Winning a Popularity Contest: Competitive Keywords for Legal Websites

You’ve got your law firm’s website content all written, and you’re ready to make it “live” on your site. You think you’ve hit all of the key phrases that will bring in local clients—but you’re not exactly sure if the search engines will agree. Is there a way to tell if your keywords are the best that can be?

Of course! In order for your key phrase selections to be effective, you must understand how search engines operate. There are three major things these robots will be looking for in your online legal content:

  • Popularity. Popularity refers to the number of searches of a key phrase during a particular period of time. This will help you determine which phrases are never searched, and which are used on a regular basis.
  • Competitiveness. This will tell you the number of webpages that are optimized for a particular key phrase. For example, consider the difference in competitiveness between the phrases “Georgia car accident” and “Atlanta 85 car crash attorney.” A specific term should be more competitive.
  • Balance. What you must aim to do use key phrases that have the right balance between ‘popularity’ and ‘competitiveness.’ A good rule of thumb is to find a popular keyword phrase that has the least amount of competition.

Now that you know what you’re looking for, how do you find out how popular and competitive a keyword phrase is? There are a few different ways to go about it. You may want to consider a search engine optimization firm that can help you research and choose effective key phrases. If you want to go it alone, there are lots of tools available online that can help you pinpoint your key phrase selection.

For more ideas on getting your website onto page one of Google, call 888-791-2150 today or download a free sample chapter of our Great Legal Marketing book.

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