April 29, 2020
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. 

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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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