Keyword Bundling and Law Firm Marketing

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The legal industry is an incredibly competitive market. If you want your web pages to rank well on Google, you need to consider all aspects of your digital marketing strategy, including keywords. Keyword bundling is a popular strategy to consider if you want to improve rankings and overall website visibility.

Keyword groups: the basics

Keyword clustering involves grouping together keywords that your clients are likely to search for when seeking legal advice or representation. Your keyword groups can incorporate short-tail, long-tail, geo-targeting, and latent semantic indexing (LSI) keywords.

Developing quality content often takes a lot of time, effort, and money. With keyword grouping, you may be able to simplify the process while improving your website’s visibility, rankings, and traffic.

The process of creating keyword clusters
Keyword clustering is the process of grouping similar search terms together. The process may seem daunting at first, but like any other keyword strategy, you start with research. Once you have a list of potential keywords that group together well, you can figure out how you want to use them in your content.

Keyword research
When researching your keywords, you need to keep a number of factors in mind, including query intent, competition usage, keyword difficulty, and volume. When choosing the best keywords for your potential customers, you can incorporate these phrases and words into your content to show Google that you have the answers those people are looking for. Whether you’ve done keyword research before or this is your first time, you might want to consider using a keyword tool or planner. Some of the most popular include the following:

  • Ahrefs Keyword Explorer
  • Google Ads Keyword Planner
  • SEMrush
  • google trends
  • Google suggests

Depending on the type of date you hope to collect, you may only need one search tool to find all your answers. However, note that it can be beneficial to use multiple tools to gather as much information as possible before deciding on specific keyword groups.

Also, remember that keyword research doesn’t just come from online tools and databases. There are other ways to develop keyword clusters. You might consider evaluating your competitors’ keywords, analyzing autocomplete suggestions for queries that potential customers are likely to ask, or brainstorming your own ideas based on what you know about the industry. legal, customer retention and your specific legal niche.

Clustering Keywords
After you have compiled a comprehensive list of keywords, you can start grouping them together. There are a number of different grouping strategies to consider; however, you can start by simply looking for patterns between sentences, such as using similar words. After performing a basic comparison, you can look at more specific criteria such as semantic relevance, search volume, and organic difficulty.

In terms of semantic relevance, you want to consider searcher intent when grouping keywords. If you use a bunch of keywords with words that aren’t linked enough, you’re unlikely to see SEO improvements. For search volume, you want to make sure that the words you choose for your clusters have a reasonable search volume. If you include terms that are rarely queried, the cluster is less likely to be efficient. Finally, you want to include keywords of varying organic difficulty. Whether you mainly choose easier or harder keywords depends on the authority of your website and your backlinking strategy.

How to optimize the use of keyword cluster
After you’ve grouped your keywords together, it’s time to think about how you plan to incorporate them into your website content. For starters, you should focus primarily on pages for your specific practice area, as well as blogs.

Practice Area Pages
If you work with multiple clusters, choose the ones that focus the most on your core practice areas. Whether you’re revising content or creating new pages, you need to consider the page experience, the structure of your content, and how deep you want to go with your content.

Blog content
You can supplement your practice area pages with blog content that includes these same primary keyword groups. While doing so, remember to internally link your blogs to these practice area pages to give readers a clear path to more information.

Improve law firm SEO with keyword clustering
Keyword aggregation has the potential to improve your law firm’s SEO and overall website performance. When implemented successfully, keyword grouping can have the following positive effects:

    • Improved leaderboards. Remember that most users don’t leave the first page of their Google search results page when looking for answers. When you use keyword grouping, you can improve the ranking of specific queries that will help potential customers find you faster.
    • More organic traffic. When you rank well for certain keywords or queries, you are likely to receive more organic website traffic. If you see your organic traffic rates spike after implementing keyword clusters, you can safely assume that the strategy is working for your law firm.
    • Improved PPC campaigns. When you incorporate your keyword groupings into your PPC campaigns on Google or social media, you can potentially strengthen the connection between your ads and website content.
    • Faster content planning. Content planning is often time-consuming. Not only do you need to choose your topics carefully, but you also need to craft the content in an SEO-friendly way. When you have groups of keywords to work on, you can reduce the time it takes to plan your content.
    • Establish thought leadership. Thought leadership involves demonstrating your level of skill or expertise in a particular area of ​​law. As keyword bundling increases your rankings and website traffic, your website will gain authority and potential customers will build trust with you faster.

Digital Marketing: Next Steps
When used effectively, keyword grouping can bring many benefits to your law firm. While it takes practice and some trial and error to find an aggregation strategy that works for your website, the time and effort spent will eventually pay off, resulting in a stronger online presence and increased website traffic.


Annette Choti, Esq. graduated from law school 20 years ago, and is the founder of Law Quill, a legal digital marketing agency focused on small law firms. Annette wrote the bestselling book Click Magnet: The Ultimate Digital Marketing Guide For Law Firms and hosts the Legal Marketing Lounge podcast. She is a sought after CLE speaker and speaker in the United States and Canada. Annette has done professional theater and comedy, which isn’t all that different from the legal field if we’re all being honest. Annette can be found on LinkedIn or on Annette@lawquill.com.

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