Content Strategy: Two Easy Ways to Turn Search Keywords Into Targeted Visibility for Your Firm

by JD Supra Perspectives
Contact

I spend my days on the phone talking to clients who both 1) have questions for me and 2) share terrific ideas about the way they turn engagement with their thought leadership on JD Supra into next steps.

Regarding the latter, I love learning from marketers about how they stay proactive on the front lines. Here are two simple, client-driven ideas on how to turn high-value search keywords in your analytics into action items.

That is to say, from your colleagues: here's how to follow up on what you learn when you see how people find your content in search.

1. Repeat the successes

Seems obvious, but then we'd see more law firms doing this. Here's how it works:

Select a date range based on your larger objectives - the past month, quarter, six months, year. In your analytics dashboard, click through to Keywords and begin scouring for words that match with your particular marketing goals. This might pertain to an individual attorney (in which case you've also filtered by their name only), a practice group (filter by names of all attorneys in the group), or the entire firm. 

I actually recommend exporting your list of keywords into an Excel spreadsheet (see the big yellow export button on JD Supra analytics). It's easy to share the document internally, but with an Excel file also easy now to begin the process of eliminating less helpful keywords and only leaving those that are the type of high-value searches you care about.

For example, in a quick scan of recent search terms delivering readers to content on JD Supra, I assume the following are likely high-value, strategically important queries: CMS Final Rule 2017; 'deal agent' mortgage backed securities; CEO role in startups; what belongs in employee handbook; FDA biosimilar guidelines; impact of tax reform on real estate investment ... among so many others.

Keep such keywords and search phrases in your spreadsheet; delete the ones that don't tell you much. Now you have a list of valuable searches that you know readers have used to query information in a journey that arrives, finally, at your firm's thought leadership.

Send the list internally to anyone with a stake in your content initiatives, especially your writers. Direct them to both write on these issues again - there are more angles to explore, and one post is just a good start to establishing authority - and also to use these words in the actual titles of their next pieces.

In the marketing language of the day: rinse and repeat. You've had success finding a readership that uses this language when expressing their informational need. Keep using the language. Titles are a perfect place to start.

2. Fine-tune the misses

This is a nuance to the above point and can mean two things, both equally important.

Let's say that, in an investigation of last quarter's keywords, you learn you're driving a lot of readers searching on startup funding to publications by your IP practice group. The IP group does not focus on startup funding, but this visibility might be because they referenced the topic a few times - or in a popular post - in their coverage of larger intellectual property matters. 

Regardless of the specific example (all of which will be different on the ground, so to speak, based on your client base and particular practice area), let's say you are being found via keyword searches that don't serve much of a strategic purpose for you. What to do?

Fine-tune your writing. Work with the attorney or the practice group to recalibrate to some degree and start focusing on the issues that actually pertain to the target audience you have in mind. Your writing has had some success achieving visibility - you may now need to focus a little more on making it helpful, valuable, and available to the right readers. (Speak to me about Trend Alerts if you'd like help with this refocusing.)

Three or six months from now, revealuate the keyword searches driving your visibility -- see if you are being found for more strategically focused reasons. You'll know the answer to this based not only on Keywords data, but also (on JD Supra) in the reports of which industries and companies are reading your work.

Another take on this:

If, as you scan that list of high-value keywords, you discover that you are being found for worthy, strategically valuable topics that you in fact did not write about directly, recalibrate and now address those topics head-on.

I actually see this play out with some frequency. So, for example: you find that your IP group wrote as an aside about biosimilars in a larger post about patent protection matters. As a result of that aside, your content - actually more focused on other issues - is driving readership by people interested in biosimilars. This is a miss that can be corrected. Now circle back, armed with the knowledge of actual interest (as proven by real searches by real people), and write more specifically about legal issues at the intersection of IP and biosimilars.

Of course, you will have your own more specific examples. Using my fictional IP group above, it may also unfold this way: per the earlier scenario, you find that the IP group that mentioned startup funding (again, more as an aside) is now seeing good visibility for startup matters. That data might be important for other practice groups in which startup clients are more of a focus. Share it with them. It might not be simply that the IP group should refocus; it's that another team might need to take up their own pens (ok, keyboards) and write!

*

I have used JD Supra analytics to make my point here -- the points above remain even if you are assessing the impact of your firm-hosted content with, say, Google Analytics where you won't necessarily have the ability to filter by individual authors, a group of authors, and/or export your data to share internally. 

Specifically: repeat your successes and let your high-value keywords help you write new titles. And, along the way, recalibrate based on high-value visibility that may be, nonetheless, mis-directed.

Such is the beauty of data-driven marketing. And don't even get me started on the tremendous value of our Beacon Reports.

