Finding success as a small law firm is often about finding your niche. This could mean a practice area or even targeting a subset of clients within a practice area. Finding success online as a small firm is no different. You have to develop your niche and capture the right audience by performing the right keyword research, but how do you do that? Civille, can help!
Keyword research is our bread and butter, but doing it isn’t always easy. You have to figure out what your clients are searching for BEFORE they decide they need a lawyer.
Start Keyword Research with Client Questions
Before you ever open a keyword research tool, your most valuable resource is your own experience. The best keyword ideas start with genuine human insight. Your clients probably ask you questions all the time. Use that to fuel your strategy. Think about the conversations you have during initial consultations. What are the first three questions every potential client asks about their specific type of case? Are there misunderstandings they have? What are they most worried about? These questions are a goldmine for content ideas and keywords.
For a moment, think exactly like your clients. They are not lawyers. They do not know the legal terms you use. Your clients are often scared, confused, or just need a simple, direct answer. They are the ones Googling things like, “what happens if I get a second OWI in Wisconsin?” or “how much to get a simple will in Oshkosh?” If you listen to your clients and truly understand their situation, you will come up with a list of topics and search terms that are far more real than what any software could guess.
Using Research Tools to Refine Your Firm’s SEO Strategy
Your brainstormed ideas are a great starting point, but we have to be honest. They are just a hypothesis. There is a huge difference between the questions clients ask you in person and what they secretly type into Google. You absolutely need data to prove your ideas will work, to uncover new search terms, and to understand how difficult it is to compete for them.
Tools to Consider for Your Firm’s SEO Research
You don’t need a massive budget to get started. In fact, some of the best tools are free.
- Google: Your best friend here is Google itself. Type in a phrase you thought of and watch what Autosuggest shows you. Then check the “People Also Ask” box in the results. That is literally Google telling you what people want to know. At the very bottom, you will find “Related Searches.” Just these three things can build out a huge part of your strategy.
- Google Trends: This tool is fantastic for choosing the perfect phrasing. Wondering if “estate planning lawyer” is better than “trusts and wills attorney” in your town? Google Trends will show you which one gets more interest over time. This lets you speak your clients’ language.
- Professional SEO Tools: Want to know exactly what keywords are making the phone ring for your competitors? There are paid tools out there, like Semrush or Ahrefs, that will literally show you. It is like getting a peek at their playbook. While they are not free, some let you take a limited look to see how powerful that information really is.
Building Your Content Tree: Core Topics and Niche Questions
Think about how you talk to a new client. They come to you with a main problem, which is your primary keyword, like “Wisconsin Probate Process.” But the conversation does not stop there, right? They have a dozen follow-up questions. Those questions are your related keywords. A great web page should work just like that conversation. It needs to answer all those other questions people have, like “how long does probate take in Wisconsin,” “what is informal probate,” and “how to avoid probate court.”
This approach tells Google you are an authority on the entire topic, not just a single keyword. It creates comprehensive, helpful content for the reader. Conversely, trying to stuff unrelated keywords onto a single page—like putting keywords about DUIs on your probate page—is a recipe for disaster. It confuses readers and search engines, and your page won’t rank well for anything.
How to Structure Your Firm’s Web Pages
Finding the right keywords is half the battle. Using them correctly is the other half. Your page structure matters. The primary “trunk” keyword should almost always be in your main page title (the H1 tag). Your “branch” keywords and related questions are perfect for your subheadings (H2s and H3s). This creates a logical flow for the reader and provides clear signals to search engines about what your content covers. We won’t get deep into technical SEO here, but this basic structure is fundamental to making your keyword research pay off.
Read More: 2025 SEO Guide for Law Firms
Creating Content That Lasts: Your Best Defense in an AI World
Wondering how AI search changes things? Here is the deal. Chasing algorithms is a sugar high. Good content is a steak dinner. If you want to build a website that has any real value, just serve the steak. Create great stuff for humans.
If you are worried about what AI will do to SEO, then you should be putting together a good, high-quality content strategy. AI models, like the ones that power Google’s AI Overviews, need to learn from something. They are designed to find and synthesize the clearest, most accurate, and most authoritative information on the web.
When you create content that people want to read, that’s accurate, that answers their questions thoroughly, and maybe even provides new insights, you are doing two things. Not only will search engines reward you now with higher rankings, but you are also positioning your website as a trusted source that AI algorithms will take notice of, too. Generic, shallow content will be easily replicated and ignored. In-depth, expert content written with real human experience is what will continue to win.
Want to Win in AI Search? Get More Organic Traffic
Let Civille Help Your Firm Find Your Digital Niche
Civille knows how to get your site to rank, and we know how to put together a comprehensive SEO strategy that not only capitalizes on your niche to rank but also ensures that you will stay at the forefront even as the digital landscape shifts more and more towards AI. Reach out to Civille, and learn how we can improve your law firm’s SEO today!
