Attorney Marketing 101: Long Tail Searches

When someone gets on their computer or phone and brings up Google to do a search, what they put into the search box will have a certain level of specificity. If they’re looking to buy a car, for example, they could either make a vague search, like “car,” or a very pointed search, like “Saturn aura 2010 v6 premium.” Long tail searches are those that have a great level of specificity.

Long tail searches aren’t made as often as these simple, vague, and often single-worded searches – often called head terms. However, that doesn’t mean that long tail searches aren’t valuable to pursue in your law firm’s online marketing campaign. In fact, an online advertising strategy that ignored long tail searches in your search engine optimization (SEO) plan would be overlooking a huge opportunity.

The More Specific the Search, the Warmer the Lead

It would be awesome to be the first result on the page when someone searches for “attorney.” However, if you’re an estate planning attorney, most of the hits that your website will get will be from people who are looking for someone else. Web traffic is great, but what you’re really after is a new client. Someone who clicked on your webpage looking for a criminal defense attorney likely won’t hire you to represent them.

Long Tail Search

Being at the top of the results page for a long tail search in your field, however, generates leads that are more likely to turn into clients. The person who gets on Bing and searches, “save tax money marital trust” is much more likely to hire you because they’re already doing research in your field. Having a good article on that topic on your webpage will boost your prominence for that particular search, making it more likely for the searcher to choose you over the other attorneys out there.

The Warmer the Lead, the Higher the Conversion Rate

Your website’s conversion rate is how often your site’s visitors perform a specific action. Typically, a law firm’s website is built with the goal of having visitors contact the firm’s attorneys. Every time this happens, the visitor is converted into a potential client. The more likely your site’s visitors are to reach out to your firm, then, the higher your website’s conversion rate.

It shouldn’t be surprising, then, that long tail searches yield higher conversion rates than head term searches: The person typing a long tail search into Google already has a good idea of what they’re looking for, and are already interested in your firm. They just don’t know you’re out there, yet.

Legal Blogs Are Crucial for Attracting Long Tail Searches

A well-crafted legal blog is absolutely critical if you want to bring in web traffic from long tail searches. Hosting a blog is an excellent way for your firm’s website to house the volumes of articles that deal with your practice area, each of which can be carefully tailored to target a certain set of long tail searches.

Myers Freelance is where you can find the professional legal blog writers you need to make this happen, and unleash the potential of long tail searches on your website, boosting your site’s conversion rate, building your firm’s clientele, and bolstering your bottom line. Contact us to get started.

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