Keyword Research For Lawyers

Table of Contents

 - Group 677 1 - Above The Bar

A strong web presence is no longer optional for lawyers—it’s absolutely necessary. Online search is increasingly the main path to new clients, and law firms must update their marketing strategies to meet their target audience’s evolving needs and expectations. One of the most critical aspects of effective digital marketing for lawyers is keyword research.

Keyword research is identifying and analyzing the words, phrases, and questions your potential clients are using as they try to find your firm and its services. By understanding the language and intent behind these searches, you can create original content that directly addresses users’ needs and positions your law firm as the solution they’ve been looking for.

The benefits of keyword research go beyond just search engine optimization (SEO). By understanding your target audience’s needs, concerns, and pain points, you can publish content that resonates with them on a deeper level. This helps you attract traffic to your website and establishes your law firm as a trusted authority in your legal niche.

What is Keyword Research?

Keyword research for lawyers is the foundation of any successful online marketing strategy for law firms. It goes beyond simply identifying a few relevant terms or reading a list of lawyer keywords; it’s a deep dive into understanding how your potential clients think, search, and seek information online. Consider keyword research as a window into the minds of your target audience. By carefully analyzing the words, phrases, and questions they use when searching for legal services, you can:

  • Gain a competitive edge by identifying untapped opportunities and niche-specific keywords.
  • Develop content that directly addresses the pain points and concerns of your ideal clients.
  • Improve your website’s structure and navigation to provide a seamless user experience.
  • Enhance your visibility online and attract highly targeted traffic to your law firm’s website.
  • Build trust by demonstrating your understanding of your client’s needs.

Effective keyword research requires a strategic approach combining creativity, analytical thinking, and specific tools. It’s an ongoing process that evolves as search algorithms and the needs of your target audience change. By investing time and effort into thorough keyword research, you set the groundwork for a dynamic online presence that drives results for your law firm.

Why Keyword Research Is Important

With so many people turning to online search for answers to their questions, keyword research has become indispensable for lawyers looking to grow their firms. Gone are the days when a simple billboard or newspaper ad attracted clients. Today, most people rely on search engines like Google to find legal assistance, making it crucial for law firms to have a strong online presence. By conducting research and perfecting your law firm SEO strategies, you can:

Gain a deep understanding of your ideal client

 Keyword research provides valuable insights into your ideal client’s language, terminology, and search behavior. It helps you understand pain points, concerns, and the specific legal issues they are facing. By knowing what your clients are searching for, you can create content that addresses their needs effectively.

Identify the most valuable and relevant keywords

Some keywords may have a high search volume but low relevance to your practice areas, while others may be highly specific but have limited search traffic. Keyword research helps you identify the sweet spot—the keywords that balance relevance, search volume, and competitiveness. By targeting the right keywords, you are able to attract qualified leads who are more likely to convert into clients.

Optimize your website’s content and structure

H Tag Heading Structure - H Tag Heading Structure - Above The Bar

Once you research and identify your target keywords, you can strategically incorporate them into your website’s content, headings, meta tags, and URLs. This optimization helps search engines understand the relevance and context of your web pages, improving your chances of ranking highly in important search results. Additionally, keyword research can guide your website’s structure and navigation, so that it is intuitive and user-friendly for both search engines and visitors.

Drive targeted, organic traffic to your law firm’s website

Ranking well in search results for relevant keywords is a surefire way to drive targeted, organic traffic to your law firm’s website. When potential clients search for legal services using keywords related to your specific practice areas, your website will be one of the first things they see, increasing the likelihood of them clicking through and engaging with your content. 

Establish your firm as an authority in your legal niche

Consistently creating high-quality, keyword-rich content that addresses the needs and concerns of your target audience will demonstrate your knowledge and establish your law firm as an authority in your particular field. As you rank higher in search results and attract more organic traffic, your credibility will shine through, positioning your firm as a trusted legal information and services resource.

Outrank your competitors and capture a larger share of the online market

Keyword research allows you to analyze your competitors’ online strategies and identify opportunities to outrank them in search results. An aggressive strategy might involve prioritizing keywords a competitor is performing well in while also going after terms they’re underutilizing. This would allow you to capture a larger share of the online market and attract potential clients who may have otherwise gone to your competitors. Continuously monitoring and adapting your keyword strategy helps you stay ahead and maintain a competitive edge in the digital landscape.

