Keyword Research for Lawyers

Key Takeaways

• Most law firms target ultra-competitive head terms like “personal injury attorney” when the real opportunity is in long-tail, high-intent questions prospects actually ask.
• Keyword research for AI search is different from traditional SEO — you need to understand how prospects phrase questions when talking to ChatGPT, not just what they type into Google.
• Name-search keywords are the most undervalued category: when a referral Googles your name, your website must show up with Video Case Story proof.
• The best keyword strategy combines search volume data with real prospect behavior — the questions asked during consultations are your most valuable keyword source.
• Video Case Stories help you rank for keywords that text-only content cannot win because YouTube results appear in Google’s main search results.

Why Do Most Law Firms Get Keyword Research Wrong?

Because they start with vanity keywords. “Personal injury attorney.” “Divorce lawyer near me.” “Criminal defense attorney.”

These keywords have massive search volume and massive competition. Every law firm in your market is targeting them. The cost per click for “personal injury attorney” in competitive markets exceeds $100. Ranking organically takes years and a significant investment in link building and content.

Meanwhile, the keywords that actually generate clients are being ignored.

A prospect does not search “personal injury attorney.” They search “what do I do after a car accident if the other driver’s insurance calls me?” or “how much is my personal injury case worth?” or “best attorney for trucking accident in Orlando.”

These long-tail keywords have lower search volume individually but higher intent. The person searching them has a specific problem and is closer to hiring an attorney. And they are dramatically easier to rank for.

What Types of Keywords Should Law Firms Target?

Question keywords. “How much does a personal injury attorney cost?” “What happens at a child custody hearing?” “How long does probate take in Florida?” These match how prospects search and how AI engines process queries. Answer these on your blog and practice area pages.

Problem keywords. “Car accident other driver has no insurance.” “Landlord won’t return security deposit.” “Ex-spouse not following custody agreement.” These indicate a prospect with an active problem who needs an attorney now.

Location + practice area keywords. “[Practice area] attorney [city].” “[Practice area] lawyer near me.” Essential for local SEO and Google Business Profile optimization.

Name-search keywords. “[Your name]” and “[your firm name].” These are the referral keywords. When someone gets your name from a referral, they Google you. Your website with Video Case Stories must dominate those results.

Comparison keywords. “Personal injury attorney vs. public adjuster.” “[Firm A] vs. [Firm B].” Prospects comparing options. Comparison content targeting these keywords captures prospects at the decision stage.

How Do You Research Keywords for AI Search?

Traditional keyword research tools (SEMrush, Ahrefs, Google Keyword Planner) measure Google search volume. But AI search queries are different.

Prospects asking ChatGPT or Perplexity questions use natural language, not keyword syntax. They ask “who is a good personal injury attorney in Orlando that handles trucking accidents?” instead of typing “trucking accident attorney Orlando.”

To research AI search keywords:
1. Think about how you would verbally ask for an attorney recommendation.
2. Test those questions in ChatGPT, Perplexity, and Google AI Overview to see who appears.
3. Study the sources those AI engines cite — what content format, what data points, what structure.
4. Create content that matches those formats with Video Case Stories and structured data.

20% of AI search results reference YouTube content. Keywords that trigger video results — “how to” questions, “what is” questions, and case-type queries — are prime targets for video SEO through your YouTube channel.

How Do Video Case Stories Help You Rank for Difficult Keywords?

Here is a strategy most law firm SEO agencies miss entirely.

Your website page targeting “personal injury attorney Orlando” competes with every other law firm. But your YouTube Video Case Story titled “How We Recovered $350K for a Car Accident Victim in Orlando” competes in a much less crowded space — YouTube search and Google video results.

Video results appear in Google’s main search results for many legal queries. A well-optimized YouTube Video Case Story can rank on page one of Google for keywords that would take years to rank for with a web page alone.

The Fish in the Barrel strategy leverages this: one Video Case Story ranks on YouTube, appears in Google video results, gets embedded on your website page (boosting that page’s engagement metrics), and shows up in AI search answers. One piece of content, 13 placements, multiple keyword rankings.

Where Do You Find Your Best Keyword Ideas?

Your own consultation calls. Listen to how prospects describe their problems. The language they use is the language they search with. If three prospects this month asked “what do I do if the insurance company lowballs me?” that is a keyword.

Google’s “People Also Ask.” Search your target keyword and look at the questions Google suggests. Each one is a blog post or FAQ entry waiting to be created.

Google Search Console. If you already have a website, Search Console shows which queries are driving impressions and clicks. Look for queries where you get impressions but low click-through — those are opportunities to improve.

Competitor analysis. Use SEMrush or Ahrefs to see what keywords your competitors rank for that you do not. Prioritize the ones with high intent and moderate competition.

YouTube search suggestions. Type your practice area into YouTube search and see what autocompletes. Those are the video topics prospects are searching for.

Frequently Asked Questions

How many keywords should each page target?

One primary keyword and 2-3 related secondary keywords per page. Do not try to rank for “personal injury,” “car accident,” and “slip and fall” on a single page. Each gets its own page.

How do I know if a keyword is worth targeting?

Look at search volume, competition, and intent. A keyword with 50 monthly searches but high intent (the person is ready to hire) is more valuable than a keyword with 5,000 searches and informational intent.

Should I target keywords my competitors already rank for?

Yes, but strategically. If a competitor ranks with text-only content and you create a page with a Video Case Story plus better on-page SEO, you can outrank them by providing more value.

How often should I update my keyword research?

Review quarterly. Search trends change, new questions emerge, and AI search introduces new query patterns. Keyword research is ongoing, not one-time.

What tools do I need for keyword research?

Google Keyword Planner (free), Google Search Console (free), SEMrush or Ahrefs (paid, $100-$200/month). Your consultation call notes (free and more valuable than any tool).

Stop Targeting the Wrong Keywords

The right keywords matched with Video Case Story proof generate clients. The wrong keywords generate traffic that never converts.

Get your free website analysis at authenticweb.marketing/start — includes keyword gap analysis and targeting recommendations.

See the full opportunity across all 21 spots. Run the Fish in the Barrel Calculator for your personalized score.

Written by Ian Garlic, founder of authenticWEB and Video Case Story. Ian has conducted keyword research for hundreds of law firms since 2004 and created the Fish in the Barrel strategy to align keyword targeting with video proof across all search channels. Author of Video Testimonials That Land the Big Fish.