May 11th – May 17th, 2015
Search engine optimization is all about “rankings.” This is the order that a search engine displays matches to a search term that the user enters. In order to make these matches, the search engine has to visit every page on the Web and scan them for their content. The “Web crawlers” that perform this task don’t copy all of the contents of websites, they just detect keywords that best describe the content. It is the relevance of the keywords in your law firm’s Web pages to the search terms each user enters in a search engine that determines your rankings. Therefore, getting the right keywords in your pages is of primary importance. This week’s SEO Trends roundup looks at advice about keywords that is currently posted on the Moz Blog, Search Engine Watch and Search Engine Land.
Lawyers are highly educated and work in a very specialized field with its own language. It is often easy to forget that the average person in the street probably wouldn’t define their legal needs in the “legalese” that most lawyers use. Therefore, examine the terms that a potential customer would type into a search engine in order to find a lawyer. This article contains some interesting points about the way ordinary people address search engines. The device people use will influence the structure of their queries – some people just enter keywords, others ask questions. The rising availability of voice search encourages people to ask questions, the difficulty of typing into a smartphone results in short queries. Research the words your customers use when referring to your services.
When people talk about keywords, they actually mean “key terms” because keywords are usually several words long. “Lawyer” is a keyword and so is “divorce lawyer Maine.” This article expands on the discussion in the above article about short search terms vs long search terms. The writer has done some analysis on the relative success of each group with respect to mobile and desktop access. As more people now perform searches from their mobile device than from their desktop computer, you might have to add shorter terms to your keyword list in order to rank highly for mobile search.
Voice search is a growing phenomenon and complicates the issue of targeting keywords to mobile searchers, because voice search is usually performed on mobile devices. Whereas search terms typed into mobile devices tend to be short, search terms entered through speech recognition tends to be in the form of a question, and therefore, much longer. Researching how your legal practice’s clients access search will help you to develop your keyword strategy towards short or long key terms.
Different legal specializations get different types of customers. Your legal practice probably focuses on a specific type of customer who has a specific set of circumstances. Business managers looking for corporate legal support will search for legal services in a different way to someone who just got hit by a car. This article gives some useful advice on how to research relevant keywords, but it focuses more on searchers who deliberate rather than those who search in a panic.
Google keeps changing its methodology on ranking keywords and so a lot of the advice you might read on how to put those keywords onto your pages is out of date. In the old days, you would have been advised to just keep repeating your keywords all the way through your Web pages. That strategy doesn’t work so well any more. Once you have researched a list of keywords that you believe will attract clients to your law firm, read this article on how to integrate those words into your content.