The Importance of Keyword and Topic Research

To achieve maximum results for your law firm, effective content marketing requires the proper balance between quality and quantity. You want to maintain a steady flow of blog posts, social media updates and videos, and you need to ensure that your content is being seen, read and consumed by your target audience. After conducting client research and creating client personas, knowing the right keywords and topics to include is your firm’s golden ticket to getting the most out of your content. If you know what prospective clients are asking on Google, Bing or other search engines, you’ll be better equipped to produce content to fit those needs. 

How to Research Keyword Ideas

Before you embark on the quest for keywords, you must first determine a list of important topics for your firm. Think of the questions you hear from clients or prospective clients during meetings and business discussions. Search for questions about your industry on forums like Quora or Reddit. As you compile the most frequently asked questions, these topics will become the basis for establishing relevant keywords to use in your content marketing efforts. Examples of potential topics include estate planning, family law and tax planning. 

From there, it’s time to start plugging in keywords that belong in each different topic. After all, you’re the expert, so you’ll have a few that you can add from your own understanding of the field. For estate planning, potential keywords might include probate, trust or will. For family law, you might add adoption, divorce or child custody. You get the idea. Add as many different keywords as possible for each topic as you’ll want a wide range to include in your research before determining the most effective to use. If you find yourself struggling with keywords, do a Google search of your topic and review the “searches related to” it on the bottom of the page. 

Tools to Maximize Keywords

Now that your firm has a well-researched list of keywords to choose from, it’s time to determine those that warrant inclusion in your content. This requires a good balance of head keywords, or general terms that are frequently used, and the more specific long-tail keywords. Having a mix of both is essential because you want your firm to be where the traffic is, but you also don’t want to miss out on those that are searching for a specific area of your expertise. 

The best part about maximizing keywords is you don’t have to do it alone. There are a number of different tools available that will provide your firm with up-to-date statistics on how often keywords are being used on search engines, such as Google Keyword Planner, Moz Keyword Explorer and Keywords Everywhere. As you see each keyword’s ranking, you’ll be able to accurately pinpoint the most popular words and phrases to include in your firm’s blogs, social media posts and other published content. This practice should be repeated every few months to assess results and continue to grow your reach. 

Generate Better Optimization

Even the most extravagant content marketing plans can miss the mark if they fail to reach your target audience and fill a need. Like the flashing lights on a runway, these keywords and phrases provide a path from search engines to your website. Not sure where to start, let's chat.

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Request Your Guide to Ghidotti!

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Are You the Next Rock Star on the Ghidotti Team?

The Ghidotti Team is overflowing with full-fledged rock stars. Sure – we’re looking for the best, brightest, most creative, most organized. You get the picture. But what we REALLY want is someone who we can laugh with, depend on, learn from and do great work together. Learn more about who we’re looking for and what you can expect.

Ghidotti is currently hiring an Assistant Account Executive! 

Assistant Account Executive Job Description: 

As an Assistant Account Executive, the staff member will assist the team in the execution of client activities and be exposed to all aspects of the basic services offered at the agency.

Main Responsibilities

  • Develop complete, accurate and effective lists using multiple information sources based on the agency’s resources. (Cision, online resources, etc.).
  • Write/prepare pitches, backgrounders, executive communications and various reports (as appropriate by service function) with supervision from the manager.
  • Effectively pitch and place stories for clients, with an emphasis on placement results (particularly local and regional media). (Digital-specific team members excluded).
  • Be adept at engaging in and creating content for digital media campaigns, including social media, paid campaigns (including early stages of copywriting), e-newsletters, etc.
  • Monitor for trends/marketing/story/lead opportunities that are client- or service-related. Keeping a consistent pulse on the industry trends within your client’s base.
  • Support special events such as media tours, receptions, luncheons, trade shows, grand openings, etc. 
  • Participate in group brainstorming sessions.
  • Continue advancing skills for InDesign, Photoshop and/or WordPress, as well as grasping overall design best practices (depending on position/department).
  • Continue advancing skills in agency platforms such as Cision, TVEyes, Sprout Social, Sprinklr.
  • Maintain relevant Google certifications for AdWords, GDN, Analytics or otherwise, adding at least one additional certification. (Digital team only)
  • Depending on the needs of the service area, responsibilities may extend beyond the items above as skill sets, client contracts and other extenuating circumstances dictate.


Rock Star Environment

We strive to create a fun, engaging atmosphere where high fives, chicken minis, and celebrations are commonplace. We lift one another up, honor achievements and reward hard work.

  1. Professional Enrichment

    Whether instructor-led, web-based or sharing during Fireside Friday, we are always learning more!

  2. Community Engagement

    We love the state of Arkansas. Our team enjoys outings to locally-owned businesses and pride ourselves on community involvement. In addition, employees are often offered free tickets to community events to get out and enjoy life with friends and family.

  3. Team Building

    Quarterly adventures for the team!

  4. Winter Recess

    We shut this place down at the holidays so we can all rest, relax and reinvigorate for the new year.

  5. Summer Fridays

    We get an early jump on the weekend every Friday during the summer.

  6. Volunteer Time Off (VTO)

    Along with your PTO, you also get VTO to use to support your favorite charity or organization.

Does this describe you?

To apply, please submit the following via email to

  1. Cover letter and PDF of your resume 
  2. References: 2-3 minimum
  3. Tell us how you heard about this position