Mastering Legal Industry Keyword Research and Crafting an Effective Content Strategy

legal industry keyword research

Keywords are the foundation of successful online visibility. In the legal sector, where precision and accuracy are paramount, choosing the right keywords is crucial.

Effective SEO keyword research involves identifying terms and phrases that potential clients are likely to use when seeking legal services. These keywords bridge the gap between the audience’s needs and the law firm’s expertise, driving targeted traffic to the firm’s website.

Identifying Relevant Keywords

SEO keyword research is a pivotal step in creating a successful B2B SEO strategy for a legal firm. It’s essential to uncover the keywords that potential clients are using when searching for legal services.

Here’s a more in-depth look at how to perform keyword research effectively:

1. Start with Brainstorming

Begin by brainstorming a list of keywords that are directly related to your legal niche, practice areas, and the location you serve. Think about the legal services you provide, specific legal terms, and any geographic modifiers that are relevant to your firm.

2. Client-Centric Approach

Put yourself in the shoes of your potential clients. What words or phrases would they use when looking for legal assistance? Consider the questions they might have and the problems they need to solve.

3. Utilise Keyword Research Tools

To gain valuable insights, leverage tools like Google Keyword Planner, SEMrush, Ahrefs, and Moz Keyword Explorer. These tools provide data on search volume, competition level, and related keywords. They help you identify keywords that are worth targeting based on their popularity and relevance.

4. Long-Tail Keywords

There are nine types of keywords needed for SEO. Long-tail keywords consist of longer and more specific phrases. These keywords may have lower search volume but are often easier to rank for and can attract highly targeted traffic. For instance, “divorce attorney specialising in property division” provides more targeted results compared to a generic “divorce attorney.”

5. Local Keywords

If your legal firm serves a specific geographic area, include location-based keywords in your research. For example, “divorce lawyer in Westminster” or “personal injury attorney near me.”

6. Analyse Search Intent

Understand the search intent behind the keywords. Are people searching for information, seeking legal advice, or looking to hire a lawyer? Tailor your content to match their intent according to the B2B marketing funnel.

7. Consider Trends

Stay vigilant about trending topics and legal matters that could capture the attention of your intended audience. This approach enables you to craft content that’s current and pertinent to their needs.

For instance, if there’s a surge in inquiries about prenuptial agreements in London, addressing this trending topic through your content can resonate strongly with your potential clients.

8. Content Mapping

Once you’ve compiled a list of potential keywords through thorough research, the next step is content mapping. This process involves aligning these keywords with specific pages or topics on your legal firm’s website. The aim is to create a roadmap that ensures your chosen keywords seamlessly integrate with the content you intend to develop.

It’s important to strategically distribute your selected keywords across different pages or sections of your website. This prevents keyword cannibalisation (competing pages targeting the same keywords) and ensures comprehensive coverage of your legal offerings.

9. Refine and Prioritise

Review the data from your keyword research tools and prioritise keywords based on factors like search volume, competition, and relevance to your services. It’s important to focus on keywords that strike a balance between being valuable and achievable in terms of ranking.

10. Competitor Analysis:

Study your competitors’ websites to identify keywords they are ranking for. This can give you insights into keywords that might be relevant to your legal firm as well. It can also help you identify and analyse content gaps and opportunities within your content strategy.

By conducting thorough keyword research, you lay the foundation for an effective SEO strategy that targets the right audience with the right keywords. This research empowers you to create content that aligns with what potential clients are looking for, increasing the chances of your firm’s website being discovered by those seeking legal assistance.

Crafting a Comprehensive Content Strategy

Once you’ve established a strong foundation of keywords, it’s time to create a content strategy that aligns with your firm’s goals and resonates with your audience.

1. Quality Over Quantity

Prioritise high-quality content over quantity. Your articles, blog posts, and resources should provide valuable insights and solutions to legal queries, showcasing your expertise.

In terms of Google’s concept of Expertise, Authoritativeness, and Trustworthiness (E-A-T), quality over quantity is highly relevant. In essence, the E-A-T principle reinforces the importance of producing high-quality content that demonstrates your expertise, authority, and trustworthiness in the legal field.

