Search engine optimization is the foundation of online marketing for any business, and law firms are no exception. It keeps your website visible in web searches, drives traffic, and builds the credibility of your business. Most importantly, it can help you survive and sustain in the hypercompetitive legal market in the US.
The 2022 Report on the State of U.S. Small Law Firms states that small firms face competition from DIY legal websites offering tons of information. That’s apart from the regular competition from your rivals. A robust SEO plan can help you deal with the challenge as it caters to your target audiences and presents your firm as a niche expert.
SEO for legal websites is complex and competitive, making it essential to think outside the box with your strategy. Long-tail keywords can propel your legal SEO strategy, taking it a step ahead toward your target audience and marketing goals. We will highlight how these specific, goal-oriented keywords can give your SEO strategy a head start.
Long-Tail Keywords in Legal SEO
Before digging deep into the benefits of long-tail keywords, you need to understand how they work in the legal context. With 3.5 billion searches happening on Google every day, you can imagine the competition keywords encounter. Business owners need foresight into what their target audience may type in while searching for products and services.
With phrasal, long-tail keywords, you may get lower search volumes, but the traffic they drive is more relevant. A simple example showing the use of these keywords in SEO for lawyers is as follows:
- A head keyword such as “lawyer” gives a broader coverage as anyone needing a lawyer will use the keyword.
- A long-tail keyword such as “criminal defense/personal injury/family lawyers near me” narrows the audience only to those looking for a specific niche within a geographic radius.
The head keyword here has more search volume, while the long-tail keyword is intent-based. It increases the chances of meeting audience expectations as they look for providers. Constellation Marketing recommends extensive keyword research to take a more targeted approach to keyword usage. The basic formula law firms should use is “Your City + Practice Area + Lawyer”.
Benefits of Integrating Long-Tail Keywords Into Law Firm SEO
With the basics out of the way, it is time to understand the benefits of using long-tail keyword optimization for your firm’s SEO. We will explain why it makes a strong case for legal firms:
Match Your Audience’s Intent
Although head keywords account for maximum search volumes, long-tail keywords make up most of the search traffic. According to Ahrefs’ U.S. database, almost 30% of keywords exceeding 10,000 monthly searches have three or more words. That’s because longer keywords are closer to the audience’s intent with their specificity.
By focusing on long-tail keywords, you can match your target audience’s search preference and provide expected results. That’s how you can get more visitors who are closer to conversion for your law firm website.
Gain a Ranking Advantage
As the search volume for long-tail keywords is relatively lower, you can actually rank your website more easily. All you have to do is find relevant and specific keywords to match your niche. With Google algorithms prioritizing user experience, your chances of ranking are high with the keywords the audience is likely to search.
Consider an industry-specific example here. Ranking for “personal injury lawyer” will take more time and effort, considering the segment employs 179,508 professionals as of 2023. However, you can reach the top easily if you optimize for the keyword “car accident personal injury lawyer in Atlanta.” The competition for the latter is less, and it aligns with the search algorithm rules.
Improve Your Content Relevance and Value
Trust is the cornerstone of law firm success because clients prefer lawyers they can rely on. When it comes to SEO, content marketing can give you the credibility you need to set your law firm apart. High-quality, relevant, and valuable content on your website presents your firm as a niche expert.
You can achieve these content goals by optimizing them with the right long-tail keywords. Consider hiring a law firm marketing company to help to achieve the keyword rankings you are working so hard to maintain.
Besides impressing potential clients, such content makes your website Google’s favorite, translating into higher search rankings. With each algorithmic update, Google follows the context of a search and provides intent-specific results to searchers. Long-tail keywords provide context to Google and valuable information to readers.
Summing Up
There’s no right or wrong approach to legal SEO, but long-tail keywords can give your website a clear advantage. Adding your niche gets you relevant visitors, and including your location helps you ace local SEO. Additionally, these keywords get Google’s priority for ranking, leading to higher traffic, conversions, and credibility for your law firm. That’s the kind of head start you need to stay afloat in a competitive industry.
