Tuesday, July 21, 2009

Common Lawyer SEO Mistake: Keyword Envy

I was speaking with a lawyer the other day that told me, “if you want to generate case leads via search, there are only a few keywords that matter and even then, it only matters if you are in the top 3 positions.” While it is true that having a top search position for a highly searched phrase can generate traffic, it's a bad SEO strategy. Here's why:

  • Personalized search results.A few years ago, Google started personalizing the search results based on your search and click history.So, what you see is not necessarily what the average consumer sees or what any individual looking for a lawyer sees.
  • Changing consumer search patterns. Earlier I posted a entry on ReachLocal and a ReachLocal salesperson commented that a significant part of their strategy was to target longer search queries.Their observation was as follows: “The average length of a search query has gone from 2 words 10 years ago (like 'dui attorney') to now more than 4 words (Aggressive DUI Attorney Alpharetta).”I absolutely agree with this change in consumer behavior because we’ve seen it in our analytics data as well.As search queries expand by 1 or 2 words, the combination of search queries grows exponentially, making the “few keywords that matter” strategy less effective.

    So, if you fixate on a short list of keywords and the top 3 search positions, you’re missing the boat on search. To share some data:
    • On a site rich with content that helps consumers find a lawyer, like lawfirms.com, our top keyword only accounted for 1.1% of our search traffic. The top 50 keywords only accounted for 9.7% of traffic.
    • Our immigration lawyer site, usimmigrationlawyers.com, has the top position on Google for “immigration lawyer.”While this keyword has high search volume and we have the top position, it still only accounts for 12% of our traffic.And the top 50 only account for 38% of traffic.
    Capitalizing on organic search demands that you publish more information about your practice and that you broaden the keywords that matter to you.In the end, what matters most to lawyers is connecting with the consumer that is looking to hire an attorney. To do this, you have to cast as wide a net as possible.


    1. There was a great white board video posted yesterday on "The Long Tail Searches" I referenced in my earlier posting.

      There is significant changes on the horizon with SEO with Bing coming into the search space, not to mention Google Caffeine, and the potential Microhoo partnership.

      A great analogy for SEO - you invest a lot of money/effort/time into getting visibility for a handful of keywords, without a single click even happening. It's like that yellow pages ad you pay for every month, whether someone looks at the ad or not. Whereas PPC is something that you pay only when someone is actively interested in the services/products you offer in your targeted area.

      And kudos to ReachLocal for being listed #39 on Inc's Fastest Growing Privately-Held Companies. We must be doing something very right.

      ReachLocal Rep

    2. This is nice advertising blog. Advertising plays great role to promote our business or product. Even i used to sell my product online through fullservicead and it really promotes my business. I find it very helpful to build our business online.

    3. the horizon with SEO with Bing coming into the search space, not to mention Google Caffeine, and the potential Microhoo partnership.

    4. This is a very nice blog. I hope I can make a blog like you. I amazed with the blog yours. Seo kansas cityWe are Vineclick, and we do internet marketing and local SEO in Kansas City and other cities the right way.

    5. Hi!This is very useful post for everyone. Thank you so much this post.Just about everything looks good displayed. If you want Google news or google updates you can regular read my blog.

    6. Thanks for the valuable feedback. I think that strategy is sound and can be easily replicable.Great posts. I love this article. Googleseoservice share diffrent types of English quotes, Hindi quotes, Inspirational quotes, motivational quotes.

    7. This is great! It really shows me where to expand my blog. I think, in future I must try to write a book to go along with my blog, but we will see. In the end, it’s a good post with useful tips and ideas.
      Edmonton seo services

    8. I think mimicking popular posts on other blogs is one of the best ways to get a good idea which will be popular.Such a lovely blog you have shared here with us. Really nice. Anthony Mastrogiannis is an expert Compensation lawyers Sydney and surrounding areas. Call Antony on 02 9546 8835 for your free consultation.

    9. Wow! I am in essence astonished by the way you certain out almost every single little detail. It really is truly heading to aid me a fantastic offer. Thanks for sharing your thoughts so definitely.

      Best SEO companies Australia

    10. If some one wants expert view on the topic of blogging and site-building after that i advise him/her to visit this website, Keep up the fastidious job.
      National and Local SEO

    11. Do not underestimate what a good backlink strategy can do to help you drive traffic. You must design your website to drive traffic with a good backlink strategy. Your strategy can only be successful if you combine the right tools with the right deign tactics. 
      link building services

    12. If you are an online marketer that is attempting to write blog posts that grab your visitor's attention, then this article is for you
      fashion education

    13. Innovations and designs are being easily copied and pirated many ideas in our contemporary times due to the advancement of technology and efficient modes of communication thus leaving unprotected innovators vulnerable to unscrupulous individuals. file a patent

    14. Although one may read a lot about the search engine ranking, no search engine optimization company can ensure that his or her site will get the first page in Google or Yahoo search engine results. Japanese SEO

    15. Laws vary from state-to-state and change from time-to-time. Always consult with a qualified professional before making any decisions about the issues described in this article. Thank you.click website