There are many parts of your SEO campaign that achieve and maintain high search engine rankings. Keywords have traditionally been the first place business owners look when trying to increase their online presence.
But the ways in which businesses use keywords has evolved alongside the other strategies that make up a comprehensive SEO campaign.
Understanding the changing landscape of keywords, the roles they play in your legal practice, and the ways in which to implement them gives you a leading edge in the search results and creates greater visibility for your legal services.
The Evolution of Keywords
There are always changes being made to the ways in which Google and other search engines rank site pages to provide more accurate results for online users. The data provided to webmasters has also been modified over time.
Previously, “exact match” data allowed law firms to identify the keywords that provided the best results for their businesses. Google eliminated this feature and now includes all of the information related to keywords that could provide value when researching keywords for your site.
But this made it difficult for law firms who used this data for paid advertising, SEO, and content marketing. Business owners found it more difficult to evaluate the return on investment for a given keyword.
However, the law firms that have been able to overcome these challenges are those that have adapted their keyword strategies to meet the demands of these and other changes.
Roles Keywords Play in Your Practice
Keywords still matter to all aspects of your law practice. They’re essential to creating a successful business brand. The keywords you rank for articulate the value your services provide and support the recognition of your brand throughout your content.
Keywords also support your social media activity. Content distributed through Facebook, Twitter, and other social media platforms should include the keywords for which you’re looking to rank in the search results.
Your profiles and social media bios must include these keywords in order to make it easier for prospective clients to find you. They create a stronger presence across your social media marketing campaigns.
Identifying the right keywords for your practice drives the content that you provide your clients, who are typically looking for specific legal information. The keywords they use to search are essential to the foundation of your content.
Content provides the answers and solutions clients seek by understanding what keywords they’re using to find your services. Keywords provide a direction for your future content and ensure that you continue to provide value to your audience.
Making Keywords Matter
There are many tools available such as Google’s Keyword Tool that help you determine the keywords that are most valuable to your practice. But the most important step is to consider how your current and future clients are searching for your legal services.
The keywords you target must reflect the search language of these users. This allows your law practice to appear in a wider range of search results pages. Your analytics platform provides you with invaluable data related to the behaviors of your site visitors.
This data helps you identify a larger set of related keywords to target on your site pages, social media, and content marketing.
Keywords still matter in today’s marketplace. Although the strategies around keyword research and implementation have evolved, the fundamental value of keywords still remains.
Understanding how to identify the right keywords for your practice allows you to optimize all aspects of your law firm’s marketing.
If you need help identifying how to implement a successful keyword strategy for your practice, let us know in the comments section. Getting started with effective keyword use will provide greater visibility and a wider reach for your legal practice.