Hey there,

In this week’s edition:

• Mateusz has some great advice about SEO for lawyers.

• Joshua shares five advanced tips for finding untapped keywords.

• I suggest 13 SEO copywriting tips.

• Patrick will show you everything you need to know about URL parameters.

New on the blog 🎉

SEO for Lawyers & Law Firms: The Complete Guide

Here’s how lawyers can get the most out of SEO:

1. Optimize for Google Map Pack

2. Optimize for organic results

3. Keep your site healthy

4. Track your SEO progress

Advanced Keyword Research: 5 Tips for Finding Untapped Keywords

Joshua Hardwick

Use these advanced keyword research tips for finding untapped keywords:

1. Find newly published pages with traffic using Ahrefs’ Content Explorer

2. Find competitors’ low-competition topics in the Top pages report (via Ahrefs’ Site Explorer)

3. Find and expand on unique keyword ideas by looking out for keyword modifiers

4. Identify uncommon seeds (by excluding common seeds in your keyword research)

5. Find affiliate keywords at scale (by looking for “review” and “vs” keywords)

SEO Copywriting: 13 Tips to Create Great Content That Ranks

Si Quan Ong

Implement these SEO copywriting tips to your content:

1. Match search intent

2. Cover the topic in full

3. Add “link triggers”

4. Make reading easy with the ASMR formula

5. Speak your audience’s language

6. Write like how you talk

7. Give your content a unique spin

8. Use the “inverted pyramid” method

9. Use a table of contents

10. Use the PAS formula

11. Don’t sleep on title tags

12. Add “open loops”

13. Establish proof and credibility

URL Parameters: A Complete Guide for SEOs

Learn everything you need to know about URL parameters—including how they may impact your SEO—in this complete guide.

What we’re reading 🤓

Daria’s PR Tips

Twitter thread

Our PR specialist, Daria Samokish, shared how she launched the PR campaign for our brand.

How to Use 12 Micro Intents for SEO and Content Journey Mapping

Article

SEOs who want to understand search intent should be closely analyzing micro intents. They are:

1. Entertainment – Users are looking for entertainment to pass the time.

2. Definition – Users are looking for basic answers.

3. Expansion – Users want detailed content that sheds light on as many perspectives as possible.

4. Enablement – Users need specific guidance. 

5. Aggregation/overview – Users want a neutral overview of a topic but in a short and clear way.

6. Comparison/orientation – Users are looking for the best solution to their problem. 

7. Category/selection – Users know the right solution but are unsure yet which variant of a service or product group is the right one.

8. Service/product – Users know exactly what they want.

9. Brand – Users are looking for a specific brand.

10. Support – Users are looking for support-related content (e.g., product FAQs).

11. Location – Users are looking for a location.

12. Website – Users want to navigate to a specific area of a website.

How Google Selects the Most Representative Image of a Set

Article

JC Chouinard read the Google patent titled “Selection of an Image or Images Most Representative of a Set of Images” by Shumeet Baluja and Yushi Jing. This is what he learned.

Does a CMS matter for ranking in Google Search?

YouTube

Google doesn’t look for any particular CMS to treat it differently. 

Ultimate End-to-End Guide to Fuzzy Matching For SEOs (with Google Sheets Template)

Here are the resources you need to get started with machine learning for SEOs.

Benchmarking the Performance of Over 2,000 Digital PR Pieces

Article

This is an excerpt from Hannah Smith’s MozCon 2022 presentation. It provides a realistic benchmark for the performance of Digital PR pieces.

Till next time ;)
Cheers,