Everything in law-firm SEO starts with targeting the right search terms – the words your future clients actually type. Get this right and the rest of your SEO has direction; get it wrong and you rank for things nobody searches. Here is how to do keyword research for a law firm.
Think in client language, not legal jargon
Clients search “car accident lawyer”, not “motor vehicle tort counsel”. Start from how a non-lawyer describes their problem.
Target intent, by practice and place
The most valuable terms combine a practice area and a location – “family lawyer in Manchester”, “immigration attorney near me”. These signal a ready-to-act client, which is why local SEO matters so much.
Cover the whole journey
- High-intent: “[practice] lawyer in [city]” – ready to hire.
- Informational: “how long does [process] take” – researching, builds trust.
- Long-tail: specific questions with lower volume but high conversion.
Map each keyword to a dedicated page, and you have the blueprint for your whole site. See how it fits together in our SEO for law firms guide.
This article is part of SEO for Law Firms – our in-depth pillar guide for lawyers.
Read the full guide →Frequently asked questions
How do law firms do keyword research?
Start from how clients describe their problem in plain language, prioritise high-intent terms that combine a practice area and location, and cover informational and long-tail queries too – then map each to a dedicated page.
What are the best keywords for a law firm?
The highest-value keywords combine a practice area and a place – for example “family lawyer in [city]” – because they signal a client ready to instruct a firm.