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SEO Keyword Research Tips for Solicitors, Lawyers and Law Firms


Keyword Research for Solicitors, Lawyers and Law Firms


Moore-Wilson’s SEO team have a long track record of providing great SEO for solicitors and law firms in the UK.  We have increased the organic reach of a wide range of law firms in a variety of niches and location. Below we have listed the basics processes you need to consider when starting your keyword research for solicitors and law firms.


Why the Right Keywords Matter


Good rankings within the search engine results are key to driving new business for solicitors and law firms. It is vital that your website is found in those top results as only 5% of searches go beyond the first page. If your website is not on the front page of the results then your website is not working well for you as a marketing tool or as a way to drive new business leads.


The selection of the correct keywords for any SEO campaign is central to the success of driving leads that could convert into new business. You need to think about the areas of expertise within the firm, you’re local and national reputation, any individuals whose names that generate good search volume and any niche areas that you practice in.


Start with a Big List


Start with the biggest list of keywords that you can compile. Get each department within the firm to draw up lists and then crunch these through some keyword tools. There are a number of tools you can use including the Google Adwords Tool (although you now need a Google Adwords Account to use it), Ubersuggest and WordTracker. 


Use Google Suggest


It is also worth looking at the related terms that are suggested by Google when a search term is typed into Google (known as Google Suggest). You will also find the related searches at the bottom of the page copy.


Audit your Competitors


Auditing the title tags and page copy of your direct competitors can uncover keywords stems that you might have missed. You can run competitor sites through software to pull out the meta titles and description (Screaming Frog SEO is our favourite). You should add these to the big list of keywords.


Don’t Get Blinded by the Big Numbers


Don’t get blinded by the numbers for generalist searches such as “divorce solicitors” or “housing solicitors”; the number might be high but the likelihood of ranking nationally for the term and converting visits for that term from remote geographical locations is low.


Use Your Geographical Locations


We would recommend using your geographical locations in your research and looking beyond headline terms such as “Solicitors Cambridge” to searches more focused on practice areas such as “divorce solicitors London” or “housing solicitors London”. The more targeted the location and practice area is, the more likely a visit is going to convert into an enquiry.


Do you keep data on the geographical location of your new clients? This type of data can really help to inform an SEO campaign and your keyword research.


Experience has shown us that geographical locations are key to conversion rates. Although legal services can be sold remotely to any location data from SEO campaigns for private client work has highlighted that the conversion rate is much higher on locally based search visits.


Don’t Disregard Informational Searches


Don’t disregard informational based searches. Do your solicitors get asked the same basic questions by the majority of new clients? If so then these questions should be examined and turned into website content and search phrases. If solicitors are being asked the questions you can be sure that people are asking search engines the same things.


Use Google’s Knowledge Graph


You should look at the Google Knowledge Graph results and related searches to get an idea of the related language and topics that Google associates with information searches.


You can divide your keywords into services level queries (e.g. “solicitors Bath”, “trust solicitors Bristol”), informational searches (“what are the ground for divorce”, “can I contest a will”) and branded searches (your law firm name, head partners name + “solicitor”.


It is said that around 20% of searches every day are new to the Google index so your keyword research needs to be revised so that it reflects changes in the law, user behaviour and any changes to the way in which Google delivers search results.


Once you have a list of keywords you wish to target you can move onto the next stages of the process.


If you need advice on advanced keyword research or any other aspects of SEO please contact the Search Team at Moore-Wilson.


Call us on 01722 335105, email or fill in a contact us form.


If you’d like to find out about the services that Moore-Wilson provides, please click here, or contact us to discuss an upcoming digital project.