Do you perform keyword research before writing a new blog post or article? If you do, we applaud you. If not, you’re not alone. Most lawyers (and Web content creators in general) probably do not. But starting today, you are going to do things differently. Starting today, here is what you are going to do when writing content for the Web:
1. You are going to use Google’s external keyword research tool to find a keyword related to your practice areas and markets that receives some traffic and mild competition.
2. You are going to use that keyword in your content title and prominently in the main text, and if allowed, in bold and in a header (H1) tag.
If you do this, you will have a tremendous advantage over online authors who write without regard to keywords. Why? Because your writing will have focus. It will be specific, and it will very possibly rank highly for your target keyword, helping drive traffic to your web site.
We confess: we do not always do this ourselves. If there is something you want to write about that just doesn’t match up with any particular keyword, then go ahead and write it. But the more you write with specific keywords in mind, the more of your content will show up in search engine results pages. And that’s always a good thing.