How Keywords Optimize More Than Just Rankings
By doing so, you can almost guarantee solid rankings for keywords and thus optimize the added value to all your firm’s content.
According to Moz, when someone is searching for something, usually these searches fall under one (or more) of the following four categories:
The informational search intent
One of the most common searches. Involves informational content such as: recipes, definitions, “how to” etc.
The commercial search intent
Before a transactional search intent (buying) users compare and contrast to find what best suits them. Example: Apple Music versus Spotify Music
The transactional search intent
Users already know they want to purchase and use keywords like: shop, best, discount etc.
The navigational search intent
Instead of typing a URL the user searches for a brand/product with specifications. Ex: Amazon electronics.
According to Agency Analytics, it is important to base your content and keywords, according to the user’s search intent goal.
Do you want to increase your firm’s sales?
Do you want to increase credibility?
Do you want to increase rankings?
“Are the Most Popular Keywords The Most Effective?”
The simple answer is no, popular keywords are not always the most effective. (Psst, keyword modifiers are, though!)
Keyword modifiers are words you add to your keyword to generate “a more specific long-tail keyword.”
Your keyword modifiers are the secret ingredient that can take your firm’s content from “eh” to amazing in Google’s eyes, making it easier for your prospects to find you while doing their online searches. How? Well, they can dramatically improve your Google rankings by defining the type of content the keyword is attached to in a more specific way!
Think of keyword modifiers as additional ingredients within your keyword.
An example of a keyword modifier is:
Keyword: SEO
Keyword modifiers: Best on-site SEO Tips for Law Firms
See what we did there? We took the word SEO and gave it an extra push by specifying with intention. This ends up helping your content show up higher in the SERP (Search Engine Results Page),and thus making your site appear as the industry knowledge leader in your searchers’ eyes.
Here’s how: Keyword modifiers help SERP condense information into more specific search intents and consequently targeting the clients that need you.
To help your keyword analysis, SERP and overall search intent think of this:
WHAT are your clients most likely looking for?
Focusing on Quality Over Quantity
Value is your firm’s secret seasoning and within your recipe, the two main ingredients you need are: search intent and keyword modifiers.
Luckily, finding how to best showcase your firm’s value is at your fingertips.
With over two decades of creating successful digital marketing strategies for law firms, we have a dedicated team of experts ready to kickstart and refine your firm’s overall marketing.