Let’s say that you are a lawyer in Toronto. You most likely thought that you would like to rank for the term “Toronto lawyer”. I’m sure that seems logical, right? If you are on the first page of Google’s search results for that term, you undoubtedly think that will bring you business. However, since that search phrase is so broad, individuals searching might be trying to find a divorce lawyer or even a personal injury lawyer… and so on. If you practice criminal law, then you are going to have to spend a lot of money and put months of work into ranking for a term that is so competitive and roughly only 20% of the prospective clients coming to your site will discover content relevant to what they were looking for.

Alright, so let’s focus your keyword down to “criminal defence lawyer in Toronto”. This is a preferred keyword and will likely deliver you, even more, customers, however, the competition is still quite high and somewhat broad.

Let’s get into the head of your clients for a moment… Why would those clients require a criminal defence lawyer? Perhaps they are dealing with a domestic violence charge. They might search “domestic violence defence lawyer” into Google’s search engine. (This search phrase does get around 10 searches per month according to Google’s keyword planner tool) If your website has a web page optimized for that specific search phrase, they are likely going to discover you and presumably hire you if you have excellent information on your website.

This will be the kind of insight we’ll be sharing our clients as their SEO and digital marketing experts.