What Are Long Tail Keywords, and How Can They Help Your SEO Strategy?

Every law firm needs a website, but your website can only help your law firm if people can find it easily through Google searches. Search engine optimization (SEO) is the practice of making your website appear first (or as close to first place as possible) on a Google search results page when prospective clients search for a term related to your website. If you are new to SEO, you have probably heard a lot of conflicting advice about keywords. You can never have too many keywords, but Google frowns on keyword stuffing. Content is king, but user experience matters more than keywords. SEO advice websites often stress the importance of long tail keywords, but they rarely explain what they are. The identifying characteristic of long tail keywords is not that they are long, but rather that they are specific. Optimizing the legal blog content on your website for long tail keywords can help you attract prospective clients to your site and to your law firm.

Be a Big Tadpole in a Small Pond

To visualize what a long tail keyword is, Ahrefs has described all search queries as fitting into a tadpole-shaped diagram. The tadpole’s head (the “Fat Head,” in Tim Soulo’s words) accounts for more than 90 percent of all Google searches; it includes just a few search terms, but each one gets searches millions of times. Most of them are the names of very popular websites, such as “Amazon.” The tadpole’s torso (the “Chunky Middle”) includes millions of keywords, each of which gets thousands of searches. These are usually more specific queries related to the Fat Head search terms, such as “Amazon return policy” or “Amazon change password.” The Long Tail includes billions of search terms, each of which is so specific that only a few people are searching for it, such as “Amazon gluten free linguine'' or “what percentage of Amazon sales are physical books 2021.”

In law or any other industry, you will never be able to compete with the big guys. If you try to rank for the keyword “whiplash injury,” you can’t compete with big websites like WebMD and Wikipedia. Instead, you should aim to rank for more specific keywords such as “whiplash injury attorney Coral Gables Florida.” By adding a location to your search term, you are no longer competing with all the other law firms in the world. This is why many law firms create separate practice area pages for each city or county in their geographic area. By this logic, you can also make pages for “whiplash injury attorney Aventura Florida” and “whiplash injury attorney Key Biscayne Florida.”

Content Marketing Experts for Keyword Research and Content Creation

The professional legal content writers at Law Blog Writers can help you with every aspect of content marketing for your law firm, from developing a multi-pronged content marketing strategy to keyword research and the creation of content in a variety of content, including blog posts, white papers, and landing pages.

Sources

https://contentmarketinginstitute.com/articles/seo-keyword-opportunities

https://ahrefs.com/blog/long-tail-keywords/?_sp=15c202a1-f96f-44de-8a8d-02df22efb877.1649934840277

How to Make Your Content Appeal to the Shortest Possible Attention Span

Anyone who is old enough to remember a time before the Internet has probably uttered a few complaints about the constant barrage of online content is making our attention spans shorter. Remember how your grandparents used to complain that TV was rotting your brain? Imagine if they were here now to see Tik Tok! Meanwhile, your content has to compete for viewers’ attention, even in the midst of all the constant noise. This is no small feat for law firm website, since the content on your site tends to be complex and to require more concentration than the average commercial content. You don’t have the most powerful gimmicks at your disposal, like offering desirable products at deep discounts for limited times, or images of heart throb celebrities. Legal blog content, by its very nature, cannot shout as loud as clickbait or advertisements or consumer products, but there are some quick fixes that can persuade visitors to your site to engage with your content.

Tell the Audience Upfront How Much of Their Time You Are Taking

Sometimes the best way to get people to read your blog post is to tell them upfront whether they have time to read it. If someone sees the words “3-minute read” under the heading of your post, they might read it, since they will have time to finish it before their train arrives or before they have to transfer the laundry from the washing machine to the dryer. In the case of audio and video content, it is already automatically obvious to the user how long the audio or video file is.

Long Live the Table of Contents

It may be that books are just for people with superhuman attention spans, but tables of contents are not just for books anymore. If your blog post has a clickable table of contents that enables visitors to navigate directly to the section they want to read, they can read the part of your post that is most relevant to them, even if they are in a hurry; after they read it, they may or may not stick around to read other sections. You can even make a table of contents for your video content. In the description of the video, include time codes that indicate when you start discussing each of the topics you cover in the video.

Let the Audience Choose Their Preferred Format

Some people prefer to listen because reading takes too long, and others prefer to read because listening takes too long. You can appeal to the readers and the listeners with the same content. Enable your blog posts with text to speech, so they can listen if they prefer this. Likewise, include transcripts of your videos, so the readers can read them.

The Quickest Fix Is to Hire Professional Content Writers

The professional legal content writers at Law Blog Writers have the resources and the attention span to research the kinds of content that will be most beneficial to your law firm and then create that content.

Sources

https://contentmarketinginstitute.com/articles/content-encourage-read-watch-listen

How to Use Landing Pages to Get Prospective Clients to Contact Your Law Firm

Law firms are wise to focus their content marketing strategies on blog posts. A non-annoying user interface will get visitors to give your site a chance, and a few well-placed infographics are worth the investment, but people visit law firm websites to find information, not see beautiful pictures or make impulse purchases. Therefore, regularly updating the blog on your law firm’s website is always a sound strategy. Meanwhile, your site needs some pages that will help the reader focus on contacting your law firm. These are called landing pages, and it is a good idea to devote some of your content marketing budget to high performing content pages, in addition to frequently updating your site with legal blog content.

What Are Landing Pages, and Do Law Firms Need Them?

Landing pages are where the user lands after clicking on a search result or ad creative. They get to the point quickly; the amount of content on a landing page is usually 500 words or less. Most landing pages include several, action-oriented subheadings (such as “Talk to a Car Accident Lawyer Today” or “Contact a Personal Injury Lawyer”). At the bottom of the landing page is a call to action, with a button that leads to an online contact form, or even with the fillable fields of the content form right there on the landing page.

Paid ads leading to landing pages leading to immediate purchases is not how law firms operate, but landing pages can be useful for law firm websites. Some law firms create a landing page for each of their practice areas, such as “Miami divorce lawyer,” “Miami family law attorney,” “Miami child support lawyer,” “Broward County divorce lawyer,” “Fort Lauderdale divorce lawyer,” and so on. You can do this instead of or in addition to practice area content pages with longer and more informative content.

How to Create Great Landing Pages for Your Law Firm’s Website

The purpose of a landing page is to get the visitor to submit an online contact form; in the world of content marketing, this is called lead generation. The content on your landing page does not have to go into detail about the laws related to the practice area; you are just trying to persuade the visitor to contact your law firm. Therefore, the paragraphs should be short, and there should be frequent, action-oriented subheadings. It is also a good idea to include bullet lists related to why yours is a great law firm or the ways that you can help. For example, a landing page for a criminal defense law firm might include a bullet list of drug-related offense charges against which you can defend clients (such as “possession,” “paraphernalia,” “possession with intent to deliver,” and “manufacture”) or a list of possible defenses to a given charge.

Landing Pages Are Just the Beginning

Landing pages are an important part of a comprehensive content marketing strategy. The professional legal content writers at Law Blog Writers can create blog posts, landing pages, longform content pages, and more for your law firm’s website.

https://contentmarketinginstitute.com/articles/competitor-analysis-landing-pages-convert