Tending to his broken hand after being involved in a car accident, our friend Hurt Henry is on the market for a personal injury attorney. Someone who means business in taking down the bad guy but who is also sensitive to Henry’s needs. But Henry can’t exactly type at great speeds with his injury–so what can he do? Voice search.
“Siri, find personal injury attorneys near me,” Henry says into the abyss. In moments, a list of local personal injury attorneys appears on Henry’s phone. He can scroll from the comfort of his couch, fill out a referral form, and bam–Henry is on his way to a settlement for his injuries.
But how did Henry find his winning attorney? Voice search optimization–and a lot of local SEO, too. If your firm is on the hunt for attorney content marketing, you’ve come to the right place, because at ENX2 Marketing, we want to take your content and prepare it for the future of digital marketing–voice search optimization.
What is voice search?
Voice search, also called voice-enabled search, allows the user to employ a voice command to search the Internet, website, or an app through different programs such as Google Voice Search, Cortana, Siri, and Amazon Echo. Typically, these searches are performed with longer queries and tend to be much more conversational in tone.
But how does it work as a content marketing strategy for law firms?
Voice Search In Attorney Content Marketing
While voice search is by no means taking over digital marketing, it is continuing to become a useful tool across all industries and professionals on the rise. So, your law firm should be no different in utilizing this extra outlet to gain leads, all by simple changes in your attorney content marketing plan.
Here’s how you can do it in three easy steps:
- 1. Change your tone: Chances are when you are posting content on your website, it’s meant to be informative to potential clients. But do you use a lot of legal jargon? While we recommend you don’t do that anyway, you need to keep it conversational. Clients are impressed when you can explain complex topics in simple terms that they can follow. And when you can put that on the web, it’ll show in the number of quality leads you receive. In addition, your clients will be using simple, everyday phrases for their concerns, so answer them similarly.
- 2. Voice Search helps with PPC intent: If you are building out a PPC campaign, you’ll need to know what buzz words and key phrases potential clients are using. Once you’ve built up that keywords list, you’re ready to launch a PPC campaign, and all you have to do is make sure it’s set for voice search queries. Not sure how? We have a guy for that.
- 3. Revamp existing content: If you have a blog or page that’s getting minimal traffic but is a hot topic at the moment, you may want to consider transforming it into an FAQ. This can help you in your voice search journey while also helping with SEO rankings. If you aren’t sure how to write questions that people are actually asking, take a gander at Answer The Public.
Okay, so you know what your content needs to be, but what should you prioritize to make sure your attorney content marketing is working? Does Apple’s Siri reign supreme or should we put pushing efforts to Amazon’s Alexa? What about Google devices–will more of us be searching with a vocal, “Ok Google” to find what we need? Is there even a difference? Hold up, I have the skinny on the two kings of voice search coming in hot.
Siri, should I be asking Alexa instead?
Just like our content marketing team will optimize your content for Google and Bing, you will also need to consider how you want to optimize your voice search content. Here’s what I mean:
- Siri: If you have an Apple product, chances are you’ve used Siri to find a local pizza place, nail salon, or maybe a bank. But did you know that Siri uses Apple Maps to answer location-based questions, instead of the search engines?? This means that if you are prioritizing Siri, you need to make sure that your local SEO is on point because without that target location, you can lose out on clients.
- Alexa: If you’ve been sleeping on Bing, maybe you shouldn’t because Alexa uses the search giant to pull data for search queries. Though the search engines aren’t so different, remember that the algorithms vary. It never hurts to check your ranking in both to see where improvements can be made. Be forewarned though, unless you are selling a tangible product, some of the features that make Alexa remarkable may not be all that useful in your voice search journey.
Google devices (Google Home) utilizing voice search will obviously use Google to locate data in much of the same way that Siri and Alexa pull from their respective search engines.
Knowing this, what should you be doing to put your attorney content marketing to the top of its game?
Call ENX2, obviously.
Optimize Your Content With Voice Search In Mind
Your firm is pretty tech-savvy, I’d reckon. But is it ready for a new phase in digital marketing? You need to call the SEO, PPC, and legal marketing professionals at ENX2 Marketing. Our team will crush your competition with the click of a mouse–and a whole lot of coffee.
Want to find out more? Give us a call–or ask Siri to dial –1-844-ENX2-WEB.