SEO Keywords for Lawyers

How to Choose the Best Legal Keywords for Your Firm

Before you begin adding every law-related phrase to your website, take a step back and ask yourself an important question.

Who Is Your Ideal Client?

Do you primarily represent individuals seeking personal injury settlements? Are you focused on family law cases such as divorce or child custody? Do you handle criminal defense, estate planning, or business law for local companies? Each type of client uses different search terms, and understanding their intent is essential.

For example:

• A car accident victim may search “personal injury lawyer near me”

• A couple preparing for divorce might type “divorce attorney [City]”

• A business owner could Google “contract lawyer for small business [City]”

By identifying the specific needs, pain points, and search behaviors of your audience, you can choose keywords that connect directly with the clients you want to attract.

Start With Your Core Practice Areas

Begin by focusing on the services that bring the most value and demand for your firm. These terms typically have strong search volume and can serve as the backbone of your homepage, practice area pages, and advertising campaigns. For example:

• Criminal defense lawyer [City]

• Family law attorney near me

• Estate planning lawyer [City]

• Personal injury lawyer consultation

Once you have identified your main practice keywords, use like Google Keyword Planner, Ahrefs, or SEMrush to find related terms with high traffic potential and manageable competition.

Research Your Competitors

Look at other law firms in your city that consistently rank well in Google searches. Which keywords appear in their page titles, headings, or blog content? With SEO tools, you can uncover which terms are driving the most traffic to their websites. This competitor analysis helps you identify opportunities to strengthen your own keyword strategy and target gaps where other firms may be underperforming.

Prioritize Long-Tail Keywords

More than 90 percent of all Google searches are long-tail keywords. These longer, more specific search terms may not generate as much traffic individually, but they often attract potential clients who are ready to take action. Some examples include:

• How much does a divorce lawyer cost in [City]

• Best personal injury lawyer for car accidents near me

• Do I need a lawyer to create a living trust

Long-tail keywords are especially valuable for blog posts, FAQ pages, and dedicated landing pages. They align closely with client intent, improve your chances of ranking in competitive markets, and bring in high-quality leads who are actively searching for your services.

Ready to Improve Your Search Visibility Online? Get Your Free SEO Report!

Each report is hand-crafted by a team member at MarketKeep and comes with a customized video that walks you through your report visually. That way we can help you understand how your business is performing online, and what you can do better in order to connect with your customers in the moments that matter to them.

The Best SEO Keywords for Lawyers By Category

Organizing your keywords into categories makes it easier to plan your website content, blog posts, and ad campaigns. With the right structure, you can target both broad audiences and highly specific legal needs.

General Lawyer Keywords

These are your high-volume, go-to terms. They work best on your homepage, main practice area pages, and Google Ads campaigns. They capture broad search intent from individuals and businesses looking for legal representation.

• lawyer near me

• best lawyer in [City]

• local attorney

• legal services near me

• affordable lawyer consultation

• top rated law firm

• full service law office

• experienced attorney [City]

Local SEO Keywords (Insert Your City or Towns You Want to Serve)

Local keywords help your law firm appear when people in your area search for nearby attorneys. They are ideal for city-specific service pages, blog posts, and Google Business Profile optimization.

• personal injury lawyer in [City Name]

• divorce attorney [City Name]

• criminal defense lawyer near [City or Neighborhood]

• estate planning lawyer in [City]

• immigration attorney [City Name]

• best family lawyer in [Your Area]

Practice Area Keywords

These keywords focus on specific areas of law, making them perfect for targeted landing pages, blog content, or paid search ads.

• car accident lawyer near me

• divorce and child custody lawyer

• business contract attorney

• medical malpractice lawyer [City]

• real estate closing attorney

• bankruptcy lawyer consultation

• DUI lawyer [City]

• employment discrimination attorney

Emergency & Urgent Legal Keywords

Some legal matters cannot wait. These keywords target clients with urgent needs and are excellent for PPC campaigns, homepage highlights, or call-to-action sections.

• emergency lawyer near me

• arrested need a lawyer fast

• restraining order attorney now

• bail hearing lawyer [City Name]

• urgent child custody lawyer

Commercial & Business Law Keywords

If your firm serves businesses, these terms help connect you with entrepreneurs, corporations, and professionals who need legal guidance.

