You’re in a never-ending battle:
You know you have to scale your firm.
You know you need SEO. (though SEO is fruitless without content, so..)
You know you need content.
But it seems your small army (meaning, you) could never compete with the giants in your specialty with million-dollar-plus marketing budgets.
This mindset has kept you down for far too long! Get ready to visualize that top of the mountain and go all in.
Your journey to the top starts with a reputable keyword search tool. We’ll show how firms like yours use it to make more revenue.
It’s about working smarter, not harder, and reaching the right people with the right content at the right time.
What are benefits of keyword search tools?
Keyword search tools offer a range of benefits that allow you to grow your firm and steal prospective clients from your competitors.
Using keyword search tools, you’ll:
- Capitalize on keywords your competitors aren’t using.
- Make the most of the time and money you invest in your content.
- Reach the highest number of people seeking your services.
Without them, you may publish blogs every week that go unread. People won’t scroll down in their search results far enough to see your posts.
When someone needs help, you have a small window of opportunity to reach them before they find someone else. Your content must appear on the first page once the user hits search.
By incorporating SEO-friendly keywords in your pages, you get more eyes on your content because they rank higher in the search engine results pages (SERPs).
Keywords lead to more clicks to your contact form and more cases for your firm. But you’ll waste time and energy with little reward if you don’t choose them carefully.
Luckily, a keyword search tool does the heavy lifting for you.
Like the law firms you aspire to, take the time to research keywords before you start writing. Then you’ll see all the juicy, lead-generating benefits from your content.
So, what is the best keyword search tool?
If you type into Google ‘keyword search tool,’ you’ll find many companies claiming to have the best tool.
The best keyword search tool depends on how much information you want and how much you want to spend on your research.
(At We Do Web Content, we prefer SEMrush.)
You can use these too, but you don’t have to dig into your wallet to get people clicking on your law firm blogs.
Try our favorite free keyword search tools:
These free resources offer the essential tools you need for your research. The best keyword search tool comes down to preference.
Any of these tools will give you the words or phrases people are searching for most. Use your tool to pull together your keyword list.
But don’t stop there.
Use those keywords to boost your SEO.
Why is SEO important?
Your competitors are using keywords in their content, too. And ranking high in the SERPs isn’t about working harder; it’s about working smarter.
Just because a keyword is highly-searched doesn’t mean you should make it your primary focus.
We’ll show you how SEO is a game-changer (and how to play the game):
How to use keyword tools for SEO
It’s easy to use keyword tools for SEO, but you may have to use a few tools to get the information you’re after.
Let’s start by using the free tool Answerthepublic.com.
If you want to write a law firm marketing blog about divorce, enter the word ‘divorce’ to find associated keywords.
You’ll see this data pop up:
These results show the top questions people are searching for around divorce. The darker the green circle next to a question, the more searches that question is getting.
They make for great FAQs for your blog and inspiration for topics. But they don’t work well for primary keywords.
If you scroll down, you’ll see keywords organized alphabetically.
These results offer shorter, specific keywords you can use as the focal point for your content.
The same rule applies to the shades of green shown here. More people search for ‘divorce statistics’ than ‘divorce settlement agreement.’
You may think using the keyword ‘divorce statistics’ will make your blog appear in more people’s results.
But SEO is a little trickier than that.
If more people search for ‘divorce statistics,’ you’ll have more competition. Your content may get lost among a bunch of other blogs.
But you can check the competition level for different keywords using…
A free SEO keyword search tool
SEO tools allow you to dig deeper into your research than if you were to use only your keyword search tool.
You can use BuzzSumo for your next step toward reaching potential clients.
(This is the only other step, we promise.)
BuzzSumo gives you an idea of how many views a keyword is getting.
As a bonus, it shows the platforms people use when viewing that keyword. This could be helpful if you’re deciding which platform to use to promote your blog.
These results frequently change because BuzzSumo pulls trending, or currently popular, content.
But if you type in ‘divorce statistics,’ you’ll see something like this:
Right now, almost 400 people are reading the top-ranking article.
While your blog may be about a different topic, you’ll have to contend with hundreds of people already focused on someone else’s post.
If you search ‘divorce settlement agreement,’ you’ll find you have less competition:
Currently, only 44 people are showing interest in divorce settlement agreements.
That means your content has to jump through a lot fewer hoops to get views.
And just because you choose ‘divorce settlement agreement’ as your primary keyword doesn’t mean you can’t write about divorce statistics. You can.
You’ll just have to focus on using the term ‘divorce settlement agreement’ throughout your post. Read more here about other ways to draw attention to your primary keyword.
Now, you can stop there using your free tools. But we’ll show you the data from a paid tool to confirm our research.
A deeper dive into SEO keyword search results
As we said before, we use the keyword search tool SEMrush at We Do Web.
Let’s compare our results.
We searched ‘divorce statistics’ and saw this:
SEMrush tells us this keyword is “the hardest keyword to compete for.”
Nothing is impossible, but you want to give your content the best chance at getting clicks. Using a keyword this difficult to rank for isn’t giving your content much opportunity to show up on SERPs. And it’s definitely not working smarter.
So next, we searched ‘divorce settlement agreement.’ We got this result:
While SEMrush says using this keyword is still “difficult,” your content would be up against a 58% difficulty rating instead of an 86% rating. That’s working smarter instead of harder.
Doing this research means catching more people when they start looking for help – before they find your competitors.
Let us stress over your keywords and SEO.
At We Do Web Content, we have it all figured out.
Our law firm content marketing team specializes in writing posts for SEO and your clients.
Of course, we have the keyword search tools and experience to give your content an edge in the search results.
But our original, magnetic writing is what gets you a predictable flow of new clients each month and makes you look fantastic.
Call us at (954) 425-9081 or reach out to us here and let’s make a bigger impact.
Be sure to check out our glossary of content marketing terms to deepen your marketing strategy knowledge.
Yvette Valencia is the Latina founder and CEO2 of We Do Web Content, a content marketing agency for law firms and one of Inc. 5000’s fastest-growing private businesses in America. She’s a 14-year content marketing veteran and Six Sigma-certified Green Belt credited with developing the proven (and repeatable) process for creating top-ranking website content at scale for attorneys.