Keyword research is a cornerstone of online marketing. Identifying the keywords that are used to search for legal services like yours helps you reach your target audience and improve your ability to acquire new clients.
But keyword research is important for more than just your pay-per-click (PPC) campaigns. It provides a wide range of benefits that impact all aspects of your marketing strategy.
The following will help you understand why keyword research matters and how to use it in order to achieve your business goals.
Increase Engagement
Content marketing is one of the primary ways to engage with your target audience. Knowing what keywords are being used to reach your website helps you create content that’s relevant to the needs of prospective clients.
This helps you deliver the right messages to an audience that’s more likely to need and purchase your legal services. It also provides you with ideas for new content while optimizing your website for improved performance.
Better Use of Keywords
Your keywords support you search engine optimization (SEO) efforts when you use them correctly.
The right keywords should be placed in your site’s page titles, URLs, anchor text, and other locations to help Google and other search engines index your pages properly.
These simple steps allow you to improve your organic rankings in the search engines, and users who are more likely to click on organic search results will be more likely to reach your site.
Improve Conversion Rates
Google keyword research helps you improve conversion rates by creating content that targets the right keywords and generates the right traffic. Website visitors will be “pre-qualified”. This means that they will already have some interest or need in your legal services.
Your content will be tailored to the language used when searching for legal services like yours and provide the information that answers their existing questions.
Understand User Behaviors
Identifying important keywords helps you understand your audience. Keywords can reflect current trends within your market, which helps your law firm respond quickly to changes in user behaviors and interests.
This also prevents you from wasting time, money, and other resources creating content that’s out of step with your target market. Google keyword research makes your marketing more efficient and cost-effective.
Implementing a Keyword Research Strategy
There are key steps that are required to implement a keyword research strategy. You should begin by creating a list of items from which you’ll search for related terms.
Google’s Keyword Planner tool can be used to expand upon and refine this list as you move forward.
Use categories to further define your keywords based on their relation to your services. Keywords are used depending on the level of intent to purchase or the interest of users.
Understanding your target audience can also help you in the early stages of your keyword research. Identify the words used by prospects by looking at social media, blog comments, forums, and other locations.
This ensures that you choose the most relevant and current keywords on which to base your marketing strategy.
Google’s Keyword Planner provides you with related keywords that you might not consider. This is especially helpful when developing your initial keyword list.
You can perform a competitive analysis to see what keywords others are targeting and for which they’re currently ranking.
Keyword research improves more than just your PPC campaigns. It helps you understand your audience and provide content that’s most likely to lead to conversions for your business.
What keyword strategies have helped your law firm get better results from its marketing? Let us know what’s worked for you in the comments below.
The right keywords and implementation can take your marketing campaigns to a new level of success and generate new clients for your law firm.
