Oct 06, 2020

Understanding and Using Search Intent for Law Firm SEO

Getting traffic to your website is a key part of law firm search engine optimization, or SEO. But how do you get the attention of potential clients? You may have heard the phrase “search intent,” but how do you apply this idea to your website and pull in traffic from new clients?

Understanding and using search intent for law firm SEO is key to building an audience for your website. But it can be difficult to get started, especially if you’re new to SEO. Here are a few tips for you to keep in mind as you build your website and seek out an audience for your legal services.

What Is Search Intent?

When you’re building a digital marketing campaign, your main goal is to capture what potential clients are looking for and offer solutions. Focusing on what clients are looking for helps you offer products and services that benefit them.

Search intent speaks to the purpose behind a potential client’s search terms. For example, let’s say someone was injured in a car accident, so they searched “best car accident lawyers near me.” Their search intent is to hire a car accident lawyer in their area.

Knowing why someone is searching for a particular product or service can help you market your pages toward those goals. If you’re a divorce lawyer, you don’t want your pages to get traffic from people looking for traffic ticket attorneys or work accident lawyers, for example. But how do you optimize your website and content to account for search intent?

Using Search Intent for Quality Traffic

As Google’s search algorithm advances, searches are better understood and can help people find the solutions they’re looking for. Because of this, you may need to optimize your site based on the searches your clients may be using.

Including questions on the page that you believe people are searching for is your first step. For example, a lawyer looking for family law cases may add questions like, “What are my visitation rights as a grandparent?” Pages including these kinds of questions have a better chance of ranking better and getting more traffic from relevant visitors.

Using search intent to your advantage can help you connect to the right potential clients. Rather than relying solely on keywords—which may even get you the wrong kind of traffic if chosen poorly—you’ll have a chance to talk to people who need your specific services.

Make Search Intent Count—Contact a SEO Company

When you’re trying to maximize the quality traffic to your website, you need to know how people are searching for their needs and how to make the most of those search terms. But you may not have experience or access to the tools you need. Search intent can be complex, and it’s easy to make a mistake that could hurt your traffic.

That’s where the SEO team at ApricotLaw can help. We have the tools you need to take advantage of your search terms and make a difference on your traffic. Ready to reach more people and get quality leads from these searches? Call 877-203-0751, or fill out the online contact form below.

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