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Keyword Research for Local SEO

Keyword research is a crucial step in any SEO strategy, especially for local businesses like law firms. It involves identifying the words and phrases that potential clients are using to search for legal services in your specific geographical area. By targeting the right keywords, you can improve your visibility in local search results and attract more qualified traffic to your website.

Understanding Local Intent

When conducting keyword research for local SEO, it’s important to consider the intent behind the search queries. For example, someone searching for “divorce lawyer” may have different intentions based on their location. They might be looking for a lawyer in their city, or they might be seeking information about divorce laws in their state. Understanding local intent will help you narrow down your keyword list to include terms that are most relevant to your target audience.

Tools for Keyword Research

There are various tools available to help you identify relevant keywords for your law firm’s local SEO strategy. Google’s Keyword Planner, SEMrush, and Ahrefs are popular options that can provide insights into search volume, competition, and potential traffic for specific keywords. These tools can also help you discover long-tail keywords that are more specific to your local area and legal services.

Brainstorming Potential Keywords

In addition to using keyword research tools, it’s helpful to brainstorm potential keywords that are relevant to your law firm and its location. Think about the specific legal services you offer, as well as the areas you serve. For example, if your firm specializes in personal injury law and is based in Los Angeles, potential keywords might include “Los Angeles personal injury attorney” or “car accident lawyer in LA.”

Analyzing Competitor Keywords

Another valuable tactic for keyword research is to analyze the keywords that your local competitors are targeting. By understanding which keywords are driving traffic to their websites, you can gain insights into the search terms that are most relevant to your target audience. This can also help you identify any gaps in your keyword strategy and discover new keyword opportunities.

Refining Your Keyword List

Once you have identified a list of potential keywords, it’s important to refine and prioritize them based on relevance, search volume, and competition. Focus on including keywords that are most likely to attract potential clients in your local area, and consider the specific legal services and practice areas that differentiate your firm from competitors.


Keyword research for local SEO is an ongoing process that requires careful analysis and adjustment. By understanding the intent behind local search queries, leveraging keyword research tools, brainstorming potential keywords, analyzing competitor strategies, and refining your keyword list, you can improve your law firm’s visibility in local search results and attract more qualified leads to your website.

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