Law Firm Web Marketing

    

How Law Firms Can Build a Content Marketing Strategy for Their Practice

If you truly want to make a success of marketing your legal practice online, you must get a good grasp of content marketing. Content marketing can be defined as the creation and distribution of valuable but free information online to build trust among prospects and turn them into customers.

The kind of information you share must be closely related to the kind of legal services you intend to get paid for. The focus of your content marketing campaign must be to educate people so that they can trust you so much that they find it easy to do business with you. Instead of bombarding your target audience with sales pitches, you simply provide genuinely valuable information that helps them to make more intelligent decisions.

Effective content marketing is the backbone of an effective SEO marketing strategy. Over the years, Google has repeatedly updated its search engine algorithm to ensure that users get the most informative web pages returned after each search. So if you want to take full advantage of the targeted traffic that most popular search engines offer, you need to provide valuable content. For example, blogs that are frequently updated with fresh and high quality posts easily get high page ranks and tons of interested readers on a daily basis.

Furthermore, content marketing compliments social media marketing by giving people something valuable to chat about. A savvy content marketer can easily take advantage of a popular issue in the news, which will also be of interest to his or her target audience, and provide sound legal advice that will help people to learn more about their constitutional rights. Such information can easily be used to start building credibility as an expert on such legal matters.

So how can law firms actually make the most of the opportunities offered by content marketing? Here are a few tips that can be used to develop an effective strategy.

Carefully Define Your Content Marketing Goals

To start with, you should carefully define your major goals for engaging in content marketing. Determine who your main target audience is. Do a little research to discover what their most urgent and important needs are. Find out the kind of information they are searching for through online keyword research tools provided by Google and Yahoo. Check out forums where members of your target audience hang out and carefully study the questions they ask. This will give you a lot of insight into the kind of content your target audience will really appreciate and share with others.

Create and Maintain a Highly Informative Blog

After your goal setting and initial research, you should use the information you have obtained to create and maintain a highly informative blog that provides high quality articles on issues and problems that your audience is having in your area of legal practice. This will attract trust and loyalty from your readers and lead to several requests for your professional services.

Provide Legal FAQ Articles

The legal profession has a lot of technical language and jargon that most lay people are not familiar with. You could easily develop a good rapport with your target audience by providing a set of frequently asked questions FAQ articles on your website. These FAQ articles should help your audience have a better understanding of common legal terms related to your practice. Then provide links to these articles in your blog posts.

Engage in Guest Blogging

One of the best ways to get high quality links to your blog and other content is to be an active guest blogger. Post a few high quality articles in a legal blogs that already have a high PageRank and you will be able to drive a high volume of traffic to your own blog through backlinks. This is an excellent content marketing strategy that also helps to boost the page rank of your blog on Google and other search engines.

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The Scoop on the Google Keyword Planner Tool

Google Keyword Planner ToolThe Google Keyword Tool has been a very helpful application for many webmasters, search marketers, and online business owners over the years. Once an ideal tool for SEO and PPC keyword research, the Google Keyword Tool would show search volume statistics of a certain keyword, as well as specific variations regarding cetain keyword match types.

Although this application from Google has provided valuable data which has translated into to highly successful search marketing strategies, Google has decided to retire the Keyword Tool for something different.

Enter the Google Keyword Planner Tool

The replacement of Google's Keyword Tool (the Google Keyword Planner Tool) provides a slightly different set of information compared to the old Keyword Tool, even if the settings (place, time, etc.) are essentially the same. According to Google, the new Keyword Planner Tool provides “historical statistics only for exact match”.

So what does all of this mean?

On the positive side of things, this means the data from the new Keyword Planner Tool is rather simplified, making it easier for the user to get a grasp of the information provided by the results. Also, data shown by the new Keyword Planner are significantly more applicable than information provided by the old Keyword Tool. Google execs explain that the information delivered by the new application now include those that come from other mobile platforms and devices apart from desktops and laptops, specifically smart phones and tablets.

On the negative side of things, the data can seem a bit inflated when orchestrating a very specific search marketing strategy. Without the capabilities of knowning precise keyword data for different match types (exact, phrase, and broad match,) search marketers are challenged to minutely determine the ideal keyword targets for their strategy.

Additional Changes to Keep Top of Mind

The following changes are also applied to the new Keyword Planner Tool:

A number of search marketers are still struggling on how to work the new Keyword Planner Tool. Understandably, a lot are experiencing some issues on the data provided by the new tool. However, Google is still on the works on how to entice people to use the new keyword application and actually deliver what the tool promises.

  • Local monthly searches and global monthly searches are now simplified and merged into the "Average monthly searches" column. The results are derived specifically, depending on the parameters set by the users
  • Ad Share is no longer included. Google is still working on how to provide information on ad impressions
  • Search share column no longer exists
  • Most information can now be accessed by downloading the historical statistics from the Keyword Planner, such as local search trends and webpage extractions data

A number of search marketers are still struggling on how to work the new Keyword Planner Tool. Understandably, a lot are experiencing some issues on the data provided by the new tool. However, Google is still on the works on how to entice people to use the new keyword application and actually deliver what the tool promises.

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