When it comes to your website, focusing on the right keywords can mean the difference between success and failure. Keywords are the phrases (search terms) that consumers type into search engines, like Google and Bing, when they’re looking online for your services. If you’re not sure what your overall keyword focus is for your current website, there are some simple tools to help you identify and map out your most important terms, which can be incorporated into your search engine optimization strategy.
When people are searching online for law firms, they’re entering search terms related to the services you provide and they are often very specific. For instance, someone in Miami, who is looking for a family law practitioner, will likely search for the term “miami divorce attorney” or “miami family law attorney”. These types of terms, with geographic specificity, should be a priority in your SEO planning. They often represent people close to the end stage of the buying process.
Another type of search term to consider optimizing for might be research terms. These terms may be a little more general, but they often represent people who are beginning to look into subjects related to your firm’s practice areas and you should consider optimizing for them as well. Terms in this category might include “south carolina divorce laws” or “new jersey child custody laws.” Imagine the power of a consumer searching for divorce laws in your state and encountering your firm’s article, optimized for the term and written in a way that is helpful for the reader and projects your expertise and knowledge.
There are some free and inexpensive keyword tools to help you get started. A good way to get an initial feel for what people are actually searching for is to let Google help by giving suggestions on related terms. Simply go to Google in your browser and begin typing a term related to your business. Google will help complete your thought by suggesting relevant terms. These are often the actual terms that people will select when they’re beginning their search.
Another free tool that helps with keyword research is the Google Keyword Planner, which is located in Google’s AdWords platform. You will need to sign up for an AdWords account, which can be done at no charge. From the keyword planner, you can obtain useful information about what Google sees as some of the most appropriate keywords by entering your own website or one of your competitors.
Selecting the best keyword strategy for your website is part art and part science. As you continue to expand your website, you’ll likely find it is one that will pay off in the long run, as you more closely align your site with consumer’s interests and actual research behavior online.