Q What are some of the advantages of creating targeted key phrases instead of stand-alone keywords in my legal marketing campaign?
A
Using stand-alone keywords instead of developing targeted key phrases works against you. It makes the specialized content that you’ve built for your website vanish into the landscape of all the other results that come up when a potential client starts researching bankruptcy lawyers in your area. If you’ve used only the keyword “bankruptcy,” then the search engine’s indexing agents have no reason to view your “bankruptcy” page as more or less relevant to the millions of results that come up in a search for that word. Your firm’s website will be buried among a wide range of pages, including definitions, commentary, and entirely unrelated news articles.
If you’ve used more specific key phrases, however, and distinguished your page for indexing agents in a concise and accurate manner, then your result will be far more likely to show up at a potential client’s search. So if you instead use the key phrase “bankruptcy attorney Baltimore,” the spiders and robots will understand that your page is for a business that provides legal services related to bankruptcy, and that you are located in Baltimore.
A lot of search engines now prioritize results according to the searcher’s location, so a location-specific keyword may help get your website seen even if a potential client doesn’t think to search by their city or state.
You need to understand more about search engine optimization and other bankruptcy law firm marketing strategies. We might be able to help. Talk today with an experienced consultant at Great Legal Marketing. Call (703) 591-9829 now.
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