Keyword research is crucial to any law firm’s digital marketing strategy.

It involves identifying the words and phrases potential clients use to search for your legal services online. By strategically placing these keywords on your website and in your content, you can improve your search engine rankings and attract more traffic to your website.

But identifying the right keywords to target is a challenge, especially for those who are new to digital marketing. Fortunately, there are several keyword research tools available that can make this process easier.

Let’s take a look at the best keyword research tools for lawyers, their features, pricing, and how to choose the right one for your law firm’s needs.

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Keyword research for lawyers: A definition

Keyword research is the process of identifying and analyzing the words and phrases that people use to search for information online. In the context of digital marketing, keyword research is used to help law firms optimize their website content and online advertising campaigns to rank higher in search engine results pages (SERPs) and attract more traffic to their website.

The goal of keyword research is to find the keywords that have high search volume, low competition, and are relevant to the business or industry. By incorporating these keywords into their content, businesses can improve their visibility online and attract potential customers.

Importance of keyword research for lawyers

Keyword research is essential for law firms that want to attract potential clients through online searches.

Here are some reasons why keyword research is important for law firms:

• Improved Search Engine Optimization (SEO): Keyword research helps law firms and digital marketers find the keywords and phrases that potential clients are typing into Google when they look for legal services. Strategically placing these keywords on websites and blog posts can help law firms improve their search engine rankings and attract more traffic to their website.
• Attracting the right clients: You can use keyword research to target an audience actively searching for the services you offer in your location. This allows you to bring in only targeted traffic that’s more likely to convert into paying clients.
• Competitive advantage: Proper keyword research can help you find areas that would be lucrative. Look for keywords related to your practice area that have low competition, and build out content targeting them.

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Different keyword research tools for lawyers

Here are a few of the popular keyword research tools that we recommend.

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1. Google Keyword Planner

Google Keyword Planner is a free keyword research tool provided by Google. It’s designed to help businesses, including law firms, identify relevant and high-performing keywords.

It gives users keyword ideas, search volume data, and other important metrics to help them pick the best keywords. It also allows users to create and save keyword lists, plus view historical statistics for keywords.

One of the benefits of Google Keyword Planner is its cost. It’s a free tool that can be accessed by anyone, making it perfect for beginners looking to take their first step into digital marketing and SEO.

Google Keyword Planner is best suited for law firms that are just starting with keyword research or have a limited budget. It’s a user-friendly tool that provides basic keyword insights and is a good starting point for developing a keyword strategy.

However, Google Keyword Planner has some limitations. It does not provide data on keyword competition or other important metrics that can help users evaluate a keyword’s potential value.

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2. SEMrush

SEMrush is a comprehensive digital marketing tool with a powerful keyword research feature. It can help your law firm identify relevant and high-performing keywords that you want to target to bring in more clients.

It provides users with everything that Google Keyword Planner does, plus more, including keyword ideas, search volume data, keyword difficulty scores, and competitor analysis. It also allows users to track their keyword rankings over time and monitor their competitors’ keyword strategy.

The cost of SEMrush varies depending on the plan and features that users choose. The pricing ranges from $119.95 to $449.95 per month, depending on the plan.

SEMrush is best suited for law firms looking for a comprehensive keyword research tool and other digital marketing tools.

It’s particularly powerful for SEO in general. If you’re going all in on law firm marketing, it’s a worthwhile tool. But if you want to dabble in keyword research, we recommend a free alternative.

The cost of the tool may be too high for some law firms, and the extensive data and analysis may be overwhelming for those who are just beginning to develop their keyword strategy.

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3. Ahrefs

Ahrefs is a popular keyword research tool used by businesses, including law firms, to identify high-performing keywords for their website.

It’s similar to SEMrush in that it provides a ton of different digital marketing tools, one of which is a keyword research feature.

It provides users with a wealth of data, including keyword ideas, search volume data, keyword difficulty scores, and competitor analysis. Additionally, it offers features like content analysis, site audits, and backlink analysis.

The cost of Ahrefs varies depending on the plan and features that users choose. The pricing ranges from $99 to $999 per month, depending on the plan.

Ahrefs is best suited for law firms that are looking for a comprehensive digital marketing tool that provides in-depth keyword research and analysis, as well as other features like site audit and backlink analysis.

It’s the perfect digital marketing suite for the law firm looking to get into the weeds of digital marketing. If you’re not going to take advantage of all of the different features, you’re better off going for a different, more affordable keyword research tool.

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4. Moz Keyword Explorer

Moz Keyword Explorer is a keyword research tool that is similar to SEMrush and Ahrefs. It provides keyword suggestions, search volume data, and keyword difficulty scores. It also offers unique features like “Keyword Suggestions by Relevance” and “Organic CTR.”

The pricing for Moz Keyword Explorer varies based on the plan and features selected, ranging from $99 to $599 per month.

Moz Keyword Explorer is best for law firms looking for a comprehensive keyword research tool with in-depth data and analysis, and unique features.

However, Moz Keyword Explorer may not be suitable for law firms with a limited budget or those new to keyword research.

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5. Ubersuggest

UberSuggest is a free and user-friendly keyword research tool that allows law firms to identify relevant and high-performing keywords for their website and advertising campaigns. It provides users with search volume data, keyword difficulty scores, and keyword suggestions based on their input.

In addition to keyword research, UberSuggest also offers features for competitor analysis and backlink analysis, making it a useful tool for law firms looking to improve their SEO and online visibility.

While the free version of UberSuggest offers a range of features, the paid version provides additional features such as historical keyword data, content ideas, and competitor insights. The cost of the paid version ranges from $29 to $99 per month, depending on the plan.

We recommend UberSuggest to law firms and lawyers first getting started in the keyword research and digital marketing space. The free version offers enough to get started. And when you’re ready, you can upgrade for additional features.

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How to choose the right keyword research tool for your law firm

Choosing the right keyword research tool for your law firm can be challenging, as there are many options available with different features and pricing. However, by considering the following factors, you can make an informed decision:

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Consider your budget

Before choosing a keyword research tool, consider your law firm’s budget. Some tools are free, while others require a monthly subscription. Determine how much you can afford to spend on a keyword research tool and choose one that fits your budget.

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Evaluate your specific needs

Different keyword research tools offer different features, so it’s essential to evaluate your law firm’s specific needs. For example, if you’re focused on SEO, you may want a tool that provides detailed analysis of backlinks and content. If you’re looking to improve your PPC campaigns, you may want a tool that offers data on cost-per-click and ad performance.

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Read reviews and compare features

Before selecting a keyword research tool, read reviews and compare features. Look for tools that have positive reviews and offer the features you need. Some popular review sites for keyword research tools include TrustRadius and G2.

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Consider free trials and demos

Many keyword research tools offer free trials and demos. Take advantage of these offers to test the tool before committing to a subscription. This can help you determine if the tool is easy to use, provides the data you need, and is worth the cost.

By considering your budget, evaluating your specific needs, reading reviews and comparing features, and taking advantage of free trials and demos, you can choose the right keyword research tool for your law firm.

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The right keyword research tool can help your law firm grow

Keyword research is an essential part of any law firm’s digital marketing strategy. By identifying the right keywords to target, law firms can improve their search engine rankings, increase website traffic, and generate more leads.

We’ve listed a few of the top keyword research tools you should consider. There’s an appropriate tool for everyone.

Or you could hire a law firm marketing agency to take care of your keyword research and every other aspect of digital marketing.