3 Steps For Better Law Firm Keyword Research
Focused content is key to successful law firm marketing on the web.
A good content strategy can help you write focused content that’s relevant to your potential clients and that answers the questions that they’re likely to ask.
One way to build a good content strategy is to invest a little time into keyword research. Keyword research can help you develop your law firm marketing strategy by seeing the kinds of queries people actually make related to your practice area.
Keyword research for your law firm SEO strategy
In the past, there was an increased emphasis on specific keyword use and keyword density in law firm SEO. These strategies are outdated and not as effective as they used to be. (For more on that, check out our Law Firm SEO Guide.)
But keyword research can still be useful for attorneys who want to develop a content strategy that effectively addresses what potential clients search for.
Your potential clients search for information about their case or problem, and they’ll likely use lots of different terms to describe it.
Keyword research can help take some guesswork out of your strategy. It can help you discover alternative search terms and topics that can improve your ability to connect with clients and referral sources based on their interests.
Here’s an example of how to do that.
Make a list of relevant topics related to your law firm’s practice area(s).
To get started, think broadly about relevant topics related to your law firm’s practice area(s). For example, a DUI attorney in Nevada might start by listing topics such as:
- Nevada DUI Laws
- Nevada DUI Penalties
- Stages of a DUI Case
- Fighting a DUI
- DUI Statistics in Nevada
- Field Sobriety Testing
- Nevada DUI Frequently Asked Questions
Use those relevant topics to come up with a list of law firm keywords, questions and phrases.
Once you’ve created specific topic areas, identify some related keywords for each topic. Keep your potential clients in mind as you develop these keywords and phrases. Consider how they might search for something.
(If you haven’t yet, try developing a law firm client persona to help you get inside the mind of an ideal client.)
Continuing with the example above, this DUI attorney might select some of the following items to list under “DUI Penalties”:
- First/Second/Third DUI penalties
- Misdemeanor DUI penalties
- Felony DUI penalties
- Nevada DUI license suspension
- Insurance premiums and DUIs
- Interlock device after Nevada DUI
The purpose of this activity is to brainstorm some broad content ideas that will resonate with potential clients and referral sources.
In this stage, try including questions that you think a potential client might ask. For example, a potential client might search for things such as:
- “What is the difference between a misdemeanor and felony DUI in Nevada?”
- “Is a DUI a felony in Nevada?”
- “What is the penalty for a first time DUI in Nevada if I’m under 21?”
- “Will my license get suspended if I got a DUI in Nevada?”
- “How much does a first-time DUI cost in Las Vegas?”
- “Can you go to jail for a DUI in Reno?”
- “What happens if I refuse a breathalyzer test in Nevada?”
Potential clients will often ask complex questions rather than searching for basic keywords, but it can be useful to have a combination of both complex search phrases and shorter, more basic phrases or keywords for each topic.
Research related search terms.
Assuming you’ve created a large list, you may struggle to come up with additional ideas at this point. Now, take one of the items from your list and conduct a Google search. Then, scroll to the bottom of the results page and look for the “Related Searches” area.
Here’s an example of what you might find in related searches if you search for something basic like “Nevada DUI Penalties”:
Note some of the other searches that are listed:
- “What penalties can occur for a first offense DUI that did not result in a fatal injury?”
- “Nevada DUI school”
- “How long does a DUI stay on your driving record in Nevada?”
These are three new topics that the DUI attorney in our above example could add to his or her growing list of content ideas.
A basic search phrase like “Nevada DUI School” could easily become several pieces of new content on a law firm website:
- “What is DUI school and can I take it online if I’m in Nevada?”
- “Where can I find information about Nevada DUI school?”
- “Can I go to Nevada DUI school if this is my (first/second/third) DUI?”
- “How long is DUI school and what does it cost in Las Vegas?”
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