Brand Thinking
Trending Topics
Advertising App of the Week Blogging Branding Design Digital Cookbook Facebook Google Information Design Innovation Legal Industry Marketing Mobile Mobile apps On Branding Online Advertising Online Communications On Technology Professional Services SEO Site of the Week Site Usability Social Media Social Networking Thought Leadership Twitter Video Web Design Web Development website designBrand Thinking Blog
Recent Posts
-
Search Strategy: Law Firm Keywords
Posted on August 1, 2012 at 5:41 pm
We often hear the request “rank on the first page” in relation to search strategy without much context. I always explain that everyone wants to rank at the top of Google rankings and you first need to know basic metrics about your desired keywords to get where you want to be.
Research from Search Engine Land on general law firm keyword groups shows that understanding human search behavior could save your firm money (everyone cheers!) and produce a more effective campaign. I bet you are saying to yourself that this sounds like common sense. But every time we set out to create a search strategy, clients bring a long list of desired keywords that may or may not achieve the desired result of gaining a high ranking in Google search. Context is key. Are your keywords driving the audience you think they are?
Keyword research is clearly vital to a search campaign but it should also be an essential part of routine tasks like when updating your website content, developing ad copy and driving new research or thought leadership initiatives.
