26 Jan 2018

How to Do Keyword Research For Your Law Firm Like a Boss

Major Key Alert! Do Your Keyword Research Like a Boss

What do law firms who rank high on search engines have in common with hip hop icon DJ Khaled?

They both showcase mastery over keywords!

Developing and executing a good strategy for content will help you write content that addresses concerns your potential clients have and is relevant to their individual situations.

Investing time and energy into law firm keyword research is a great way to build up your content strategy. Effective keyword research provides you insights into what people are actually searching for that relates to your practice areas.

Follow this guide to law firm keyword research and you too will be singing “All I do is win.

A major key for successful law firms SEO is high-quality, focused content. Click To Tweet

Keyword research for your law firm SEO strategy

Once upon a time, a lot of emphasis was placed on keyword density and specific keyword usage in law firm SEO. Today, this approach is becoming obsolete because it is not very effective anymore.

Nevertheless, keyword research is still a useful practice for lawyers developing a content strategy that will address what their potential client searched for.

A potential client searches for answers about their case or problems, and it can be difficult to predict what actual search terms they will use. It is likely that they will use several different keywords describing it.

One of the major benefits of keyword research for law firms is that it eliminates the difficulty by removing the guesswork from our strategy. It will enable you to discover alternate keywords, topics, and search terms which improves how you connect with new referrals based on what they are interested in.

Now here is how to do it law firm keyword research:

Create a list of topics related to the areas of law your firm practices

To begin, consider, in a broad sense, topics that would be relevant to your firm’s areas of practice. In example, a California-based DUI attorney may come up with topics like:

  • California DUI Laws
  • California DUI Penalties
  • Stages of a DUI Case
  • Fighting a DUI
  • DUI Statistics in California
  • Field Sobriety Testing
  • California DUI Frequently Asked Questions

Use those topics to come up with a list of phrases, questions and keywords to do with your law firm’s practice areas.

After you have designated topic areas, come up with some related law firm keywords for SEO. Think about how potential clients might search for something, and keep that in mind as you develop your keywords, phrases, and questions.

(If you haven’t already, try creating a law firm client persona to help you get inside the mind of your ideal client.)

Proceeding with the example above, our California DUI attorney might choose some of the following items to list under “DUI Penalties”:

  • First/Second/Third DUI penalties
  • Misdemeanor DUI penalties
  • California DUI license suspension
  • Insurance premiums and DUIs
  • Interlock device after California DUI

The goal behind this process of determining the most searched keywords for attorneys is to brainstorm general content ideas that you your prospective clients will relate to.

At this phase, you should consider questions that potential clients could be asking. A prospective client might search for one of the following, for example:

  • “What is the difference between a misdemeanor and felony DUI in California?”
  • “Is a DUI a felony in California?”
  • “What is the penalty for a first time DUI in California if I’m under 21?”
  • “Will my license get suspended if I got a DUI in California?”
  • “How much does a first-time DUI cost in Sacramento?”
  • “Can you go to jail for a DUI in San Francisco?”
  • “What happens if I refuse a breathalyzer test in California?”

It is common for web searchers to pose detailed questions instead of searching for a few short words. It is nearly always beneficial to have a combination of short, basic keywords and phrases, and long, complex ones for each topic.

Research related search terms.

Working on the assumption that you have compiled a sizable attorney keywords list, you may find it challenging to come up with more ideas at this point. Try taking one of your keywords or phrases and running a search on them. Scroll all the way to the bottom of the page, and you will discover “related searches” that can give you even more ideas.

Here’s an example of what you might find in related searches if you search for something general like “California DUI Penalties”:

google search

Note some of the other searches that are listed:

  • “What happens when you get a DUI in California”
  • “5th DUI in California”
  • “California DUI limit”

Now we have three new topics for our California DUI attorney to write about.

A basic search phrase like “California DUI School” could easily become several pieces of new content on an attorney’s website:

  • “What is DUI school and can I take it online if I’m in California?”
  • “Where can I find information about California DUI school?”
  • “Can I go to California DUI school if this is my (first/second/third) DUI?”
  • “How long is DUI school and what does it cost in Sacramento?”

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We understand that some lawyers are too busy to write their own content, or they just simply don’t want to, which is why AdInfusion offers content marketing solutions for law firms of any size. Our content experts are well versed in how to use content to drive potential clients to your firm, and we have contributed to some of the most successful firms in the state.

AdInfusion writes unique and highly effective content for law firm websites and blogs that considers how your clients search and think. The result is superb content that not only educates potential clients, but compels them to take action.

Contact us today to learn how quality content can boost your law firm website’s traffic and conversion rates!

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