Keyword research is a crucial step in creating an effective online marketing strategy for law firms. By identifying the right keywords, you can improve your website’s visibility in search engine results pages and attract more potential clients.
In this article, we will take you through the process of conducting keyword research specifically for law firms.
Create a List of Seed Keywords
The first step in keyword research is to create a list of seed keywords. These are the basic terms that are relevant to your law firm and the services you offer. For example, if your firm specialises in personal injury law, your seed keywords could include “personal injury lawyer,” “car accident solicitor,” and “medical malpractice.”
Once you have brainstormed a list of seed keywords, you can use various keyword research tools to expand your list and find more relevant keywords. These tools will provide you with keyword suggestions based on the seed keywords you provide. Some popular keyword research tools include Google Keyword Planner, SEMrush, and Ahrefs.
Keyword research is an essential aspect of any successful digital marketing strategy. By identifying the right keywords, you can optimise your website content and improve your chances of ranking higher in search engine results. This, in turn, can drive more organic traffic to your law firm’s website and increase your chances of attracting potential clients.
When creating your list of seed keywords, it’s important to consider the specific services your law firm offers. Think about the different areas of law you specialise in and the types of cases you handle. This will help you come up with a comprehensive list of seed keywords that accurately reflect your firm’s expertise.
In addition to using keyword research tools, you can also gather keyword ideas by analysing your competitors’ websites. Take a look at the keywords they are targeting and consider incorporating similar terms into your own keyword list. This can give you a better understanding of the keywords that are driving traffic to your competitors’ sites and help you identify any gaps in your own keyword strategy.
Another useful technique for expanding your list of seed keywords is to consider long-tail keywords. These are more specific keyword phrases that typically have lower search volumes but can be highly targeted. For example, instead of just targeting “personal injury lawyer,” you could also include long-tail keywords like “personal injury lawyer in Brisbane” or “best car accident lawyer near me.”
It’s important to note that keyword research is an ongoing process. As trends and search patterns change, it’s crucial to regularly update and refine your keyword list. By staying up to date with the latest keyword research techniques and tools, you can ensure that your law firm’s website remains competitive in the ever-evolving digital landscape.
Generate Keyword Ideas
Once you have your list of seed keywords, it’s time to generate keyword ideas. This step involves using keyword research tools to find relevant keywords that people are actually searching for. Look for keywords with a high search volume and low competition to increase your chances of ranking well in search engine results.
When it comes to keyword research, there are several tools available that can help you in your quest for the perfect keywords. Two popular options are Google Keyword Planner and SEMrush.
Using Google Keyword Planner
Google Keyword Planner is a free tool provided by Google that allows you to find new keyword ideas and get insights into search volume and competition. It is a valuable resource for anyone looking to optimise their website for search engines.
To use Google Keyword Planner, simply enter your seed keywords into the tool. It will then generate a list of related keywords along with their search volume and competition level. This information can be incredibly useful in determining which keywords to target in your content.
For example, let’s say you have a website that focuses on family law. You might start with the seed keyword “family law” and use Google Keyword Planner to find related keywords such as “family law mediation,” “divorce,” and “child custody.” By targeting these keywords in your content, you can attract more relevant traffic to your website.
SEMrush is another popular keyword research tool that provides comprehensive data on keyword search volume, competition, and related keywords. It is a powerful tool that can give you valuable insights into your competitors’ keywords and help you discover new keyword opportunities.
With SEMrush, you can enter your seed keywords into the tool and it will provide you with a list of related keywords along with their search volume and competition level. This information can help you identify keywords that are worth targeting in your content.
For instance, let’s say you are a family law firm and you want to optimise your website for search engines. By using SEMrush, you can analyse your competitors’ keywords and discover new keyword opportunities that you may not have considered before. This can give you a competitive edge and help you attract more organic traffic to your website.
Overall, both Google Keyword Planner and SEMrush are valuable tools that can assist you in generating keyword ideas and improving your website’s visibility in search engine results. By utilising these tools, you can increase your chances of ranking well and driving more organic traffic to your website.
