Every savvy legal marketer knows that Google AdWords is the undisputed ruler of SEO keyword tools. After all, no other platform provides such detailed insights into Internet-user behavior at such an affordable cost – that cost being nothing, since the service is free. 

But many marketers overlook the existence of another powerful, no-cost keyword tool: Google Trends.

In a nutshell, Google Trends lets users analyze and compare the popularity of self-selected keywords and keyphrases over a specified period of time. It ranks search interest using a scale of 0 to 100, where 100 represents the height of a term’s popularity. Results can be restricted to user-selected geographies (worldwide, country, state and city); search type (Web, image, news, product and YouTube); and countless topical categories and subcategories. 

The following are just some of the ways legal marketers can use Google Trends to enhance their marketing efforts:

  • Keyphrase audit: If you have created a list of keywords in the past, consider using Google Trends to audit this list to gauge current popularity. Topics and terms fall in and out of favor all the time, and Google Trends can help ensure your list will get you the results you desire.
  • Geography-specific terms: Does your firm have offices across the country? If so, you might want to test out the popularity of certain terms by region and develop geography-specific lists. You can then incorporate these terms into content such as attorney bios, basing the phrases used on the office where each attorney is based.
  • Keyword comparisons: What do you call your partners and associates – do you refer to them as attorneys or lawyers? By doing a comparison on Google Trends, I can see that “attorney” is by far the preferred term by Internet users, and that Texans dominate in their use of the search term “attorney,” while New Yorkers lead in searching for the term “lawyer.” These kinds of insights greatly help inform your keyword strategy.

If you would like to learn more about Google Trends, Google AdWords and SEO, contact Terry M. Isner at tisner@jaffepr.com.