Archive for the ‘Law Firm Marketing’ Category
Monday, June 9th, 2014
According to Forbes Online, there are 7 Online Marketing Trends That Will Dominate 2014. Jaysen Myers, the contributing author, gives his view of these trends, but we will take a different spin here in this article.
- Content marketing will be bigger than ever. This author disagrees. Content marketing has never been an effective audience-building tool in and of itself. Nor has it been particularly effective at engaging audiences. Content marketing will continue to be a priority because it is a necessary component of an online footprint. But the trend here really should more how to use content to engage audiences. The keyword is engage.
- Social media marketing will require more diversity. Again, this author disagrees. Most brands have yet to master even a single social platform. Rather than diversify their social footprint, the trend will likely see brands pulling back on some platforms such as YouTube, Google+, Instagram, and Pinterest, and focusing more on mastering Facebook and Twitter. When those two are done well, the rest fall in line. If those two are in chaos, the rest will be equally chaotic.
- Image centric content will rule. This author agrees with this trend. It is a long-established best practice that image and video content increases the engagement with social posts. I predict that the use of memes by brands will increase in 2014. “I don’t always use images in my post, but when I do…..”
- Less will be more. Less is always more. Consumers don’t read. They skim. Consumers don’t watch. They glimpse. Learning to master the skimmer and the glimpser are key to success. Brands are getting better at it and will continue to do so in 2014.
- Mobile friendly content will be necessary. This is an undrstatement akin to “oxygen is crucial to life on earth.” Mobile traffic accounts for 17.4% of total web usage (Mashable, August 2013). With responsive web design now the gold standard, and CMS platforms such as WordPress making responsive themes almost a requirement, there is really no excuse at all for not accounting for mobile traffic. In 2014, the lack of a mobile site will represent a downgrade in your credibility in the eyes of your consumer.
- Ad retargeting will grow in effectiveness. Psychological studies that have shown that simple exposure to brand names and logos creates familiarity, which builds trust and makes consumers more likely to make a purchase. So, showing an ad to a consumer repeatedly and on different web sites of similar topics, called retargeting, is an obviously attractive tactic. A kissing cousin to retargeting is behavioral targeting, which should also see some uptick in 2014.
- SEO and social signals will become even more intertwined. In the old days, you had a web site. Then you had a web site and blog. Then you had a web site and a blog and Facebook page. Now, you have an online footprint, which is to include your web site, blog, social profiles, ratings listings, press articles and media coverage- the whole ball of wax. The whole mass is managed as a single entity with numerous moving parts. All of this impacts your SEO efforts.
Online marketing has come a long way from your basic banner ads. It is now viewed as an aggregate mixture of everything you do and say online. Technology is improving and making it all easier to manage. And that’s perhaps the greatest trend for 2014- the ability and willingness of brands to manage their online presence.
For more information about Online Marketing Trends for 2014, contact our law marketing experts at 1-800-877-2776.
Wednesday, May 1st, 2013
The benefits of blogging just may be the best kept secret on the Internet. When added to a lawyer website, blogs naturally attract both prospective clients and search engine traffic. Blogs are set-up to link every page back to other main pages on your lawyer website and are, therefore, exceptionally well-linked!
If you’re writing your own blog, here’s a couple of tips to get started:
- Brainstorm. Identify legal content to use in your blog. The topic should be relevant to your practice areas and prospective client you wish to attract. The object is to hold their attention long enough to read your blog, and to encourage them to further explore your lawyer website. Get to the point of your blog post quickly – like a couple of seconds into the visit – and interesting enough to compel them read further or leave a comment.
- Think short and scannable. Follow the same formatting guidelines used on your lawyer website (e.g., short paragraphs, simple writing style, highlighted keywords, bulleted lists, and subheads). You want to grab the attention of a prospective client, causing them to at-least scan the document, but preferably read it. The typical web-surfer scans a page, then spends mere seconds deciding whether to read-on or leave and click into the next website. Scannability and visual appeal are blogging musts!
Regardless of what your high school English teacher told your, one or two sentence paragraphs are a good thing when it comes to writing legal content for blogs. Keeping paragraphs short makes blog posts easier to scan and read. Long paragraphs become scannable when legal content is broken into bulleted or numbered lists. Bold headlines are excellent attention-getters, but overuse makes your blog post appear cluttered and difficult to read.
