Content & Search Engine Optimization (SEO)
While potential legal clients are the primary target audience, most of our law firm clients are also engaging us to create content that will help them improve their rankings in the search engine results pages (SERPs). As a result, the content we create also needs to adhere to search engine optimization (SEO) best practices. SEO is the process of optimizing websites to rank highly when certain search terms are entered into search engines. For example, a personal injury practice in Chicago would likely want to optimize for the search phrase “Chicago car accident attorney” and a Denver family law practice would try to obtain high rankings for “divorce lawyer in Denver.” In many cases, the content we create is part of a larger effort aimed at improving where our clients rank for specific search terms.
Optimizing Content As mentioned above, law firms (and marketing agencies) optimize their sites to appear for certain terms. Part of that optimization process is adding optimized content to their sites. There are a number of considerations when optimizing content.
Keyword Density When you receive an assignment, it will usually include a keyword phrase that the client is targeting. Typically, this will take the form of a geographic target, a practice area, and the word lawyer or attorney. These phrases are designed to match a phrase that a potential client may be searching on Google. Examples could include “Denver personal injury lawyer” or “St. Louis divorce attorney.”
8
|
2022 WRITERS HANDBOOK
