Small Law Firms

Keyword Mapping For Law Firms

An important aspect of any marketing campaign.

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apps-g1614e08be_1920Legal marketing strategies include using the right keywords to attract a target audience. Keyword mapping is an effective SEO strategy that involves choosing and utilizing the most searched keywords. Law firms might find it overwhelming to use keyword mapping as a marketing tool. However, keyword mapping is an important aspect of any marketing campaign. Learn more about how it can improve your law firm’s SEO rankings in today’s post.

What Exactly Is Keyword Mapping?
Keyword mapping detects and targets certain keywords on a web page. Mapping assists you in reaching your marketing goals. This process can be quite complex.

The process includes viewing current content, identifying gaps, and fixing “keyword cannibalization.” Keyword cannibalization occurs when too many of the same keywords are on separate pages that consequently cancels each other out. An effective keyword mapping strategy is to focus each page on one keyword to prevent overuse and keyword cannibalization.

A well-planned keyword mapping system allows a law firm to easily find cannibalized words. It will also help identify current topics and keywords that align with them. It is vital to be aware of user intent when designing a website content strategy. Users often search various keywords to find answers. Keyword mapping will allow law firms to target several keywords on their sites to highlight their specialties and expertise.

Search Intent
A marketing strategy targeting specific clientele includes using keyword mapping to categorize keywords into four categories based on the user’s search intent. Categories of search intent keywords may include:

  • Navigational – defining what the searcher is looking for in a lawyer. A user may be looking for a specific law firm’s name, location, or type of practice, such as “ABC Law Firm in New Jersey” or “Divorce lawyer in Las Vegas.”
  • Informational – used when the searcher wants information but may not be ready to contact an attorney yet. An example may be when a user searches, “How do I fight a traffic ticket?”
  • Commercial Investigation – indicates that the user will contact a law firm. A user may ask, “What questions should I ask during a legal consultation,” and “How much do personal injury lawyers charge?”
  • Transactional – the most important keywords are transactional. Users are ready to meet and hire a lawyer. These searches might include “Best divorce lawyer in Tennessee” or “Personal injury lawyer in New York.”

Relevant Keywords
Detecting relevant keywords and or specific searched keywords starts the mapping process. If content differs from what is searched, you might need to update your material. Law firms need to evaluate the following:

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  • Current Search Engine Optimization (SEO) ranking;
  • The similarity of content with the intended search term; and
  • Keywords other law firms are using to rank highly on Google.

A Google search result page analysis can determine if keywords are transactional or informational. If users search words like “how” and “why” they are usually searching for general information. Transactional keywords tend to be more specific since users have passed the informational phase and are ready to proceed. Understanding user intent differences will enable law firms to create more effective keyword mapping strategies.

Homepage Keyword Mapping
It is optimal for law firms to look at the visibility of keywords on common search engines, specifically Google. SEO tools may give information about the ranks in Google’s search terms. It is often beneficial for law firms to optimize keywords based on location, such as “family law and location” for home pages.

Sometimes, a landing page may use the same keyword and rank higher. Google might flag pages as more current than others. A higher-ranking page has a better chance of being visible.

Keyword mapping is a continuous process; it is not a one-and-done deal. To boost SEO and visibility, you must consistently monitor the rankings of specific keywords on certain pages.

Keyword Mapping for Blogs and Articles
Content pieces like blogs and articles often answer potential client questions, so keyword mapping is applicable. Informational keywords are often used, like, “How do I file a personal injury claim?” These pieces should be optimized for informational keywords. The intent of the search is important for keyword mapping for blogs and articles.

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Varied Keywords
Google has become more adept at determining what searchers intend and can link pages to specific keywords. Therefore, keyword mapping is an effective strategy because searchers use varied keywords, and the mapping allows for a wide range of user searches.

For example, law firms often use keyword variations of “attorney” and “lawyer.” Common keywords like “personal injury attorney” can be expanded to include “car accident lawyer” or “automobile crash attorney.” As they utilize different keywords, law firms can map for several keywords instead of just one.

Keyword Mapping for Frequently Asked Questions (FAQ) Pages
Users will often look at FAQ pages to see if what they are searching for can be answered there. As a result, using an FAQ page is a great way to boost traffic to your website. Adding an FAQ page also helps with keyword mapping. FAQ pages provide concise answers to questions potential clients may have. When searching for a common keyword, Google may list FAQ pages, or use some of the answers as one of their featured snippets.

Digital Marketing Next Steps
Keyword mapping is an integral part of any marketing campaign. It can make or break the success of where your website ranks online. The best strategy is to carefully choose the right keywords for your content while ensuring that you are not using them in a spammy way. Take the time to develop a strong keyword strategy, and the results will pay off with more potential clients finding your content, and Google rewarding you by placing your website at the top of their search engine.

Annette Choti, Esq. graduated from law school 20 years ago, and is the Founder of Law Quill, a legal digital marketing agency focused on small and solo law firms. Annette wrote the bestselling book Click Magnet: The Ultimate Digital Marketing Guide For Law Firms, and hosts the podcast Legal Marketing Lounge. She is a sought-after keynote and CLE speaker throughout the United States and Canada. Annette used to do theatre and professional comedy, which is not so different from the legal field if we are all being honest. Annette can be found on LinkedIn or at at annette@lawquill.com.

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