This is a technique used by many bloggers and affiliate marketers which can really be effective if you’re willing to create lots of engaging content. Most people that try this method don’t think it’s effective because it takes a long time to have a positive effect. If you are an attorney or currently working on an attorney website, you realize how difficult the competition is and it can really be nearly impossible to take them head on for “money keywords”. While not always the case, it can be effective to concede that fact and focus on increasing targeted traffic for some not so competitive terms. Now is the time to setup a legal blog and focus on long-tail searches. So what is a long tail search and how can it be used to get more clients?
A long tail search is simply a keyword phrase that has more words so not many people are optimizing for that particular phrase. For example let’s use Chicago criminal defense attorneys. Chances are most people will be going after “criminal lawyer in chicago, chicago criminal attorney, etc.”. It can be very difficult to compete if you don’t have a large budget, but that doesn’t mean that you should just give up. By creating a more specific blog post about a topic you can still outrank them without spending a fortune. For example, write a post about “field sobriety tests after a dui arrest in Chicago”. I can guarantee you that the competition will be much less and you can actually rank on the first page. While this phrase will obviously have less traffic, if you write a few hundred over a period the traffic really adds up. Once your traffic begins to increase you can then start focusing on the more competitive terms which you were unable to target before.
Many business models utilize this strategy including the most successful e-commerce store on the planet. Amazon.com has made a killing dominating the long tail searches. You can pretty much find anything on amazon and that was their strategy from the beginning. They work closely with 1000’s of vendors and not only does this make very obscure products available, but it drastically reduces their cost of holding expensive inventory. It seems to work for them, it can do the same for your practice. This key here is target phrases that are targeted and to write LOTS of quality posts. This method is not going to yield quick results, but if you put in the time and do it correctly, it can substantially increase the amount of calls coming into your law practice.