How to do Keyword Research

To conduct effective keyword research for your law firm, follow these essential steps.

Research what keywords your competitors are ranking for

Start by analyzing the keywords your competitors target and are ranking for in search results. Tools like Semrush allow you to enter a competitor’s domain and discover the keywords they rank for, along with valuable data such as search volume, keyword difficulty, and position in search results. By understanding your competitors’ keyword strategies, you can identify opportunities to outrank them and capture more traffic.

Research Questions Your Ideal Client is Searching for

People Also Asked in search results - People Also Asked in search results - Above The Bar

In addition to traditional keywords, pay attention to the questions and long-tail phrases your ideal clients are searching for. Utilize Google’s Suggest feature (which displays related search terms as you type in the search bar) to uncover common questions and phrases. Also, look at the “People Also Asked” section in Google search results to find relevant questions related to your main keywords. Addressing these questions in your content can attract targeted traffic and establish your firm as a helpful resource.

Create Keyword Topic Clusters

Once you have compiled a list of relevant keywords, organize them into topic clusters. A topic cluster comprises a main pillar page broadly covering a core topic, surrounded by multiple subpages or blog posts that dive deeper into specific subtopics. Creating comprehensive topic clusters demonstrates your focus area and authority to search engines and potential clients. For example, a personal injury law firm might create a pillar page on “Car Accident Claims” and support it with subpages on topics like “What to Do After a Car Accident,” “Determining Fault in a Car Accident,” and “Calculating Car Accident Settlements.”

Tools for Keyword Research for Lawyer SEO

To streamline your keyword research process and gain valuable insights, consider utilizing the following tools:


Ahrefs website - Ahrefs website - Above The Bar

Ahrefs is a powerful SEO tool that offers extensive keyword research capabilities. It provides detailed keyword data, including search volume, keyword difficulty, click-through rates, and competitor analysis.


Semrush website - Semrush website - Above The Bar

Semrush is another comprehensive SEO and keyword research tool. It allows you to analyze your competitors’ keyword rankings, uncover new keyword opportunities, and track your own website’s search engine performance.

Google Keyword Planner

Google Keyword Planner - Google Keyword Planner - Above The Bar

Google’s Keyword Planner is a free tool within the Google Ads platform. While primarily designed for advertising purposes, it offers valuable data on keyword search volume, competition, and related keyword suggestions.

Google Trends

Google Trends website - Google Trends website - Above The Bar

Google Trends helps you analyze the popularity and interest in specific keywords over time. It allows you to compare multiple keywords, identify seasonal trends, and discover related queries.

Also Asked

Also Asked Example - Also Asked Example - Above The Bar

Also Asked is a free tool that generates a list of questions related to your target keyword based on the “People Also Ask” feature in Google search results. It helps you identify long-tail question-based keywords to target in your content.

Surfer SEO

SurferSEO website - SurferSEO website - Above The Bar

Surfer SEO is a content optimization tool that includes keyword research features. It provides insights into the top-ranking pages for your target keywords, suggesting relevant terms, phrases, and topics to include in your content.


Ubersuggest website - Ubersuggest website - Above The Bar

Ubersuggest is a user-friendly keyword research tool that offers keyword ideas, search volume data, and content suggestions based on your target keywords. It’s an excellent option for beginners and those on a budget.

By leveraging these tools and following the keyword research strategies outlined above, you can develop a strong keyword strategy for your law firm’s website. Remember, the goal is to identify the keywords your ideal clients use when searching for legal services and create high-quality, informative content that addresses their needs and questions.

As you implement your keyword strategy, monitor your search engine rankings and website traffic to measure your success. Continuously refine and adapt your approach based on the data and insights you gather over time.

All SEO For Law Firm Chapters

SEO For Lawyers: A Beginners Guide
Chapter 1
Google Ranking Factors For Law Firms
Chapter 2
Link Building For Law Firms
Chapter 3
Content Optimization For Lawyers
Chapter 4
Local SEO For Law Firms
Chapter 5
Keyword Research For Law Firms
Chapter 6
On Page and Off Page SEO for Lawyers
Chapter 7
Tracking and Monitoring SEO Results
Chapter 8
Get All Chapters In A PDF For Easy Reference + Bonus
Coming Soon