Get Seen: How to Choose the Right Keywords for Your Law Firm

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When it comes to marketing a law firm, one of the most important things to consider is your SEO strategy. After all, if potential clients can't find you online, they're not going to be able to hire you. But how do you ensure your law firm's website comes up in search engines?

The answer is keywords. Keywords are the words and phrases that people use when they're searching for something online. And if you want your law firm to be found online, you need to make sure you're using the right keywords. But how do you know which keywords are right for your firm?

Here are seven tips to help you choose the best keywords for your law firm's SEO:

1. Identify Your Target Audience

The first step in choosing the right keywords for your law firm's SEO is to identify your target audience. Who are you trying to reach with your website? Who is your ideal client? Once you know who you're trying to reach, you can start to think about the keywords they're likely to use when they're searching for a law firm like yours.

2. Consider Your Practice Areas

Another important factor to consider when choosing keywords for your law firm's SEO is your practice areas. What type of law does your firm practice? What are the areas of law you're most knowledgeable about? When potential clients are searching for a law firm, they're likely to use keywords related to the type of law they need help with. So, if you want to be found for those keywords, you need to make sure your website is optimized for them.

3. Think Like Your Target Audience

Once you know who your target audience is and what type of law they need help with, it's time to start thinking like them. What keywords would they use when they're searching for a law firm like yours? What terms would they use to describe the type of law you practice? When you start thinking like your target audience, you'll be able to come up with a list of keywords that are more likely to be used by potential clients.

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4. Use Keyword Research Tools

Once you have a list of potential keywords, it's time to start using keyword research tools. There are a number of different tools you can use to research keywords, including Google AdWords Keyword Planner and Moz Keyword Explorer. These tools will help you to understand how popular a keyword is and how difficult it would be to rank for that keyword.

5. Use Long-Tail Keywords

Long-tail keywords are more specific and less common than short-tail keywords. For example, a short-tail keyword might be "divorce lawyer." A long-tail keyword might be "divorce lawyer in Los Angeles." Long-tail keywords are often less competitive and easier to rank for than short-tail keywords.

6. Consider Keyword Difficulty

When you are researching keywords, you should also consider keyword difficulty. Keyword difficulty is a measure of how difficult it would be to rank for a particular keyword. The higher the keyword difficulty, the more difficult it would be to rank for that keyword. You can use keyword difficulty tools, such as Moz Keyword Explorer, to research the difficulty of a keyword.

7. Assess Keyword Intent

When you are choosing keywords, you should also consider keyword intent. Keyword intent is the purpose behind a search query. There are four main types of keyword intent:

  • Informational: The searcher is looking for information about a topic.

  • Navigational: The searcher is looking for a specific website.

  • Transactional: The searcher is looking to buy something.

  • Commercial: The searcher is looking to compare products or prices.

You should try to choose keywords with transactional or commercial intent, as these are the keywords that are most likely to result in a conversion.


Choosing the right keywords for your law firm's SEO can be a challenging and time-consuming task. However, it is a necessary step to ensure that your website appears at the top of search engine results pages. There are a variety of tools and resources available to help you research and select the most effective keywords for your law firm. Once you have chosen the right keywords, you can begin optimizing your website and content to rank higher in search engine results.

Come to us for a digital marketing agency in Langley that will help you make your mark as a brand on the online space. Trust our specialists to create a strategy that will connect with your audience, and earn you leads and conversions. Contact us today!

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