Online Law Firm Marketing with Less Competitive Niche Keyphrases

This week we talk about a search engine optimization strategy that has helped many smaller law firms gain a lot of traction online. It’s simply optimizing for smaller niche terms.

Of course more popular terms yield more traffic – that is pretty basic. But did you know that niche terms yield a higher conversion rate? Plus, the fact that niche terms are less competitive makes them even more attractive.

How does it work?

Identify niche terms – Look at your practice area from many possible viewpoints. How many problems do people call about? How many different ways do similar situations get complicated? The result will be a long list of niche keyphrases.

For our example, we will use Portland, Oregon and family law. Family law has many potential keyphrases as it embodies not just the popular term “divorce” but also adoption, custody disputes, child support, spousal abuse, and many more.

That gives us this list of keyphrases related to Portland Family Law:

Portland child custody lawyer
Portland custody dispute attorney
Portland adoption attorney
Portland alimony lawyer
Portland paternity lawyer

You will want to interchange the use of “lawyer” and “attorney” based on popularity.

Build dedicated pages – Now that you have a list of keyphrases, it’s time to write. Create pages of 350 to 500 words dedicated to the niche keyphrases that you have identified for your practice area. This is absolutely mandatory, as just mentioning the keyphrase will not help with your search engine optimization.

Dedicated pages will allow you to expand on those niche areas of your practice and will help increase your conversion.

The best part about focusing on secondary keyphrases that are less popular is that you have a much faster journey to the top of the search engines.