Keyword mapping for law firms


Small law firms

Legitimate marketing strategies include using the right keywords to attract a target audience. Keyword mapping is an effective SEO strategy that involves selecting and using the most searched keywords. It could be overwhelming for law firms to use keyword mapping as a marketing tool. However, keyword mapping is an important aspect of any marketing campaign. Learn more about how it can improve your law firm’s SEO ranking in today’s post.

What exactly is keyword mapping?
Keyword mapping recognizes certain keywords on a web page and targets them in a targeted manner. Mapping helps you achieve your marketing goals. This process can be quite complex.

The process includes showing up-to-date content, spotting gaps, and fixing “keyword cannibalization.” Keyword cannibalization occurs when too many of the same keywords are on different pages and cancel each other out. An effective keyword mapping strategy is to focus each page on one keyword to prevent keyword overuse and cannibalization.

A well-planned keyword mapping system allows a law firm to easily find cannibalized words. It also helps identify current topics and keywords that go with it. When designing a website content strategy, it’s important to be aware of user intent. Users often search different keywords to find answers. Keyword mapping allows law firms to target multiple keywords on their websites to highlight their areas of specialization and expertise.

search intent
A marketing strategy aimed at a specific clientele involves using keyword mapping to categorize keywords into four categories based on the user’s search intent. Search intent keyword categories can include:

  • Navigation – Define what the searcher is looking for in an attorney. A user may search for a specific law firm’s name, location, or type of practice, e.g. B. “ABC Law Firm in New Jersey” or “Divorce Attorney in Las Vegas”.
  • Informational – used when the seeker wants information but may not be ready to contact an attorney yet. An example might be when a user searches, “How do I fight a speeding ticket?”
  • Commercial investigation – indicates that the user will contact a law firm. A user might ask, “What questions should I ask during a legal consultation” and “How much do personal injury attorneys charge?”
  • Transactional – the most important keywords are transactional. Users are willing to meet and hire a lawyer. These searches could include “best divorce attorney in Tennessee” or “personal injury attorney in New York.”

Relevant Keywords
Identifying relevant keywords and/or specifically searched keywords starts the mapping process. If the content differs from what you are looking for, you may need to update your material. Law firms must assess:

  • Current search engine optimization (SEO) ranking;
  • The similarity of the content to the intended search term; And
  • Keywords other law firms use to rank high on Google.

A Google search results page analysis can determine whether keywords are transactional or informational. Typically, when users search for words like “how” and “why,” they’re looking for general information. Transaction keywords tend to be more specific as users have passed the information phase and are ready to move on. Understanding the different user intents will allow law firms to develop more effective keyword mapping strategies.

Homepage Keyword Mapping

It is optimal for law firms to check the visibility of keywords in popular search engines, especially Google. SEO tools can provide information about the ranks in Google’s search terms. It is often beneficial for law firms to optimize keywords based on location, such as “family law and location” for home pages.

Sometimes a landing page might use the same keyword and rank higher. Google may mark pages as more recent than others. A page with a higher rank has a better chance of being visible.

Keyword mapping is an ongoing process. It is not a one-time deal. In order to increase SEO and visibility, you need to continuously monitor the rankings of specific keywords on specific pages.

Keyword mapping for blogs and articles
Content such as blogs and articles often answers potential customer questions, so keyword attribution is applicable. Informative keywords are often used, e.g. B. “How do I file a personal injury claim?” These parts should be optimized for informative keywords. Search intent is important for keyword matching for blogs and articles.

Varied keywords
Google can better understand what searchers intend and link pages with specific keywords. Therefore, keyword attribution is an effective strategy because searchers use different keywords and attribution allows for a wide range of user searches.

For example, law firms often use variations of the keywords “lawyer” and “lawyer”. Common keywords like “personal injury attorney” can be expanded to include “car accident attorney” or “car accident attorney.” Because they use different keywords, law firms can assign multiple keywords instead of just one.

Keyword mapping for Frequently Asked Questions (FAQ) pages.

Users often check the FAQ pages to see if they can find an answer to what they are looking for. Therefore, using an FAQ page is a great way to increase traffic to your website. Adding an FAQ page also helps with keyword mapping. FAQ pages provide concise answers to potential customers’ questions. When searching for a common keyword, Google may list FAQ pages or use some of the answers as one of its featured snippets.

Next steps in digital marketing
Keyword mapping is an essential part of any marketing campaign. It can make or break your website’s success or failure in online ranking. The best strategy is to carefully choose the right keywords for your content while making sure you don’t use it in a spammy way. Take the time to develop a strong keyword strategy and the results will pay off as more potential customers find your content and Google rewards you by ranking your site at the top of the search engine.

Annette Choti, Esq. graduated from law school 20 years ago and is the founder of Law Quill, a digital marketing legal agency focused on small and sole proprietorships. Annette is the author of the best-selling Click Magnet: The Ultimate Digital Marketing Guide For Law Firms and hosts the Legal Marketing Lounge podcast. She is a frequent keynote speaker and CLE speaker in the United States and Canada. Annette used to do theater and professional comedy, which, if we’re all going to be honest, isn’t that different from the legal field. You can find Annette on LinkedIn or at

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