How To Find The Best Employment Law Keywords For Your Law Firm Website

Lawyer SEO has a lot of moving parts. However, keywords play one of the most prominent roles in the strategy. If you don’t choose and implement the right keywords, you won’t reap the maximum ROI from your SEO efforts.

That said, how do people come across great keywords? How do you decide on which keywords to use? Let’s discuss:

A Quick Intro To The Value Of Keywords In Search Engine Optimization For Lawyers

Keywords are how you’re found on the internet. When people conduct a search on Google, they’ll use specific keywords to see what they need. Some of these keywords have high traffic.

If you rank in the SERPs of these strategic keywords, you’ll start seeing a boost in organic traffic. For some users, this might be how they find your law firm.

If you don’t have keywords or use ones with very low search volumes, you won’t see traffic and conversion boosts for your law firm.

How To Find Lawyer SEO Keywords

There are several ways people do keyword research. The most common of which include:

1. Keyword research tools. Inputting seed keywords will get you a list of related high-volume keywords. The keyword tools allow you to select keywords with decent traffic. Fortunately, many free options exist, including Google Ads’ Keyword Planner and Ahrefs’ limited SEO tools.

2. Looking at the SERPs. Most common keywords, related keywords, and “people also ask” are a great place to start. You can also input them as seed keywords into your keyword tools.

3. Auditing your competitors. Ranking in the SERPs is all about outdoing the competition. You can audit your competition’s keywords to see which you can use. This is done through competitor analysis tools to help you stake them out for SEO.

Finding keywords is relatively easy, even for small law firms. So it’s not access to these keywords that’s challenging, but selecting the best ones that’ll give you the most ROI.

What Are The Best Types Of Keywords For Your Law Firm?

So, how do you decide which keywords to choose? Here are a few tips:

1. Keywords With The Highest Search Volume Aren’t Always The Best Choice

Keyword selection isn’t limited to the highest search volumes. Your keywords need to be relevant to the content on your page for it to rank well.

Remember, people expect specific answers to their questions. So if you rank for keywords your content doesn’t address, they won’t be satisfied with what they find.

Instead, go for a relevant keyword with decent search volumes. Then, if you really want to rank for the ones with the highest search volumes, you can always make content for those specifically.

2. Don’t Forget Your Local SEO

Rank where your clients are! Your law firm’s target audience depends on the state you practice in. Instead of ranking for global keywords, you can target the SERPs where your services are needed.

More importantly, Google uses geolocations for local searches. So, if someone looks for “law firms near me”, they’ll be given results based on their current location. Optimizing local SEO also means you are visible to nearby clients who might need a lawyer ASAP.

3. Use Long-Tail Keywords

Generally, shorter keywords have higher search volumes. This is because shorter keywords tend to be more general, so more people use them. On the other hand, long-tail keywords are more specific, so the search volumes are a bit lower.

As mentioned, the highest search volume doesn’t mean it’s always the best option. Since long-tail keywords are more specific, they tend to be more relevant to the searches people make.

If someone’s looking for a lawyer, they’re more likely to click on the ones most relevant to them. For example, “los angeles lawyers”, “divorce lawyers california”, and “Texas employment law attorneys” are more pertinent searches that’ll get people exactly what they need.