How to Rank for Legal Topics Using the People Also Ask Feature

How to Rank for Legal Topics Using the People Also Ask Feature

How to Rank for Legal Topics Using the People Also Ask Feature

For law firms, targeting the right audience is crucial, and optimizing your website for high-volume law topics can help increase visibility and attract potential clients. 

One way to discover these topics is by using the “People Also Ask” (PAA) feature in Google search, which is a dynamic search feature that displays a list of related questions based on a user’s search query.

PAA queries represent almost half of all searches and are key to improving your rankings and getting more impressions in local results. 

By analyzing these questions, you can have a broad idea of the type of content your audience needs, and you can then use the questions to create informative pages to address those queries.

In today’s guide, we’ll show you how to perform this research and how to build informative pages that address your client’s questions.

  1. Do niche keyword research on your specialty to find PAA
  2. Refine your keyword research
  3. Create compelling content to address the questions
  4. Share your content on social media


1. Do Niche Keyword Research on Your Specialty to Find PAA

First, define the boundaries of the services you offer to know which terms qualify for your SEO strategy. For example, if you’re a personal injury lawyer in Florida, then we can search for “personal injury lawyer in Florida”

people also ask feature on Google search results page

We can see a few questions here, which already have the potential to understand what people who need personal injury legal services want to know. If you click on these boxes, you’ll see more questions to analyze, but might not be 100% related to your original search.

For this example, let’s take “How long after a personal injury can you sue in Florida”. Inside this question box, we can read information about the statute of limitations, which is set to four years in Florida.

question box for people also ask

What we can learn from this brief investigation is that people who usually look for personal injury legal services in Florida, used to have questions regarding the eligibility of their case according to how many years the accident took place. 

If we go to the competitor’s page, then we’ll see an informative page about the applications of the statute of limitations, but this page is not dedicated to personal injury entirely. So it’s our opportunity to create it and also leverage the power of local SEO to grow your brand. 

2. Refine Your Keyword Research

Use SEO tools to look for related terms that might be relevant to your informational page. If you believe they are in the same scope, you can also use some of the other questions found on PAA boxes to create subheadings for your article.

For quick keyword research, you can use Ahrefs free keyword generator tool, or Semrush pro for an in-depth look.

For example, if we search for “statute of limitations Florida” in the chef’s tool, we’ll find a lot of related queries that are in the scope of personal injury.

keyword volume results

 These related queries will help you build the content of your informational page in a way that is useful for the user but also easy to understand for search engines.

3. Create Compelling Content to Address the Questions

Now that you know what type of content your potential clients want, it’s time to produce a good piece that answers that search intent. For the example above, we can create a resource page or a long-form article with practical information on the statute of limitations applied to personal injury cases alone, including examples with the variations you find. 

Common sections we could write about include how the statute of limitations works for car accident cases, medical malpractice, and slip-and-fall accidents. Also, you could include exceptions when the statute of limitations might differ from the standard of four years.

Talk from expertise

As you create your content, it’s important to keep in mind Google’s E-E-A-T principles, which stand for Experience, Expertise, Authority, and Trustworthiness. This means that your content should demonstrate your expertise in the legal field, establish your authority as a reputable source of information, and convey trustworthiness to your potential clients.

To achieve this, you can use real-life examples, case studies, and testimonials that showcase your experience and success in handling legal cases. Including quotes from other legal experts or citing reputable sources such as legal publications, academic journals, and government websites.

Furthermore, you should ensure that your content is well-researched and accurate and that it provides practical, actionable information that helps your potential clients solve their legal problems

For example, as a personal injury attorney, you can describe cases when you succeeded and got fair compensation for a client, or cases where the statute of limitations made a claim non-eligible for compensation. The most important key here is that you can honestly answer the users’ questions, so you can offer your services after helping them with their first inquiries. 

4. Share Your Content on Social Media

You can help crawlers -and people- find your content faster by supporting your SEO strategy with social media. Building a strong online presence is key to reaching a wider audience and driving more traffic to your website. 

By sharing your content on social media platforms such as Facebook, Twitter, LinkedIn, and Instagram, you can also reach potential clients who may not have found your website through search engines.

However, it’s important to note that not all social media platforms may be suitable for your practice area or target audience. For example, LinkedIn may be more suitable for B2B legal services, while Facebook and Instagram may be more suitable for personal injury attorneys targeting a consumer audience.

Get Assistance From SEO Experts – We Can Help You Build a Strong Online Presence

At DIGITIC, we are dedicated to helping law firms position their brands with content that addresses questions that connect you with potential clients. Our team will perform keyword research, and competitor analysis, and help with content creation to help you target the people who are looking for your services. 

Get in touch and let us help you maximize your SEO efforts.

Matt McLean

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