Legal Marketing Blog

How to Find the Best Keywords for Your Law Firm SEO Strategy

Are you struggling to find the perfect keywords for your law firm website? Search engine optimization can be intimidating even for the most seasoned defense team. 


While 86% of law firms say they have a website, only 30% said they have a blog. Are you part of the 56% of law firms that have a website without a blog? Not sure where to start?



Don't worry, we've got you covered. We'll start with the basics of law firm SEO best practices and then show you how your blog can help you attract your next clients.

Don’t struggle anymore and stop guessing what keywords you want to rank for. Your website can be a gold mine when it comes to new leads and new clients.


But only if it’s working for you to find the perfect client. And this is where finding the best keywords to rank for becomes imperative to your marketing plan.


Basics of Law Firm SEO

When you think of SEO you might begin to think about complex algorithms that you don’t have time to figure out. But the basics of law firm SEO can be boiled down to include these three cornerstones of content marketing:

  • Competitive analysis

  • Choosing your keywords

  • Building backlinks 

These three steps will help you build a quality content strategy that helps your law firm get found by your next client.


Look at what other firms are writing about and find the keywords they are already ranking for. Then do your own research to find similar keywords and write exceptional content about those keywords. The name of the game isn’t to stuff keywords into articles but to write helpful articles that naturally incorporate your focus keyword.


As you look at your competitor’s blogs, make note of their article quality, and then create a plan to create better content so you can begin to outrank them. By doing this you will signal to the Search Engine Results Pages (SERPs) that you have written quality content that others appreciate.


The name of the game isn’t to stuff keywords into articles but to write helpful articles that naturally incorporate your focus keyword.

Find the Perfect Law Firm Keywords

Keyword research will be the backbone of your SEO strategy. Don’t try to reinvent the wheel, use the information available to you to create the best plan of attack for your content. 


Here are the five steps to keywords research. You can find this information by doing a search using your favorite SEO tools such as Ahrefs, Moz, SEMrush, or Ubersuggest. 

  1. Look at successful law firms in your practice area and analyze what they’re writing about.

  2. Use that information to look for the perfect low-hanging fruit keywords that your website can rank for.

  3. You are looking for terms that have a lower keyword difficulty and yet also have a decent search volume each month.

  4. Then find 3-5 secondary keywords with similar low difficulty and yet high search volume to sprinkle throughout your content.

  5. To fully optimize your website, you'll want to use your focus keyword in your introduction, in one of your subheads, at least once every 500 words throughout your text, and finally again in your conclusion.

Your blog is your perfect billboard to advertise and promote your legal expertise. You can use it to its full advantage to establish authority and answer your clients’ questions.

Highlight this information with quality content so you can begin to rank on Google. Once you have your content published you will then need to focus on building backlinks.


Improve SEO With Backlinks

Your next job in building a highly-ranking website is to write content for other websites. Your off-page SEO is just as important as your on-page SEO. And backlinks are still the name of the game when it comes to optimization.


However, you can’t buy links in directories and expect to rank. You need to go where your client is and answer their questions. 


Again, what focus keywords do you want to rank for? Write guest posts for other websites and use those keywords. Including a natural link in your article back to your website is the best “white hat” method to get backlinks today. 


And again, the best way to know where to guest post and what keywords to write about, you need to know your ideal future clients and how you can help them.



Find the Keywords That Will Get Your Content Ranked

Search engine optimization for law firms can be a daunting task to undertake. But when you keep your clients at the front of your research, you will find the perfect keywords to rank for.


Your law firm SEO plan should include both website design as well as content creation. Low-hanging keywords can be the cornerstone of your content marketing plan and help you get ranked in Google.


Use these tips to find the keywords that will guide your content editorial calendar to create amazing content your potential clients are searching for.


If you’re still struggling to find the right keywords for your website content, then we would love to help you put together a winning marketing plan. We can help you outrank your competition and get found by your next big client.


Stop throwing spaghetti at the wall with your content marketing. Let us put together a content marketing strategy that will generate more traffic and bring you more leads every day.


Reach out to us today so we can talk about your specific marketing needs and show you how we can help you automate your lead generation with a winning website.

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We're happy to build out custom plans for our clients, ensuring you have the marketing support you need for virtually any marketing budget.

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