In 2018, a new business cannot hope to succeed unless it has a website, and professionally designed websites are made with at least a passing consideration of search engine optimization (SEO). In some industries, keeping up with the latest trends in SEO is essential to the survival of your business. If, for example, you run an ecommerce site, then how highly your site ranks on search engine results pages when users search for the names of individual products or categories of products that you sell can make or break your business.
As a lawyer, though, your professional duties include a lot more than just convincing Google to acknowledge your existence. It is a good idea to leverage SEO enough to make prospective clients want to visit your site, but once they get you’re the site, then your work should speak for itself. These are some ways that SEO keywords can help bring traffic to your site and some ways in which your energy is better spent being a competent lawyer than chasing the latest SEO trends.
Where on Your Site Should the Keywords Go?
Digital marketing experts who live and breathe SEO will tell you that where on your site you place the SEO keywords has a big impact on your site’s SEO rankings and therefore on how many new customers you attract. In entirely online industries with lots of competition, this might be true. As a law firm, though, it doesn’t make sense to build your website according to a long checklist of places where, according to conventional SEO wisdom, you must put your keywords. There are much more important criteria for a good law firm website than whether an algorithm-generated SEO keyword appears in the domain name, heading, subheadings, image captions, first and last paragraph of text on a page, and so on.
How Many Times Should a Keyword Appear on a Page?
Once is enough. An obvious Google-baiting keyword like “South Florida personal injury lawyers” does not appear naturally in a 500-word blog post more than once. With law firms, as with business websites in many industries where the job involves a lot of reading, the keywords write themselves. If the blog post mentions your practice area once and your geographic region once, that it plenty. A better idea is to include both the phrase “personal injury attorneys” and “personal injury lawyers.” Do not overdo it with the keywords in your law firm’s blog posts. Let the keywords write themselves and the people who really need to find your blog post, the ones who want to hire a lawyer in your practice area in your city, will find your site.
Get Law Blog Writing Help
Even better, don’t think about SEO at all and just concentrate on being a lawyer. You can count on Law Blog Writers when you need someone who has one brain hemisphere in the legal profession and the other in digital marketing.