*

[Paul Ryplewski is the VP of client services at JD Supra. Connect with him on LinkedIn and follow for his latest writings on JD Supra.]

 

Written by:

JD Supra Perspectives
Contact
more
less

JD Supra Perspectives on:

Readers' Choice 2017
Reporters on Deadline

"My best business intelligence, in one easy email…"

Your first step to building a free, personalized, morning email brief covering pertinent authors and topics on JD Supra:
Sign up using*

Already signed up? Log in here

*By using the service, you signify your acceptance of JD Supra's Privacy Policy.
Custom Email Digest
Privacy Policy (Updated: October 8, 2015):
hide

JD Supra provides users with access to its legal industry publishing services (the "Service") through its website (the "Website") as well as through other sources. Our policies with regard to data collection and use of personal information of users of the Service, regardless of the manner in which users access the Service, and visitors to the Website are set forth in this statement ("Policy"). By using the Service, you signify your acceptance of this Policy.

Information Collection and Use by JD Supra

JD Supra collects users' names, companies, titles, e-mail address and industry. JD Supra also tracks the pages that users visit, logs IP addresses and aggregates non-personally identifiable user data and browser type. This data is gathered using cookies and other technologies.

The information and data collected is used to authenticate users and to send notifications relating to the Service, including email alerts to which users have subscribed; to manage the Service and Website, to improve the Service and to customize the user's experience. This information is also provided to the authors of the content to give them insight into their readership and help them to improve their content, so that it is most useful for our users.

JD Supra does not sell, rent or otherwise provide your details to third parties, other than to the authors of the content on JD Supra.

If you prefer not to enable cookies, you may change your browser settings to disable cookies; however, please note that rejecting cookies while visiting the Website may result in certain parts of the Website not operating correctly or as efficiently as if cookies were allowed.

Email Choice/Opt-out

Users who opt in to receive emails may choose to no longer receive e-mail updates and newsletters by selecting the "opt-out of future email" option in the email they receive from JD Supra or in their JD Supra account management screen.

Security

JD Supra takes reasonable precautions to insure that user information is kept private. We restrict access to user information to those individuals who reasonably need access to perform their job functions, such as our third party email service, customer service personnel and technical staff. However, please note that no method of transmitting or storing data is completely secure and we cannot guarantee the security of user information. Unauthorized entry or use, hardware or software failure, and other factors may compromise the security of user information at any time.

If you have reason to believe that your interaction with us is no longer secure, you must immediately notify us of the problem by contacting us at info@jdsupra.com. In the unlikely event that we believe that the security of your user information in our possession or control may have been compromised, we may seek to notify you of that development and, if so, will endeavor to do so as promptly as practicable under the circumstances.

Sharing and Disclosure of Information JD Supra Collects

Except as otherwise described in this privacy statement, JD Supra will not disclose personal information to any third party unless we believe that disclosure is necessary to: (1) comply with applicable laws; (2) respond to governmental inquiries or requests; (3) comply with valid legal process; (4) protect the rights, privacy, safety or property of JD Supra, users of the Service, Website visitors or the public; (5) permit us to pursue available remedies or limit the damages that we may sustain; and (6) enforce our Terms & Conditions of Use.

In the event there is a change in the corporate structure of JD Supra such as, but not limited to, merger, consolidation, sale, liquidation or transfer of substantial assets, JD Supra may, in its sole discretion, transfer, sell or assign information collected on and through the Service to one or more affiliated or unaffiliated third parties.

Links to Other Websites

This Website and the Service may contain links to other websites. The operator of such other websites may collect information about you, including through cookies or other technologies. If you are using the Service through the Website and link to another site, you will leave the Website and this Policy will not apply to your use of and activity on those other sites. We encourage you to read the legal notices posted on those sites, including their privacy policies. We shall have no responsibility or liability for your visitation to, and the data collection and use practices of, such other sites. This Policy applies solely to the information collected in connection with your use of this Website and does not apply to any practices conducted offline or in connection with any other websites.

Changes in Our Privacy Policy

We reserve the right to change this Policy at any time. Please refer to the date at the top of this page to determine when this Policy was last revised. Any changes to our privacy policy will become effective upon posting of the revised policy on the Website. By continuing to use the Service or Website following such changes, you will be deemed to have agreed to such changes. If you do not agree with the terms of this Policy, as it may be amended from time to time, in whole or part, please do not continue using the Service or the Website.

Contacting JD Supra

If you have any questions about this privacy statement, the practices of this site, your dealings with this Web site, or if you would like to change any of the information you have provided to us, please contact us at: info@jdsupra.com.

- hide
*With LinkedIn, you don't need to create a separate login to manage your free JD Supra account, and we can make suggestions based on your needs and interests. We will not post anything on LinkedIn in your name. Or, sign up using your email address.