In years past the idea of keyword density has led many legal content writers to believe that web content for lawyers has to be stuffed to the gills with multiple long-tail keywords. The rules are always changing in the world of search engine optimization. In the past, when you asked an SEO company what their optimal keyword density was, answers could be as high as a minimum 10-12 instances per 1,000 words!
Fortunately, the world of legal SEO has evolved along with Google’s search algorithms. As the algorithms get smarter and better at reading pages like a human, our SEO practices can also improve.
Reminder on How to Select Keywords
During keyword research you’re bound to generate a huge list of relevant, popular keywords to target. While this list is a good starting point, it’s important to think about your clients’ perspective on how relevant or appropriate those keywords may be. Sure, “Denver snowmobile attorney” may be a good keyword according to Google’s Keyword Tool, but is it something your potential clients would be searching for?
Don’t choose keywords for your articles unless you’re prepared to write about them. It makes your website content sound unnatural when you’re writing an article about general personal injury litigation and randomly mentioning that you’re a snowmobile attorney when the rest of your content doesn’t have anything to do with snowmobile accidents.
Next thing you need to consider is how many keywords to focus on. Some write without keywords, while others choose at least a primary keyword to be the focus of the content. Secondary keywords and beyond should be related to the primary and also support the topic. It’s best to focus on quality, rather than quantity, and go for using synonyms rather than focusing on too many keywords.
How Google Reads Web Content for Lawyers
When Google crawls a web page it looks for keywords in the meta tags like page title, content header, and meta description, as well as in the content itself, of course.
The key here is consistency – aim to naturally include the primary keyword in the meta tags and then the rest of your content should be peppered with additional mentions of the primary keyword, secondary keywords, and synonyms. Synonyms and breaking up keywords are perhaps the best ways to help optimize your web content without keyword stuffing.
When you’re writing web content for lawyers and law firms, don’t think that you have to use the exact keyword every time a certain number of times. That’s what leads to keyword-stuffed, poorly written content. Instead, focus on natural use of keywords in your meta tags and content.
We Do Web Content is dedicated to ending keyword-stuffed web content by helping our clients spruce up their sites with quality legal content written to appeal to law firm clients. Let us evaluate your site – contact us today at 888-521-3880to speak with our sales manager about all of the services an SEO company like ours can provide!