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How Keyword Mapping Can Help Your Law Firm Website’s SEO Rankings

Many students in foreign languages have struggled when, after dutifully memorizing hundreds of vocabulary words on flash cards or Quizlet quizzes, they still had little ability to combine and arrange the words in ways that would yield meaningful sentences. Just as language is more than just a bunch of words, search engine optimization (SEO) is more than just a bunch of keywords. Where the keywords are in relation to each other matters just as much as which keywords your website contains and the total number of times that each keyword occurs. Keyword mapping can help you arrange your keywords across the pages on your website in a strategic way so that you can get the maximum SEO boost from each keyword occurrence. You are already doing your law firm a great service if you regularly update the blog on your website, but keyword mapping can make your legal blog content even more effective from an SEO perspective.

The Four Types of Keyword Search Intent

Keyword mapping requires you to categorize the keywords for which your website ranks, or for which you want it to rank, into four different categories based on the user’s motivation for entering each type of keyword: this is called keyword search intent. These are some examples of how each keyword search intent can manifest itself on law firm websites:

· Navigational – These keywords simply indicate what kind of website the user is looking for. In the context of law firms, it could be your law firm’s name, practice area, or location. Examples include “Bloggins Law Group,” “South Orange workers’ compensation lawyer,” or “men’s divorce lawyer Pittsburgh.”

· Informational – These keywords indicate that the user is looking for information about a topic but not necessarily looking to contact a law firm. Examples include “what are noneconomic damages,” “how to expunge an arrest record,” and “California community property state.”

· Commercial investigation – These keywords indicate that the user is doing research with the eventual goal of contacting you. Examples include “what to ask a lawyer during a consultation,” “how much do personal injury lawyers charge,” and “do I need a lawyer for uncontested divorce.”

· Transactional – These keywords indicate that the user has decided to contact a lawyer and is trying to find the most relevant or accessible one. These include “best DUI lawyer Seattle” and “hire a car accident lawyer,” or “traffic violations lawyer near me."

Strategic Placement of Keywords Can Help Your Website Avoid Competing With Itself

Remember that your website contains multiple pages and that you should attempt to increase the SEO rankings of the whole site and of each. Ideally, each page (such as individual blog posts and practice area pages) should include at least one keyword of each category. If the same keyword (phrased exactly the same way) appears on multiple pages, it could cause them to compete with each other. The solution is to vary the wording, such as one blog post ranking for “DUI lawyer Tallahassee,” another for “DUI attorney Tallahassee,” and a third for “drunk driving lawyer Tallahassee,” and so on.

Legal Keyword Mapping Experts

The legal content writers at Law Blog Writers can help you develop and implement a comprehensive keyword strategy for your law firm’s website.


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