How to Do Keyword Research for Local SEO

Local SEO is a powerful tool for law firms. It connects you with potential clients right in your area.

In this guide, we break down the process of keyword research into simple, actionable steps.

We’ll show you how to use popular keyword research tools with practical examples from the law firm niche.

What Is Local SEO Keyword Research?

Local SEO keyword research is the process of finding search terms that people use when looking for legal services in your area. These keywords help your law firm appear in local search results and attract clients who need your expertise.

For example, someone might search for “personal injury lawyer in Chicago” or “family law firm near me.” Finding the right keywords ensures that your website reaches the right audience.

Step 1: Understand Your Audience

Before diving into tools, start with your audience. Think about the legal services you offer and the clients you serve.

Identify Your Niche:
Law firms can specialize in various areas such as personal injury, family law, criminal defense, or corporate law.
Example: A personal injury firm might target individuals who need help after an accident.
Know Their Needs:
What questions do your potential clients ask?
Example: “How do I get compensation for a car accident?” or “What is the process for a personal injury claim?”
Define Your Location:
Local SEO is all about geography. Decide the city or region you serve.
Example: “Chicago,” “Los Angeles,” or even specific neighborhoods.

How to Do Keyword Research for Local SEO

Step 2: Brainstorm Keyword Ideas

Now that you know your audience, brainstorm a list of potential keywords. Write down every phrase you think your clients might use.

Start with Core Services:
List your main services.
Example for a law firm:
- Personal Injury Lawyer
- Car Accident Attorney
- Slip and Fall Lawyer
- Medical Malpractice Attorney
Add Local Modifiers:
Combine your services with your location.
Example:
- “Personal injury lawyer Chicago”
- “Car accident attorney Los Angeles”
- “Slip and fall lawyer near me”
Think About Questions:
Write down common questions your clients might ask.
Example:
- “How do I file a personal injury claim in Chicago?”
- “What compensation can I get after a car accident in Los Angeles?”

Use a notebook or digital tool to capture all your ideas. At this stage, quantity is more important than quality.

Step 3: Use Google Keyword Planner

Google Keyword Planner is a free tool that provides data on search volume and competition.

Access the Tool:
Log into your Google Ads account and navigate to Keyword Planner.
Enter Your Seed Keywords:
Start with your brainstormed ideas.
Example: Type “personal injury lawyer Chicago.”
Analyze the Data:
Look at the average monthly searches and competition level.
- High search volume means more potential traffic.
- Lower competition can be easier to rank for.
Explore Keyword Variations:
Check the suggestions. You might find phrases like “best personal injury attorney Chicago” or “top car accident lawyer Chicago.”
Export Your Results:
Save your list of keywords. This will be your foundation for further refinement.

Step 4: Dive Deeper with Ahrefs

Ahrefs is a powerful tool that provides detailed insights into keyword difficulty and competitor strategies.

Keyword Explorer:
Enter one of your keywords, for instance, “car accident attorney Chicago.”
Examine Key Metrics:
Look at the search volume and the Keyword Difficulty (KD) score.
- A lower KD score means less competition.
- Pay attention to the click-through rate (CTR) potential.
Explore Competitors:
Use Ahrefs to see which pages rank for your chosen keywords.
Example: Check the top-ranking pages for “personal injury lawyer Chicago” to understand their content and backlink profile.
Find Long-Tail Variations:
Discover more specific phrases.
Example: “Affordable car accident attorney Chicago” or “experienced personal injury lawyer near me.”
Save Your Findings:
Add the promising keywords to your Ahrefs list for further analysis.

Step 5: Leverage SEMrush for Additional Insights

SEMrush is another robust keyword research tool that offers complementary data.

Keyword Overview:
Input a keyword like “family law firm Chicago” into SEMrush’s Keyword Overview tool.
Check Trend Data:
Look at how the keyword performs over time.
- Trends can show seasonal spikes or steady interest.
Review Related Keywords:
SEMrush will suggest similar keywords you might not have considered.
Example: You might see “best divorce attorney Chicago” or “child custody lawyer Chicago.”
Competitive Analysis:
Identify which law firms are ranking for these keywords. Analyze their content to see what might be working for them.
Export Your Data:
Save the list of suggested keywords for further grouping.

