As a lawyer, digital marketing is not the core of your business. However, you should still invest the resources needed to have an effective digital marketing strategy.
At the center of any digital marketing campaign or strategy is keyword research, whether that be search engine optimization or for pay per click ads. If you are a lawyer in a big city like New York or Los Angeles, you are most likely going to be competing with other lawyers in that area for clients.
Doing competitive research can be a really effective way in improving your digital marketing strategy. You can use your own keywords that you are ranking for competitive research. Here are some of the top ways you can use your own keywords for competitive search.
Finding Your Firm’s Keywords
The first thing that you need to do is to find what keywords your firm’s website is ranking for. There are a lot of resources at your disposal where you can see that. You have free services from Google, which called Search Console.
Search Console gives you tools and reports to help you measure your site's Search traffic and performance, as well as shows you the keywords you are ranking for.
There are also third-party software tools that you can pay for like Ahrefs and SEMrush which can give you key insights on your sites keyword rankings as well. When you find your keyword rankings, you may want to look at ones that had a drop in rankings or have not seen growth.
For example, if you are a personal injury attorney in Los Angeles and you find that you are losing rankings for the keyword “Car Accident Lawyer Los Angeles”, you may want to add content to your website with that keyword in it.
Look at the SERPs and Compare the Pages
A really easy way to see what keywords you and your competition rank for is by searching for a specific keyword on Google’s search engine result pages (SERPs) and see what pages your competitors are outranking you on. This is especially important if you and your competitor have content about the same subject.
For example, if you are a Social Security attorney in Atlanta and another disability firm is outranking you on a page about filing for Social Security disability benefits, you should look to see how their page compares to yours.
It could be that their page is formatted differently. Your competitor’s page could have a higher word count than yours or it could have more images than yours does.
Take notes on what your competitors have on content that is similar to yours and revise your content to match what your competitor is doing. You may see that after your hard work that you will outrank your competitor. Just by that you could see more potential clients coming your way.
Next Steps to Take
Like what’s mentioned above, digital marketing is not necessarily the core of anyone’s law firm’s business. And unless you are a very large firm, with their own digital marketing team, you may not want to allocate your precious time that you could be devoting to your clients to learning about keyword research and digital marketing.
At eGenerationMarketing, we do a variety of things such as keyword search and competitive analysis in order for your firm to get the most cost-effective leads. If you are interested in learning more about our services, give us a call today at (617) 800-0089 to discuss our availability in your area, as well as pricing with your firm today.