How to Conduct Niche Keyword Research for Your Law Firm

How to Conduct Niche Keyword Research for Your Law Firm

How to Conduct Niche Keyword Research for Your Law Firm

Getting your business to stand out in the competitive legal market for high-volume keywords can be challenging. In fact, an insightful study reveals that a staggering 75% of users never scroll past the first page of search results. Getting a presence on the first page of Google or Bing is critical. However, there are ways to focus your efforts and strategy on a variety of keywords that are related to your business, not just the handful of common keywords. This statistic underlines the immense value of high SERP rankings because you can find easy-to-rank niche keywords to boost your visibility.

This SEO strategy not only boosts your search engine visibility but also hones in on those potential clients actively searching for your specific services, helping you to easily rank for low-competitive keywords. 

Below is a roadmap to navigate the often intricate, but highly rewarding, process of conducting niche keyword research for your law firm.

Why Should You “Niche Down” Your Content Strategy?

Niche keyword research might seem complex, but its value is huge. Concentrating your content on specific areas of your practice uncovers significant advantages. Here’s why:

  • Less Competition: By emphasizing niche keywords, you’re likely to face less competition, enhancing your chances of securing higher SERP rankings.
  • Attracting the Right Audience: Niche keywords allow you to reach users who are actively seeking the precise services your law firm provides, improving audience relevance and boosting conversion rates.
  • Establishing Authority: By consistently crafting valuable content within your niche, you can progressively establish your law firm as an authoritative entity in the field.

Consider it this way: aiming for a broad keyword like “litigation lawyer” places you in competition with thousands of other law firms. In contrast, focusing on a niche keyword such as “dog bite law firm in Boston” connects you with a specific audience actively seeking your exact services.

Unpacking Niche Keyword Research for Your Law Firm

Niche keyword research is like a treasure hunt. It involves digging through vast amounts of data, sifting through keyword possibilities, and finally unearthing those keyword gems that boost your SEO and connect you with the clients who need your services the most. 

Here is how you can effectively conduct niche keyword research for your law firm.

1. Identify Your Law Firm’s Niche Area

Defining your law firm’s particular area of expertise marks the first significant step in niche keyword research. Whether you specialize in personal injury, estate planning, or corporate law, your niche clarity will enhance the precision of your keywords.

For example, if your law firm is proficient in immigration law for tech professionals, “immigration lawyer for tech professionals” will be more effective than just “immigration law”. 

Combining this niche with your geographic area, such as “immigration lawyer for tech professionals in San Francisco,” can further amplify your local SEO efforts.

2. Use Keyword Research Tools to Generate Keyword Ideas

Armed with a well-defined niche, you’re ready to generate keyword ideas. Resources like SEMRush or Ahrefs can be invaluable in this phase. 

Input your broad keyword related to your niche into these tools, and watch as they present a plethora of long-tail, niche keyword suggestions.

SEO keyword research for law firms

Instead of just focusing on a broad keyword like “personal injury”, you can niche down your services to target more specific queries such as “dog bite injury claims.”

3. Analyze the Competition and Identify Gaps in Their Keyword Strategy

A pivotal part of niche keyword research is analyzing your competitors. Explore what keywords they rank for and the content they’ve developed around those keywords. Uncovering gaps in their strategy could highlight opportunities for your law firm.

For instance, suppose you discover that a competitor ranks highly for a keyword, but their content is outdated or superficial. In that case, you may have the opportunity to outrank them by creating comprehensive, up-to-date content targeting the same keyword.

4. Evaluate Keyword Difficulty and Prioritize High-Value Keywords

The high search volume of a keyword might be tempting, but it’s critical to consider the competition too. 

Keyword difficulty (KD%) is a metric that reveals how challenging it will be to rank for a particular keyword. Striking the right balance between keyword popularity (high search volume) and feasibility (low competition) can dramatically influence your law firm’s SEO performance.

5. Refine Your Keyword List and Group Keywords by Topic

Now that you have a list of potential keywords, it’s time to trim and structure. Keep those keywords that match your firm’s services and resonate with your audience.

This step is crucial as it lays the foundation for your content strategy, ensuring you produce targeted content that truly addresses your potential clients’ specific needs.

Here’s how to refine and group your keywords:

  • Evaluate Relevance: Scrutinize each keyword to ensure it directly relates to your law firm’s niche services. Discard any that don’t align.
  • Consider User Intent: User intent refers to what users hope to find when they type a query into a search engine. Prioritize keywords that align with user intents likely to lead to conversions.
  • Group by Topic: Organize your refined list by grouping related keywords together. These clusters form the basis for different content themes you can explore in your content strategy.
  • Discard Low-Value Keywords: If a keyword has a high difficulty score and low search volume, it might not be worth pursuing. Don’t be afraid to discard such keywords in favor of more valuable options.

By doing this, you’re ensuring your efforts are spent wisely on keywords that can drive targeted traffic to your site, eventually leading to higher conversions.

You’ve now also effectively created a content strategy where you can write and publish dedicated pages on specific topics to show how you are an expert in that area.

6. Monitor Keyword Rankings and Adjust Your Strategy

SEO isn’t static—it’s an ongoing process requiring consistent tracking and adjustment. Monitoring your keyword rankings over time allows you to discern which strategies work and which need revision. If a keyword isn’t performing as anticipated, it might be time to rethink your approach or switch focus to a different keyword or topic.

7. Consider Hiring an Expert to Help with Your Keyword Research

While rewarding, conducting niche keyword research can be complex and time-consuming. This complexity is where an expert SEO agency like DIGITIC can make a significant difference. 

Our specialization lies in boosting law firms’ online presence with meticulously tailored SEO strategies, and we’re here to help your law firm increase its online presence and reach those potential clients in the local scope. Contact us today and let us help you grow online.  

Matt McLean

Matt McLean is the Founder and CEO at DIGITIC Marketing Co.