Before your website visitor becomes your next perfect client, they first need to find your website. Most of your website traffic will be coming from search engines, and one of the biggest factors that search engines rely on when directing Internet searchers to websites is keywords.
If your website does not contain the keywords your perfect clients are typing into the search engines, the search engines cannot direct those clients to your website.
Understand How Keywords Work
Search engines like Google and Bing use programs called spiders to crawl your website’s content and to determine its relevance to the keywords you identify on your page. The spiders count each time a particular key word or phrase is used, both on their own and in the context of other terms on each Web page. This combined with a few hundred other factors, determine where your Web page will appear in the search engine results pages (SERPs) when a Web user performs a search with those particular words and phrases.
The spiders will look at the words you choose in your actual Web content as well as in your headings, links, and Meta tags (Meta tags show up behind the scenes and are invisible to people reading your actual Web content). Placing keywords in your page titles, Meta description (that little bit of explanatory text that shows up under your link in search engine results pages), and most importantly, in your content, is how they determine if your website is worth listing on their search results for those keywords.
But Really, it Should Be Key Phrases
Single words are not good keywords. To test this theory, type “lawyer” into Google or Yahoo’s search box – you’re not going to see many links to actual law firms as the first-ranked pages. Instead, you’ll find more general information on the legal profession. The only way you’ll appear on the sponsored links is by paying for them.
This is where you want to use key phrases, instead of just using single words, because let’s face it; most people who search for information on the Internet use multiple terms that specify what they are searching for. Why? Because it gets more specific search engine results and they don’t have to wade through generic or irrelevant content. For example, Austin residents looking for a personal injury lawyer will likely search for “Austin personal injury lawyer” not just a “lawyer.”
You need to first determine what your key phrases are and then learn how to successfully incorporate them into your Web pages without making them sound weird or unreadable. Keep reading for tips on picking the proper key phrases.
Your key phrases are like the movie titles outside of a theater. They let patrons know what to expect inside before they step through the door. If you’re advertising the next hot summer blockbuster on your marquee and customers end up sitting down to a black-and-white silent film, they’re going to feel lied to and cry false advertising.
You need to be mindful of using keywords that are not only true reflections of your Web content, but also ones that drive the right clients to your website. It’s important to understand who you want to attract to your website, and then figure out how those perfect clients are going to search for you. This is how you identify what keywords to focus on in your Web content.
How to Select Your Key Phrases
Know what your ideal client is looking for. If you know you want to represent a client who’s looking for a “Denver snowmobile accident attorney” then that’s a key phrase you should use. Google’s AdWords tool is your best friend when it comes to seeing how real users are using search terms.
Make sure that you leave out the legal jargon in your key phrases, too. Most clients aren’t going to be searching for “litigation tips on Virginia statute” they’re going to be typing in non-lawyer-speak terms. Stop thinking like a lawyer and ask yourself “how would my ideal client search for my services?”
Think Like Your Client
To get the attention of your next client, you must think like your next client. Ask your non-lawyer friends how they’d go about finding a lawyer online. See what kind of key phrases they’d come up with if they were looking for an attorney in your field. This is how your clients may be thinking.
To get an even better perspective, use your website’s analytics. Google Analytics and other programs can show you exactly what phrases people typed in to find your website. You may find that using “fell at Houston restaurant attorney” gets you more hits as a key phrase than “Houston personal injury lawyer.”
Marketing your services through your website requires a mixture of good key phrases and well-updated, relevant content that incorporates these key phrases. The search engine spiders are attracted by keywords, but it takes SEO content to really impress them and rank your website higher on the search engine results.
At We Do Web Content we provide key phrase identification and integration when we produce your custom content. The more frequently updated your website is, the more appealing it is to search engine results. Boost your website to the top of the search engine rankings, contact us today – 1-888-521-3880.