Niche marketing is a powerful technique that lawyers can exploit
The Long Tail' had nothing to do with marketing for lawyers originally. It is a phrase coined by analysts studying the behaviour of music sales. But what they discovered is that as the graph falls off from the mass market sales it develops a long tail. This discovery has great relevance to law firms because they operate in a niche market and their potential clients are searching the internet using long tail phrases.
Millions of niche buyers search for specific niche items and conduct niche transactions every minute of every day. Their search for the niche item requires them to concoct a sentence that specifically describes the item they are looking for and it is this concocted sentence that SEO marketers call 'the long tail'.
The surfer enters the long tail search into a search engine such as Google and the most relevant results are returned.
So, the long tail keyword is a vital tool when conducting marketing for lawyers because fi they know what long tail phrases their potential clients are using they can focus on them when conducting SEO marketing. As a result, law firms can reduce the cost of their online marketing activity while simultaeneously increasing the lead conversion rate. This is because the person searching with the long tail query is a more qualified lead.
Therefore, if you are based in Leeds, it is far better to focus on a keyword phrase such as 'Leeds employment lawyer' than the more general phrase 'employment lawyer', and if you think that your clients are more likely to search for 'recommended Leeds employment lawyer' then that would be an even better long tail keyword.
The team at Case Details put it this way, "While one word searches often carry large monthly search volumes, they often do not offer the best opportunities for optimization. This is due to the fact that these terms are often very competitive and lack clear focus from a searcher. This point is emphasized by recent research, which found that long-tail searches exhibit a higher conversion rate by up to 200% compared to short-tail (generic) keywords.
Long-tail terms often carry less overall search volume but, as the above statistic indicates, these searches are much more valuable because they are more targeted to your specific business. Also, as the query lengthens, gaining ranking for these terms becomes easier due to the specific instances of these strings around the web become less and less frequent.
As a lawyer you can expand your list of long-tail keywords by including practice areas and the types of services that you offer, coupled with the city or county where your ideal client-base or business resides. Long-tail terms provide a greater chance to optimize pages around these topics and expand your business through online marketing." Extract from Case Details SEO in 30 Days. Follow the link to take advantage of this free course, it's a great way to master SEO marketing for lawyers as it is written with lawyers in mind.
Tags: Lead Conversion, Lead Generation, Niche Marketing, Products & Services, SEO, Legal Marketing techniques
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I recently spoke with Lara King of BBC Radio Humberside on the subject of Employment Law. Click on the Play button, above, to hear the interview.