5 Ways to Conduct Effective Keyword Research for Legal Services

Keyword research also enhances the effectiveness of your marketing strategies by focusing on what actual users are searching for. Besides using popular key phrases, they must also be realistically rankable to search engines and help you avoid high competition areas. 

It’s also an essential aspect of your SEO as it helps with content creation by providing fresh data and ideas, which keeps content relevant and engaging. So, how do you effectively conduct keyword research for your legal firm?

1. Use Industry-Specific Keyword Tools

General keyword research tools can provide you and your law firm with a good starting point that significantly benefits your legal services. However, there are industry-specific resources designed to target relevant terms and phrases to help your law firm meet its target goals.

Tools like Ahrefs and SEMrush are among the popular ones. They offer specialized features and filters that help you better understand legal terminology and relevant search queries. 

When checking for these keyword research tools, it’s important to have insight from experts. For instance, you can check about Josh Brown, an SEO for lawyers expert who dedicates his time and effort to highlighting not only the selection of high-traffic keywords but also those that demonstrate high intent from potential clients. 

He underscores the importance of quality over quantity regarding keyword selection. Here’s how you can maximize the use of these keyword research tools to benefit your legal firm: 

  • Focus on your local SEO keywords: Although many clients seek legal services within their geographical area, it’s important to emphasize using local keywords by adding city names or local landmarks to your content.
  • Analyze what your competitors are using: Competitor keywords that rank can help you identify gaps in your marketing strategy and help you uncover new opportunities.
  • Consider question-based keywords: Clients who often search for legal services typically use question-based key phrases. Once you identify these key phrases, your content strategy can guide them, enabling you to provide direct answers to these common legal questions.

2. Tap into Legal Forums and Online Communities

One of the most underrated resources when it comes to keyword research is online forums and communities. This is where your potential clients discuss legal issues they experience. You can check platforms like Quora, Reddit, and other specific legal advice forums to help with creating content. 

These forums are gold mines if you want to discover how people praise their legal questions and concerns they have. 

Check common questions and phrases.

Look for patterns in how users describe their legal situations and the specific terms they use to discuss them with others. This can give you an idea of what content to create and what common legal questions your target audience is discussing.

Community engagement

Actively participating in community discussions can provide direct insight into potential clients’ needs and the terms they use to find legal services relevant to your practice. This can also give you a wealth of ideas for creating content that provides value to this community. 

Use questions as blog post ideas. 

Transform any questions you get from legal forums or community forums into blog posts or part of your FAQ page to your website. This improves your SEO and positions you and your firm as helpful and informative resources. 

Once you start answering common legal questions from personal intent based on terms used from community forums, your blog post becomes a valuable asset to the legal industry. 

1. Use Long-Tail Keywords for Niche Specialties

The legal industry covers various specializations, including personal injury, family law, intellectual property, etc. Long-tail keywords can be essential to reaching your target clients who are searching for specific expertise.

Use keyword research tools to explore variations related to your practice or services. These are sub-niche keywords, like “divorce attorney for high-net-worth individuals.” 

Optimize for voice search by incorporating key phrases into your content. Voice search has become an increasingly popular way to find legal services for potential clients quickly. Clients typically request information about a particular legal service through voice or verbal search. 

Although long-tail keywords have lower search volumes, they can lead to higher conversion rates as they are aligned closely with users’ intent. It is a matter of balancing volume with relevance to your service. 

2. Analyze Search Intent

Understand the intent behind your target client’s search query. This is critical in aligning your content with what your target market is searching for. Legal searches fall primarily into navigational, informative, and transactional categories.

Understanding these categories can help you plan your content based on your user’s intent. When you have answers to all of these categories then you are positioning yourself to be a top authority in the legal industry. 

  1. Monitor and Adapt Based on Performance Metrics

Researching the right keyword takes time, and it requires an ongoing process. The legal industry and the way people search for legal services constantly change. 

Regularly monitoring your website’s performance can help you adopt these insights into which keywords drive more traffic and lead conversions to your firm.

You can use analytics tools,  conduct A/B testing, and be updated on any changes in the legal industry. Keep in mind that any legal regulations and social issues can impact what your target users are searching for. 

Final Words

The effectiveness of the keywords you use on your website varies with different factors, but when done right, they can significantly impact the success of your overall SEO strategy. 

Once you implement these strategies, you can see promising results in your legal firm’s website, including improving online visibility, attracting more relevant traffic, and securing more client engagement and conversions. 


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