If you run a search in Google on the phrase “game patents lawyer Seattle WA,” Mason Boswell comes up first in the search results. The same is true for the phrases “electrical patents lawyer Seattle WA” and “software patents lawyer Seattle WA.” That is because Boswell’s website is search engine optimized for long tail keywords.
Topsidemedia.com defines long tail keywords as “keyword phrases composed of three or more words that collectively are more specific than a single keyword. Long tail keywords are more likely to convert to sales than shorter, more generic keywords because there is less competition for them.” Ideally long tail keywords are placed throughout a webpage in the title tag, description tag, url, and page header. Then Google, and other search engines, will “read” the long tail keywords throughout the page, and the website will be optimized for them.
Here’s an example. One page on Boswell’s website is optimized with the long tail keyword “game patent practice area.” In the image below, you can see that: 1) the title tag contains the keywords 2) the URL contains the keywords 3) the page header contains the keywords.
As a result of this long tail keyword usage, Mason receives plenty of organic (unpaid) traffic to his website. In fact he has such an inflow of work that he stopped paying for Google AdWords 6 months ago. Now he relies on organic traffic to his website and traditional marketing efforts for new leads.
If you’d like to optimize your site with long tail keywords, but don’t know which keywords to use, try using Google’s Wonder Wheel. Start by searching for a nonspecific term like “patent attorney,” then choose “Wonder Wheel.” See the image below. The Wonder Wheel is highlighted in yellow.
Google will return a wheel with spokes. See the image below. Then you can click on a spoke of interest, such as “invention patent” to create another wheel.
See the invention patent wheel below.
Using the Wonder Wheel can help you identify related, but more specific terms to use throughout your law firm website.
In summary, IP attorney Mason Boswell has optimized his website with long tail keywords. This helps him to be found by potential clients who are searching for a specific type of patent attorney in the Seattle vicinity. If you’d like to optimize your law firm website with long tail keywords, you can use the Google Wonder Wheel to help you find them. Then include them throughout your webpage tags and content. You’ll likely find that long tail keywords are long reaching.