Today, SEO is the key element of an online marketing campaign, and the most powerful and important Internet marketing tool for local law firms. For this reason, local SEO needs to be a key focus of a local business's marketing plan.
As the number of local searches performed on personal as well as mobile devices continues to increase, it is your website or business that can benefit from showing up in the first search engine results of Google and other major search engines. This benefits are obvious - better rankings help to increase your firm's online visibility, reach your target audience, i.e. potential target customers, and maximize your profit.
One of the most vital elements of SEO is keyword research and selection. This because if your website does not rank up higher in the search listings for your chosen keywords, you will be missing out on the traffic that could be converted into leads. It will be of no use to you if your site appears on the top search results pages of Google for general keywords that are not associated with your law firm's core practice areas and legal competencies.
Keyword selection is the crucial element of an SEO campaign. Well-researched and carefully chosen keywords that reflect your core competencies will produce results you want and deserve. Your selected keywords must have adequate search volume, or popularity, but your site must rank highly for those keywords if you want to get more target traffic that will turn into revenue.
The key is to selecting more specific keywords rather than choosing general keywords that are highly competitive (i.e. "lawyer San Diego"). This is where long-tail keywords come in to bring your target users the most accurate and relevant results pertaining to their search intent, and your law firm.
For example, if you target general keywords like "attorneys in San Francisco" to appear on the top search listings of Google, you may be facing a tough competition since there are many more lawyers like you in San Francisco who already optimized their websites for the keywords and ranking highly for their chosen keywords.
It will be tough for you to outrank them if they have already invested in proper SEO techniques and strategies. What you could do instead is to look for and research long-tail keywords that may be less competitive, but are more specific to the core competencies of your legal practice, and solutions your target users are seeking.
Targeting long-tail keywords like "medical malpractice lawyer San Francisco" or "family law firm Bay Area" would be more specific and appropriate to rank for highly in the search results pages.
Selecting the correct keywords is one of the most important parts of the local SEO process. There are a few resources on the Internet where individuals can do research for identifying the correct search terms or keywords that will result in providing the highest quality of target traffic to their websites.
Some of the best resources where you can do keyword research are:
Keyword research is perhaps the most important part of local SEO for law firms. You cannot begin an SEO campaign unless you know which search terms you are targeting and who you are competing against.
By researching the right keywords for your local business, you can not only learn which phrases to target to increase your online visibility, but also learn about your potential customers as a whole. Designing a local SEO web marketing strategy needs to be a key focus of your local business's marketing plan.
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