• business lawyer [City]

• corporate law firm near me

• contract review attorney

• intellectual property lawyer [City]

• small business lawyer consultation

• employment law attorney for businesses

Long-Tail Keywords for Blog or FAQ Strategy

Long-tail keywords may have lower search volume, but they indicate strong client intent. They are perfect for blogs, FAQs, and informational landing pages.

• how much does a divorce lawyer cost in [City]

• what to do after a car accident legally

• do I need a lawyer to write a will

• how to find the best criminal defense lawyer

• questions to ask an attorney before hiring

• what happens if I do not have a lawyer in court

Ready to Improve Your Search Visibility Online? Get Your Free SEO Report!

Each report is hand-crafted by a team member at MarketKeep and comes with a customized video that walks you through your report visually. That way we can help you understand how your business is performing online, and what you can do better in order to connect with your customers in the moments that matter to them.

Ready to Improve Your Search Visibility Online? Get Your Free SEO Report!

Each report is hand-crafted by a team member at MarketKeep and comes with a customized video that walks you through your report visually. That way we can help you understand how your business is performing online, and what you can do better in order to connect with your customers in the moments that matter to them.

On-Page SEO for Lawyers

Make your website easy for Google to understand while at the same time hard for potential clients to ignore.

On-page SEO is the process of optimizing your law firm’s website so that it ranks well in search results while also creating a seamless experience for visitors. When your site loads quickly, communicates clearly, and uses the right legal keywords, Google is more likely to trust it and recommend it to people searching for an attorney.

Where to Use SEO Keywords for Maximum Impact

To get the most out of your chosen keywords, place them strategically in the areas where both search engines and potential clients pay the most attention:

• Page Titles: Use clear, location-based phrases like Personal Injury Lawyer in [City] | [Your Law Firm Name]

• Meta Descriptions: Write concise summaries with strong keywords, such as Injured in an accident? Speak with a trusted personal injury lawyer in [City]. Call today for a free consultation.

• Headings (H1, H2, and H3): Use natural, keyword-rich headlines like Divorce and Family Law Attorney in [City] or Trusted Criminal Defense Lawyer Near You

• Body Content: Include your keywords where they naturally fit. Avoid keyword stuffing and instead write in a way that clearly matches what clients are searching for.

• URLs: Use clean, keyword-friendly URLs like /criminal-defense-lawyer-[city]

Create Dedicated Pages for Each Legal Service

Do not rely on a single page to list every service. Instead, create individual pages for each major practice area. This not only improves SEO but also builds trust with potential clients and allows your firm to rank for more specific searches.

Examples include:

• Personal Injury Representation

• Divorce and Family Law Services

• Criminal Defense Lawyer in [City]

• Estate Planning and Wills

• Business and Contract Law

Each page should focus on one practice area, include location-based keywords where relevant, and feature clear calls to action such as “Schedule a Free Consultation” or “Contact Our Office Today.”

Improve Your Site Speed and Mobile Experience

Many clients search for legal help on their phones, often during stressful or urgent situations. Your website must be fast, mobile-responsive, and easy to navigate.

Use tools like Google PageSpeed Insights or GTmetrix to test performance. Your site should:

• Load quickly on mobile and desktop
• Be simple to navigate on smartphones
• Include visible call-to-action buttons like Call Now or Request a Consultation

Add Schema Markup to Your Site

Schema markup helps Google better understand your firm, the services you provide, your office location, and how to contact you. Adding Local Business Schema or Attorney Schema can improve how your site appears in search results and increase visibility.

Use Google’s Structured Data Markup Helper to set this up. Include details such as:

• Business name

• Address and service areas

• Hours of operation

• Practice areas (e.g., personal injury, family law, criminal defense)

Optimize Your Images for SEO

Photos on a law firm website can build trust, whether they are professional headshots of attorneys, images of your office, or community involvement photos. Optimizing these images also strengthens SEO.

