How To Master Keyword Research for Your Law Firm
Last week on the podcast, we began our SEO series. We dove into the foundations of SEO like what it actually means, how to start thinking about it, and why it’s important in the first place. Now that we’re all on the same page, we can start to dive into the weeds a bit on SEO.
The first place we’ll start is with keyword research. This is another foundational topic when it comes to marketing and SEO. Each of the other components that we will discuss in this series depends on keyword research being done first.
What Are Keywords?
A keyword is the term digital marketers use to describe what people are typing into search engines to look for information. Keywords include questions people have about a legal issue, a sports score from yesterday, and everything in between.
A keyword is a singular thing but there are also keyword phrases. These are the phrases or sentences Google prompts you to type when you’re searching.
As a business owner, you want to get inside your ideal clients’ heads. You want to understand what questions and phrases your ideal clients are putting into Google. Once you understand that, you can then adjust your content and marketing strategies to make sure your website gets on the first page of Google.
There are branded and non-branded keywords. Branded keywords are when someone is searching for your firm’s name or one of the attorneys that practices there.
Non-branded keywords are where a lot of growth can happen from Google. A non-branded keyword is when someone’s searching for an answer to a question they have. For example, a non-branded search for a law firm could be something like, “car accident lawyer near me.”
Fast and Free Keyword Research Techniques
There are many fast and free ways to do keyword research. The first is asking friends and family how they would describe what you do. Next time you’re hanging out with friends and family, ask them to describe what you do or what problems you help solve.
The next technique is using Google. Think of terms related to your practice area (i.e. family law) and even break it down into like sub-practice areas. Type those phrases and your location (or just “near me”) into Google and see what comes up. Look at the different titles of the results. Those are some keywords that people are using to search.
If you want to learn more about keyword research, check out Episode 040: SEO Series 2.