Importance Of Keyword For Your Website Visibility?

Importance of Keyword For Your Website Visibility?

Developing a good semantic strategy upstream is essential to be ranked on search engines. Choosing to rank yourself on the best keywords is essential in SEO. It is indeed around these keywords that you will write your content.

1. How is your site ranked by the search engines?

Before you define the keyword strategy, you should know that SEO (Organic Ranking) is based on the functioning of Google's algorithm. To rank your website during a search carried out by the Internet user, Google relies on the keywords and expressions that he typed in the search bar. As a result, Google will list the most relevant sites responding to its request.

2. What is a keyword?

In SEO, keywords are specific terms searched by the Internet user on the search engine, which are ideas and subjects defining the content of your page or website.

Indeed, these are words or phrases that the Internet user uses to search for a product, a service or to obtain information. Also called "search queries" or "search phrase" in web marketing.

  • An Internet user who carries out research will write on Google a key expression made up of one or more words (e.g.: divorce lawyers office in Marseille).
  • The owner of the site or the editor, aims to appear on the first page of Google results when a user makes a request containing specific keywords.

3. Are keywords important for the SEO of your lawyer site?

Yes, it's important! Keywords are the link between what people are looking for and the content you provide to answer their queries. You wouldn't want your law firm's website to appear on Google when an Internet user searches for a scoop that sells organic avocados near his home?

We type a search on Google, and it returns us a list of results based on the keywords we typed. You must therefore establish a list of keywords that could potentially be typed on Google to find your law firm's site and which will bring traffic. But not just any old way!

4. How do you choose the right keywords to appear in search engines?

The keywords you want to rank your content on will determine the type of traffic you will get.

Designating the right keywords and phrases means creating content that revolves around a set of words sought by your target on search engines. But to identify potential keywords, you need to know your buyer personas (your ideal target customer). This will allow you to write content that interests them.

4.1 One theme per page

It is essential that each of your pages deal with only one subject. Because if you intend to talk about "women's rights" and "real estate law" on the same page or article, Google will not be able to determine the main topic it brings up.

4.2 A main keyword and secondary keywords

The main keyword is the heart of your business. Start by identifying your main activity (eg: labor law firm, ...). Secondary keywords are a collection of similar words related to your business. For a law firm this can be: divorce lawyers, marriage contract lawyers in Paris, specialist in real estate law, unfair competition ...

4.3 Keyword generators

To make it easier to find potential keywords in order to obtain a high conversion rate, there are many free and paid tools available on the web to help you. Here are some free and effective tools:

The search bars

When you are looking to find out about a service, a brand or a product, on the search engine bar, some offer you suggestions. Collect some ideas to enrich your keyword strategy.

Related research

A list of keywords is sometimes suggested at the bottom of results pages, when you search on the search bar.

Keywords on your competitors' site

Identify your competitors who are well ranked on Google in your industry, to identify their keywords that may have an influence on your ranking. Then navigate on the pages, locate the key expressions, the titles (h1), the subtitles (h2, h3 ...), the meta description ... choose the keywords according to your content / theme.

However, for this to be effective, the keywords must be of high quality and not competitive. Otherwise, you will find it difficult to rank yourself. Do better than your competition!

Google Keyword Planner

The Google Adwords Keyword Planner is a great tool, which allows you to compare, find keywords and identify their relevance.


In addition to being very easy to use and free, this tool allows you to obtain suggestions and analysis of keywords (volume of monthly searches, estimated competition in paid and organic search, cost per click, etc.).

It also gives you a list of content ideas, for writing an article, based on your keywords.

Google Trends

If you want to know the new news topics, the frequency with which a keyword has been typed in the Google search bar, evaluate the keywords by region ... Google Trends will therefore be your ideal tool. In addition to that, you can add more precision to the analysis of the keyword by filtering by country, category, period and media.

Answer the Public

This tool will allow you to identify queries related to the keyword you have searched. These queries will give you an idea of ​​what Internet users are asking themselves and the news topics to write.

For example, here is the result with the keyword "car accident".

4.4. Evaluate your keywords

Many websites are still targeting ultra-competitive keywords such as "Paris law firm", "divorce" ... which do not promote the best ranking on search engines. ranking yourself on competitive keywords, already occupied by sites which have a strong notoriety, many links received, which are popular…, is not relevant for your site.

We advise you instead to orient yourself towards long-tail keywords which are defined by sentences (4 words and more), a set of very precise words with low competition and with potential traffic.

Know that it is better to seek to rank yourself on specific expressions with low search volume, than to focus on very competitive expressions that require time and effort to obtain the best place on the search engines. Among Internet users who type in "law firm", a large part may not be interested in your site, either because you are not located in his area, or you are not competent in the field he is looking for... With the expression such as "asbestos victim", the competition may be less, but the conversion rate may be very high.

Let your long-tail keywords live on and as you improve your site's e-reputation, your pages will naturally rank themselves on these kinds of expressions. From time to time, you can follow the evolution of your pages as well as the expressions to anticipate the trends, with tools like Analytics.



CEO / Co-Founder

H-WebTools (Helpful WebTools) is A Project By H-WebTools provides the best 100% free SmallSeoTools, Digital Marketing Tools And H-SuperTools on the internet to boost your Online Business.