Using Keywords to Help Lawyers Improve SEO Rank


Per Yoast; A keyword, or a focus keyword as some call it, is a word that describes the content on your page or post best. It's the search term that you want to rank for with a certain page. So when people search for that keyword or phrase in Google or other search engines, they should find that page on your website.


That is to say, a keyword is a word or phrase entered into a search engine when researching information online. For example, if you need to find an attorney, a web user enters "attorney" into the search engine and receives results relating to "attorney." The keyword in this example is "attorney."


What's Search Engine Optimization?


Search engine optimization (or SEO) is the technique of enhancing your website, consequently driving traffic to your site. Search engines use SEO to determine the order in which results are displayed for potential clients looking for an attorney. SEO yields organic results, not including those paid advertisements.


Integrating keywords in your law practice's website, digital listings, and blog can improve your SEO ranking. However, to achieve SEO success, you need to use a variety of keywords best suited for your practice.


Keyword Types


There are three basic types of keywords.


  • Short-Tail Keywords

These "short-tail" keywords consist of only 1 or 2 words, such as "attorney" or "law practice." While these are simple but important keywords, they won't be enough to drive in business. Why?

Major businesses and brands have a stronghold on these short-tail keywords, therefore, not allowing your law practice to move up in the search engine ranks solely based on these keywords. 


  • Long-Tail Keywords

These "long-tail" keywords consist of 3 or more words such as "divorce and custody attorney" or "personal injury law practice." Keywords like these are less competitive because they are more specific to your law practice and can help you stand out.  

Including a mix of company-specific long-tail keywords in your digital content can provide an advantage with search engine result ranks.


  • Location-Based Keywords

These "location-based" keywords consist of your brick-and-mortar presence. If your law practice is located in Santa Barbara, California, make sure to include these keywords ("Santa Barbara California law practice") in your digital content.  

Location-based keywords are clutch when users are not only looking for an attorney but an attorney in your area!


Can Keywords Hinder Your SEO Rank?


Yes. Some keyword processes can actually hinder your SEO rank rather than improve it.  


Keyword Stuffing


While it may seem logical to include as many keywords as possible in your digital content, do not fall into this trap. Keyword stuffing is an SEO strategy that can backfire on your law practice.


It's essential to stay focused on quality keyword combinations rather than quantity. Search engines link higher search rank with suitable quality content. Consequently, search engines can lower your SEO rank if you focus on quantity by creating redundant content.


Manipulating Results


Search engines have improved their calculation power to find websites and listings attempting to manipulate the system. They will then degrade the SEO rank for these websites accordingly. Keyword stuffing and other "black-hat" schemes are a surefire way to prevent your website from reaching the top search results.

In other words, your website says your legal practice has ten attorneys on staff, but clients find out it's just you, and the other nine attorneys are outsourced. Will clients continue to trust your law practice? Or have you earned yourself a negative review outing your scheme?


Timeless SEO Strategies


  • Focus on high-quality and factual digital content when promoting your law practice.  
  • Understand that SEO takes time to develop, just like it took to establish your current clientele.