How many people are searching for legal services online on search engines like Google every month? What are the strategies that you can apply to rank higher when people are searching for legal services like corporate law, intellectual property, family law, immigration, or personal injury? This information is crucial for law firms to determine the potential of online channels in driving brand awareness and generating leads.
In this article, we will show you how to find the answers to these questions and how to use this knowledge to build a marketing strategy that can increase your law firm’s visibility in search engines and attract more clients to your practice.
Identify the Ideal Customer Profile
Before starting with keyword research, the first step is to identify your ideal customer profile (ICP). This will help you understand the basic characteristics of the potential customers you want to target with your services. For instance, if you are a law firm specializing in business law, your ICP may include small to medium-sized businesses in a certain industry, located in a particular region or city, and seeking legal advice on specific topics like intellectual property, contracts, or employment law.
Identify the Geography
If you are a small or medium-sized law firm, focusing on a specific geography can increase the chances of success in any online channel, including search engines. By identifying the geographic location of your target audience, you can tailor your marketing strategy to better fit their needs and preferences. For example, if your ICP includes businesses located in San Francisco, California, you can use location-based keywords like “business lawyer San Francisco” to improve your chances of appearing in local search results.
Determine the Legal Services You Offer
When it comes to keyword research for SEO purposes, it’s crucial to identify the specific legal services that you want to promote through search engines. This will help you determine the most relevant keywords that potential clients might use to find the services you offer. Whether you specialize in business law, family law, estate planning, or any other legal field, you should create a list of the most important keywords related to your services.
So, how do we do keyword research?
Keyword research is the process of analyzing search engine data to identify the most relevant and valuable keywords for your business. There are many tools available for doing keyword research, but some of the most popular ones include Ahrefs, Google Keyword Planner, SEMrush, and Moz. By using these tools, you can discover how many people are searching for legal services online, which keywords they are using, and how difficult it is to rank for those keywords.
Direct Ranking Strategy
A direct ranking strategy means that you are trying to rank directly for the specific legal services that you offer. This involves optimizing your website and content for keywords that are directly related to your legal services and building high-quality backlinks to increase your website’s authority and trustworthiness in the eyes of search engines.
Ahrefs Keyword Search
To conduct keyword research using Ahrefs, you can start by searching for the most important keywords related to your legal services, such as “business lawyer” or “divorce attorney”.
Ahrefs will provide you with data on the search volume, keyword difficulty, and other metrics for each keyword, allowing you to determine which ones are most valuable and relevant to your business. You can also use Ahrefs to find related keywords, as well as analyze the top-ranking pages for your target keywords to identify the most effective SEO strategies.
Best Keyword Opportunities
When doing keyword research, the two most important factors to consider are search volume and keyword difficulty. While high-volume keywords may seem appealing, they are often the most competitive and difficult to rank for. As a result, it’s often more effective to focus on long-tail keywords that have lower search volume but are more specific and relevant to your target audience. By doing so, you can improve your chances of ranking higher in search results and generating more qualified leads.
Let’s say you run a law firm specializing in personal injury cases. Through your keyword research, you’ve identified that the keyword “personal injury lawyer” is highly competitive, with many other law firms vying for that top spot on search engine results pages.
However, as you dive deeper into your research, you discover that the keyword “car accident lawyer” has a relatively high search volume and moderate competition. This presents a great opportunity for your law firm to create content around this keyword and potentially rank higher in search engine results.
To take advantage of this opportunity, you could create a blog post or webpage that focuses specifically on the services your law firm offers related to car accidents. You could also use variations of the keyword, such as “auto accident lawyer” or “car crash attorney,” in your content to help boost your ranking for related search queries.
By focusing on these “best keyword opportunities” instead of trying to compete for the most popular keywords, you can improve your chances of ranking higher in search results and attracting more potential clients to your law firm.
Legal Services Keywords Search Volume Statistics
As a law firm, it’s important to understand how many people are searching for legal services online. We conducted keyword research using ahrefs and focused on keywords relevant to legal services such as “personal injury lawyer”, “divorce attorney”, “real estate lawyer”, “estate planning attorney” and “criminal defense attorney”. Our research revealed that there are approximately 450,000 monthly searches for these keywords alone. However, it’s important to note that people often use variations of these keywords or similar phrases to search for legal services. Therefore, we apply a 5x multiplier to account for these variations, bringing the total monthly search volume for legal services to around 2.25 million searches per month.
To develop a successful marketing strategy based on keyword research, it is crucial to focus on targeting keywords that are relevant to your law firm’s legal services and align with your ideal client persona. You can achieve this by identifying long-tail keywords that are specific to your law firm’s practice areas, have low keyword difficulty, and a high search volume.
By targeting keywords that are specific to your law firm’s practice areas, you can attract potential clients who are actively searching for the services that your law firm provides. This may involve creating dedicated landing pages for each target keyword that are optimized for user experience and conversion, providing relevant and informative content, and optimizing your website’s metadata, including title tags, meta descriptions, and header tags.
Furthermore, you can increase the visibility of your law firm’s website on search engines by building high-quality backlinks from relevant and authoritative websites. This helps establish your law firm as a trusted source of information and improves your website’s search engine rankings.
Overall, an effective keyword targeting strategy for law firms involves identifying keywords that are specific to your practice areas, have low keyword difficulty, and high search volume, and then optimizing your website’s content and metadata, and building high-quality backlinks to improve your website’s search engine rankings and attract potential clients.
Also, We prepared an excel sheet that contains the most popular 1000 keywords for lawyers that includes the keywords, the search volume, and the competition which you can download from here.
If you need help with a digital marketing strategy for your law firm or building a digital marketing execution plan please feel free to fill up the form at our website and one of our representatives will contact you.
Please feel free to contact us at firstname.lastname@example.org or call us at our toll-free number 888-291-7116