Increasing the traffic to your lawyer website
Blog post titles are the first thing noticed by prospective clients upon arrival at your blog post. Intermingling SEO (search engine optimization) with your creative titles increases traffic to your lawyer website. This goes back to the algorithms used by Google to interpret the SEO and evaluate and determine search rankings on your lawyer website. Search engines, such as Google, weigh your blog post title heavier than the actual content; so, make the titling count!
Why Google and other search engines love blogs:
- They are easy to spider
- They offer fast upload times
- They have RSS capabilities
- They allow for commenting
- They have constant fresh content that is relevant and resourceful
We match lawyer website design to blog posts
The skilled team at Lawyer Success, Inc. creates custom designed WordPress blogs from scratch, or we can incorporate the elements of your existing lawyer website design into your blog design. Coordinating the website and blog designs provides continuity that allows prospective clients to navigate between the two with clarity that comes from the same look and feel. Our consultants can save you both time and money with no-obligation strategies and 24/7-client-support for your lawyer website. Give us a call and ask about our No Risk, Free lawyer website design!
Call For Free Advice & Guidance From Experts, Not Sales People! Call 1 (800) 877-2776 Today.
Wednesday, April 24th, 2013
All lawyers practice law in some form or fashion and, oftentimes, specialize in certain practice areas. A lawyer who specializes in corporate law, for instance, is likely to refer a client with a child custody issue to a lawyer who primarily handles family law matters. You market your firm based upon these practice areas, you attend CLE (continuing legal education) to improve your knowledge in your practice areas, and you gain experience in your area of specialty when you practice law.
Likewise, Lawyer Success, Inc. has areas of specialty which involve lawyer website marketing, legal content writing, lawyer website design, and a host of concepts specific to the field of computer science — protocol, networking, data transfer, application codes, environment, and more. Our team consists of marketing consultants, design engineers, lawyers, and computer scientists to bring you the best lawyer website experience in the business. We’re the experts for your lawyer website.
Computer science and lawyer websites
Our computer scientists, for example, enable Lawyer Success, Inc. and our clients to exist on the cutting-edge of cyber-technology, keeping-up with the latest online trends for effective lawyer website implementation. Did you know that Google’s recent Panda and Caffeine algorithm updates place further emphasis on ranking lawyer websites that offer legal content featuring unique topics and niches, as well as categorizing the relevancy of legal content? Although Google denies that links significantly impact algorithm (and, therefore, your lawyer website rankings), the search engine company has removed “link farms” and stripped their servers of websites that rely primarily on reused or rewritten content in order to conserve space (reportedly recovering 12-percent of their database previously occupied by the alleged “content thieves”).
Search engines use algorithm to evaluate your lawyer website, then place a ranking value on it. If your new website is poorly designed, poorly written, or poorly optimized, your domain is assigned a low value. A lower ranking is problematic in relation to your desire for better search engine rankings. Our computer scientists have a thumb-on-the-pulse of the evolving technology supporting lawyer websites, ensuring that any changes Google and other search engines engineer are seamless for Lawyer Success, Inc. and our clients. The other good news is that our technical experts are available for 24/7-support to answer questions or make updates to your website or blog!
Legal website experts for legal professionals
While that algorithms and rankings look like mumbo-jumbo to you, they’re important to the success of your lawyer website. Lawyer Success, Inc. keeps your legal content relevant and your lawyer website thriving amid the ever-changing climate of the World Wide Web. Maximizing your online presence is what we do. Contact our experienced consultants for Free, no-obligation strategies. We offer Free lawyer website design at absolutely No Risk for you!
Call For Free Advice & Guidance From Experts, Not Sales People! Call 1 (800) 877-2776 Today.
Thursday, April 18th, 2013
Legal content writing is more than just putting a few words onto a page and dropping a lawyer’s name into the mix here and there. Legal content compliments your brand, much like an aromatic white wine — Chardonnay, for instance — pairs well with semi-hard Cheddar and Alpine cheeses. Effective legal content should encourage the prospective client to linger over your lawyer website – drawn by aesthetics, captured with substance. The problem is finding the time to write your own legal content, let alone make it appealing – especially for sole practitioners and smaller law firms.
Legal content writing
Legal content consists of lawyer website articles and blogs. Lawyer Success, Inc. has a network of attorney-writers available who understand both the legal and marketing mechanisms required to produce successful legal content. Our consultants interview you to gather the criteria desired for your legal content, and our technical team ranks keywords (SEO — search engine optimization) using the latest web traffic reporting tools, then our writers marry the two in your customized legal content. The result is an online presence branding your own legal niche!
