Personal-injury-lawyer-analysis-Cora - Made with Clipchamp
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[00:00:00] Olga Zarr: Hi everyone, it's Olga Zarr from SEO SLY. Today I want to show you how you can analyze a lawyer keyword in terms of lawyer SEO. SEO SLY Pro, SEO Game Changer, SEO SLY Pro is the premium membership where you can get thousands of dollars worth of SEO knowledge for less than two dollars per day. SEO Slide Pro is the smart investment for savvy SEO professionals who want to become better, who want to take their SEO career to the next level.
[00:00:46] Olga Zarr: You can try SEO Slide Pro for 30 days. For just 1 and see if it is right for you. No risk. Just go to seosly. com slash pro and sign up for the trial. I'm Olga Zarr, an SEO consultant in SEO since 2012. SEOslidePro and this channel are two mediums where I share my experience and my knowledge with you. I invite you to subscribe and to check SEOslidePro and become a better SEO with me every day.
[00:01:21] Olga Zarr: Now, let's get into the show. we will be analyzing,, the keyword personal injury lawyer in Chicago, United States. before we get into that I want to invite you to look at my lawyer SEO guide, which is available on my website. This is also linked somewhere below. this is I think the most detailed.
[00:01:43] Olga Zarr: piece you can get about lawyer SEO. And the tool I am using to analyze, the keyword competitors and kind of come up with recommendations is Quora. Quora is a tool that has. built in hundreds of thousands ranking factors. They are statistically, correlated so that the tool is showing you actually what factors for a given query are important, how they are important, how well you are doing, and so on.
[00:02:12] Olga Zarr: Where you are missing out and how your competitors are doing in a in a very huge nutshell. I strongly recommend You try Quora. You can download it and get it's 25 percent off if you go to seoslide. com Quora, this is my affiliate link. I am an affiliate But this is the tool I use on my daily basis, and I strongly recommend you use it too.
[00:02:37] Olga Zarr: As you can see, as of now, Quora analyzes 128, 000 ranking factors, and there are 7, 000 Google Maps factors for local SEO, so Quora is also a great tool for local SEO. In a separate video, I am talking about how to set up Quora, how to run the report so I invite you to watch that video as well.
[00:03:06] Olga Zarr: Here I will just be analyzing the keyword and the information that Quora, provided me with, the recommendations and all the data. So Before we even map it to a given page on our lawyer website,, we need to make sure that this keyword actually makes sense.
[00:03:23] Olga Zarr: Let's say our keyword was personal injury lawyer. We are based in Chicago let me,, search for that keyword, SEMrush will show me, like, the basic data. Regarding that keyword, competitors, so that I can assess whether I can rank for that keyword. If you are a lawyer, personal injury lawyer in Chicago, or your client is one, you probably want to try to rank for that keyword.
[00:03:51] Olga Zarr: It is very competitive, there are a lot of ads. whatnot, but with the right kind of mindset, , with the right toolset, including Quora, I'm pretty sure you can rank for that keyword. Basically what I want you to always check when selecting a given keyword is what's ranking for it, what's the Keyword intent, is it transactional, informational?
[00:04:16] Olga Zarr: What types of content, are ranking? Because you probably want to, create a content that falls into one of those categories. how many backlinks, ranking pages have? Because, if there are millions of backlinks, and you have a new site, it may be difficult. I am a proponent of on page SEO,, but in some cases, you just need links.
[00:04:36] Olga Zarr: So you have to know that before you target a keyword. So these are the results, , in SEMrush. We can see that all the pages, have some links. I think this one has 10, but this looks like a directory. So we can see that directories, there's Instagram, other pages are, lawyer pages.
[00:04:56] Olga Zarr: There is Forbes, there is a homepage, there is a practice area page. So. With that determination, we can say that the practice area page stands a chance of ranking for this keyword. So, selection has been made. This is the keyword you want to rank for. We have a site. We used our basic SEO, fundamentals knowledge to optimize that page for that keyword.
[00:05:21] Olga Zarr: We checked what the rankings look like. We can see that, there are, of course, Ads, Google Maps, we have lawyer pages, of course we have discussions forums, so the review of what the SERPs actually looks like is always very, necessary as well. We also want to check how stable rankings are, how volatile searches are, To do that, we use CORA Volatility Tool.
[00:05:45] Olga Zarr: You just have to have CORA, install CORA, there will be Volatility Tool, there is a separate video about that. I ran it for personal injury lawyer in Chicago, and I can see that those rankings, at least those first three positions, are quite stable, those as well, because CORA ran 10 consecutive searches.