By adhering to E-A-T, you increase the likelihood of your content being recognised by search engines as valuable and relevant. This can ultimately improve your search engine visibility and attract a more engaged audience.

2. Diverse Content Types

Explore different content formats, such as blog posts, infographics, videos, and webinars. Diverse content keeps your audience engaged and caters to different learning preferences.

Here are some examples of different content types within the legal industry:

Blog Posts –allow you to delve into legal topics, share insights, and provide analysis in a written format. For example, you could write a blog post explaining recent changes in tax laws and their implications for businesses.

Or you could address common legal questions and concerns through educational content. For example, “Understanding Child Custody Laws in the UK” or “5 Steps to Choosing the Right Personal Injury Attorney.”

Infographics – visual representations of information. In the legal field, you could create infographics that simplify complex legal processes, such as the steps involved in filing for a trademark or the stages of a court trial. This visual format makes it easier for your audience to understand intricate legal concepts.

Videos – offer a dynamic way to present legal content. You might create videos that feature legal experts discussing common legal issues, giving advice, or explaining legal terminology. For instance, a video could walk viewers through the basics of estate planning or provide tips for handling a personal injury case.

Webinars – are live online seminars that allow you to interact with your audience in real-time. In the legal industry, you could host webinars on topics like employment law updates, landlord-tenant rights, or intellectual property protection. Webinars enable you to address specific questions and concerns from participants.

Case studies – present real-life legal scenarios and how they were resolved. For example, you could write a case study detailing a successful negotiation in a contract dispute, or a family law case that highlights the intricacies of child custody arrangements.

FAQs and Q&A Sessions – this can help address common legal queries. Compile a list of FAQs related to a specific area of law, such as immigration or criminal defence. You could also host live Q&A sessions on social media platforms to directly engage with your audience.

Podcasts – audio-based content that allows you to discuss legal topics in a conversational manner. You could host a podcast series featuring interviews with legal experts, discussions on recent legal developments, or insights into legal career paths.

Whitepapers and Ebooks – these longer-form content types provide in-depth analysis and insights into complex legal issues. For example, you could create a whitepaper discussing the legal considerations for startups or an ebook outlining the basics of contract law.

3. Regular Updates

Consistency is key. Develop an editorial calendar to ensure a steady flow of fresh, relevant content.

Plan Ahead

Plan your content in advance. Research and outline topics for the upcoming weeks or months. This prevents last-minute rushes and ensures consistent quality.


Decide on a realistic publishing frequency. It’s better to start with a manageable frequency and gradually increase it as you streamline your content creation process.

Assign Responsibilities

If your firm has multiple lawyers or legal experts, assign responsibilities for content creation based on their areas of expertise. This ensures a diverse range of insights and perspectives.

Amplifying and Promoting Your Content

Creating exceptional content is only half the battle; promoting it effectively is the other crucial component. Here are some ways in which you can promote you content and broaden its reach.

Social Media

Share your content on social media platforms to engage with your audience and encourage sharing.

Email Marketing

Build an email list and send out newsletters featuring your latest content, legal updates, and relevant news.

Collaborate and Network

Collaborate with other legal professionals, influencers, or businesses to amplify your content’s reach.

Guest Blogging

Contribute guest posts to reputable legal blogs and websites to establish authority and expand your reach.

Monitor and Adjust

Remember, it’s important to regularly monitor the performance of your content. Analyse metrics such as page views, time spent on page, and conversion rates to make data-driven adjustments to your strategy.


In a digitally-driven world, mastering legal industry keyword research and content strategy is not just a choice but a necessity. By understanding the power of keywords, crafting compelling content, and promoting it strategically, you can position your law firm as a thought leader. You can connect with your target audience and foster meaningful client relationships.

The legal industry is evolving, and those who embrace the art of B2B search marketing will not only survive, but thrive in the competitive landscape. By implementing the insights and strategies outlined in this guide, you can navigate the complex world of online marketing with confidence, ensuring your expertise reaches those who need it the most. If you want to find out more about our B2B SEO services, get in touch. Or explore our SEO packages to see the value we can deliver for your business.

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