What is keyword research for solicitors?

Why Keyword Research Matters for Solicitors

There are three primary reasons why keyword research is crucial for solicitors:

Attracting Clients

By targeting specific keywords, solicitors can attract clients who are actively searching for legal services. This means higher conversion rates and a better return on investment for your marketing efforts.

Standing Out in a Competitive Market

The legal industry is highly competitive, and solicitors must find ways to differentiate themselves from their competitors. By focusing on niche-specific keywords, solicitors can carve out a space for themselves within their market.

Improving Online Visibility

With more and more people turning to the internet for legal advice and services, having a strong online presence is essential. Optimising your website for relevant keywords will increase your visibility on search engines and drive more organic traffic to your site.

Keyword for Solicitors

The Basics of Keyword Research

There are several types of keywords to consider when conducting keyword research for solicitors:

Long-tail Keywords

These are longer, more specific phrases that typically have lower search volumes but higher conversion rates. They are less competitive and easier to rank for, making them an excellent choice for solicitors looking to target specific niches.

Local SEO Keywords

As solicitors often provide services to clients within a specific geographical area, targeting local SEO keywords is crucial. These keywords include your location, such as “solicitors in Kinsale” or “Kinsale family law solicitors.”

Intent-driven Keywords

These are keywords that indicate a user’s intent to seek legal services, such as “hire a solicitor” or “legal advice for divorce.”

Tools for Effective Keyword Research

There are several tools available that can help solicitors conduct effective keyword research:

Google Keyword Planner

This free tool from Google provides valuable insights into keyword search volumes, competition levels, and potential cost per click for paid advertising campaigns. It’s a great starting point for solicitors looking to identify popular keywords within their niche.


SEMrush is a comprehensive SEO tool that offers in-depth keyword research capabilities, including keyword suggestions, search volume data, and competitive analysis. It’s a paid tool but offers a wealth of information for solicitors looking to refine their keyword strategy.


Another popular paid SEO tool, Ahrefs, provides detailed keyword data and a robust site explorer feature that allows you to analyse your competitors’ websites and discover new keyword opportunities.


Ubersuggest is a free keyword research tool that offers keyword suggestions, search volume data, and competitive analysis. It’s a user-friendly option for solicitors looking for a cost-effective way to conduct keyword research.

Steps to Conduct Keyword Research for Solicitors

Identify Your Niche

Start by identifying the specific areas of law you specialise in, as this will inform your keyword strategy. This could include family law, personal injury, or property law, for example.

Perform Competitor Analysis

Analyse the websites of your competitors to identify the keywords they are targeting. This will help you discover new keyword opportunities and understand the competitive landscape of your niche.

Create a Seed Keyword List

Compile a list of seed keywords related to your niche and location. These should be broad terms that encompass the services you offer, such as “Kinsale solicitors” or “family law solicitors.”

Expand Your Keyword List

Use keyword research tools to generate additional keyword ideas and expand your list. Consider long-tail keywords, local SEO keywords, and intent-driven keywords when building your list.

Prioritise and Refine Your Keywords

Evaluate your keyword list based on search volume, competition, and relevance to your services. Prioritise keywords that offer the best balance between high search volume and low competition, and refine your list accordingly.

Optimising Your Content with Keywords

Once you have identified your target keywords, it’s essential to optimise your website content for these terms. Consider the following elements:

Title Tags and Meta Descriptions

Include your target keywords in your title tags and meta descriptions, as these elements are crucial for SEO and can influence click-through rates from search engine results pages.

Header Tags

Incorporate your target keywords into your header tags (H1, H2, H3, and H4) throughout your content. This helps search engines understand the structure of your content and the topics it covers.

URL Structure

Ensure your URLs are clean and descriptive, including your target keywords where possible. This can improve your website’s overall SEO and make it easier for users to understand the content of each page.

Internal and External Linking

Use your target keywords as anchor text for internal and external links within your content. This helps search engines understand the context of your content and can improve your website’s overall authority.

Measuring the Success of Your Keyword Strategy

To determine the success of your keyword strategy, monitor your website’s organic traffic, search engine rankings, and conversion rates. Use tools like Google Analytics to track your progress and make adjustments to your strategy as needed.

Keyword research is an essential aspect of SEO for solicitors looking to improve their online visibility and attract new clients. By focusing on niche-specific, local, and intent-driven keywords, solicitors can create a targeted and effective keyword strategy that drives results.

If you’re a solicitor in need of professional assistance with your keyword research and SEO strategy, contact Solicitor Digital today. Our team of experts can help you maximise your online presence and drive more clients to your practice. Visit our office at Unit 2 Pier Road, Kinsale, Co. Cork, Ireland, to discuss your unique needs and start growing your business today.

Frequently Asked Questions

  1. How often should I update my keyword research?

Keyword research should be an ongoing process, as search trends and competition can change over time. It’s a good idea to review and update your keyword strategy every few months, or more frequently if you notice significant changes in your search engine rankings or organic traffic.

  1. How can I track the performance of my target keywords?

There are several SEO tools available that allow you to track the performance of your target keywords, including SEMrush, Ahrefs, and Google Search Console. Monitor your search engine rankings, organic traffic, and conversion rates to determine the effectiveness of your keyword strategy.

  1. Can I target multiple keywords on a single page?

Yes, it’s possible to target multiple keywords on a single page, as long as they are closely related and relevant to the content. Be careful not to over-optimise your content by stuffing it with too many keywords, as this can have a negative impact on your SEO.

  1. What is the difference between short-tail and long-tail keywords?

Short-tail keywords are broad, generic terms that usually consist of one or two words, such as “solicitor” or “family law.” These keywords tend to have higher search volumes but are also more competitive. Long-tail keywords, on the other hand, are longer, more specific phrases that typically have lower search volumes but higher conversion rates, such as “Kinsale divorce solicitor” or “child custody lawyer in Kinsale.”

  1. How do I integrate my target keywords into my content without keyword stuffing?

To naturally integrate your target keywords into your content, focus on creating high-quality, informative, and engaging content that addresses the needs of your audience. Use your target keywords in your title tags, header tags, meta descriptions, and throughout the body of your content, but always prioritise readability and user experience over keyword density.

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