Perhaps you already have an aspiring legal content writer on-staff, or prefer to hire your own legal content writer through Craig’s List or another online classified source – or, maybe you just want to do-it-yourself? The quality of the work you publish on your lawyer website is important. Remember: This is a prospective client’s first impression of you, and you want that first impression to resonate favorably.
Online publishing made easy
Publishing new legal content 4-5-times per week and writing weekly press releases is a great way to effectively add unique content and value to your lawyer website. Great content generates links, and constantly updated content creation can elevate your Google rankings higher than paid-link campaigns. Lawyer Success, Inc. can show you how to add content, edit web pages, format content, add articles, blog posts, audio, and more to your lawyer website from the convenience of yourself (or, we can administer your site for you). We also make your lawyer website and optional blog page conveniently accessible from your PC, Mac, iPad, iPhone, Blackberry, or Android smart phone.
Free lawyer website design
Lawyer Success, Inc. saves you time and money on legal website content and lawyer website design. Call today to receive free, no-obligation strategies from a highly experienced consultant (and never a sales representative). There is absolutely No Risk for trying our Free lawyer website design offer!
Call (800) 877-2776 for FREE ADVICE from marketing experts – no sales pitches, just real advice.
Monday, April 8th, 2013
While the Internet may not be the proverbial “final frontier,” it has garnered a prominent place in practically every American household over a relatively short couple of decades. If you’re a recent law school grad, chances are you took a course specific to lawyer websites. Seasoned lawyers may have completed a CLE (continuing legal education) course on the topic somewhere along the way – or not. Regardless of how well-versed you may or may not be on the subject of lawyer websites, the fact remains that many prospective clients now consult the web when choosing a lawyer to handle their legal matters. Visibility on the Internet has become crucial to lawyers looking to build — or maintain — a clientele.
More web-based business for you
LawyerSuccess, Inc. can help you generate and convert more web-based business for you than any other lawyer-specific web designer on the market:
- User-friendly – LawyerSuccess, Inc. designs clutter-free lawyer websites that provide easy to locate menus with links to practice pages, FAQs, attorney profiles, Google location maps, your contact information, and provides a link back to the homepage from each page on your lawyer website. User-friendly also means there is a flow and rhythm throughout your lawyer website that encourages the prospective client to keep reading the content as they navigate your site and to, then, contact your office.
- Branding – Lawyer Success, Inc. understands that your brand is the focal point of lawyer website design. Your brand is unique and marketable, starting with your good name and extending to what you do. Branding is especially important to lawyers whose reputation, professional ethics, and areas of practice are pivotal their life’s work. Our job is to make your brand highly visible online to increase the number of clients in your office, and enable you to corner the market in your particular specialty or locale.
- SEO (search engine optimization) – Lawyer Success, Inc. maximizes your lawyer website exposure and raises the rank through the use of SEO keywords. Our team provides analysis of search terms relevant to lawyer websites, then optimizes your Google ranking by incorporating these terms within your legal website content. This, in turn, increases the likelihood of visits by prospective clients to your lawyer website and to your office. In other words, we make you easy to find online.
- Social networking – LawyerSuccess, Inc. makes your lawyer website and blog site compatible with social networking sites. Social networking is to the Internet, what word-of-mouth is to a small town: free advertising (although paid advertising is available). Google+, Twitter, YouTube, and Facebook are the most popular social networks, although there are hundreds of others online. You can upload, post, and edit legal content to the social networking accounts linked to your lawyer website via your PC, Mac, iPad, iPhone, Blackberry, or Android smart phone.
Optimize your online visibility
The Internet’s rapid growth and popularity makes staking your claim on the World Wide Web paramount. Branding your own cyber-turf via a lawyer website is the 21st-century way of bringing prospective clients to your office doorstep. We have the tools to build your business. Designing lawyer websites that are aesthetically pleasing, yet practical and functional, is what we do. Let LawyerSuccess, Inc. help grow your brand. Please call and ask for our No Risk lawyer website design offer – you don’t pay until our design is consistent with your vision!
Call For Free Advice & Guidance From Experts, Not Sales People! Call 1 (800) 877-2776 Today.
