Monday, September 9, 2013

Long Tail Search Tools - Making The Most Of Your #lawyermarketing Dollars

Everything online is a function of competition. When attorneys want to compete with other attorneys for new cases and clients online, they commonly and mistakenly feel that they need to go toe-to-toe with every other attorney based on vanity search terms like "Omaha Real Estate Attorney", Phoenix Personal Injury Lawyer", Denver Divorce Lawyer," etc.

Many attorneys want to compete with have long-established attorney websites that have actively been building up authority for a number of years. In short, starting out from behind creates an "authority gap" that needs to be closed in order to compete. The challenge with this strategy includes many hurdles including:
  • Authority building must look natural to Google otherwise you can get penalized. Build up authority too rapidly and against Google rules and you put your firm and your future at risk.
  • The best attorney websites will continue to extend their lead while you try to catch up with them. This is like trying to hit a rapidly moving target.
  • Most attorney searches online that convert into clients and cases ARE NOT from vanity search terms. Over time people are becoming increasingly more sophisticated in how they search and simple "head term" searches like "Omaha Estate Planning Attorney" are simply not specific to most client searches any longer. People are becoming more sophisticated online and so must your search marketing techniques to match it.
  • Most attorneys simply do not have the budget to compete at the levels of many of the top vanity search terms attorneys in most metropolitan areas. 
As we have discussed before, long-tail attorney searches are considered to be "money searches"and are largely created through an active content strategy. The problem with this strategy is that many attorneys either hit a writer's block, do not know how to properly structure and distribute content,  and/or simply do not know how to research long-tail terms.

For those struggling with direction in long-tail search, there is one tool I would recommend: This tool takes a lot of guess work out of the equation and for a small monthly subscription fee, can provide a high level of value for your firm. It should be noted that this should not be a substitute for a more detailed and strategic case generating process. Rather, this should help in assisting with the process of creating more unique and relevant search results in areas of lesser competition and authority.

As they say, there is more than one way to skin a cat and when it comes to attorney search online, this is especially so. Try to tool and tell us if you see the value...

#lawyermarketing #longtail #SEO


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