Keyword rankings are a critical SEO metric to track. They help you track your progress, and they provide an early signal that your SEO strategies are working. Further, keyword rankings offer an overview of your current organic traffic and the total opportunity.
Thus, when you’re conducting keyword research, you must focus on both branded and non-branded keywords. Branded search terms are crucial because they represent clients ready to hire your law firm. These keywords are also critical to your online reputation. Conversely, non-branded legal keywords, such as “criminal defense attorney” or “personal injury attorney” are essential for influencing potential clients in the decision-making stage of the client journey.
Although keyword rankings regularly fluctuate, a sudden drop in search rankings could be a sign of trouble.