Friday, February 1st, 2013
Your good name is the foundation from which your law practice grows. Getting the word out is paramount to bringing in clients. Hanging out a shingle, then attracting clients by word of mouth, was the only way to build a practice 50-years ago. But, the days of gaining clients simply because you happen to be convenient has passed. Prospective clients are now Internet savvy and sharp enough to do the research. They want to find the best lawyer to handle their legal matter. They compare websites and lawyer qualifications online. So, how are they going to know the only lawyer in town actually is the best lawyer for the job? Brand a website with your good name.
That’s right, your name is your Internet brand. It’s your credentials, availability, and reputation all rolled into one. You want that brand bannered across a lawyer website and for your name to be the first thing prospective clients see when they arrive at your page.
The primary goals of an effective lawyer’s website are:
- It must be appealing, causing prospective clients to extend their visit and review your qualifications.
- It must provide valuable information relevant to prospective clients in their search for the appropriate legal counsel to handle their matter.
- It must motivate prospective clients to contact your office, perhaps even making an appointment with you.
- It must demonstrate to prospective clients that your particular brand makes you the best choice lawyer.
Know a good lawyer website builder?
Lawyer website design is a specialty niche requiring technical, marketing, legal content, and social networking skills. The Internet is crowded with both the good and the talentless when it comes to website building. So, how do you sort the wheat from the chafe? By hiring a website design company that specializes in lawyer websites, and that applies the online goals used for their business to your business.
LawyerSuccess, Inc. has a proven record of masterfully branding lawyer website designs. The same development strategies successfully implemented by LawyerSuccess, Inc. for use in their own websites, is incorporated with criteria unique to your practice:
- Custom design
- Content management
- Programming assistance
- SEO (search engine optimization)
- Top Rankings
Getting what you pay for
Although that DIY (do it yourself) spirit abounds, building your own lawyer website is somewhat like representing yourself in court. It looks like a good idea at first, because you start thinking you’ll save a little money. But, as with litigation, an objective perspective is also the game changer when it comes Internet branding. If your existing lawyer website was built using a DIY website builder template, such as Yahoo!, GoDaddy, Network Solutions, or any other templated website builder, you have probably realized that you really do get what you pay for. You’re a professional who takes pride in your legal skills. Leave the lawyer website design to the professionals at LawyerSuccess, Inc.
Interestingly, lawyers who hired “national law firm website and marketing” firms paid anywhere from $5,000-$250,000 per year, only to discover that they have either broken-even or taken a loss on their lawyer website investment. Regardless of whether this is you’re new to lawyer website design and marketing, or if you’re looking for a lucrative upgrade to your existing lawyer website, Lawyer Success, Inc. delivers additional value month after month.
Free Advice Hotline – Call (769) 218-6099
LawyerSuccess, Inc. saves you time and money. Give us a call and ask about the No Risk lawyer website design offer.
Lawyer Success, Inc.
P.O. Box 1926
Brandon, MS 39042
Tel. (769) 218-6099
Fax (662) 510-0159
Sales Support Office in Kansas City, Kansas; Chicago, Illinois; Tampa, Florida; New Orleans, Louisiana; San Francisco, California and Destin, Florida.
Wednesday, June 6th, 2012
As a web writer you may feel you are largely anonymous in the sea of content on the Internet at any given time, however whether you are a web content writer or a blogger, every article or blog posting you write is putting your voice out there. The problem for many beginning writers is that figuring out their writing voice is far from easy. Many new writers simply write in the voice they think they should be using, but this can result in writing which sounds stiff or simply generic.
Most all writers have struggled with finding their writing voice and are uncertain about how they want to sound therefore they try on many different voices throughout their writing career—and especially in the beginning—to see which one fits them the best. This can be confusing for readers of a specific blog, since most people who follow blogs expect to “hear” approximately the same voice from post to post. Yet many blog writers read something they wrote only a week or so ago and feel it sounds totally different from the one they wrote today.
Understanding Your Writing Voice
Before you can find your writing voice you have to understand what a writing voice is. We all understand that our “real” voices have a certain pitch and tone, and that different people speak with different accents or in different manners. Writing also has a tone and a style, and indelibly marks your writing with a certain “feel.” When humans read they unconsciously whisper the words in their mind, making it easier to grasp the meaning and commit the message to memory. Most writers are afraid they won’t be funny enough, friendly enough, sound smart enough or professional enough, so we look to the writers we love to read and attempt to mimic their voice. While this might work in the short term, it is unlikely to be a long-term solution.
