Seo Copy Writing Best Practices Legal Vertical And Beyond

April 19, 2014
Roman Prokopchuk / Founder/
Director of Search/ Nova Zora
Digital 1
The “Old Way” of Creating Keyword-Stuffed Content is Officially Dead
*Content Needs to Satisfy Intent
About two years ago, we saw a shift in search from “dumb” keyword optimization to a more intent-
based channel where search engines endeavored to “best guess” a search user’s intent, matching it to
relevant content that (hopefully) best answered a user’s query.
Read more at http://www.searchenginejournal.com/3-ways-content-will-affected-googles-latest-
hummingbird-update/71473/#hpkY76Lcxdi5r1Dc.99
*Content Needs to Be Rich
Sites that are currently developing rich content that seek to answer more comprehensive questions,
rather than keywords or phrases, will increase their chances of ranking well with the new update.
*Authorship Matters
Because content seems to be the biggest emphasis for this update, it also likely means that authorship
will become an even more important factor in optimization.

Example of Good Content
*Exact terms and variations are not repetitive
*State and city are identified in content
*Terms are free flowing and sound natural
*Terms are separated by isolating geo and attorney terms so
exact keyword is not repeated.
*Terms related to divorce are found in content
April 19, 2014
Digital
When Divorce in Kentucky Will be Granted
A divorce can wreak havoc on your emotions and your life. At John H. Ruby
& Associates, we have handled numerous Louisville divorce cases
throughout the years, and because we understand how difficult it is, we
strive to make the legal process as simple and straightforward as possible
for you.
A Kentucky court will grant a divorce where:
At the time of filing, at least one of the parties has been a resident of
Kentucky for at least 180 days;
The marriage is irretrievably broken; and,
•Child custody and support, if applicable, as well as spousal support and
the disposition of property, have been determined by the parties or the
court
In finding that the marriage is irretrievably broken, the judge must believe
that conciliation between the spouses is not possible. If either party denies
that the marriage is irretrievably broken, the court may order the parties to
participate in a conciliation conference where both parties and their
attorneys meet with a therapist in an effort to resolve their issues without
the necessity of getting divorced.

Example of Bad Content
April 19, 2014
Digital
3
Divorce Attorneys in Kentucky
A divorce can wreak havoc on your emotions and your life. Louisville divorce lawyers at John H. Ruby & Associates, we have handled numerous
Louisville divorce cases throughout the years, and because we understand how difficult it is, we strive to make the legal process as simple and
straightforward as possible for you. Your Kentucky divorce law firm.
Situations where a divorce lawyer in Kentucky can assist
When a divorce in Kentucky is granted:
•At the time of filing, at least one of the parties has been a resident of Kentucky for at least 180 days;
•The marriage is irretrievably broken; and,
•Child custody and support, if applicable, as well as spousal support and the disposition of property, have been determined by the parties or the
court
In finding that the marriage is irretrievably broken, the judge must believe that conciliation between the spouses is not possible. If either party
denies that the marriage is irretrievably broken, the court may order the parties to participate in a conciliation conference where both parties
and their Kentucky divorce attorneys meet with a therapist in an effort to resolve their issues without the necessity of getting divorced.

Example of Bad Content {H1}
-H1 is simply using a
keyword and not
leading into the page
for the user.
April 19, 2014
Roman Prokopchuk /
Founder/ Director of
Search/ Nova Zora Digital 4
Manassas Auto Accident Lawyer
Dedicated legal representation for Virginia auto accident victims
According to the Virginia Highway Safety Office, more than 60,000 people
sustained injuries on Virginia’s roads in 2011 – a three percent increase over 2010
– in more than 120,000 traffic crashes.
Each accident has its unique characteristics. Prince William County auto accident
attorney Kevin Paul Childers has been helping victims get the compensation they
need for their injuries, including medical expenses, lost wages and pain and
suffering.
Virginia Auto Accident Statistics Tell the Tale
Dedicated legal representation for Virginia auto accident victims
According to the Virginia Highway Safety Office, more than 60,000 people sustained
injuries on Virginia’s roads in 2011 – a three percent increase over 2010 – in more
than 120,000 traffic crashes.
Each accident has its unique characteristics. Prince William County auto accident
attorney Kevin Paul Childers has been helping victims get the compensation they
need for their injuries, including medical expenses, lost wages and pain and
suffering.
Good Example:
Bad Example

Over use of exact keyword phrases
Experienced Auto Accident Attorneys in Boston,
Massachusetts
The Boston auto accident attorneys of John Smith & Associates are your
choice if you have been involved in an auto accident in Boston.
Whatever type of auto accident you have been involved in; our
dedicated attorneys can assist in Boston and throughout Massachusetts.
April 19, 2014
Digital
5
Bad Example:
Experienced Auto Accident Representation
John Smith & Associates are your choice if you have been involved in an auto
accident in. Our dedicated attorneys can assist in Boston and throughout
Massachusetts no matter what type of accident you have been in.
Good Example:

Content written for search engines not a primary focus of users in mind
(Example of Bad Content)
April 19, 2014
Digital 6
Legal Services from a Manassas Trucking and Motorcycle Accident Lawyer
Reliable representation for victims of Prince William County traffic accidents
Truck and motorcycle accidents are among the most serious types of motor vehicle
crashes and often result in terrifying, life-altering injuries. There is rarely a minor
accident when these types of vehicles are involved.
Kevin Paul Childers, a nationally recognized truck and motorcycle accident lawyer in
Prince William County, has a long-standing and successful history in making juries
and insurance companies understand how a tractor-trailer or motorcycle collision
can affect a person's life.
A qualified truck accident attorney in Manassas you can trust
Truck accidents are often the result of negligent behavior by the truck driver,
trucking company, or both. As a distinguished truck accident lawyer in Prince
William County, Kevin Paul Childers investigates the accident report and other
evidence, identifies the parties that may be liable and pursues justice on the victim's
behalf.

Example of Good Content
April 19, 2014
Roman Prokopchuk /
Founder/ Director of
Search/ Nova Zora Digital 7
Legal Services With the Accident Victim in Mind
Representation for catastrophic auto injury victims
Truck and motorcycle accidents are among the most serious types of motor vehicle crashes
and often result in terrifying, life-altering injuries. There is rarely a minor accident when these types
of vehicles are involved.
Kevin Paul Childers, a nationally recognized accident lawyer, has a long-standing and successful
history in making juries and insurance companies understand how a tractor-trailer or motorcycle
collision can affect a person's life.
A qualified attorney in Manassas you can trust
Truck accidents are often the result of negligent behavior by the truck driver, trucking company, or
both. As a distinguished lawyer in Prince William County, Kevin Paul Childers investigates the
accident report and other evidence, identifies the parties that may be liable and pursues justice on
the victim's behalf.

Best Practices SEO Copywriting
Titles: Should wrap keywords in a promise that communicates
what content has to offer
Opening: If possible reiterate targeted keywords in the opening
sentence to reinforce relevancy
Subheadings: This is where the targeted phrase finds a natural
opportunity to be restated
Related Words and Synonyms: Copy should include synonyms of
the terms being targeted, rather than repeat the same phrases.
Search algorithms are advanced enough to discover contextually-
related term to support targeted terms
Specificity: Specificity helps the reader by showing relevancy and
making the copy more dynamic as well as providing places to
increase on-page keyword frequency
Call to Action: keywords should fit the next step you want the
reader to take (call + email)

Best Practices SEO
Copywriting
Headings: Should wrap keywords in a promise that communicates
what content has to offer
April 19, 2014
Digital
9
Good Example: Divorce advice from Michigan attorneys with more than 30
years of experience
Bad Example: Learn About Divorce from Michigan Divorce Attorneys and
Lawyers Who Have More Than 30 years of Experience in the State of Michigan

Best Practices SEO Copywriting
• Opening: If possible reiterate targeted keywords in the opening sentence
to reinforce relevancy
Good Content:
How to Plan for Medicaid in Kentucky
Most people are unaware of the extensive benefits and services Medicaid provides to
its recipients. At the Louisville Law Office of John H. Ruby & Associates, we will walk
you through the eligibility requirements and create a plan specifically for you.
Bad Content:
Kentucky Medicaid Attorneys and Lawyers Help you Plan
The Kentucky Medicaid Attorneys can help people understand Medicaid benefits in
Louisville, Kentucky. The Louisville lawyers at the Law Office of John H. Rudy &
Associates will help you through this process in Louisville, and through out Kentucky.
April 19, 2014
Digital
10

Best Practices SEO Copywriting Good Content
Example
Subheadings: This is the targeted phrase which finds a natural
opportunity to be restated
April 19, 2014
Digital 11
Pennsylvania Bankruptcy & Debt Relief Law Firm
Serving Pittsburgh, Harrisburg and all of Pennsylvania
Are you searching for a Pennsylvania bankruptcy lawyer? Do you need immediate debt relief assistance?
You have come to the right place. At Harold Shepley & Associates, our skilled attorneys listen to all of your
concerns and recommend a plan of action. We work hard to help you lower your monthly payments,
reduce your debt and avoid bankruptcy whenever possible. Our founder, Harold Shepley, has provided
reliable debt relief solutions since 1999.
You may be able to recover from debt without filing bankruptcy
Some bankruptcy attorneys in Pennsylvania encourage you to file as soon as they hear you have a debt
problem. But our lawyers view bankruptcy as a last resort.

Best Practices SEO Copywriting Bad Content Example {Subheadings}:
April 19, 2014
Digital 12
Pennsylvania Bankruptcy & Debt Relief Law Firm
Your Pittsburgh bankruptcy attorneys, Harrisburg bankruptcy lawyers, Pennsylvania
bankruptcy law firm
Are you searching for a Pennsylvania bankruptcy lawyer? Do you need immediate debt relief
assistance? You have come to the right place. At Harold Shepley & Associates, our skilled
attorneys listen to all of your concerns and recommend a plan of action. We work hard to
help you lower your monthly payments, reduce your debt and avoid bankruptcy whenever
possible. Our founder, Harold Shepley, has provided reliable debt relief solutions since 1999.
Pennsylvania attorneys helping in recovering from debt without bankruptcy in Pittsburgh
and Harrisburg
Some bankruptcy attorneys in Pennsylvania encourage you to file as soon as they hear you
have a debt problem. But our lawyers view bankruptcy as a last resort.

