When lawyers ask me to help them on their legal web marketing campaigns, they often know that they need content on their law firm’s website to get indexed and ranked by search engines such as Google, but they don’t know where to start with content.
Often, lawyers just start writing blogs or articles, or they hire content writers. More often than not, no one performs a keyword analysis or has a keyword strategy.
Legal content writers need to think about the following questions before they start to write:
- What keywords are we after?
- Are there any searches for those keywords?
- If so, is the market saturated for those keywords?
The following is an example illustrating the importance of conducting keyword analysis before writing content or starting an internet marketing campaign.
I know a family law attorney in King of Prussia, PA, who hired a search engine optimization (SEO) company that promised his website on page 1 of search results for the keywords “King of Prussia divorce attorney”.
When you type in those keywords in Google, his website comes up on page one, in the 4th position, which is great. However, keyword analysis and research shows that there are 0 local monthly searches for those keywords!
Therefore, even though his website is on page 1, what good is it if no one is typing those words? This family law attorney is basically throwing money away on a legal internet campaign that has zero value to the law firm. It is vital to know what your prospective clients are typing by conducting a keyword analysis and having a keyword strategy.
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