Sunday, March 6, 2011

The Importance of Picking Great Keywords

While it's always good to rank for your corporate namesake, and partner and attorney namesake searches, there is a whole world of interested consumers for your legal services.  In fact these people want to find you for genuine answers, which usually means a pressing need, and a close proximity to sale. 

If you're picking the wrong keywords, or not optimizing for keywords at all you'll likely see a high bounce rate, the rate at which a person "bounces" off your page by pressing the back button to google, for searches other than namesakes.  This isn't a good proposition for you, people who genuinely need help, and google.  Google prefers to feature pages with low bounce rates because it means that google searchers have found what they're looking for.  That's google's main goal.  With good keyword selection SEO represents a valuable service to searchers who have found the solution to their problem and the legal service provider.  It also means Google has won too.

Keyword selection is a key differentiator between SEO companies.  Overseas SEO may be able to understand the search patterns and complex language of legal searches, cheap SEO providers will likely not be as involved in selecting the best keywords and may not be familiar with your market.  Law Firm SEO is intimately familiar with the legal market and the challenges that face attorneys at law, as well as issues such as Professional Advertising Standards.  Our experience means that you get the best visitors possible, as many as possible for the lowest costs; in other words we can maximize your ROI and even project ROI before we execute campaigns.  This service known as Search Engine Marketing Management (or SEMM) and can be extremely helpful in ensuring that your marketing dollars are maximized. Our experience also means that you don't have to educate us about your market on your dime.