Limited time offer for law firms: Get our #1 Amazon bestselling book 100% free!

Understanding Search Intent

Matching your content to the intent behind a search query is a powerful way to connect with potential clients. Search intent refers to the purpose behind a user’s query—are they looking for information, or are they ready to hire an attorney?

 

The Importance of Matching Content with User Intent:

  • Intent Drives Action:

    If someone is searching “how to file a personal injury claim,” they are likely in the informational stage. In contrast, “best personal injury lawyer near me” indicates a readiness to hire. By understanding these distinctions, you can tailor your content to meet users at different stages of their decision-making journey.

  • Aligning Content with Intent:

    For informational keywords, provide in-depth guides, articles, and FAQs that answer common legal questions. For intent-to-hire keywords, focus on content that highlights your firm’s expertise, such as client testimonials, case studies, and clear calls to action.

 

Differentiating Between Informational and Intent-to-Hire Keywords:

  • Informational Keywords:

    These are typically questions or searches that imply the user is gathering information. Examples include “what to do after a car accident” or “understanding medical malpractice.”

  • Intent-to-Hire Keywords:

    These are keywords where the user is actively seeking a service. Examples include “hire a personal injury lawyer” or “free consultation with a DUI attorney.”

 

Understanding and targeting the correct search intent ensures that your content not only reaches the right audience but also drives them to take action—whether that’s reading a blog post for more information or scheduling a consultation with your firm.

 

Table of Contents

Matching your content to the intent behind a search query is a powerful way to connect with potential clients.

Video Library

Request A Free Website Analysis

Enter your information for a free video website analysis. We’ll uncover what’s holding your site back and let you know how you can rise to the top.