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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.



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