Too many attorneys make the mistake of using the same keywords over and over, hoping the phrases will continue to point customers in the right direction—while others rely on over-linking each page, hoping to attract anyone to their pages by any means necessary.

In order to optimize your website properly, you have to see your content as smaller parts of a comprehensive whole. If done correctly, these pages will work together, rather than just being forced together.

When deciding on keyword placement for your personal injury attorney marketing, pay careful attention to:

  • Diversification. The search terms your customers use to find you will be as varied as the people themselves, so you’ll have to think carefully about what a prospective client might search for.
  • Grouping. Always keep the bigger picture in mind when writing content. Where would your piece best fit on your site? Which link would best provoke the visitor to continue reading? Always group similar content together and provide easy, one-click routes for customers to keep moving through your site.
  • Flow. You should always reread your copy to make sure it feels natural and that keywords have been well-integrated. Is the most important information given first? Does your linked copy lead to a page that fits the keywords used? If not, rewrite it so that your information builds and reads organically.
Ben Glass
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Ben is a nationally recognized expert in attorney marketing and the owner of Great Legal Marketing.