If you’re ready to see real growth for your law firm, we’re here to help. Schedule a free SEO consultation with Lunar Local today, and let’s discuss how our tailored SEO strategies can help your firm attract more clients, increase your rankings, and grow your practice. It takes just a few minutes to get started, and our team will create a custom plan designed for your firm’s success.
When building out your law firm’s SEO content marketing campaign, keyword research will be one of the most important components. Recognizing and targeting the right keywords is going to be the best way for you to drive organic traffic to your website and turn that traffic into high-quality leads.
This is considered a type of on-page SEO your digital marketing agency can handle as part of your content strategy.
Here is more about how keyword research works, which keyword your law firm might want to target, and whether you need specialized keyword research tools to develop your content marketing strategy.
How Keywords Work
Keywords are the search phrases and terms that people enter into search engines like Google when they are looking for information, products, or services. It is important to identify specific keywords you want your law firm to rank for. For instance, if you run a criminal defense law firm, you may want to include the following terms in your marketing strategy:
● Location criminal defense lawyer
● Location DUI lawyer
● Location expungement lawyer
● What happens after you get arrested in location
These are just a few examples of terms and queries that get a lot of volume each month. It is important to get as specific as possible, as broad-match keywords are often too competitive. For example, you would not want to target the phrase “car insurance”. Instead, you might write a blog called “How car insurance accident claims work”.
While we can target keywords that have a high search volume, we should be going after those that also have a high conversion rate. This is the best way to ensure your users are converted into actual law firm clients.
Conducting Keyword Research
To determine which keywords should be targeted, we need to conduct extensive research. There are multiple tools that could be used, such as Semrush, Ahrefs, Moz’s keyword explorer, Google keyword planner, and others that provide us with more specific metrics.
However, we do not necessarily need these tools to craft a powerful content marketing strategy. There is much to be learned from analyzing your competitors. After conducting a comprehensive competitor analysis, we will have insight into what your competitors are doing well, where they need improvement, and allow us to develop strategies to outrank them.
How to Find Out What People Are Searching For
Understanding user intent is an integral part of the content marketing strategy process. Understanding your target audience and how they search for information online is the best way to create high-quality content that directly addresses their most pressing questions and concerns.
Some of this information can be easily obtained by doing a simple Google search. When you search for “criminal defense lawyer”, the “people also ask” section will also display other questions that users are asking related to criminal defense. These types of long-tail phrases can be used to create FAQs or blogs to support your practice area pages and website.
Law firm directories can also be a treasure trove of information. For instance, Avvo has an extensive Q&A section that can be used to come up with ideas for your content, both for your website and on social media.
Our competitor analysis will also give us more information about topics that should be covered. If the top-ranking law firms are blogging about certain legal statutes or law updates, you should be too. However, the content you publish should be of the highest quality and include even more insights and value than your competitors currently offer. This way, Google is more likely to push your page to the top of the search results.
Turn to Lunar Local for Expert Law Firm SEO Strategies
Building out your content marketing campaign will involve comprehensive keyword research. Your marketing agency needs to identify the keywords that are going to help your website rank and drive as much organic traffic to your site as possible.
It is not about targeting as many keywords as possible, but choosing the most relevant keywords to your practice area. Let us help you craft a strong content marketing strategy with extensive keyword research. Call Lunar Local to upgrade your law firm’s SEO. To learn more about our services, fill out our quick contact form or call us to schedule a free consultation.