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