We know that content should add value. But what exactly gives content that additional push that makes it unforgettable (especially in the eyes of Google)?
The answer is: keyword optimization.
Law firms that have great content might think, “we’ve got it under control, our content looks great!” It may well be the best looking, but does it add value?
Without the added value of keyword optimization, your law firm’s appealing content might just be idly sitting on a gold mine.
It’s Time To Optimize!
By now you’re aware that keywords and content are the driving force behind your firm’s added value. But, what exactly should you be aware of? Is there something that connects these two concepts?
The search intent, also known as the user intent is what gives that extra added value to your firm. The search intent is the “primary goal” users have within a search engine.
Think of the search intent as the propeller behind all your content and keywords. In fact, it is the driver outside your firm. Google does care about the user’s search intent. For example: when a user is looking up their search query and finds the information that gets thrown back at them to be irrelevant, Google understands the action of them clicking away to be a sign that the information is not a match for that specific query.
To avoid having your content come up for unrelated searches, your firm’s content should include specific keywords related to the user’s search intent you want to be found for.
But before diving into keyword optimization and user intent, it’s important to understand how both factors have an effect on Google’s ranking.
Three critical Google rankings you should be aware of are:
- The relevance ranking factor – When a user finds what they need on your site, they remain on your site for longer periods of time. This signals Google that users find your site’s content helpful.
- The authority ranking factor – Covering mixed valuable content signals Google you are versatile with the user’s search intent.
- The user satisfaction factor – This is measured when your content adds value and relevance to the user.
Your User’s Search Intent is Not Linear
Since keywords are affected by your user’s search intent, it’s critical to look into the four different types of search intent to know what keywords to focus on (more on that below.)
By doing so, you can almost guarantee solid rankings for keywords and thus optimize the added value to all your firm’s content.
According to Moz, when someone is searching for something, usually these searches fall under one (or more) of the following four categories:
The informational search intent
- One of the most common searches. Involves informational content such as: recipes, definitions, “how to” etc.
The commercial search intent
- Before a transactional search intent (buying) users compare and contrast to find what best suits them. Example: Apple Music versus Spotify Music
The transactional search intent
- Users already know they want to purchase and use keywords like: shop, best, discount etc.
The navigational search intent
- Instead of typing a URL the user searches for a brand/product with specifications. Ex: Amazon electronics.
According to Agency Analytics, it is important to base your content and keywords, according to the user’s search intent goal.
- Do you want to increase your firm’s sales?
- Do you want to increase credibility?
- Do you want to increase rankings?
“Are the Most Popular Keywords The Most Effective?”
The simple answer is no, popular keywords are not always the most effective. (Psst, keyword modifiers are, though!)
Keyword modifiers are words you add to your keyword to generate “a more specific long-tail keyword.”
Your keyword modifiers are the secret ingredient that can take your firm’s content from “eh” to amazing in Google’s eyes, making it easier for your prospects to find you while doing their online searches. How? Well, they can dramatically improve your Google rankings by defining the type of content the keyword is attached to in a more specific way!
Think of keyword modifiers as additional ingredients within your keyword.
An example of a keyword modifier is:
- Keyword: SEO
- Keyword modifiers: Best on-site SEO Tips for Law Firms
See what we did there? We took the word SEO and gave it an extra push by specifying with intention. This ends up helping your content show up higher in the SERP (Search Engine Results Page),and thus making your site appear as the industry knowledge leader in your searchers’ eyes.
Here’s how: Keyword modifiers help SERP condense information into more specific search intents and consequently targeting the clients that need you.
To help your keyword analysis, SERP and overall search intent think of this:
WHAT are your clients most likely looking for?
Focusing on Quality Over Quantity
Value is your firm’s secret seasoning and within your recipe, the two main ingredients you need are: search intent and keyword modifiers.
Luckily, finding how to best showcase your firm’s value is at your fingertips.
With over two decades of creating successful digital marketing strategies for law firms, we have a dedicated team of experts ready to kickstart and refine your firm’s overall marketing.