High-Level Keyword Strategy for Law Firm Websites


This post is the second in a series on keyword research for law firm websites. In the first post, I talked about the importance of keyword research to effective search engine optimization:

Your placement in the search results (and correspondingly the number of eyeballs that see your site) depends on whether the search engines can relate your page to the terms that your clients are using to search for it.

It’s almost time to start putting together our initial keyword list. But before we do, I want make a distinction between keyword types that will help you think strategically about your keyword research and your overall website design.


Keyword research begins with a seed list—a collection of keyword phrases that may be important to your website. Your keyword phrases can be composed of root (attorney), secondary (bankruptcy attorney), and tertiary terms (Louisiana bankruptcy attorney) terms, and so on.

When I am putting together a seed list, I group keyword phrases into two broad categories: Provider-based terms and information-based terms. An understanding of each of these type of terms will help you to develop an effective keyword strategy.


Provider-based terms are keywords that people use to look specifically for attorneys. Louisiana bankruptcy attorney is an example of a provider-based term. Searchers who use provider-based terms aren’t just looking for information. They already know that they need help and are looking for an attorney. In other words, searchers using provider-based terms are already in buying mode.

Because people who are looking for a buyer are already in purchasing mode, provider-based terms tend to be high-converting keywords. In other words, people who use provider-based search terms are more likely to convert to paying clients than people who are just looking for information. But because your competitors realize this too, the highest-converting keywords will often be the most competitive.


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DISCLAIMER: Because of the generality of this update, the information provided herein may not be applicable in all situations and should not be acted upon without specific legal advice based on particular situations.

© Jack Falconberg | Attorney Advertising

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