Law firms can succeed with SEO by including geographic terms in their keyword strategy and focusing on the development of trust with their readers.

The SEO Law Firm, a legal marketing community, reported recently that keyword strategy is especially important for the content marketing and SEO campaigns of law firms. More than anything, including geographic indicators can be critical, as searchers are more likely to look for attorneys in their city or state 

According to the SEO Law Firm, using a city or state in a keyword will ensure that the geographic indicators appear naturally in content of any kind. Moreover, longtail keywords can be more effective for the legal community, as those looking for legal advice are likely to use more specific queries that will run longer than usual two- or three-word phrases.

In general, law firms have a lot to gain from high-quality, keyword-rich content. Aside from the search benefits, those looking for a lawyer could be swayed to contact a firm or other practice if its website has interesting, informative articles on it. Building trust is a crucial component of SEO campaigns, as website visitors are more likely to return to a page if they receive engaging news and information.

Brafton recently reported that the trust factor is quickly becoming as important as keywords or any other facet of SEO. As Google continues to fine tune its search results and algorithm, rewarding websites that build high-quality traffic with consistently strong content is becoming Google’s primary goal with search. 

Joe Meloni is Brafton's former Executive News and Content Writer. He studied journalism at the University of Massachusetts, Amherst, and has written for a number of print and web-based publications.