Step 6: Group and Organize Your Keywords

Once you have your keyword list from all tools, it’s time to organize it into clusters. Grouping your keywords helps you plan your content and build topical authority.

How to Group Keywords

Create Themes:
Look for common topics in your list.
For law firms, possible themes include:
- Personal Injury: “personal injury lawyer Chicago,” “car accident attorney Chicago,” “slip and fall lawyer Chicago.”
- Family Law: “divorce attorney Chicago,” “child custody lawyer Chicago.”
- General Legal Services: “law firm Chicago,” “best law firm in Chicago.”
Separate by Search Intent:
Divide keywords by whether they are informational (questions), navigational (looking for a specific firm), or transactional (ready to hire an attorney).
Prioritize Based on Goals:
Choose clusters that match your firm’s specialties and have a good balance of search volume and competition.

Building a Content Strategy Around Your Clusters

Pillar Content:
Create comprehensive guides or service pages that cover each cluster.
Example: A detailed page titled “Comprehensive Personal Injury Legal Services in Chicago” that covers all related keywords.
Supporting Articles:
Write blog posts that address specific questions.
Example: “What to Do After a Car Accident in Chicago: A Step-by-Step Guide.”
Internal Linking:
Connect your pillar pages and blog posts. This helps search engines understand your site’s structure and boosts authority.

Step 7: Implement Your Keywords on Your Website

Now that you have a well-organized list, it’s time to put them into practice.

On-Page Optimization

Titles and Meta Descriptions:
Use your primary keywords naturally in the title tags and meta descriptions of your pages.
Example: “Top Personal Injury Lawyer in Chicago | [Your Law Firm Name]”
Header Tags:
Include your keywords in H1, H2, and other header tags to signal to search engines what your content is about.
Body Content:
Write engaging, informative content that includes your keywords. Avoid stuffing keywords; instead, use them naturally as you explain your services.

Dedicated Landing Pages

Service-Specific Pages:
Create separate pages for each of your key services.
Example: A page dedicated to “Family Law Services in Chicago” that targets keywords like “divorce attorney Chicago” and “child custody lawyer Chicago.”
Local Area Pages:
If you serve multiple locations, create pages for each area. This is especially useful for large cities or regions.

Google Business Profile

Optimize Your Profile:
Make sure your Google Business Profile includes your targeted keywords.
Example: In your business description, mention “experienced personal injury lawyer in Chicago” to reinforce your local relevance.

Step 8: Monitor and Refine Your Strategy

Keyword research and SEO are ongoing processes. Regular monitoring helps you stay ahead of the competition.

Tools to Track Performance

Google Analytics:
Check how much traffic is coming from local searches. Look at user behavior, such as time on page and bounce rate.
Google Search Console:
Monitor your website’s performance and see which queries are driving traffic. Use the data to adjust your content if needed.
Rank Tracking Tools:
Tools like SEMrush, Ahrefs, or BrightLocal can help you track your local rankings over time.

Make Adjustments

Review Your Data:
If a particular keyword isn’t performing as expected, consider tweaking your content or targeting related terms.
Update Content Regularly:
Refresh your pages and blog posts with the latest information, statistics, or legal changes. This keeps your content relevant and competitive.
Expand Your Keyword List:
Continue brainstorming and using tools to add new keywords. The legal landscape can change, and new queries might emerge over time.

Consistent monitoring and refinement ensure that your local SEO strategy remains effective and responsive to market trends.

Real-Life Example: Law Firms and Local SEO Keyword Research

Let’s use a practical example with a law firm specializing in personal injury cases. Imagine your law firm is called “Justice Partners.”

Brainstorming Ideas

Start with a brainstorming session. Write down every phrase your potential clients might use:

“Personal injury lawyer Chicago”
“Car accident attorney Chicago”
“Slip and fall lawyer near me”
“Best personal injury law firm in Chicago”
“How to file a personal injury claim in Chicago”

This initial list captures a wide range of ideas.

Validating with Google Keyword Planner

Next, input “personal injury lawyer Chicago” into Google Keyword Planner:

Check the average monthly searches.
Look at suggested keywords such as “affordable personal injury lawyer Chicago” or “top personal injury attorney Chicago.”
Export these results for review.

