Keyword research is a fundamental part of SEO. But in order to increase the likelihood of your law firm’s content reaching the maximum percentage of your audience, you need to choose your keywords correctly. One mistake that many legal marketers make is going after broad keywords when they should be targeting long tail keywords. Let’s now discuss the basics of the latter option and why it tends to work best.
What Exactly are Long Tail Keywords?
HubSpot defines this term as “a keyword phrase that contains at least three words (though some say two or more is considered long-tail). Long-tail keywords are used to target niche demographics rather than mass audiences. In other words, they’re more specific and often less competitive than generic keyword terms.”
Here’s an example of a broad keyword phrase: “Injury lawyer”
Here’s an example of a long tail keyword phrase: “Personal injury claim lawyer”
Notice that the second example encompasses the same idea, but is much more specific and niche-centric.
Why Targeting Long Tail Keywords Makes Sense
HitTail performed research on keywords to see how much traffic varying lengths of keywords received. According to their findings, “70 percent of all search queries are for long tail terms.” This means that 7 out of 10 search queries involve at least three words.
Why is this important? It shows that there’s great value in targeting longer keyword phrases rather than broad, more generic ones. The vast majority of keywords that people are searching for contain at least three words. So by getting on board with this strategy, you can reach a sizable portion of your demographic.
There’s two key benefits of taking this route. First, you have a much better chance of climbing the search rankings when you target long tail keywords. Even though they won’t typically have the same search volume as a broad keyword phrase, you have a much more realistic chance of ranking highly.
That’s because most short, one to two words keyword phrases are incredibly saturated with competition that only mega-companies with deep pockets and massive brand exposure are capable of actually ranking for. You can think of long tail keywords as an equalizer, which gives smaller law firms a legitimate chance of bringing in traffic.
Even though the term “Personal injury claim lawyer” receives fewer searches than “Injury lawyer,” there’s much less competition. So you can think of it as reaching for the low hanging fruit.
Second, conversion rates tend to be higher for long tail keywords. That’s because the more descriptive a search phrase is, the more qualified the leads are who click on the search results they come across. This means that more of the visitors landing on your law firm’s website will be ready to go ahead and contact you about your legal services.
If your goal is to climb the search rankings, it’s a good idea to incorporate long tail keywords into your SEO strategy. Not only does this allow you to attain better positioning within search engines, you can capitalize on more of the traffic that you receive. If you need some help getting started with this process, this step-by-step guide from Neil Patel is a great resource to check out.