You’re planning to devote a lot of your budget to your personal injury attorney marketing, and you want to make sure it will be worth the investment. The key to any great marketing campaign is tracking your results—and the good news is, you don’t have to wait until you’ve implemented your changes to find out what your results will be.

Here are a few ways to examine your keywords’ effectiveness before changing your content:

  • Check for current trends. Many attorneys don’t realize that there are free resources that can give you a lot of the data you need to make marketing decisions. Your website reports can show you your visitor hit counts, most frequently visited pages, and provide vital keyword information to you. If there are some pages that attract a lot of visitors, you will know to create more of that type of content (and build specific keywords to drive readers there).
  • Test your phrases. Once you have a list of possible keywords, use your SEO software (or a free online equivalent) to search the key phrases and check their results. You can tell ahead of time how popular your phrase will be (and whether your ranking will be affected by using it).
  • Pay-per-click campaigns. While these programs are an effective way to test keyword groups, they can be expensive. The popularity of your phrase will determine the price, so you may wish to purchase a more specific, less popular term to bring in niche business.

Once you have hard data on which phrases will point your ideal customers to your site, you can begin optimizing your web content. To read more about keyword placement, click the link on this page to download a free sample chapter of our Great Legal Marketing book or call 888-791-2150 today to receive our marketing emails.

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