Organic search engine optimization should be a key piece of your legal marketing strategy. The benefits of organic search placement over paid placement are obvious. The biggest advantagis that you get traffic without having to pay for each individual click!

Now, AdWords definitely has its place for many law firms, but building your website’s credibility for organic search ranking will pay dividends for many years.

In this article, we’re going to discuss how to optimize your site for a wide range of keywords that can bring you good, qualified leads. This technique is called “long-tail search optimization.”

When lawyers are building their websites, most of them want to target the major keywords for which people will be searching, like, “Seattle Attorney.” Being the #1 listing for “Seattle Attorney” would be a fantastic achievement and would net you a lot of organic traffic.

The problem? There can only be ONE law firm that ranks for “Seattle Attorney,” and every law firm in Seattle is trying to do exactly that. It’s an arms race, of sorts, and you can dump a lot of money into that strategy and may never make it to the top.

Long-tail search optimization takes a different approach. Instead of focusing on one key phrase, you create many pieces of content on your site that are each aimed at specific phrases for which your target clients are searching. For instance, if you’re a family law attorney in Seattle, you want to target each of the different aspects of family law that clients have questions about:

  • Seattle Divorce
  • Seattle Child Custody
  • Seattle Parenting Plans After Divorce
  • Seattle Amicable Divorce
  • Seattle Prenuptial Agreements
  • Seattle Domestic Partnerships
  • Etc, etc, etc

As you can see and imagine, there’s an endless list of keywords and phrases for you to target this way. In fact, each of these topics above can be further broken down and optimized with specific articles.

When you take the long tail search optimization approach, your odds of being found by clients goes up exponentially. Rand Fishkin has as great article on this here. The bottom line is that about 80% of all searches online are focused on specific, narrow search terms rather than the broader terms like, “Seattle Attorney.” By targeting as many of these narrow terms as possible, you’re going to see a lot of traffic to your site. AND, it’s going to be good quality traffic, as your page is going to exactly match the client’s search term. If your client searches for “Seattle parenting plans during divorce,” and you have a page on your site about that topic, voilà! You’re going to rank #1 for that term.

Even better? When you build a library of long-tail content like this, you’re going to:

  1. Get more people linking to your useful content.
  2. Get a higher overall rank for your site, as Google is going to see that your site is active and relevant.

While it takes more time to develop an entire library of relevant content, these articles and posts will pay dividends for many years. We have 6-year-old posts on our site that still get hits every day. It’s like money in the bank!

If you have any questions about optimizing your site pages for search, contact us here or give us a call at (855) 780-1081.

For more information about the basics of marketing your law firm, see our Complete Guide to Legal Marketing.