Competitor’s Keyword Meta Tags

Lawyer Web Marketing On Caffeine Newsletter Series  

By: Rod Foster

President of RF Marketing Group

In This Issue: Competitor’s Keyword Meta Tags

Every lawyer is busy. You have to deal with clients, court (usually), the office, legal research, creditors, rent & bills, annoying sales people and somehow magically come up with time to market your services so that you can get new clients next month. That is a mouthful, but painfully true.

Now that you have decided to market on the internet, how do you know what keywords to target? What words make money? Which words are useless? You don’t have time the do a thorough keyword research campaign and you can’t afford to hire a consulting firm.

I have the solution for you. It is quick, easy, and accurate:


So how do you know what keywords your competitors are targeting? It is simpler than you think. Most competitors don’t realize that they give away their most valuable secrets, (the money phrases) right on their websites.

This tip is a time-saver and a money-maker.

First, do a little snooping. Ask around. Find out which of your competitors is actually making money on the web. Don’t guess. It is a BIG mistake to guess a keyword phrase and pick the first lawyer on Google’s list. Don’t type in “personal injury lawyer (your city)” or (your city) real estate attorney” and then pick the first lawyer that shows up. You don’t know if that keyword phrase actually makes any money. Ask around and find out who is making money.

Next, go directly to the competitor’s website. For this example, I am going to use a NON-LAWYER related site so that I don’t unduly single out any of my present or future clients. So let’s use a real estate agent’s website for this example. And just so we don’t give unwanted attention to this particular real estate agent, I won’t tell you which real estate site that we are going to use.

Let’s just assume that this is a successful web marketing lawyer in your city and you want to find out what keywords he/she is targeting.

We are looking for a special code on their website called a keyword-meta tag. This code often contains the “money phrases” that we are looking for. It is foolish to put your money phrase in the keyword-meta tag because Google does not recognize or index this code. Search engines of old used to rely heavily on this meta tag to tell them what the webpage was about. Google reads the text on the page to find out what it is about. But unskilled search engine optimizers and amateur website builders often put “money phrases” in the keyword-meta tags. SO, you can exploit that fact, save time, and make money.

Here’s how you do it:

Step 1. load the target website in your browser. I am using Internet Explorer for this example since that is the browser most of you use.

Step 2. click the “ View” menu item then choose “ Source”. Note: If you use “FireFox” as your browser then the command is “View”, then “Page Source”.


Step 3. Find the Meta Tag.

After you click “View / Source”, a text editor will pop up with the “behind the scenes” coding for this web page. Don’t be intimidated. You are looking for a specific thing, the keyword-meta tag. It is easy to find.

Here is how you find the keyword-meta tag:

From the “ Edit” menu click “ Find” (or just press “ctrl” and “f” at the same time).

The keyword-meta tag always begins the same way <meta name="keywords"

So either copy and paste that code into your find box or just type in <meta name="keywords" then hit “Find Next”.

Your text editor will take you right to the code. Type the code in exactly or you will not find it. If you type the code in exactly and nothing is found then your competitor’s web guy or gal has already figured this strategy out. In that case, just move on to the next competitor.

Step 4: You are There!

Once you find the code, notice that it will probably contain many keyword phrases separated by commas. If your competitor is smart, this code will NOT contain keyword phrases, or the code will not even be on the website. But don’t worry, most competitors don’t know about this little strategy and they stuff their web pages with “money phrases”.

Here is a sample keyword phrase from the real estate site that we are using in our example (I removed some keywords so we protect this guy’s identity) and I do not recommend using every keyword phrase below, they are not all good:

<meta name="keywords" content="real estate, realtor, homes, beach houses, condos for sale, beachfront real estate, realtor, condos, houses, beachfront homes, residential real estate, realtor, beachfront condos, houses, homes, realty, agents, townhouse, ocean front, ocean views, canyon views, city views, vacation, apartment building, MLS, listings, realestate, income, property, rental, buy, sell, buying, selling, relocation, property, luxury, lease, broker, housing, schools, jobs, colleges, newspapers, city & county Web sites, restaurants, entertainment, shopping, museums">

Repeat this process for every page on the site. Each page will often have its own keyword-meta tags stuffed with useful keyword research.

A long time ago, the keyword-meta tag was used by search engines to index websites. However, the keyword-meta tag does not help your rankings in Google. Google completely ignores it. But your competitors probably don’t know that. As a result, your competitors will often unwittingly advertise how to beat themselves. You just need to know where to look.

Is it better to do your own thorough keyword research or hire a consulting firm to do it for you? Yes.

But you are busy, and you don’t have time to do keyword research and many times, you just can’t afford to hire a professional.

Let your competitors do it for you!

Find out who is really making money on the web. Then, search their keyword-meta tags for valuable nuggets of information, “money phrases”.

Happy Hunting…and remember, never put your money phrases in a keyword-meta tag.

As always, if there is a service that we can provide for you don’t hesitate to call.

Have a successful marketing day!



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