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Friday, March 7, 2008

Long Tail searches...

I meet with attorneys every day who want to be on the first page of Google and Yahoo for the searches "divorce attorney Houston" or "texas injury lawyer". These searches are great to show up for but how many of those searches are done by someone who actually wants to hire an attorney?
Research has shown that the searches that usually turn into paying clients or good cases are more specific and many times unique. For example, if searches like, "accident in workplace caused by fatigue" or "helicopter accident on petrochemical platform" start showing up on the traffic reports for your website, get excited. These are referred to as long tail searches.
Sure there is less of these searches performed but they convert at a higher rate. Not to mention, the volume of long tail searches is staggering. Every month my clients can expect to see a handful of searches like, "kingwood lawyer" or "attorney in the woodlands" but they see many more like, "custody modification for military personnel" or "questions about injury on construction site" that are performed only once each. Add all of these unique, long tail searches together and you have some serious search engine traffic.
I'll put it another way, if I give you the five or six searches a month like "houston attorney" and you give me all the long tail searches, which could be hundreds, who do you think will get more clients or cases from those searches?

1 comment:

Anonymous said...

You're so insightful! It seems like you really care about your clients and the results their websites will produce.