Keywords really should be extremely specific, and they should contain the words “Lawyer,” and “Attorney.” People do search generally.
So let’s say, for example, it’s “Employment,” if you’re an Employment Lawyer, the phrase “Employment Lawyer,” “Employment Lawyers,” “Employment Attorney,” “Employment Attorneys,” those four phrases, I can promise you right now, they are going to be the highest volume searches and be the most expensive as well.
So, you have to have those phrases in there. But, in addition to that, there are going to be phrases within that account like “Severance Negotiation Attorney,” or “Severance Agreement Attorney,” or “Nondisclosure Agreement Attorney,” where your phrases are more specific, they are lower search volume, and they are cheaper, because not as many Lawyers are getting them.
By having really specific, what they call ‘long-tail keywords,’ you reach a broader group and you keep the cost per click lower, because you are bidding on phrases that are not nearly as competitive in your community. So, where “Employment Lawyer,” per click might cost you $8.00, $9.00, $10.00, depending on how competitive your community is, “Severance Negotiation Lawyer,” that’s going to cost you $1.50. Of course, you have to have corresponding ads to those for reasons that we previously discussed.