The definition of a “keyword” within a search engine has changed and evolved over the years. As the internet has grown, so have the available options out there for people to choose from.  Keywords drive traffic to your site, but they may not turn web surfers into actual clients.  So the question is: Do you want to rank high in Google or have more clients and income? (You can probably do both)

If you have use a keyword search term that is very simplistic and general term for your firm are you surprised when you don’t seem to get any traffic or sales from your site? Or is your site filled with “vanity” keywords? Yes, we’ve all Googled our name, but are your prospective clients going to look for you by name or by practice area?

You need to go from keywords to “converting keywords”. You need to think like your prospective client.  Your keywords should be relevant and not overly broad. 

One thing the savvy client doesn’t want to do is waste their time. If they’re looking for an attorney, do they search using just the term “attorney”? Probably not. It’s too broad and they will get a lot of search results that are not relevant.  They will add the type of lawyer they need and specifically the location.  These 3 word or more search terms are known as “long-tail keywords”.

What’s the difference between a “keyword” and a “converting keyword”? A “converting keyword” will get the prospect to your site, keep them on your website  and will ultimately result in a new client.

Converting keywords are found through a number of ways. One is by doing a competitor analysis. What keywords are your competitors using? On the flip side, what doesn’t work – keywords that are either too broad or too narrow?

An SEO analysis will check what keywords people are using to find your site.  If “Van Nuys Divorce Lawyer” is bringing clients to your site and “Van Nuys Family Law Firm” isn’t, then you know which one to drop.

As with everything else in your SEO marketing plan, your keywords should never become static. The search engines are changing every day. More websites are added every day. The competition is getting harder and harder. But with the right amount of keyword analysis,  a SEO specialist can make your site, and you, easier to find. And with the right converting keywords, make your website work for you in getting new clients.

Do you know if you have converting keywords on your site? A great SEO firm has the tools and experience to tell if you have them or not. WebJuris has been providing internet marketing for attorneys for over 15 years.