Creating A Keyword Strategy

Whether you’re doing your own marketing or hiring an outside agency, you will need to do some keyword research.  Your keyword research can be minimal to steer your agency in the right direction, or you can do more extensive research.

An excellent place to start your keyword research is by using Google Trends.  This is a free service that will help you identify strong keyword trends and their popularity over time. For example, if we do a search over the past 12 months we can see some fluctuations for our search term.

If we search the past 90 days for the same term, we can see the recent trends.

Google trends will also give you some suggestions for topics related to your search term.

One of the best features offered by Google Trends is the ability to compare and contrast different search terms. This provides insight into the way users are searching for attorneys.

When you are developing your keywords, you’ll want to use a 3 Tiered Funnel Approach.  This involves thinking about the user’s intent when they search for law practice. 

These are simplified funnels. When you are ready to develop your keyword strategy you’ll want to be diligent and thorough.  It’s a good idea to review your keywords annually to verify that your selections still match current trends in user intent.

Once you’ve developed this intent funnel you can begin identifying the best keywords for each funnel stage.

These are simplified funnels. When you are ready to develop your keyword strategy you’ll want to be diligent and thorough.  It’s a good idea to review your keywords annually to verify that your selections still match current trends in user intent.

If you need help creating a successful marketing strategy and improving your results, please feel free to schedule a phone appointment with me.

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