What is Your Writing Goal?
Do you know what the goal of each page of content you write really is? What do you want people to know when they finish reading your content? How do you want them to feel about what they just read? Do you care about what you are writing? If you don’t, it is unlikely anyone else will either. Are you passionate about your subject even if it is one you either don’t know that much about or have never been particularly interested in? Any subject can be interesting, you just have to delve into it enough to understand what makes it interesting then convey that to your readers.
And through all this, you must still write in a way that sounds completely natural and genuine. The best way to achieve this is by being true to who you are in your real life which in turn makes your voice comfortable, natural and familiar. This is not to say you have only one voice—after all you as a person are actually made up of many people. You are an employee, a boss, a parent, a child, a friend, a lover, a jogger, a gardener, a solar installer, or…a writer. Every facet of your personality is a part of you, and each one possesses a specific writing voice.
Work at Finding Your Voice
Define who you are, with all your multiple facets, to yourself. What adjectives would you use to describe yourself? Once you have a list, write a few hundred words, attempting to infuse those qualities into the words. If your writing voice was a drink, a food, color, which ones would it be? Try writing like you talk—you might want to read your content aloud and ask yourself if it really sounds like you when you are talking to your friends, family or co-workers. In the end write for yourself even if you write for others and your voice will find its way onto the page.
Friday, May 4th, 2012
You may question just how much space you should allocate to your valuable homepage real estate and it is certainly a valid concern. Research shows that corporate homepages are truly the most valuable space in the Internet world, yet much of this valuable real estate is very inefficiently allocated. The homepage of your firm’s website must immediately give your potential clients the valuable information they need while offering the highest level of navigation for what they will find on your other pages. The purpose of your firm as well as how you can help your potential client solve his or her current problem in the most efficient manner should be readily apparent. Using your log and tagline efficiently are the first things to consider then there should be a warm welcome for your users.
Why is the Homepage Important?
The homepage is the page which is most indexed by the search engines, and overall sets the entire tone and theme for your firm’s website. Additionally, the homepage serves as an orientation of sorts to your users, letting them know they’ve landed in the right place and that your firm offers exactly what they need at this very moment. Consider your homepage as a sort of “funnel,” which can first welcome your user and let them know they are at the right place, then efficiently direct them to where they need to be next.
Your homepage offers a preview of the services your firm provides, not a comprehensive index. In other words, think of your homepage as a sort of “teaser,” which, while not offering the entire range of your services, does give them a tantalizing taste of your firm. You don’t want to overwhelm your reader by slamming them with information, rather strive to sprinkle your benefits and related keywords throughout the site.
Use Your Links Wisely and Create a Clear Navigation
Remembering the funnel which directs your users deeper into your site depending on their specific needs try linking only your main sections from your homepage then provide further links from the main sections. Presenting your user with a plethora of links on your homepage can send them running to a less overpowering site. When presenting the copy on your homepage, try to imagine you are addressing one single ideal client.
Friday, April 20th, 2012
There has been a significant shift in how keywords are treated by search engines in the past months. Today’s search engines are more likely to ignore the once-important keyword meta tag, searching for keywords in the content of the web pages themselves. This is important to all web content writers primarily because it tells you that your keywords need to be figured out prior to writing your actual content. The keywords will then be scattered judiciously throughout your web content, concentrating them in headings and summaries.
While ensuring keywords are properly interspersed throughout the content can seem like a tedious task to many writers, it can also be the key to your success. While many writers can dislike the entire keyword process, choosing to add keywords after the content is written, this practice does not often result in a cohesive article. Waiting until the article is written to add the keywords can tend to result in sloppy overall writing, making it important to incorporate the keywords into the overall theme of your writing.
Keys to Keyword Success
Before you start writing, sit down and outline what your goal is in each particular article or other content. Then think about which keywords most deftly summarize your ideas. Answering these questions prior to actually beginning your writing is much more likely to result in high quality web content. When you have made decisions about what you want to write, then think about who you are writing it for, or who your target audience will be. When you write web content you are communicating with a specific audience, so it is important to know that audience well. If you understand the search terms your target audience will likely be using, it becomes much easier to incorporate them into your writing.
