Effective SEO begins with understanding what potential clients type into search engines. Keyword research reveals the language your audience uses, the questions they ask, and the intent behind their searches. For law firms, this insight shapes everything from website structure to content strategy.
Understanding Legal Search Intent
Not all searches are created equal. Understanding search intent helps you target keywords that actually drive client inquiries.
Types of Search Intent
- Transactional: "Hire divorce lawyer Chicago"—ready to take action
- Commercial: "Best personal injury lawyers near me"—comparing options
- Informational: "How to file for divorce in Illinois"—seeking information
- Navigational: "[Firm name] reviews"—looking for specific brand
Legal-Specific Intent Signals
- Urgency terms: "24 hour bail bondsman," "emergency custody lawyer"
- Cost terms: "Free consultation criminal lawyer," "affordable divorce attorney"
- Location terms: "Near me," city names, "in [state]"
- Qualifier terms: "Best," "top rated," "experienced"
Keyword Research Process
Step 1: Seed Keywords
Start with the obvious terms that describe your practice:
- Practice area + lawyer/attorney (e.g., "personal injury lawyer")
- Specific service + attorney (e.g., "car accident attorney")
- Legal issue + help (e.g., "DUI help")
- Location + practice area (e.g., "Dallas family law")
Step 2: Expand Your List
- Google Autocomplete: Type seed keywords and note suggestions
- Related searches: Check "People also ask" and related searches
- Competitor analysis: See what keywords competitors rank for
- Client language: Note how clients describe their issues
- Keyword tools: Use Ahrefs, SEMrush, or Moz for data
Step 3: Evaluate Keywords
For each keyword, consider:
- Search volume: How many people search this monthly?
- Keyword difficulty: How hard is it to rank?
- Relevance: Does this match your services?
- Intent: Will searchers become clients?
- Competition: Who currently ranks for this?
Legal Keyword Categories
Practice Area Keywords
- "[Practice area] lawyer [city]"
- "[Practice area] attorney near me"
- "[Specific service] lawyer"
- "[Practice area] law firm"
Problem-Based Keywords
- "What to do after [legal situation]"
- "How to [legal action]"
- "Can I [legal question]"
- "Do I need a lawyer for [situation]"
Long-Tail Keywords
Longer, more specific phrases often have better conversion rates:
- "How long do I have to file a personal injury claim in Texas"
- "What happens at a DUI arraignment in California"
- "Cost of uncontested divorce in Florida"
- "Can I modify child custody without a lawyer"
Keyword Mapping
Once you have your keywords, map them to specific pages on your website:
Homepage
- Firm name + location
- Primary practice area + city
- Brand terms
Practice Area Pages
- Primary: "[Practice area] lawyer [city]"
- Secondary: Related services and variations
- Long-tail: Specific issues within practice area
Blog Posts
- Informational queries
- Question-based searches
- Long-tail specific topics
Location Pages
- "[Practice area] lawyer [specific city/area]"
- Local court and jurisdiction terms
Competitive Keyword Analysis
Understanding what keywords competitors rank for reveals opportunities:
- Keyword gaps: Terms competitors rank for that you don't
- Content gaps: Topics competitors cover that you haven't
- Difficulty assessment: Realistic ranking opportunities
- Differentiation: Underserved keyword niches
Local Keyword Considerations
Geographic Modifiers
- City name variations
- Neighborhood names
- County names
- "Near me" optimization
- State abbreviations vs. full names
Local Intent Keywords
- "[City] [court type] procedures"
- "[State] [legal topic] laws"
- "[County] courthouse"
Tracking and Refinement
Keyword research isn't a one-time task. Continuously monitor and refine:
- Track rankings for target keywords
- Monitor which keywords drive traffic
- Identify keywords that convert to leads
- Discover new keyword opportunities
- Adjust strategy based on performance
From Keywords to Clients
Keyword research is the foundation of effective law firm SEO, but it's only valuable when it drives action. The best keyword strategy connects search behavior to your services, creating content that ranks well and converts visitors into clients.
Focus on keywords that represent real client intent, not just high search volume. A term searched 100 times monthly by people ready to hire an attorney is more valuable than a term searched 10,000 times by people with no intent to engage legal services.