Your blog post titles and tags are extremely important. Not only do they impact your search engine rankings, they influence how many people actually click on your posts. So you don’t want to just pick them at random. Ideally, you’ll choose titles and tags based on sound SEO principles and that have been proven to be “clickworthy.”
Of course you could do this by performing manual keyword research. But that’s fairly arduous and time consuming. A better way is to use this sneaky trick to find high converting titles and tags.
Brian Dean’s Formula
The man responsible for coming up with this technique is Brian Dean of Backlinko. He mentions it in this post regarding actionable SEO techniques. Here’s how it works.
You first enter a broad keyword in the Google search box. Let’s say that you’re writing an article on estate planning, so you enter “estate planning.” You will then see several Adwords ads from attorneys who have paid top dollar to get their ads feature. Here’s what popped up for me.
From here, you can quickly get some ideas for potential titles and tags. For instance, the following keyword phrases could all make for great titles and tags.
- Durable powers of attorney
- Achieve family harmony
- Wealth perpetuation
- Fair estate plans
Voila! Just like that you’ve got four high-quality keyword phrases to use that took a very minimal amount of time and research.
The Logic Behind This Method
So what’s the big deal about choosing keywords from Adwords ads? It’s simple.
These keywords are by no means chosen at random. They’re often the result of exhaustive split testing where law firms funnel thousands of dollars into their Adwords campaigns to find the perfect keywords. With the legal industry having a notoriously high cost-per-click (CPC), you can bet that the keywords other attorneys use are rock solid.
So you know for a fact that these are high converting titles and tags that get plenty of clicks. There’s no guesswork involved.
Incorporating Ad Copy Into Your Content
After you’ve found a few interesting keyword phrases, look for ways to work them into your content. Here’s an example of how you could use “wealth perpetuation” in the title and description.
Title – “Wealth Perpetuation Through Estate Planning – A Practical Guide”
Meta Description – See how estate planning can be the catalyst for wealth perpetuation. Learn the fundamentals of the estate planning process.
Then just rinse and repeat for your future content. Once you get the hang of it, you can find titles and tags with the utmost efficiency.
The beauty of this trick is its simplicity. It’s a way to identify high converting titles and tags without doing a lot of heavy lifting. By looking for relevant Adwords ads relating to the legal topic you’re writing about, you can consistently come up with titles and tags that have been proven to get clicks. In the long run, this can have a positive impact on your SEO and help bring in an influx of organic traffic to your law firm’s website.
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