Make sure every image:

• Is compressed to load quickly

• Has a descriptive filename (e.g., divorce-lawyer-rockville.jpg)

• Includes keyword-rich alt text (e.g., Divorce attorney serving Rockville, Maryland clients)

This not only improves rankings but also enhances accessibility and increases the chance of your images appearing in Google search results.

Off-Page SEO for Lawyers

Build trust, increase visibility, and strengthen your law firm’s online reputation.

Off-page SEO includes everything you do outside of your website to improve rankings and authority. The more respected websites that link back to your site, and the more often your firm is mentioned across the internet, the more confident Google becomes in recommending your services to potential clients.

Ways to Strengthen Off-Page SEO

Earn High-Quality Backlinks

Backlinks act like referrals from other websites. When credible sources link to your law firm’s site, it signals trust to search engines and can significantly improve your visibility.

• Submit your firm to legal directories such as Avvo, FindLaw, Justia, and your local Bar Association website

• Reach out to local news outlets, blogs, or legal publications and offer guest articles, press releases, or expert commentary on legal topics

• Get listed in niche-specific sites such as law forums, professional associations, or nonprofit organizations where you contribute time or expertise

Promote Content on Social Media

Social media is a powerful way to extend your reach, drive traffic to your website, and attract natural links.

• Share attorney insights, legal guides, client success stories, or community involvement updates

• Post informative blog articles such as “What to Do After a Car Accident in [City]” or “How to Prepare for Divorce Mediation”

• Use location-based hashtags like #BaltimoreLawyer or #FamilyAttorneyNYC to connect with people in your area

• Engage with followers by answering questions, highlighting testimonials, and encouraging referrals

Connect with the Local Community Online

Local involvement can lead to meaningful online connections and backlinks.

• Sponsor local events, charity drives, or community initiatives and request a link on the event’s website

• Join local business associations, networking groups, or Chambers of Commerce that maintain member directories

• Partner with realtors, accountants, or financial advisors who often link to trusted legal partners on their websites

Ask for Links from Satisfied Clients and Professional Partners

If you work with referral partners such as doctors, real estate agents, or other attorneys, ask them to list your firm on their websites. Happy clients who maintain blogs or business pages may also be willing to share their positive experience with a link back to your site. These connections build credibility and trust while boosting your backlink profile.

Track and Maintain Your Backlink Profile

Monitoring your backlinks is critical for maintaining quality and avoiding penalties.

• Use SEO tools like Ahrefs, Moz, or SEMrush to track new and lost backlinks

• Regularly review the authority of websites linking to you

• If you find harmful or spammy links, disavow them in Google Search Console to protect your rankings

Pro Tip: Tie It All Together With Google Analytics 

Knowing which SEO keywords to target for your law firm is only the beginning. To truly maximize your SEO strategy, you need to measure what is working and where adjustments are needed. This is where Google Analytics becomes one of the most powerful tools in your digital marketing toolkit.

Track Your Performance by Monitoring

• Which keywords are driving traffic: Use Google Analytics and Google Search Console to see which legal search terms are bringing visitors to your site. Are people finding you by searching “personal injury lawyer in [City],” “divorce attorney near me,” or “criminal defense lawyer [City]”? These insights reveal which services are most in demand and which practice areas are generating the strongest interest.

• Which pages are performing best: Review your service pages, blog posts, and location-specific landing pages to identify which ones are attracting the most visitors. This information helps you understand where clients are engaging most with your content. For example, if your family law page consistently receives high traffic, you could expand with additional resources such as guides to child custody, divorce mediation, or property division.

• What search terms trigger your Google Business Profile: Google Business Profile Insights can show you the exact searches that make your firm appear in map results. Keywords like “lawyer near me,” “estate planning attorney [City],” or “best personal injury lawyer nearby” reveal how potential clients are discovering your practice. These insights are invaluable for fine-tuning your local SEO strategy so that it reflects the real searches being made in your community.

By combining the data from Google Analytics, Google Search Console, and Google Business Profile Insights, you can gain a complete picture of how your SEO efforts are performing. With these tools, you can refine your keyword targeting, improve underperforming pages, and ensure that your digital presence grows steadily. With the right tracking in place, your keyword research translates into measurable growth, more consultations, and more clients for your firm.