[00:06:05] Olga Zarr: for that keyword in Chicago. And we can see that rankings are the same. So the top three positions we can say are stable. The next one, there's fluctuation, four, five. Google is not sure. Here the same thing. We can see that 60 percent of the time it is four. Here 60 percent of the time it is five. Instagram is quite volatile.
[00:06:26] Olga Zarr: Six, it is shown only 60% of the time, of the 10 searches. So I assume this won't be there for a long time. Google sometimes is testing whether a given page belongs. And if enough people click or don't click or bounce, Google may lower, the rankings. So that's pretty much it.
[00:06:47] Olga Zarr: Volatility, SERPs, analysis of metrics. We are sure this is the keyword we want to analyze. We run a Quora report for that keyword, setting the location to be, of course, Chicago. And this is there the report that Quora gave me. And now I basically want to walk you through that report , because it can be overwhelming.
[00:07:12] Olga Zarr: There are a ton of reports here. And you don't need to go through all of them in much detail because it doesn't always make sense. And remember that this report only shows you data for one keyword. so if your lawyer site has 1000 pages, and each page is about a different keyword.
[00:07:31] Olga Zarr: topic, running 1000 Cora report may be tricky, but it is definitely worth doing for the most important pages, the most competitive ones. So, personal injury lawyer the report has run, you have the Excel, you open it, and this is what you get. this is The, URL, I, set for this report as the URL I want to track.
[00:07:53] Olga Zarr: This isn't my client. here you can see the variations, this is what Google is bolding when someone types for personal injury lawyer. In most cases, you want to review that list and remove the things that do not make sense. Sometimes there may be nonsense keywords. If there aren't, you want to copy that list.
[00:08:13] Olga Zarr: And you want to make sure that those keywords are in your text, in the body, in headings, in alt text, maybe in some FAQs, accordions. These are the things you want to have on your page. Of course, you can also add it in schema if you don't want it to be visible, or in like hidden div, more advanced tactics.
[00:08:38] Olga Zarr: And most of the time you will be spending here in roadmap, and in most of the cases, you will have a lot of on page work to do. Phase number one, it is all about titles and headings. You think your title is okay, you think your titles are okay, think again and see what Quora is showing you. Green if the recommendation is given in green, it means that usually this is like and this entitled tag is usually a strong factor for all keywords.
[00:09:11] Olga Zarr: no matter the niche. If it is in red, it is a strong factor for just about all keywords, but not this keyword. So It is a strong factor, but in this case it isn't. black shows you that this specific niche, lawyer niche, personal injury niche those ones are more important.
[00:09:33] Olga Zarr: What, of course, depending on how well optimized the page is, you can have three things here, you can have 20 30 things here. Every Quora report is different. Here we can see titles, headings. So most of the recommendations are about variations. These are the variations. So I should have more variations, leading variations in headings, so probably I should have more headings and more variations.
[00:10:03] Olga Zarr: Leading variation means that a heading starts with a given variation. Let me actually open that page I ran the report for, and let me quickly see the, the headings. Yeah, so we can see there aren't too many headings, and the tool is actually asking us to add More headings, as you can see, add more, add more, add more.
[00:10:25] Olga Zarr: So you probably want to have more variations in headings, you need definitely more headings, you need entities, you need more headings, number of heading tags. Exact matches, exact match is our personal injury lawyer keyword, so headings, yeah. Work on headings, add more entities, variations, I can see also LSI words in title tags
[00:10:49] Olga Zarr: so most the entities variations, we'll talk about them in just a second. ,phase two is about content, the main body, so number of sentences. Of course, you don't have to like take them at face value and make sure that you implement each and every, because it is not possible. Sometimes you implement the ones which are easy to do.
[00:11:10] Olga Zarr: You can use AI to help you with optimizing because sometimes you need more headings, you need more, more variations and you can do that by, feeding the article into ChatGPT and asking it to write 20 FAQs and asking ChatGPT to use those FAQs. variations in FAQs and making sure FAQs are headings.
[00:11:31] Olga Zarr: So very often you can quickly fix many of them. So you fix the ones you can fix, you do not obsess, because it is not possible to go through everything. There are a lot of levers and you choose which ones you pull. Number of sentences, word count, so clearly this one needs more words Variations in sentences so you also need to add more text, more sentences, add those variations.
