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Keyword research is the foundation of effective law firm SEO. This guide reveals the highest-value keywords by practice area, teaches you how to evaluate keyword intent, and shows you how to build a keyword strategy that drives qualified consultations.
Understanding Legal Keyword Intent
Not all keywords are created equal. Understanding intent is crucial for targeting keywords that actually drive clients. Proper keyword research is the foundation of any successful law firm SEO strategy.
- Transactional Intent: "hire personal injury lawyer near me" - Ready to take action
- Commercial Intent: "best DUI attorney [city]" - Researching options
- Informational Intent: "what to do after car accident" - Early research stage
- Navigational Intent: "[law firm name] reviews" - Looking for specific firm (build this with a strong review strategy)
Target transactional and commercial intent keywords for direct lead generation. Use informational keywords to build authority and capture early-stage prospects.
High-Value Keywords by Practice Area
Personal Injury Keywords
- "personal injury lawyer near me"
- "car accident attorney [city]"
- "slip and fall lawyer"
- "wrongful death attorney [city]"
- "medical malpractice lawyer near me"
Criminal Defense Keywords
- "criminal defense attorney near me"
- "DUI lawyer [city]"
- "drug crime attorney"
- "assault charges lawyer [city]"
- "felony defense attorney"
Family Law Keywords
- "divorce lawyer near me"
- "child custody attorney [city]"
- "family law attorney"
- "child support lawyer"
- "adoption attorney near me"
Estate Planning Keywords
- "estate planning attorney near me"
- "trust lawyer [city]"
- "probate attorney"
- "will preparation lawyer"
- "elder law attorney near me"
Pro Tip: Always include location modifiers in your keyword targeting. "Personal injury lawyer [city]" converts better than generic terms because it signals local intent. Learn more in our ultimate SEO guide.
Long-Tail Keyword Opportunities
Long-tail keywords are longer, more specific phrases that often have lower competition and higher conversion rates. These keywords work especially well in content marketing campaigns:
- "how much does a divorce lawyer cost in [state]"
- "can I sue for wrongful termination in [state]"
- "what to do if I'm arrested for DUI"
- "how long do I have to file a personal injury claim"
- "do I need a lawyer for a car accident"
Building Your Keyword Strategy
Step 1: Identify Core Practice Areas
Start with your primary services and create keyword clusters around each.
Step 2: Add Location Modifiers
Include city, county, and regional variations for local targeting.
Step 3: Map Intent to Content
Match keywords to appropriate content types and calls-to-action. For comprehensive implementation steps, follow our Law Firm SEO Playbook.
Step 4: Prioritize by Value
Focus on keywords with the best combination of volume, intent, and competition. High-intent transactional keywords are ideal for PPC campaigns, while informational keywords drive organic traffic.
