Ask any SEO professional and we’ll tell you that your campaign starting point is to pick the best keywords for your business. In other words, you or your law firm marketing agency will select the terms you will target in your web content in order to have your company show up on the search results page (a.k.a. Google.) Law firm keywords are typically fairly easy to select. Sure, research is done to choose the best location and word choice—i.e. attorney, lawyer, law firm, etc.—but practice areas are the main criteria for selection.
The next part is where it gets tricky. Many lawyers understand the importance of keywords but balk at the thought of using the phrase within their content. Fear of coming across as gimmicky or similar to a billboard ad are valid concerns. Unfortunately, only some of your keywords can stay “hidden” from your site visitors.
Platforms like Yoast for WordPress allow your title tag and meta description to only appear on Google. Thus, you can have a title tag that reads “Springfield Car Accident Lawyer” in order to best optimize for SEO purposes but that exact wording won’t be in the body of your website’s content. Unfortunately, that wording is simply not enough to achieve SEO success.
Google’s Opinion of Your Website is More Important Than Your Potential Clients
The problem is that as Google’s algorithms evolve, more attention is directed toward the relevancy of your core content. Keyword stuffing is never a good idea, but avoiding your keywords in the website’s copy won’t do you any favors when it comes to your rankings. If you don’t tell Google what your site is about, it won’t tell its users to visit your law firm. In other words, only websites with discernible keyword phrases will rank highly.
As many SEO articles will tell you, appearing on page 2 or 3 on Google drastically reduces your chances of being found by potential clients. Thus, even the most informative or engaging content on your site will remain unread if search engines don’t place you on page 1.
So, Where Do My Keywords Need to Go Within My Law Firm Marketing Content?
Aside from your title tags, other critical locations for your keywords include the headings, alt tags, and body content. Alt tags are perhaps the most difficult to target as they are meant to describe what a photo within your content is portraying. Thus, it’s not generally considered ethical to show a car accident picture and then write the alt tag as “Car accident lawyer.”
With that in mind, relying on keywords in the headings and body content is the only option to achieve SEO success. As such, the key to law firm marketing content is to use the keywords in a manner that makes sense and is as seamless as possible.
Create Headings That Announce Your Intent (While Using Your Keyword Phrase)
Managing Your H1 Headings with a Statement, Your Clients Want to Hear
Your H1 heading is often the page title. This should be an all-encompassing statement that portrays what your potential client wants to hear and also includes a keyword phrase. Since it’s the title, the keyword phrase isn’t the turn-off many lawyers fear.
You are telling your clients who you are and what you do. A problem is only created if you don’t work the phrase into something appealing. Consider the following H1 options:
- Our Memphis Tax Law Firm Will Help You Navigate Your Tax Audit Confidentially
- A San Francisco Divorce Lawyer Can Help You Resolve Your Contested Divorce Smoothly
- Let a Texas Disability Lawyer Fight for Your Worker’s Compensation While You Recover
All of the above are perfectly acceptable H1s for law firms that also include the keyword phrase. They convey what the law firm will try to achieve for the client and simply lists your identity. Thus, creating a strong H1 simply relies on the SEO writer’s ability to relate to the law firm’s clients.
Applying the H1 Writing Technique to Your Call to Action Paragraph
Mastering the H1 writing technique above also helps you create the H2 heading for your call to action paragraph. (For SEO novices, the call to action paragraph is the last section of webpage content where a business typically provides its contact information and links to forms or phone numbers.) Since your keyword phrase also needs to appear in at least one H2, depending on the length of your content, the call to action paragraph is an easy location for keyword placement.
When composing your call to action H2, simply use the same formula as the above: keyword response plus desired client result/emotion. Including the words “Call” or “Contact” are optional, though arguably persuasive. Consider the following:
- Contact a New York Medical Malpractice Attorney Before the Statute of Limitations Expires
- Contact a Tampa Criminal Defense Law Firm to Reinstate Your License
- Call a New Jersey Immigration Attorney Today to Get a Jumpstart on Your Work Visa
Here again, you are simply explaining what you can do to help your clients with the bonus of keyword usage. If you write the heading in an appealing manner, the reader may agree that they need to call your law firm and click on one of the contact links.
The Most Organic Ways to Include Your Keywords in the Body of Your Marketing Content
After mastering keyword placement in your headings, focus on how to include your keywords in both your core content and your blogs. The most important tip to keep in mind is:
Insert your keywords AFTER you write the content.
Too often, lawyers stumble when adding keywords to law firm web copy because it feels inorganic or forced. That’s why it’s easier to add the keywords in after the content is finished.
When you add your keywords, follow the 5 Ws approach you probably learned in grade school. In case you forgot, they are: Who, What, Where, When, Why.
Look at your content after it’s written and simply see where you can enhance your marketing copy with your keywords. Consider the following:
- Original Content: It will be up to you to convince the jury that you were less than 50% at fault for the accident.
Keyword Friendly Content: Your San Francisco personal injury lawyer will present the jury with evidence to try and persuade them you were less than 50% at fault for the accident.
- Original Content: After filing for divorce in North Carolina, you and your spouse will attend mediation.
Keyword Friendly Content: After filing for divorce in North Carolina, you and your spouse will attend mediation, which your Charlotte divorce lawyer can help you prepare for.
- Original Content: If the workers’ compensation judge rules against you, you may submit a request for review to the workers’ compensation board within 30 days from the date of the unfavorable ruling
Keyword Friendly Content: If the judge rules against you, your Miami workers’ compensation lawyer may submit a request for review to the workers’ compensation board within 30 days from the date of the unfavorable ruling.
Most of the above pertain to the “Who” of the “5 W’s” but there are plenty of other options:
- “Where” Example: Our Tampa accident attorneys will travel all over the state to litigate your claim.
- “Why” Example: Our California medical malpractice lawyers have won millions of dollars for our clients.
- “When” Example: Because you only have 2 years to file a lawsuit, you need to contact a New York slip and fall attorney as soon as possible.
- “What” Example: A New Jersey drug lawyer may be able to prevent the State from establishing that the defendant was aware of the possession of a drug
Just think about what you do or what your client wants you to do, and place your keyword phrase accordingly.
Final Thoughts about Legal Writing
While trying to master this technique of keyword insertion, force yourself to add your keyword three times per 500 word article. (In truth, that’s an SEO baseline, anyway.) Over time, this writing practice should begin to feel natural. In the meantime, suck it up. You want your law firm’s website to rank and your keywords need to be there. Case closed.