Keyword Research For the Law Firm or Legal Industry

by admin | September 7th, 20 | Legal Website Design & Marketing, SEO & Marketing Tips

Law industry is one that used to work on the basis of mouth referrals or credibility, so lawyer never used to think about their digital presence. But now digital presence like website Development and SEO is of utmost importance for Legal industry as well. Your target audience can look up on Google and find any good lawyer from the search results and hire them. To change this, get a  Perfect Law Firm Website  and build your digital presence. Keyword Research is very important SEO process to generate targeted leads and increase your business by a significant rate. 

SEO is one of those things, Search engine optimization is very important to maintain your digital presence as well to land on Google’s first page, which will help you get recognized by your target audience and land new clients.

For SEO both On-page SEO and Off-page SEO are equally important, and they have various ranking factors that make it possible for you to get chances of landing on Top 3 search engine listing. 

So, one common and the most important factor is the keywords! You need to do keyword research for your legal website. The keywords you put to describe your website and content is very crucial. As for you to land on the search engine’s page, you should have the keywords that your target audience searches for. As they are already in pressure because of their problems, they just want a good lawyer from that particular area and they want to find one fast. It’s about being in the right place at the right time. So make sure you use right keywords in right places. Make a full-fledged keyword research strategy for your lawyer website.

Being a lawyer your target audience is more local than global, for which you have to consider local SEO for the law industry, as it helps you get more and more local responses.  Don’t know anything about SEO and marketing of the law industry? Ask us!

How to Develop a proper keyword research strategy for an Attorney’s website, by using different types of keywords, like

  • Generic keywords
  • Local Keywords
  • Hyperlocal Keywords
  • Long-Tail Keywords
  • LSI keywords

1.Generic keywords

mean normal short terms like “ best lawyers”, “family lawyer” etc, which are effective but not very, as they are very competitive and common. There will be 1000s of results for them, which means the conversion rate will be low.

2.Local Keywords

mean when you make it more specific mentioning city or area in which you practice, so whenever someone searches for keywords like “lawyer near me” or “law firms in ‘city name’ ”. This decreases the number of results as well as competition,  so the conversion rate is higher. So, to increase your keyword search volume, try to include city or area name in your keywords.

3.Hyperlocal keywords

mean when you specifically mention the details like the law you practice and what you’re best at. For example, someone searches for a “corporate law firm in ‘city name’ ” or “best lawyer for a divorce in ‘city name’ “ This is specific and would be very less competitive compared to generic, and will provide you a better conversion rate.

4.Long Tail Keywords

are usually local and hyperlocal keywords, they don’t have large search volume but the intent is high. so, when someone searches for these long-tail keywords they are warm leads who just need a little effort and are very specific about what they want. Long-tail keywords conversion rate is high than short generic terms. As long-tail keywords contain 3+ keywords, both local and hyperlocal.

LSI keyword means Latent semantic indexing keywords, these are usually those keywords which are similar to your keywords, they are just synonyms or in and around your keywords, as Google understand how people search, it provides you with similar searches at the end of the page. These don’t require much effort and are easily available, but these are very effective as sometimes there are various versions of saying one thing, so it helps you cover those and have good conversion rate too.

So, How to find the right SEO keywords for a law firm website

Always make long-tail keywords with some short keywords, you need to mention some local and hyperlocal keywords with your generic keywords.

Short keywords are also head keywords which have low conversion rates.

If you are confused about what to consider and whatnot. Initially always remember to choose those keywords which have:

  • High Search volume
  • Less Competition
  • Long Tail
  • Less than 30 Keyword difficulty.

With these metrics, you can make a list of keywords that suits your legal website and also try to include some SEO tips for law firm website owners or lawyers, as these will help your SEO rankings.

So, how to do the right SEO keyword research for the law industry? 

  1. Know Your Niche And Your Target Audience Know about your niche, what all keywords are used on a daily basis, like very generic ones. And think like your clients, what would you search for if you were a client and if you were looking for a lawyer practicing a particular law, what would you search for. Make a list of all those keywords that you can think of that are relevant to your niche.
  2. Take Google’s Help (can we include screenshot or graphic which shows the search tab and keyword suggestions)There are a few tricks in Google that helps you see what keywords most people use, and what all you can use.First is, Auto-complete. From the above list of keywords, type one and wait for auto-complete options that Google suggests, those are also keywords that people search for related to your keyword. Note them down and use them for the same purpose again.
    By, this you can get many relevant keywords that just differ a bit and have great search volume and less competition.Second is Related Searches. Ever noticed the end of any Google page, where You get related searches which have just year or city add ons or just synonyms of your keywords. But they matter! they are LSI keywords which help you get more clicks as people tend to use these keywords more, it’s suggested to use some LSI keywords in your keyword list.
  3. Keyword Research and Analysis Tools Now, that you have a long list of keywords, let’s see which are more relevant and analyze them using different metrics like search volume, Cost-per-click, Keyword difficulty, Clicks, etc.  For which you can use various keyword research tools that will help you find different yet relevant keywords that are more useful for you.

Some tools are:

1.Google Adwords keyword tool
2.Google Correlate
3.Moz Keyword Explorer

Analyze your keywords on those metrics and make a final list of keywords for your website, which you can use for descriptions as well as in your content. As I have mentioned in my other posts,  Content is also important in Local SEO for law industry, try to put localized content with local and hyperlocal keywords, this will help you get geotags which is very essential in Local SEO.Prioritize! Take 2-3 pages for start and start with their SEO keyword research, do thorough research and build a proper list of your keywords, use them in your content. Build your content using those keywords, but don’t stuff keywords. 1-2% keywords are more than enough for a law firm website, as more than that can affect you negatively. Your content should be natural and engaging not just jargon and keywords.Make a strong law industry keyword research strategy, using all these steps. And stay updated as things keep on changing, and if you have queries, contact us. We are an expert in law firm Website development as well as law industry SEO.And also in the real estate , medical and small business. You can contact us  at