Previously, we discussed how to get some content ideas for blogs. Today, let us examine the impact of Google Trends. The goal of Google has always been to provide users with answers to their myriad of questions that they are searching for online. From its very beginning until now, it has been the very key to the success of Google. This fact has never changed. What has changed, however, over the years is the way they go about getting the answers to what consumers are looking for. They have tried many tactics over the years, some very astute and according to others some very questionable. As they point out at SearchEngineWatch.com,
Google have exploited this at times and this has most notably seen in the Car Insurance market where they have introduced their own price comparison service above others. This customer journey has been instantly improved from the user’s perspective by getting specific answers one-click away from Google’s search engine.
By setting up its own car insurance model that allows users to enter their own car’s registration plate, Google is providing a service that is not available to any other insurance provider. This makes Google extremely competitive in any industry they’d like to expand into.
Now with Google Trends, many believe this could be the beginning of a new era in Google business.
What Is Google Trends?
If you’re new to SEO, then you’re probably wondering what exactly is Google Trends. Basically, it is an online search tool that gives the user the ability to see how certain keywords, subjects, and phrases have been requested over a period of time. With this tool, one can analyze closely Google searches and then compute how many searches have been done over that same period of time. This information can prove to be very valuable for the search engine optimizer. With access to this information people can make adjustments to their marketing strategies ensuring them a much higher level of success. As they explain at the TechTarget.com,
Search engine marketers can use Google Insights to fine tune their keyword strategies because it allows them to examine search cycles and patterns for specific keywords and a keyword’s popularity by location and time range.
When SEO professionals are armed with this information they can almost predict exactly which way the consumer will search for information and place their business right in the center of it all.
How Can Attorneys Use Google Trends?
In the past, we discussed the importance of lawyers being prepared for the next trend in search engine optimization. This can at times be challenging to do if you don’t have the right tools. Fortunately, many attorneys have found that utilizing Google Trends can make a major difference.
When it comes to legal marketing, Google Trends can be a pretty valuable asset. By giving you the ability to rank search interest results on a scale based on a variety of different parameters, such as location, type, or even newsworthiness, you can compare and determine the popularity of your chosen keywords and phrases to see where you can get the best results.
With a key phrase audit, you can see exactly how your chosen keywords measure up in terms of favorability. You’ll be able to determine exactly which topics are losing the public’s interest and which ones are gaining attention and adjust your keywords accordingly.
You can also narrow down your results by geography. If your firm has offices in other cities or states, you can test the popularity of your keywords and phrases in each region to see whether your marketing campaign will be effective. Note that what may work in one area may not be as effective in another location. By testing the waters first, you are better able to ensure that you’ll have even more positive results. It can also help with how you use terminology in your own office. As they explain at Jaffepr.com,
What do you call your partners and associates – do you refer to them as attorneys or lawyers? By doing a comparison on Google Trends, I can see that “attorney” is by far the preferred term by Internet users, and that Texans dominate in their use of the search term “attorney,” while New Yorkers lead in searching for the term “lawyer.”
So, while Google may have the ability to exploit what is discovered in Google Trends, legal marketers will also learn how to take advantage of all the things they can learn from this highly valuable tool. Learning how to take advantage of these things can take your search engine optimization to an entirely new level.
Other Advantages of Google Trends
The ability to know which words and phrases potential clients may use to find the legal services they need can also help a lawyer to determine what topics are of concern to the public. This can be of benefit in other ways as well. If you’re maintaining your own blog, you now have a list of topics to talk about that you’re sure the public will want to tune into. This will organically increase your rankings in the search engines. You may be able to determine their position or viewpoint on a certain subject so you can tailor your views to their side of the argument.
This type of insight into the consumers’ use of keywords can force you to think about your marketing efforts from their perspective. If you learn the terms they are familiar with, you are now in a position to adapt your message in a way that is more appealing to your audience. This will drive qualified leads to your site and increase the probability of higher conversion rates overall.
The idea of search engine optimization for lawyers can be complicated but with the use of Google Trends as a marketing tool, you’ll be given a lot more insight into the minds of the consumers and what they need. With that knowledge you can attract more people to your site, build your business and achieve the conversion rates you’ve been working to achieve. Having Google Trends as your marketing tool can help take much of the legwork out of your marketing efforts and allow you to develop a strategy that will be more effective overall.
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