A comprehensive guide to keyword research specifically tailored for law firm. Learn proven strategies, avoid common mistakes, and implement actionable tactics that drive real results.
12 min
July 24, 2026
In the competitive law firm landscape, keyword research isn't just a nice-to-have—it's essential for growth. Businesses that master keyword research see measurable improvements in visibility, traffic, and conversions.
Organic search drives 35% of traffic for Law Firm websites
Law Firm searches have grown 25% YoY
Local searches account for 60% of conversions
Businesses on page 1 of Google get 91% of search traffic
Long-tail keywords have 36% higher conversion rates
70% of marketers see SEO as more effective than PPC
The data is clear: law firm that invest in keyword research outperform those that don't. This guide shows you exactly how to implement these strategies for your specific business.
Follow this step-by-step checklist to implement keyword research for your law firm. Prioritize high-impact items first, then move to medium and low-priority tasks as your program matures.
1 hour
Set up keyword tracking tools
Install Google Search Console, Google Analytics, and a rank tracking tool to monitor your keyword performance over time.
30 minutes
Identify seed keywords
Brainstorm core terms related to your business, products, and legal services. These will form the foundation of your keyword research.
2 hours
Analyze competitor keywords
Research what keywords your competitors rank for. Identify gaps and opportunities they're missing.
1 hour
Group keywords by intent
Categorize keywords by search intent: informational, navigational, commercial, and transactional.
1 hour
Prioritize by opportunity
Score keywords based on search volume, competition, and relevance to your business.
These strategies are specifically tailored to law firm. Each has been tested and proven to work in your industry, with real examples and implementation steps.
Focus on longer, more specific keyword phrases with lower competition but higher conversion intent.
Start with your core products/services
Add modifiers like 'best', 'guide', 'how to', 'vs'
Include location terms for local SEO
Target question-based queries
Law Firm Example:
Law Firm Example: Law Firm competitive analysis
Higher rankings with less competition and more qualified traffic
Find keywords your competitors rank for that you don't, and capitalize on missed opportunities.
Identify top 5 competitors in your niche
Use SEO tools to extract their ranking keywords
Filter for keywords where they rank but you don't
Prioritize by relevance and search volume
Law Firm Example:
Law Firm Example: Law Firm optimization tactics
Quick wins by targeting proven keywords with existing search demand
Free tool for discovering keywords and getting search volume data.
Best for: Beginners, AdWords advertisers, Basic research
Law Firm: Free tool for discovering keywords and getting search volume data.
Comprehensive keyword research with difficulty scores and SERP analysis.
Best for: Professional SEOs, Competitor analysis, Advanced research
Law Firm: Comprehensive keyword research with difficulty scores and SERP analysis.
Powerful keyword database with intent classification and grouping features.
Best for: Agencies, Large datasets, PPC and SEO
Law Firm: Powerful keyword database with intent classification and grouping features.
❌ Ignoring search intent
You rank for keywords but don't get conversions because your content doesn't match what searchers want.
✅ Always analyze the current search results and understand user intent before targeting any keyword.
Law Firm: Law Firm competitive analysis
❌ Targeting only high-volume keywords
Extremely high competition makes it nearly impossible to rank, especially for newer sites.
✅ Build authority with long-tail keywords first, then target competitive head terms over time.
Law Firm: Law Firm growth techniques
Use Google's autocomplete and 'People Also Ask' for keyword ideas
Quick WinThese features reveal real queries people are searching, giving you insight into actual user behavior.
Look at the 'Related searches' at the bottom of SERPs
Quick WinGoogle provides additional keyword suggestions based on your original search, often uncovering valuable long-tail opportunities.
Prioritize relevance over search volume
Quick WinA keyword with 100 monthly searches that's highly relevant will convert better than one with 10,000 searches that's loosely related.
Organic Traffic Growth
Percentage increase in organic search visitors
Keyword Rankings
Position improvements for target keywords
Conversion Rate
Percentage of organic visitors who convert
Backlink Growth
Number of new referring domains
FAQ
Real answers to the questions founders actually ask about automated content and Google penalties.
