The Rainmaker Blog
Legal Marketing Tips: It's All about Keywords and Tails
When it comes to increasing legal marketing, and most specifically search engine marketing on the Internet, most attorneys and law firms are more than aware that keywords and keyword phrases are an essential aspect of optimizing website content, blogs, newsletters and articles. However, many aren't aware of the legal marketing term called "Long Tail" searches, which can really enhance the odds of generating traffic to your website.
A Long Tail search is one that is unique and not used often for search methods, but one that is very precise in its intent. Legal marketing teams know that there are some people who will type in specifically what they're looking for, such as, "Portland Oregon restraining order laws" or some such. Therefore, legal marketing teams have seen a trend of searches performed in such a manner on the Internet.
It's important to choose keywords that are specific to your legal marketing endeavors experience and expertise. However, in order to enhance the chances of search engine spiders as well as visitors to see your website, legal marketing professionals encourage attorneys and law firm marketing teams to create search terms that will cast a larger net for individuals seeking specific services. Rather than requiring users to sort through the broad range of results that typically occur with browser search terms, tweak keyword phrases to catch those users.
Legal marketing professionals suggest finding what makes your attorney's office or law firm unique and brainstorm as list of those services and characteristics. That list will be the start of your online legal marketing plan and will be your targeted keywords and tails.