Diving Deeper with Ahrefs

Using Ahrefs, enter “car accident attorney Chicago”:

Review the search volume and KD score.
See which competitor pages rank for this keyword.
Discover long-tail variations like “experienced car accident attorney Chicago.”
Save the promising keywords to your list.

Leveraging SEMrush

Now, use SEMrush with “best personal injury law firm Chicago”:

Examine trend data and see how this keyword performs over time.
Look for related keywords such as “highly rated personal injury law firm Chicago.”
Export your findings and integrate them with your other lists.

Grouping and Organizing

Once you have a solid list, group the keywords into clusters:

Personal Injury Cluster:
- “personal injury lawyer Chicago”
- “best personal injury attorney Chicago”
- “affordable personal injury lawyer Chicago”
Car Accident Cluster:
- “car accident attorney Chicago”
- “experienced car accident lawyer Chicago”
General Law Firm Cluster:
- “best law firm in Chicago”
- “top-rated law firm Chicago”

Group these clusters according to your firm’s strengths. For instance, if “Justice Partners” excels in personal injury, focus more on that cluster.

Building Content Around Clusters

Create content that targets each cluster:

A pillar page titled “Your Guide to Personal Injury Law in Chicago” that covers the basics.
A blog post on “Steps to File a Car Accident Claim in Chicago.”
A landing page for “Affordable Personal Injury Lawyers in Chicago.”

When to Seek Professional Help

Local SEO keyword research and implementation can be time-consuming and complex. Sometimes, it’s best to bring in experts.

Signs You Might Need Assistance

Technical Roadblocks:
If your website struggles with speed, mobile responsiveness, or proper indexing, professional help can fix these issues.
Complex Data Analysis:
Managing large datasets from multiple tools can be overwhelming. Experts can provide clear insights and actionable strategies.
Limited Time:
Running a law firm is demanding. If you don’t have the time to focus on SEO, outsourcing can free you up for client work.
Stagnant Results:
If your local rankings remain unchanged despite your efforts, it might be time for a fresh, expert-driven approach.

Partner with the Experts at SEO For Business Growth

If you’re ready to take your local SEO to the next level, consider partnering with experts who specialize in local SEO for professional services. SEO For Business Growth offers tailored solutions that can transform your online presence.

Custom Strategies:
Their team works with law firms to develop strategies that target your specific local market.
Data-Driven Decisions:
Every recommendation is backed by comprehensive research and real-time data.
Ongoing Support:
They provide continuous monitoring and adjustments to ensure your strategy evolves with market trends.
Proven Results:
With a focus on high-intent keywords and local authority, their approach drives measurable growth in leads and client inquiries.

Bringing It All Together

Here’s a quick recap of the steps:

Understand Your Audience:
Identify the services and needs of your local clients.
For law firms, this means understanding legal queries related to personal injury, family law, etc.
Brainstorm Ideas:
Write down every potential keyword and phrase, using everyday language.
Validate with Tools:
Use Google Keyword Planner, Ahrefs, and SEMrush to refine your list.
Look at search volume, competition, and long-tail opportunities.
Organize Your Keywords:
Group them into clusters based on topics and search intent.
Build a content strategy around these clusters.
Implement on Your Website:
Optimize your pages, blog posts, and Google Business Profile with your chosen keywords.
Monitor and Adjust:
Use analytics and rank tracking tools to see how you’re performing.
Regularly update and refine your strategy.

Final Thoughts and Next Steps

Local SEO keyword research is not a one-time project—it’s an ongoing process that requires attention and refinement. By understanding your audience and using powerful tools like Google Keyword Planner, Ahrefs, and SEMrush, you can uncover the best keywords to connect with local clients.

Remember, the key is to stay organized, monitor your performance, and adjust your strategy based on real data. With persistence and the right approach, your law firm will stand out in local searches, attract more qualified leads, and ultimately grow your business.

If you need help along the way, consider partnering with SEO For Business Growth. Expert guidance can save you time and ensure that your strategy is effective.

Take the first step today. Start brainstorming, validate your ideas with tools, and build your keyword clusters. Your future clients are searching for legal services in your area—make sure they find you first.