If you’re writing about “premises liability” injuries when potential clients search for “slip and fall” accidents, you’re setting yourself up to fail, writes Julie Howell in Five Ways Lawyers Can Use Google Trends. They won’t even find your post if you’re not framing the issues using the words they type into the search box. But big data can help:
Rather than build your marketing strategy around the way you think your target client is searching, focus on the keywords and topics you know they’re searching, based on research.
Howell’s post is a practical guide to connecting your written work with your intended audience. Read it, and start writing to be read.