How Much Is Too Much with Keywords in Legal Content?


There is no doubt that keywords are one of the most driving and important factors in developing a law firm content marketing strategy, but so many attorneys are using outdated and spammy methods that could actually get their website in trouble on Google. The thing is that for many years, people used unethical SEO tactics to list as many keywords as possible inside different websites.

You might have gotten results in the past from these tactics, but it’s unlikely to work long-term.

Why Spam Tactics Just Don’t Work For Law Firms

Google caught on to this keyword stuffing tactic relatively quickly and now uses numerous different factors in their algorithm to determine what websites to rank. Taking the approach of putting as many keywords as possible without ensuring that the overall piece also addresses the primary needs of the reader could end up compromising the success of your website.

Keyword Distribution Recommendations for Legal Blogs

In general, a keyword distribution of between 1% and 3% is recommended for pieces posted online today. This applies to law firms as well. Providing more keywords than this on your law firm blog could not only cause problems as it relates to ranking your website in search engines, but it could also turn off your readers who can easily sense that too many keywords have been included in an effort to appear high on search engine rankings.

Readers want content that is geared primarily towards them. Therefore, any content posted on your legal website or legal blog, should be directed towards the primary reader first and search engines second. Readers can be especially sensitive to material that not properly written, appears too long, contains too much legal jargon or includes awkward keyword phrases that are not grammatically correct. Many law firms might be surprised by how easily a reader could pick up on this information and would, therefore, click off the site and visit elsewhere.

A good guideline for distribution of keywords in legal content is mentioning the primary keyword once every 100 words throughout a piece. Of course, this means that longer form content, such as those including 1000 words or more, enables the use of more keywords in the overall piece.

Secondary keywords should also be referenced a handful of times per every 200 to 300 words. The secondary keywords might be related to the primary keyword or could include other ways to describe a very similar term.

For example, if the primary keyword is car accident attorney in San Diego, secondary keywords could include car wreck lawyer in San Diego or San Diego car accident attorney. These terms and concepts get across the same idea but allow the blog to accomplish multiple goals at the same time by targeting more than one keyword. The secondary keywords, however, should not be referenced as many times as the primary keyword in order to be successful.

Working with an experienced legal SEO writer will help you develop an effective content marketing strategy.