[00:12:00] Olga Zarr: Entities, so again, you need to have a clear list of LSIs, entities, and variations. You probably want to extract them into a separate spreadsheet, a document, and from that either give it to your writer or to AI. Phase three is about backlinks. We can see that's probably, More backlinks and more referring domains are needed to take the lead.
[00:12:23] Olga Zarr: there is a specific report just about backlinks. Diversity is about factor diversity, which is basically whether you are overusing one factor and omitting other factors. there is this MC4 algorithm something that Ted Kobaitis is talking about a lot, which says that if you exploit One factor it stops working at some point and until you kind of take care of other factors.
[00:12:51] Olga Zarr: So let's say you build backlinks, they work, you build more, they work, you build even more, they work, then your site tanks, then you discover you have diversity problem, you kind of make sure other elements are taken care of, and then those elements kick in and backlinks get back to working in a huge natural.
[00:13:16] Olga Zarr: Phase three, phase six, usually, you'll probably end your work around here and you are done. Those other may also be important, but usually this is all you need to do. Result presentation, so we can see that, year you may want to add year. what else? those other things may not necessarily, make sense.
[00:13:36] Olga Zarr: Search result link, text length. Yeah, so probably longer, you need longer kind of snippets. Outbound links something not necessarily so important. If it is easy to fix, do it. Images, image SEO. in many cases, in lawyer websites, I can see you should add more images. And if you add more images, you, you also add more snippets.
[00:14:00] Olga Zarr: alt attributes, and in the alt attribute you add variations, and so on, and so on. Other places where you can add variations, like script tags,, what else, spam, nav, div, so these are usually easy to fix. You can also add them in schema, div, you can add them as hidden div. But usually you don't have to go that far.
[00:14:22] Olga Zarr: Schema as well can also, like, show you specific types of schema you may want to add. So this is your roadmap. And now let's quickly go through some of those reports. Basic Tunings. This one is good if you want to show to your lawyer client that, see, you think your site is doing great, but see, look at that.
[00:14:43] Olga Zarr: You can see that you are missing on the word count, on the number of sentences, you are missing on like some keyword optimizations, you don't have exact matches in meta description. Meta descriptions are not a ranking factor, but if you have exact matches or variations there, it kind of increases the keyword density of the page within code, which can also matter.
[00:15:10] Olga Zarr: So this is like an overview of the things you could improve and simply showing your client that there is work to be done. Intermediate, this is something like more, I would say more academic. Like, is there an email? You don't have email, you could add it, contact page, like, trust factors, sentiment.
[00:15:35] Olga Zarr: I would, I don't usually work with that because usually roadmap and a few other things kind of do the job. And as I said, You don't want to spend a week optimizing one keyword. You want to spend 30 minutes, an hour optimizing one keyword at most, then move to the next one. And usually with Quora, 24 hours, 48 hours after you do the change, you request indexing, you should see the changes.
[00:16:02] Olga Zarr: If you don't see them, you can start pulling other levers. off page tunings, that's about back things., there is a quicker way to analyze it. Overview is the overview of all the factors that for that specific keyword in those specific circumstances for that specific set of ranking pages,, and we can see here a statistical correlation, and we can see that, probably up until 66, these are the things that probably work, and if you take care of them, you will be ticking off more, more factors.
[00:16:40] Olga Zarr: And, here are the factors. And here, if you scroll a little bit here you can see the top three ranking pages and your page, the page you are tracking. And you can easily compare how you do against your competitors. So anything that is in red could be improved. Anything in black is okay.
[00:16:58] Olga Zarr: So we can see that, all those things probably could be improved here as well. Anything that is a zero usually can also be improved and sometimes just eliminating zeros will help you. So let's see let me hide some of those and see exactly where this page is kind of missing.
[00:17:21] Olga Zarr: So, number of LSI words in H1 tags, link to these GovSites, entities in title tag. LSI words in title tags, so definitely title tags. Be aware that the things from here are also in the roadmap, but this is like a bigger overview of what you have in the report. And it is in sentences, similar thing, number of links, blah, blah, blah, blah, blah.
[00:17:49] Olga Zarr: So you go through that and you check which ones you can easily implement and you implement them. Variations show you how a specific keyword variation, how many times it is used on the top pages and your page. So attorney, the number one result has its 27 times, attorneys is that many times, injury, blah, blah, blah.
[00:18:12] Olga Zarr: And , where you are an outlier, you, you don't want to be. So if you have any zeros, you want to make sure you don't because if you add those, all those all those, variations, your topical kind of relevance will go up. Keywords, keywords density. So we are all afraid of keyword density, stuffing keywords, but here we can see, clean density, number one, 8%, 7%, 8, 9, 10.