Using Keywords for the Best Results
As most writers are aware, the highest level keywords should be strategically placed in the heading and in the summary. Lead with your best material rather than waiting for your exhilarating ending. You are not writing a whodunit where the suspense builds throughout the article rather your goal is to “hook” your reader right off the bat, convincing them to continue reading. Try not to overuse your important keywords and phrases, or your entire article will come off looking sloppy and unprofessional.
Aside from the keywords you believe are most important, offer up some synonyms—after all, some people search with one set of words, while it is more natural for others to use different phrases. Think about the fact that while a great deal of searchers would type in “heart disease,” another portion would more likely search for “cardiovascular disease.” Use synonyms judiciously to avoid overuse of your primary keywords. When possible, use keyword phrases rather than single keywords, since this is more likely how web users will search.
Long Tail keywords vs. Short Tail Keywords
Keywords can simply make or break a website, and using the most effective keywords is crucial when writing web content. A short tail keyword is a phrase consisting of one to three words, while a long tail keyword is anything beyond three words. Long tail keywords tend to turn up more targeted search results, while short tail keywords may garner more results but less targeted ones. In other words, short tail keywords may bring traffic to a website, but the long tailed keywords keep the traffic firmly put. Long tail keywords are much more likely to result in true conversions while many short tail keywords will bring readers to the site but they will quickly click away.
Keywords to Avoid
In general, avoid single-word terms avoid terms that are unfocused or too broad, or those which are so specialized that nobody will search for them. In the same manner, avoid unpopular search terms and highly competitive ones which offer little hope of ranking well for. Once you have mastered the art of keywords, your writing quality will naturally improve and you will be well on your way to drawing readers to your site.
Thursday, March 1st, 2012
Every business owner seeks the maximum return on investment, and online businesses are no exception. Unfortunately, many online business owners are not fully cognizant of just how important using the right keywords is to your success. Keywords and keyword phrases will be used in the copy on your website, in your headings, in your meta tags, in your titles, and on your online advertisements, newsletters and blog postings. Searchers who are looking for a product or service you offer will enter a word–or multiple words—into their favorite search engine. In an ideal world, this simple entering of keywords would send traffic pouring into your site. In the real world, however, there are millions of sites, many of whom are selling the same product or service as you—and using the same generic keyword(s).
Finding the Perfect Keywords
What you will be trying to do is modify these highly popular, yet generic keywords, turning them into a keyword phrase that is less well-known, and has less competition from competing sites. By using such targeted, specific keywords, you are dramatically increasing your potential for highly targeted traffic—and targeted traffic brings conversions which bring a higher return of investment for your business. Even if you have the highest-quality content, but have neglected to use any of your chosen keywords, then it is unlikely your customers will be able to find you, and a pretty sure bet your site will eventually flounder and fail.
The Three Tiers of Keywords
Your first tier keywords are generally the shortest keywords, but also the broadest keywords that people would associate with your product or service. Suppose you sell fine sable hair paint brushes. Your broad tier or first tier keyword will be paintbrushes or painting equipment. The second tier keywords are more focused and typically will come as a phrase or term. In the example of paintbrushes above, your second tier keywords could include sable hair paintbrushes, or fine paintbrushes. Your final keyword tier will consist of highly focused, very specific keywords such as Siberian sable watercolor paintbrushes.
This tier is generally considered the “money tier,” as they will bring you the most targeted traffic, meaning the most conversions. As you can see, the keyword “paintbrush” will bring a vast number of people who have absolutely no interest in fine sable hair paintbrushes to paint watercolors. You would also get the do-it-yourself homeowner who simply wanted a cheap, serviceable paintbrush to paint the house with. This type of traffic is exactly what you don’t want, as it will run your bounce rate up in no time at all. Your goal, then, is to use your second and third tier keywords in a specific manner throughout your site.
Think Like a Customer
Because you are so involved in your own business, it may be extremely difficult to step outside your head and look at your site from a customer’s point of view. Ask a friend or family member how they would search for your business, and you might be surprised at the keywords they would use. Visit some of your competitor’s sites—the successful ones—and see what keywords they are getting their traffic from. A branded keyword will include some unique aspect of your business or your business name. Branded keywords can generate highly targeted traffic—and a high ROI—since nobody else will be using them, however you must ensure they are not so branded that nobody would ever think to use them in their search. Choosing the right keywords for the highest ROI is not especially difficult, and can be done rather quickly once you’ve gained an understanding of keyword basics.