Fitting keywords to fit search engine trends elicits the best results in an SEO campaign. Changing the vocabulary as potential clientele shift their perspective will retain the focus of web users.
SEO keywords need to be carefully integrated into websites so that customers enjoy the content that they are reading while being exposed to general law terms. It is crucial to not over generalize phrases and information just to fit in keywords.
The search engine optimization team checks the effectiveness of their campaign with near daily frequency. Monitoring the lawyer website search engine ranking ensures that the keywords placed on the attorney’s website reflect what resonates with potential clientele. The attention to results also shows whether the team’s efforts have gained the attention of search engine web crawlers. Attorneys base their careers on experience in one specific area of the legal field, but Google, Yahoo and Bing’s web programmers modify their search ranking formulas as often as possible to keep their searches relevant. The pool of keywords will change if the team is working on a pay per click campaign as opposed to gearing the web page to see more organic traffic.
Either way, the search engine optimization team should follow these steps:
1. Choose keywords that likely clients search
2. Include those words on the lawyer’s website and associated social networking pages
3. Analyze their effectiveness
4. Switch-out words that draw the least traffic
Following a short period of time, the most effective words become apparent and the Lawyer Website Design search engine optimization team will plan the campaign accordingly.
Single-Word Keywords
When it comes to SEO, many people assume that single word keywords are the best way to go, because that way they won’t exclude anybody. For example, you might believe that “attorney” is a good keyword for your firm’s website. However, single words are problematic because they are too general and too competitive. “Attorney” doesn’t specific your region or your practice area, so you’re competing with every attorney on the internet. In addition, few people will search “attorney” when looking for legal services. Most will type in a couple more words relevant to their type of problem. So, apply these same words of search engine use to keyword use– don’t use single-word keywords.