Digital Marketing

Everything You Need To Know About Keyword Research

Keyword research is the roadmap for a successful SEO plan. It’s about finding out what words and phrases people use when they’re searching online. When you know the right keywords for your business or field, you can tweak your website and content to show up higher in search results on sites like Google.

In today’s world, where most folks rely on search engines to discover stuff, nailing keyword research is crucial. It’s not just about knowing what people search for; it’s about using that insight to make your content match what they’re looking for.

Good keyword research isn’t just about finding trendy keywords. It’s also about getting why people type those words. That’s where search intent comes in. For instance, someone Googling “best personal injury lawyer in Los Angeles” probably wants different info than someone typing “how to file a personal injury claim.”

We’ll cover everything about keyword research, from the basics to advanced tips for boosting your site’s search engine mojo. Whether you’re new to SEO or polishing up your keyword game, this guide will help you navigate the competitive world of online search.

What is Keyword Research and Why Does it Matter?

Keyword research is the process of identifying the specific words and phrases that people use when searching for information online. It is a fundamental aspect of SEO and digital marketing, as it helps businesses understand what their target audience is searching for and how to create content that meets their needs.

The importance of keyword research cannot be overstated. Here are some key reasons why keyword research matters:


Keyword research helps businesses understand what topics and themes are relevant to their target audience. By identifying relevant keywords, businesses can create content that resonates with their audience and addresses their specific needs and interests.


Ranking for relevant keywords can significantly improve a website’s visibility in search engine results pages (SERPs). By targeting high-volume, relevant keywords, businesses can increase their chances of appearing at the top of search results, driving more organic traffic to their website.

Competitive Advantage

Keyword research can provide valuable insights into competitors’ strategies and tactics. By analyzing the keywords that competitors are targeting, businesses can identify gaps and opportunities to differentiate themselves in the market.

Content Planning

Keyword research is essential for content planning and creation. By understanding the topics and keywords that are important to their audience, businesses can create more targeted and valuable content that attracts and engages their target audience.


Effective keyword research can lead to a higher return on investment (ROI) for SEO and digital marketing efforts. By targeting the right keywords, businesses can attract highly qualified traffic to their website, leading to more conversions and sales.

The Importance of Search Intent

Search intent, also known as user intent or query intent, refers to the reason behind a user’s search query. Understanding search intent is crucial for creating content that aligns with what users are looking for and for optimizing your website to rank higher in search engine results pages (SERPs).

There are generally four main types of search intent:

Informational Intent

This type of search intent is when users are seeking information or answers to their questions. They might search for “how-to” guides, tutorials, or informational articles. Understanding informational intent helps you create content that educates and informs your audience, positioning your brand as a helpful resource in your industry.

Navigational Intent

Navigational intent occurs when users are looking for a specific website or webpage. They may directly search for a brand name or website to navigate to it. Catering to navigational intent ensures that users can easily find your website or specific pages, improving user experience and brand accessibility.

Transactional Intent

Users with transactional intent are ready to make a purchase or complete a specific action. They may use queries like “buy now” or “sign up.” Optimizing for transactional intent involves creating clear pathways for users to convert, such as optimized product pages or streamlined checkout processes.

Commercial Investigation Intent

This type of intent involves users researching products or services with the intention to make a purchase soon. They might compare options and evaluate choices. Addressing commercial investigation intent requires providing detailed product information, comparisons, and reviews to help users make informed decisions.

Understanding search intent is important for several reasons:


By aligning your content with search intent, you can ensure that your website provides relevant information to users, increasing the likelihood of engagement and conversion.

User Experience

Meeting search intent enhances the user experience, as users are more likely to find the information they’re looking for quickly and easily.

SEO Performance

Google’s algorithms prioritize content that best satisfies search intent. By creating content that aligns with search intent, you can improve your chances of ranking higher in SERPs.

Content Strategy

Understanding search intent helps you develop a more effective content strategy. By creating content that addresses the different types of search intent, you can attract a wider audience and drive more organic traffic to your website.

How to Research Keywords for Your Law Firm SEO Strategy

Researching keywords for your law firm’s SEO strategy is crucial for attracting relevant traffic to your website.

Here’s a detailed guide on how to conduct keyword research effectively:

Understand Your Audience:

Start by defining your target audience. Consider their demographics, search behavior, and the specific legal services they may be seeking. Understanding your audience will help you tailor your keyword strategy to their needs.

Create Topic “Buckets”:

Develop 5-10 core topics that align with your audience’s interests and your firm’s services. These topics will serve as the foundation for your keyword research. For example, if your law firm specializes in personal injury law, your topic buckets might include “car accidents,” “slip and fall accidents,” and “medical malpractice.”

Identify Keywords:

Brainstorm and list down keywords related to each topic bucket. Think about the specific terms and phrases that your audience might use when searching for legal services. Use tools like Google Analytics to identify current keywords that your website ranks for, as well as Google Search Console to see which keywords are driving traffic to your site.

Analyze Intent:

Ensure that your content addresses the specific problem or question that a searcher intends to solve with their query. Consider the intent behind each keyword and how it aligns with the services your law firm offers.

Expand Your Keyword List:
Look for related search terms and phrases to expand your keyword list further. Use tools like Google’s Keyword Planner, SEMrush, or Ahrefs to find related keywords and phrases that have high search volumes and low competition.

Use SEO Tools:

Leverage SEO tools like Moz Keyword Explorer, Google Keyword Planner, and Google Trends to refine your keyword list. These tools can provide valuable insights into search volume, competition, and trends for specific keywords.

Prioritize Keywords:

Focus on keywords with high search volume, relevance, and low competition. Consider including long-tail keywords for more specific targeting. Long-tail keywords are longer, more specific phrases that are less competitive but often have higher conversion rates.

Consider SERP Features:

Understand and leverage Google’s SERP features such as image packs, paragraph snippets, list snippets, and video snippets to enhance visibility. These features can help your content stand out in search results and attract more clicks.

Competitor Analysis:

Analyze your competitors’ keyword strategies to identify opportunities and refine your own keyword selection. Look at the keywords they are ranking for and the content they are creating to see if there are any gaps you can fill.

Localize and Seasonalize Keywords:

If applicable, include location-based keywords and consider seasonal trends in your keyword strategy. For example, if your law firm operates in a specific city or region, include keywords that mention that location to attract local clients.

Understand Search Term Types:

Differentiate between informational, navigational, transactional, commercial investigation, and local queries to better cater to your audience’s search behavior. Tailor your content to align with the intent behind each type of search query.

Determine Keyword Value:

Use tools to determine the potential value of your keywords and prioritize those that offer the most value to your SEO efforts. Look for keywords with high search volume, low competition, and relevance to your law firm’s services.

By following these steps, you can develop a comprehensive keyword strategy that attracts relevant traffic to your law firm’s website and helps you rank higher in search engine results pages.


Keyword research is a dynamic process that requires continuous evaluation and adjustment. By understanding your audience and their search behavior, creating relevant topics, and prioritizing the right keywords, you can enhance your law firm’s SEO strategy and drive organic traffic to your website.

Are you looking to improve your law firm’s SEO strategy? Contact Advertise Naked for a free consultation and let us help you take the next steps in optimizing your digital presence.

Our team of experts specializes in law firm marketing and can provide personalized recommendations to help you achieve your SEO goals. Schedule your free consultation today and start attracting more clients to your law firm!