[00:18:42] Olga Zarr: And, it is usually said in the SEO industry that 2 percent is like too much, and you can clearly see that it isn't. And usually you want to, if you want to take the lead, you should be, you should have that. Density or even higher. And you can up density a wide headways, without sounding like a keyword stuffing page.
[00:19:06] Olga Zarr: You can add those entities in FAQs, increase the word count and add those FAQs, but also, but of course you have to, remember that if you increase the word count, your keyword density may drop. So while increasing the word count, you also want to, you want to Increase the keywords, that many times, that, the keyword density goes up.
[00:19:31] Olga Zarr: Entities. This is an interesting one. Google understands entities, entities have a Wikipedia page. Google very well understands what an entity is. So if you have entities on your page, And if you have the entities that the top ranking pages have, then Google better understands what you are about, and you automatically become more relevant.
[00:19:57] Olga Zarr: What you want to do here is, you want to, probably sort those by maximum and so that you want to see the what entities are the most popular. You want to choose the ones which actually make sense because sometimes there can be entities that do not make sense or there can be names of competitors which you probably don't want to add to your text.
[00:20:21] Olga Zarr: Then you want to look at deficit and, you can see where you are lacking and where there is zero, you, you may probably think about adding that entity. So you select the entities you are lacking, which makes sense. add them to text, to headings, wherever you want. The same story with LSIs.
[00:20:42] Olga Zarr: You also, you, you have a lot of LSIs, so it may be more tricky. I also recommend sorting them by the most popular ones, and then checking where you have the biggest deficit, and probably starting from here, where you don't have a deficit, you can, you can remove them. And once you have the ones where, which are popular, and you have a deficit as, and which makes sense, you also want to like copy them somewhere and add them to the page.
[00:21:16] Olga Zarr: Shared data is the shared data, from Cora users about what specific, ranking factors kind of, work the best for that, for that keyword. and you also want to make sure to check that. This is extra info, but it can be useful. where you have zero, it means that you do, you don't have a specific, factor taken care of, and you may want to think about doing that here.
[00:21:41] Olga Zarr: For example, variations in strong tags, strong tags. are not like a huge ranking factor, but this is one of many factors, and if you can easily eliminate some of those zeros, it can bump you up. Results, shows you simply, I would say detailed results of the pages that are ranking, great overview, like summary, URL, link text something for you to kind of have a better look at competitors questions.
[00:22:14] Olga Zarr: These are the questions from top ranking pages. And these questions are super optimized for SEO because they contain entities, and they are sorted by the most relevant ones. And what you can do, you can copy them, of course, of course, read them, rewrite them so that they are unique because you don't want to copy someone's content.
[00:22:36] Olga Zarr: And if they apply to you, make sense, you can put them as FAQs and you will bump up your entity score for a page. Sentences, the same story. This can be, you can give questions and sentences reports to your writer, so that it may be easier for them to add content to the page. Schema shows you what types of schema competitors have and you can think about which ones you want to add, which ones you are lacking, which ones make sense for you.
[00:23:12] Olga Zarr: Charts, this one is not really,, useful here. Outbound links, not necessarily,, If the site is on WordPress, you may simply, you may see what themes are used. Usually it doesn't matter. Themes matter if your website is on WordPress and no SEO has been done. If you are doing lawyer SEO and if you are reading this, watching this, you definitely are doing SEO, so this one isn't really useful.
[00:23:45] Olga Zarr: For you, a basic off page. So this is where the tab which allows you to decide whether you need back links for this keyword or whether you can be okay with just on page. In this case, I can clearly say that this one, it has zero backlinks, either follow, no follow domains, and all of them have at least some.
[00:24:08] Olga Zarr: So, on page is one thing, off page is another for that specific keyword, and this is very often the case. Okay, so that's all regarding, the discussion of CORA report on the example of personal injury lawyer. Let me know if you like it. If you want extra, secret tactics, which I don't discuss publicly, I recommend you subscribe to SEO SlidePro, which is my premium membership area, you can test it for just 1 for 30 days. And you can get like 50 percent off so that you can pay for it just 44 per month or 444 per year, and you will get access to knowledge worth thousands of dollars, so I strongly recommend you give it a try. That's all from me, thank you, and see you in the next video.
[00:25:05] Olga Zarr: Bye bye!
