5 min read
Updated: November 09, 2021

Must-Read Guide on How to Choose the Right Keywords for a Law Firm Website

Targeting the right keywords can make or break your law firm’s SEO efforts. The first step in compiling a list of keywords is keyword research.

What is Keyword Research?

Keyword research is the process of identifying the proper terms and search queries that your target audience is entering into Google.

This process is important in understanding how consumers are searching for information related to your practice. As a law firm, understanding how people are searching and the volume at which they are doing so can increase brand visibility and result in additional conversions.

<span style=Attract more leads to your law firm“>
Attract more leads to your law firm

Talk to legal marketing experts

Where Are Keywords Used?

Whether you realize it or not, keywords are utilized across many digital marketing efforts. They play a role in PPC campaigns, website content, SEO results, content marketing, and many more avenues to help consumers find your practice.

lawyer near me keywords

Why Is It Important to Use the Right Keywords on Your Legal Website?

Keyword research works simultaneously with your law firm’s efforts to attract the right audience and increase brand visibility. Accurate keyword research increases your chances of prospective clients getting in touch with you through your digital marketing strategy.

Your law firm may be doing a great job creating high-quality content, but if no one is reading it, it’s wasted time (and money). Once you have the right keywords for your legal website, you have a better chance of gaining valuable leads.

The Right & Wrong Keywords for Lawyers

It’s important that you complete research to determine what are the right keywords for your legal practice and what keywords aren’t as effective.

For example, if you are a law firm that focuses on criminal defense in the Toronto area, here are some keywords to consider.

Right Keywords Wrong Keywords
Criminal defense lawyer What does a criminal defense lawyer do?
Criminal defense lawyer near me Criminal defense lawyer salary
Criminal defense lawyer Perth Criminal defense lawyer jobs
Toronto criminal defense lawyer
Ottawa criminal defense lawyer

The Best Tools to Find Keywords for Lawyers

Once you have identified a general list of keywords, you can use the right tools for keyword research to help narrow down your list.


Ahrefs is a paid tool that combines both keyword research features and competitive analyses. It features a keyword explorer to help your law firm find out what terms have the highest search volume and provides helpful direction when building your keyword list.

ahrefs keyword research tool

Keyword Planner

Google’s Keyword Planner is beneficial simply because Google has access to invaluable data that can drive the keywords you choose. This is a great platform for beginners and can help you understand the basics of choosing the right keywords.

google keyword planner research tool

Answer the Public

This platform dives into interrogatives (who, what, when, where, why) and prepositions (with, for, of, etc.) to help generate relevant keywords.

answer the public keyword research tool


With the right targeted keywords, your law firm can generate more business than you thought was ever possible. If you need assistance defining what keywords will make the most impact for your business, Comrade Web Agency is a phone call away.

Want to speak with an expert?
Want to speak with an expert?
Call us at (312) 265-0580

Our digital marketing experts can help you explore different options and make sure you have the right keywords for your legal website. Contact us for a free consultation.

Frequently Asked Questions

What is the best way to choose the right keywords for my law practice website?

The best way to choose the right keywords for your law firm website is to follow these 4 simple steps: 1. Begin your keyword collection process with keyword research. 2. Look for your competitors and see which keywords they rank for. 3. Think about the search intent, and make sure your law website content is relevant to the terms people search for. 4. Use each keyword on a specific page on your law website.

How many keywords should I use on one page of my law firm website?

There are pages with a singular focus answering only one search query, so, obviously, each page on your law website should rank for one keyword at the very least. However, it is more likely that you will want to target two or three keywords per page, even if they are just close variations. Targeting more than four keywords seems a bit crowded and is not recommended.

How do I know that the law firm keywords I collect are good?

First of all, you should understand the types of keywords. There are 3 of them: head keywords, body keywords, and long-tail keywords. Head keywords usually consist of 1-2 words and have a high search volume which means such keywords will be too competitive to rank for. Body keywords are 2-3 word phrases with a decent search volume and a moderate competition rate. Long-tail keywords are phrases consisting of four and more words. They have a low search volume but are least competitive and considered to be the best to target.

I hope you enjoy reading this blog post.

If you would like to discuss your project, reach out to our specialists.

discuss your project
About the Author
Stan Bogdashin
Stan co-founded Comrade Digital Marketing and serves as its marketing strategist and IT expert recruiter.
Rate this article!
Share this article
Increasing Lead Flow

Ready to start your project?

Get in touch with us to discuss your specific objectives and the best, tailored-made strategy to reach and surpass them.
Contact US
Thank You For Your Interest!
One of our specialist will be in contact with you shortly.
Before you go, we would love to get additional information to help us better understand how we can serve you best. Please fill out this four question survey.