{"id":17138,"date":"2020-12-11T13:06:16","date_gmt":"2020-12-11T18:06:16","guid":{"rendered":"https:\/\/gutenberg-atl.staging.breakingmedia.com\/legal-innovation-center\/?p=17138"},"modified":"2020-12-11T13:06:16","modified_gmt":"2020-12-11T18:06:16","slug":"how-to-keyword-your-law-blog-article-and-why-it-matters-part-2","status":"publish","type":"post","link":"https:\/\/abovethelaw.com\/legal-innovation-center\/2020\/12\/11\/how-to-keyword-your-law-blog-article-and-why-it-matters-part-2\/","title":{"rendered":"How To Keyword Your Law Blog Article (And Why It Matters): Part 2"},"content":{"rendered":"

\"\"If you are an attorney, the chances are very good that you have a phenomenal command of the English language. Most attorneys are exceptional writers, and could easily articulate why and how certain laws are applicable and why they should win their argument. Many attorneys argue that they have the skill set to write their own legal content on their blog or website, and they would win that argument. However, as indicated in the first part of this series, attorneys need to write content on their website not only for potential clients but also for the Google bots that will read and interpret the information provided. While the Google bots are exceptionally advanced, the truth is that they still scan content in a specific manner. If you are a lawyer considering writing your own legal content for your website, you must learn the basics of keywording in order to increase your chances of rising in the Google rankings.\u00a0<\/span><\/p>\n

What Is a Keyword?\u00a0<\/strong><\/span><\/h2>\n

Contrary to its name, a keyword is not one word. A keyword for purposes of SEO (search engine optimization) is actually a string of words (a phrase), called a long-tail keyword. Law firms want to pop up first when clients search for keywords such as \u201cKansas City personal injury attorney\u201d or \u201cwhat is a special needs trust\u201d.\u00a0 Ultimately, a keyword is the very link that connects your potential clients with finding your law firm\u2019s website.<\/span><\/p>\n

How To Do Keyword Research and Find Keywords<\/strong><\/span><\/h2>\n

If you find the right keywords, you will target the specific audience and potential clients looking for you. Knowing the keywords that your clients are searching for can help you develop an even broader content and marketing strategy. Remember, it\u2019s not only how well you write for potential clients, but also how well you write for the Google bots to understand your content. The following are the steps you can take to doing keyword research for your articles on your law firm\u2019s website.<\/span><\/p>\n

Take the Time To Create a List of Topics\u00a0<\/strong><\/span><\/h3>\n

Take the time to create a list of topics that you would like to rank for on Google. For example, \u201cbankruptcy attorney in San Antonio, Texas\u201d or \u201cgun trusts.\u201d It is important to understand that the keywords you will rank for will not only include you as an attorney, but also the areas in which you want to be known as an expert.\u00a0<\/span><\/p>\n

Use Keyword Planning Tools\u00a0<\/strong><\/span><\/h3>\n

There are several keyword planning tools that will show you how often a keyword is searched on the internet every month. Remember, however, that the larger the number of searches, the more difficult it may be to actually rank and show up on the first page of Google for those long-tail keywords. Searching for keywords can be a bit of an art and science combined. Most digital marketing companies used paid platforms that provide access to this kind of data. However, there are some amazing free tools that can be found as well, including the following:\u00a0<\/span><\/p>\n