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What Content Should Law Firms Create? A Guide To SEO And Keyword Research

There are approximately 1.7 billion websites out there. If you are a law firm seeking to attract new clients, creating a website should be on top of your list. However, simply creating a website and throwing it out there in the wilderness of the digital jungle won’t cut it. You must create a brand name for your firm, make yourself visible, and create valuable content that your audience will keep coming back to.

How do you do it? How do you make yourself visible? SEO. This is how you do it. And this is a quick guide on how to do SEO and optimize your law firm’s website for keyword research.

1. Pick Your Keywords

Finding the right keywords for your firm requires diligent and careful work. First, write down all the legal cases that your law firm can represent. Next, make keywords from these cases: divorce, malpractice, physical injury, car accidents, insurance fraud, etc. Then try to find extensions for these keywords: single parents, doctors, athletes, work injuries, and so on.

You can even type your primary keyword on a search engine and allow auto-fill to do its job. Alternatively, research your competitors. What sort of keywords are they ranking highest for? Are these keywords suitable for your law firm as well?

Following your initial search, you should use an SEO tool to help you identify and optimize your keywords. You could use Moz and Semrush if you don’t mind paying. Otherwise, you could opt for the free options available such as Google Trends and Answer the Public.

2. Strategically Insert Your Keywords On Your Website

Picking the right keywords is only half the job and perhaps the easiest part of it. You should strategically insert your keywords throughout your content so that your text flows naturally and does not seem forced. Do not just use a keyword for the sake of keywords; it will rid your content of its authenticity and put off your audience. Be careful not to keyword pack and place instead one keyword every 200 words or so.

3. Pay Attention To Your Content

Throwing a bunch of keywords on your website and paying minimal attention to your content will not do the trick. Google’s newest algorithms see beyond your SEO keywords. Websites that rank the highest are the ones that have something of real value to offer to their readers, have domain authority, and are authentic. So pay attention to your content. Ensure that it appeals to your audience and helps build a relationship of trust between your law firm and potential future clients.

4. Do Not Forget To Optimize Your Website For User Experience

Your website is valuable if it is user-friendly and allows your readers to navigate it seamlessly. Optimize your websites for mobile phone users, and make sure that value is found in the experience and not just in the content you write. Creating all the valuable content globally, strategically aligned with SEO keywords, will matter to nothing if your users cannot read it.

5. Remember Your Title Tags And Metadata

Title tags and metadata are like the summary of your webpage. They provide information about the central theme of your page and allow search engines to pick up basic information about your site so that they can appropriately rank you. Your title tag is your HTML element that is essentially the name you choose for your website. Title tags are the first ones that search engines pick up, so you are already one step ahead if you include keywords in your title. The metadata provides more details about your site, so including keywords in your metadata is always a win-win situation.

6. Invest In Your Domain Authority

Domain Authority (DA) is a metric used to predict how likely a domain will appear in a search engine’s results page compared to other rival domains. Several SEO tools use algorithms to examine a broad combination of data (search traffic, backlinks, referring domains, and bounce rates) to calculate an Authority score. Investing in your Domain Authority requires that you have several external backlinks from authority websites. One way to achieve this is by enlisting your law firm on legal directories (such as Avvo, NOLO,, Us Legal, etc.) and collaborating with other law firms.

7. Become More Visible With Google My Business

Your SEO marketing efforts will not be complete unless you create a Google My Business (GMB) page. GMB provides all the essential information a prospective client needs. It allows your clients and search engine algorithms to decide if your law firm would be a good match for their needs. It gives a quick tour of the law firm delivering the pertinent information (contact information, location, hours of operation, specific areas of practice, and so on) without too much fluff.

Why You Should Trust Your Content Creation In the Hands Of Expert Writers

Finding the right keywords is a task that requires thorough investigation, diligence, and dedicated work. But it is a task that, as a Law Firm, you can complete on your own. Creating valuable content, however, is a whole different story.

Unfortunately, throwing a bunch of keywords on your website will not necessarily improve your rankings. Your audience is looking for a website that offers valuable content and builds trust; they are looking to find a humane lawyer who understands their pain points and will help them win their cases in court.

And this is what our skilled writers, here at Iris Writing International, know how to do best. So trust your content in our expert hands, and rest assured that your law firm’s website will attract more visitors and turn them into leads.


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