Legal SEO: An Introduction to Keywords
Whether you run an independent practice or a large firm, mastering legal SEO – optimising your website to rank higher on search engines – is a crucial part of online legal marketing.
If you're exploring legal SEO for your firm, understanding how keywords work is a crucial first step. Knowing where and how to use them can help your website reach the right clients more effectively.
What Are SEO Keywords?
SEO keywords are the words or phrases people type into search engines (like Google) when looking for something. They’re also the search terms you want your website to rank for. For example, if someone needs help with a contract, they might search "contract lawyer London" – that entire phrase is an SEO keyword. Despite the name, a "keyword" isn’t always just one word; it can be a short phrase, like the example above.
Why SEO Keywords Matter
Keywords play a vital role in helping your website get found by the right people. Search engines use the words on your site as clues to understand your content. Including relevant keywords can greatly improve your site's visibility in search results, leading to more organic (unpaid) traffic.
If your site doesn’t mention a service you offer, Google might not realise you provide it. That means you won’t show up for that search. But if you include the terms people use (like "commercial property solicitor" or "UK immigration advice"), search engines can understand your content and connect your site with people looking for those services.
Where to Use Keywords on Your Website
It's not enough to pick good keywords. You also need to place them in the right parts of your website. Here are the main areas on your law firm’s site to include keywords:
Page Titles: Each page title should include your main keyword. The title often shows up as the headline in Google results. For example, "Criminal Defence Solicitors in Birmingham" clearly tells search engines what the page is about.
Headings: Use your keyword in a few of the headings or subheadings (H1, H2, etc.) where it fits naturally. This reinforces the topic of each section for search engines.
Body Text: Use your keyword a few times in the main content of the page, but make sure it flows naturally. For example, if your chosen keyword is probate lawyers in London, you might write: "Our team of probate lawyers in London is here to support families with sensitive estate matters." This includes the full keyword in a way that still reads smoothly.
Meta Description: This is the brief summary that appears under your page title in Google results. Include the keyword here, along with a clear one-line description of the page.
Use Keywords Naturally (Avoid Keyword Stuffing)
Overloading a page with the same keyword (keyword stuffing) is harmful. It might have worked 5-10 years ago, but now Google will penalise your site. After all, no one wants to read a page that repeats the phrase "best lawyer in London" in every sentence. It’s frustrating for readers and unhelpful for Google, which will probably penalise the site.
Instead, focus on clear, helpful writing. Use your keyword where it fits, and mix in variations or related terms. For example, if your keyword is "estate planning", you might also mention "writing a will" or "inheritance law" – this makes your content richer without sounding repetitive. Remember, write for people first. If your content is easy to read and informative, the keywords will naturally be there, and search engines will reward that quality.
How to Do Keyword Research (Simple Steps)
Finding the right keywords (keyword research) is a crucial part of your law firm’s SEO strategy. Here are a few simple steps to get you started:
Brainstorm relevant terms: List the main services you offer. Think about what a client would type into Google to find each service. For example, if you handle personal injury and family law, list terms like "personal injury claim" and "divorce lawyer".
Use Google and free tools for ideas: Type one of those terms into Google and see what autocomplete suggestions appear (these hint at popular queries). You can also use free tools like Google Keyword Planner to discover more related keywords.
Include location keywords: If your firm serves a specific area, add location names to your keywords. For instance, combine your service with your city or "UK" (e.g., "Manchester personal injury solicitor"). This local focus is particularly important for SEO for UK law firms, as it helps you reach nearby clients.
Refine and choose: Pick the terms that best match your services and that people will likely search for. (Keyword tools can show how often certain terms are searched.) Finally, use those chosen keywords on your website in your titles, headings, and content, and make sure they appear naturally.
Need Help with Keywords? Contact Legal Content Solutions Today
SEO keywords are a foundation for getting your law firm noticed online. By understanding what they are, why they matter, and how to use them wisely, you set the stage for your website to rank higher in search results. Remember: the goal isn’t to manipulate search engines but to help Google and potential clients clearly understand the legal services you offer.
If you focus on quality content and naturally integrate the right keywords, your law firm’s SEO efforts will pay off by connecting your firm with clients who need your expertise.
Need help putting it all into practice? Legal Content Solutions specialises in clear, SEO-optimised content for law firms. Contact support@legalcontentsolutions.co.uk to learn how we can support your firm’s growth through strategic content and expert keyword use.