Analyse the Search Results for Search Intent
When conducting keyword research, it’s important to consider the search intent of your target audience. Search intent refers to the reason behind a search query – whether the user is looking for information, wants to make a purchase, or needs help with a specific issue.
Understanding the search intent of your target audience is crucial for optimising your website and creating content that meets their needs. By analysing the search results for your target keywords, you can gain valuable insights into what type of content is currently ranking highly and resonating with users.
When you search for a specific keyword, take note of the top search results that appear. Are they mostly informational blog posts, product pages, or service listings? This can give you a clear indication of the search intent behind that keyword.
For example, if the top search results are predominantly informational blog posts, it suggests that users are seeking knowledge or answers to their questions. In this case, you may want to create informative and educational content that addresses those specific queries.
On the other hand, if the search results are dominated by product pages, it indicates that users are likely in the buying phase and looking to make a purchase. To cater to this search intent, you might want to focus on creating compelling product descriptions, reviews, and comparisons to help users make informed decisions.
Additionally, if the search results consist mainly of service listings, it implies that users are seeking assistance or solutions to a particular problem. In this scenario, you can tailor your content to provide helpful guides, tutorials, or case studies that showcase your expertise and demonstrate how your services can address their needs.
By understanding the search intent behind your target keywords, you can align your content strategy to match the needs and expectations of your audience. This will not only improve your website’s visibility in search engine results but also enhance the user experience and increase the likelihood of achieving your desired goals, whether it’s generating leads, driving sales, or providing valuable information.
Analyse Keywords for Topical Relevance and Business Value
While search volume and competition are important factors to consider when selecting keywords, you should also analyse the topical relevance and business value of the keywords. Topical relevance refers to how closely the keyword relates to your law firm’s services and expertise. Keywords that are highly relevant to your law firm will attract more qualified traffic to your website. Similarly, business value refers to the potential of a keyword to attract potential clients who are more likely to convert into paying clients. Look for keywords that have a high topical relevance and business value to optimise your keyword selection.
Assess Keywords for Ranking Difficulty
Ranking difficulty refers to how challenging it is to achieve a high ranking for a particular keyword in search engine results. When conducting keyword research, it’s crucial to assess the ranking difficulty of the keywords you are considering. Many keyword research tools provide a ranking difficulty metric that gives you an estimate of how difficult it would be to rank for a particular keyword. Generally, keywords with a high competition level are more difficult to rank for, while keywords with low competition are easier to rank for. Consider the ranking difficulty alongside other factors when selecting keywords for your law firm.
Finding Competitor Keywords
Another effective strategy for keyword research is to analyse the keywords your competitors are targeting. By identifying the keywords that your competitors are ranking well for, you can gain insights into potential keywords that you may have missed. Keyword research tools like SEMrush and Ahrefs allow you to analyse the keywords your competitors are ranking for. Simply enter your competitor’s website URL into the tool, and it will generate a list of keywords that your competitor is targeting. This can help you uncover new keyword opportunities and stay ahead of your competition.
Exporting Keywords and Planning Content
Once you have conducted thorough keyword research and have a list of relevant keywords, it’s time to export them and start planning your content. Export the keywords into a spreadsheet or a keyword research tool to keep them organised. Use the keywords to guide your content creation strategy. Create high-quality, informative content that incorporates these keywords naturally.
Remember to write for your audience and provide valuable information that answers their questions and addresses their concerns.
As you can see, keyword research is a vital step in improving your law firm’s online visibility and attracting potential clients. By following the steps outlined in this article, you can conduct effective keyword research and optimize your website’s content for better search engine rankings. Stay updated on the latest keyword trends and adjust your keyword strategy accordingly to stay ahead of the competition.
Need help with keyword research for your law firm?
Of course, this can be a technical and time-consuming process, so if you’d prefer to work with experts with a proven track record of success with law firms, please book and meeting and let’s discuss your situation. Rapid Growth Marketing is a dedicated marketing agency for lawyers specialising in SEO, Google Ads and professional websites. Our team has managed over 1000 successful SEO campaigns and survived and thrived through all the regular Google algorithm updates.