How to Determine Keywords for Your Legal Business

Justlegal Marketing LLC

A legal business relies on a constant supply of cases to keep expanding, accumulating respect and renown. A fundamental pillar of this constant supply, especially for smaller firms or those legal businesses that are new to the sector, is the marketing strategy that you choose to put into play.

Digital marketing is big business in the modern era, and to enhance your find-ability in online searches, you’re going to need to hone your keywords from the very beginning. This article looks at how you’ll be able to determine and refine the keywords that draws business to your firm.

The Importance of Keywords

Keywords are those words or short phrases that connected the internet searching consumer to your company, through a search engine like Google. The more on-point your keywords, the more likely that someone searching for a firm just like yours will find it on the first page of Google’s search results, leading them directly onto your web-page.

As such, the keywords that you deploy to advertise and promote your law business need to be tailored towards what the public is searching, and what it is that you’re offering. Google is a magnificent platform for linking up services with people who desire those services – you just need to play the game with Google’s algorithm to ensure you’re standing the best chance of appearing in that all-important top page of Google results. Here’s how you’ll do it.

Where Keywords Go

After reading through this article, you’ll have decided upon a number of keywords to use that best represent your law business.

But where exactly are you going to use them – and how are they best deployed?

Put simply, your keywords are inserted into any written material that you publish digitally on your law firm website, through your social media channels, or on your company’s blog. The best way to double down on these keywords is to constantly publish material, usually on a blog, relating to your company.

It’s important that you don’t overuse keywords, however. Both because it makes for clunky reading, and because Google’s algorithms can sense when you’re cramming in repeated references in the form of keywords. Mentioning your main five keywords once in an article should be enough.

Your Brand

The first element of your findability to consider is your brand. You’ll have a brand name and, perhaps, and acronym that serves as shorthand for your name. You may well have a company motto or mission that sums up your company values. In any case, all of the words and phrases associated with your brand are your first chosen keywords – they’ll appear across your company’s material, whether it’s digital or printed.

Your brand is also a key cornerstone in your choice of keywords that’ll help draw more business to your legal firm. Your identity – what your firm specializes in – is what you need to consider here. Get thinking about the following aspects of your company:

  • Which customers are you most looking to serve?
  • What cases are you most adept at fighting?
  • What advice are you most-commonly approached for?
  • Where are you able to offer your services?
  • What’s your USP as a firm?

The answers to these general questions will help direct you towards some of the more important keywords that’ll link you with the custom that you’re most looking for.


The areas that you serve – whether your services extend across a city, a state, a country or across the world – are important when it comes to your keywords. If you’re offering legal advice in California, there is little use in your company being shown to prospective customers over in Minnesota. You want visitors to your lawyers website to trust that they can engage with you locally.

Therefore, you have to imagine a customer looking for legal advice in California. They are likely to search with ‘California’ as one of their search terms. That makes it a hugely important keyword for you, and something that you should use in all your marketing material for you to capture a portion of the market that is based in your location.

Your Unique Services

The public doesn’t tend to know a great deal about the world of law. As such, they’re not going to be searching Google with complex jargon and legalese related to their specific case – they’re more likely looking for the service that fits their needs.

An individual on a low budget is likely to search for ‘cheap’ as a keyword. Someone in a rush will specify that they’re looking for a quick turnaround. Someone interested in getting the best legal professionals in their area will likewise search with that sentiment in mind. Whatever your business’s USP, ensure that it’s front and center of your marketing, epitomized in your choice of keywords.

Google Analytics

Your keywords are not static. Once you’ve selected some that you feel are perfectly suited to both your own company profile and the profile of the customers you’re looking for, you’ll begin publishing material containing those keywords.

But you may find that certain keywords draw more business than others – or that other keywords are redundant and irrelevant. You can discover this by using Google’s analytics software, which helps you see the data behind the searches that reach you through to your website.

It might be that you choose to run a kind of test. This is the domain of marketing professionals, though this particular refinement process is possible to conduct on your own. You want to know which keywords are better: ‘legal firm’ or ‘law business.’ You run articles with both keywords in, and you see which is most read (and thus most found) on the internet.

The insights provided by Google Analytics help companies further refine their keywords, creating the best possible set of written schemas that help their customers find their website in the murky depths of the world wide web.

This article aims to introduce your legal business to the world of keywords and Google search algorithms. With the knowledge gleaned above, it’s time to do some chin-scratching self-reflection in order to select your firm’s most fundamental selling points, translating those into the keywords that you’ll deploy in your digital content to draw in a wider pool of customers.


by | Mar 25, 2019 | Digital Marketing


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