If you think your readers will be the toughest critics of your law firm’s web page, think again. The most impatient customers on your site are the search engine spiders: they scan your site in seconds, breaking the content down into short form keywords and keyword phrases that determine how useful the information on your website is—and how highly it should rank in the search results.

In order to optimize your legal website, you must use these three things:

  • Popularity. You must consider the popularity of a certain search term. Usually, this refers to the way a customer would phrase his question. For example, as an attorney, you may search for a case where a sofa caught fire due to faulty Christmas lights as a “product liability case.” An average person, however, doesn’t know these legal terms. He would much more likely search for “house fire Christmas lights” or “fire caused by defective lights.”
  • Specifics. Similar to popularity, specifics can help you home in on your target audience. Let’s say the Blu-lite company made the defective lights. Incorporating this into a keyword phrase, such as “Blu-lite fire attorney” or “Blu-lite Christmas fire,” will be specific enough to lead the consumer straight to your site.
  • Balance. In order to get the best search ranking, you need a good balance between popularity and specificity. Going too “out there” with specifics will only attract one in a million people with that specific problem; playing it too safe with popular terms will make your content too generic. You want to stay somewhere in the middle.

Remember: in order for search engines to see a site as relevant, you must be careful about which key phrases you use. To get more information on SEO for your law firm’s website, call 888-791-2150 today or download your free sample chapter of our Great Legal Marketing book.

Ben Glass
Ben is a nationally recognized expert in attorney marketing and the owner of Great Legal Marketing.
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