Every savvy legal vendor 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 legal vendor markters 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. Being able to test keywords over a specified period of time is especially important for legal vendors who operate in the technology space, since the tech industry’s vocabulary is always in a state of flux.  
  • Geography-specific terms: Does your company have offices across the country? How about across the globe? 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 professional bios, basing the phrases used on the office where each professional is based.
  • Keyword comparisons: What term do you use to refer to your target customers – 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.