a low conversion rate. More specific keywords, however, can help you attract people who are looking for the exact information that your site contains. By focusing your efforts on people who are already looking for services like yours, it is far more likely that the people who find your site will become clients. You may also be able to tailor your website content to the apparent needs of people in your area by using popular keywords as inspiration, showing that your firm understands recent trends in the legal industry.
Working With a Law Firm Marketing Agency
Speak to a law firm marketing agency for more information and to schedule a free consultation. 321 Web Marketing has extensive experience in researching and finding valuable keywords for law firms. Its team of skilled marketers can do the same for your law firm, matching specific and popular keywords to your firm’s services and ideal client base. The agency works to generate a daily stream of qualified leads for its clients within six months of launching a new campaign and continually monitors the performance of keywords to make any changes necessary for success.