When you type “best lawyer near me,” do you wonder how the results were chosen? It all comes down to keywords. These little words and phrases hold immense power in the online world. In this guide, we’ll break down the best keywords for lawyers, so you can understand how to use them to your advantage.

Keyword Research 101

Keyword research involves discovering the specific words and phrases (keywords) that people type into search engines when they need legal help. If you don’t know what they’re searching for, you won’t appear in those results.

Short-Tail vs. Long-Tail Keywords

There are two main types of keywords: short-tail and long-tail. Short-tail keywords are broad terms, such as “lawyer,” “attorney,” or “legal help.” These terms get a high volume of searches, but they also come with a lot of competition from other law firms.

Long-tail keywords are more specific phrases, like “personal injury attorney in Chicago” or “DUI lawyer near me.” Fewer people search for these terms, but they are much more likely to hire a lawyer because they know exactly what they need.

The Challenge of Keyword Difficulty

Keyword difficulty means how hard it is to rank for a particular keyword. High-difficulty keywords have a lot of competition, while low-difficulty ones are easier to rank for. The best strategy is to use a mix of both. You can get some early wins with less competitive keywords and then build your authority over time to rank for those more sought-after terms.

Keyword Research for Lawyers

Luckily, there are tools available to help you with keyword research. Google Keyword Planner is a free tool that gives you insights into search volume and competition.

Paid tools like Diib provide more in-depth data, including related keywords, keyword difficulty scores, and even what your competitors are targeting.

Don’t forget about your website data. Google Search Console can show you which keywords are already bringing people to your site, offering valuable clues for optimization.

Dominate Your Geographic Market Using Local SEO

When someone needs a lawyer, they often want one nearby. Local SEO makes your website visible in search results when people search for legal services in your city or neighborhood.

Location-Based Keywords

Location-based keywords are phrases like “personal injury attorney in Los Angeles” or “DUI lawyer near me.” These phrases show search engines that you are relevant to people searching in a particular area. Even more specific keywords, like “lawyers in Brooklyn” or “attorneys in Beverly Hills,” can be very effective for smaller firms.

Google My Business Profile

Claim and optimize your profile with accurate information, including your firm’s name, address, and phone number. This not only helps with local SEO but also helps potential clients find and contact you.

Local Citations

Local citations are online mentions of your firm’s name, address, and phone number. Consistent citations across online directories, such as Avvo, FindLaw, and Justia, build trust and boost your local search rankings.

Content with a Local Touch

Finally, customize your content to your location. Write blog posts or articles about local legal issues or recent case wins in your area. This demonstrates your expertise and attracts potential clients.

For instance, a California-based firm might write about “New California DUI Laws” or “How to File a Personal Injury Claim in Los Angeles.” This not only helps with SEO, but it also positions you as a local expert.

Turn Keywords into Client Conversations

So, you’ve researched and identified those golden keywords. Now, it’s time to create content that resonates with potential clients and search engines. Provide valuable information that addresses the questions and concerns of your potential clients.

Answer Your Clients’ Questions Through Content

Think about the common questions your clients ask you. Can you create a blog post or video that answers those questions? For instance, if you specialize in personal injury law, you might write an article on “What to Do After a Car Accident” or “How to File a Personal Injury Claim.” This kind of content shows your expertise and naturally incorporates relevant keywords.

Optimize Your Content for Search Engines

Title tags act as headlines for your web pages. They tell search engines and users what the page is about. Keep them short, engaging, and include your target keyword. Meta descriptions are summaries of your pages that appear in search results. They should be enticing enough for people to click on your link.

Don’t forget about header tags. These help organize your content and make it easier for people and search engines to understand. Using keywords in your headers is a great way to signal to search engines what your content is about.

Best Keywords for Lawyers by Practice Area

Personal Injury Keywords

If personal injury law is your specialty, consider these keywords:

• personal injury lawyer
• car accident lawyer
• medical malpractice lawyer
• slip and fall lawyer

People use these terms when they’ve been injured and need legal help.

Family Law Keywords

For family law attorneys, keywords like:

• divorce lawyer
• child custody attorney
• spousal support attorney

People often search for these terms during difficult times in their lives.

Criminal Law Keywords

If you practice criminal law, use keywords like:

• DUI lawyer
• criminal defense attorney
• drug crime lawyer

These terms help people find you when they’ve been charged with a crime.

More Keywords for Your Practice

This is just the tip of the iceberg when it comes to the best keywords for lawyers. If your practice areas include bankruptcy, immigration, estate planning, business law, real estate law, tax law, or employment law, brainstorm the questions and problems your clients face. This will help you identify the most effective keywords for your firm.

Are Your Keywords Working?

You’ve done the keyword research, optimized your website, and crafted great content. Now, it’s time to see if your efforts are paying off.

Use Google Analytics and Search Console

Google Analytics tracks your website traffic, showing you how many people visit your site, which pages they view, and how long they stay. Meanwhile, Google Search Console gives you insights into your keyword performance. It shows which keywords bring in the most traffic and how you rank for those keywords in search results.

Use Data to Improve Your SEO Strategy

By analyzing this data, you can identify which keywords are working well and which need improvement. For example, if “car accident attorney in Los Angeles” brings in a lot of traffic, you know it’s a good keyword to focus on. But, if “best attorneys near me” isn’t performing well, you might need to adjust your content or target a different keyword.

Implement These Keyword Strategies Now

Find the best keywords for attorneys in your practice area, optimize your website and content, and track your progress. If you need a helping hand, Diib offers tools and services to accelerate your results. Tailor your keyword strategy to your specific practice areas and target audience, and watch your website become a magnet for the right kind of cases.