Common SEO Copywriting Myths
• Word Counts : There is no magic number. When writing with the mindset to fill word count you end
up with a lot of filler content. Instead write deeper within the subject matter to create captivating
content that is results driven. In an ideal world write till it feels right. (Internally we have set content
lengths to adhere to as far as budgets).
• Keyword Headlines: Clarity is more important than the keyword richness. If the headline does not
grab the user’s initial attention and is simply stuffed with keywords, the likely result is a high bounce
rate for those particular pages.
• Heavy Internal Linking: When internal linking is done correctly it helps Google better crawl your site.
It also helps drive visitors forward to the next level of your conversion funnel. When internal linking is
taken overboard it leaves the reader overwhelmed and may cause the user to leave the site.
April 19, 2014
Digital
13

Latent Derelict Allocation and How it Pertains to Writing SEO Copy
• In a nutshell it is topic modeling because keyword density as a ranking factor in most cases
produces spammy results. With the Panda updates this type of content was deemed low
quality.
• This technique represents in an improvement in determining on-page relevance.
• Topic modeling/LDA takes the context of keywords into account, which results in a better
understanding of the relevance of content.
• Good for differentiating between terms which may have more than one meaning
contextually. (Example: boxer – dog breed, fighter, and underwear)
• LDA also encompasses the idea of writing content around a topic without specifically
referencing the topic itself. (Write a page about divorce, never explicitly saying the
word divorce, by mentioning child custody, child support, cohabitation, father’s
rights, mediation, mother’s rights, separation, spousal support and visitation.
Contextually hint that divorce is the topic by writing about factors that deal with
the term or idea.)
April 19, 2014
Digital 14

Different Ideas to Vary SEO Copy
Style
*Splitting terms in aop/geo/ lawyer- attorney within content. Technically term/terms are
mentioned in content but in a more natural form. (divorce lawyer one sentence, geo in another,
lawyer attorney separately in another, and divorce stand alone as well.)
Example of Good Content: If you do not know where to turn, a divorce lawyer may be able to
help. New York City has been in the forefront for divorces in this economy. Don’t go at it alone
when an attorney can lead the way. Divorce hurts everyone involved, but we can help heal the
pain.
Example of Bad Content: When you have no where to turn a New York City divorce lawyer can
help. New York City divorce attorneys can help in a hard hit economy in New York City. Don’t go at
it alone when a divorce attorney in New York City can lead the way. Divorce in New York City hurts
all parties involved, but we can help heal the pain.
• Use targeted terms within strategic points onsite but also back them up with synonyms in the
body text.
• Write content for users instead of search engines. Terms do not need to appear word for word.
Variations of terms should be used to make content sound more natural.
April 19, 2014
Roman Prokopchuk / Founder/ Director of Search/
Nova Zora Digital 15

Content Has to Have Concept and Purpose
• Best practices for content are not only what we want, but also what Google
wants to see as reference to content quality as well as relevancy.
• Google wants you to be an authority on a topic instead an authority on
keywords.
• What we need is relevant, real content that people want to read and then share
or tell other people or groups about.
• This is where “SEO” is headed. It’s about great content with a massive audience
of social followers that will get you leads.
April 19, 2014
Digital
16

Content Has to Have Concept and Purpose
• Content has to be a combination of informational and transactional.
• Informational in the sense that it educates the searcher on the topic.
• Transactional in the sense that it convinces the searcher that you are the
authority and inspires them to call or contact you.
• This does not just mean a single call to action sentence at the end of the website.
• You want people to interact with the content and share it or pick up a phone and
call you.
April 19, 2014
Digital
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Including Problematic Terms
April 19, 2014
Digital
18
Divide the term into base (criminal-drunk
driving)/lawyer-attorney/GEO combinations
Exact phrase can be avoided in this situation
for optimization
Criminal Lawyer:
-John Smith is a New York City lawyer who handles criminal law cases.
-If you’ve been accused of a criminal act, you may need a lawyer.
-Accused of a crime? Deemed a criminal? An experienced lawyer can fight for you.
Drunk Driving Lawyer:
-A lawyer can help if you have a drunk driving case.
-DUI is a prevalent issue that motorists face on the road. A lawyer can fight your drunk driving charge.
-Find out how a lawyer can help if you were involved in a drunk driving incident.

Link Bait & Authority Content
Link bait = high-quality or authoritative content that catches the
attention of the target audience
April 19, 2014
Roman Prokopchuk / Founder/ Director
of Search/ Nova Zora Digital
19

Great Content
April 19, 2014
Digital 20

Seo Copy Writing Best Practices Legal Vertical And Beyond

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Seo Copy Writing Best Practices Legal Vertical And Beyond