Search engine optimization, also known as SEO, is something that marketers and content creators are constantly worried about. The content you create in collaboration with your attorneys is incredibly valuable in positioning them as thought leaders, creating brand recognition for your firm and directing more traffic to your website to bring in new business.

According to a study of popular keywords for law firms in 2024 done by SEO PowerSuite, the top 10 keywords are:

1. lawyers near me
2. lawyers near me divorce
3. divorce lawyers near me
4. accident lawyer
5. personal injury lawyer near me
6. will attorney near me
7. trust attorney near me
8. estate attorneys near me
9. good lawyers near me
10. child support lawyer near me

Our first reaction to this top 10 list is the way Googlers use “lawyer” and “attorney” interchangeably. However, the term “lawyer” clearly is preferred as it appears in the top five keywords.

So, what does this mean for content creation? Are we suggesting you use these keywords for your content? Not exactly. The above list is a great guide to review and understand in order to appropriately optimize your content. SEO PowerSuite’s study actually examines the top 50, which can provide an even more in-depth guide for you. 

Reviewing this list is just one step into conducting the right keyword research for your content.

What else can help you when doing your keyword research? Google, of course! A basic step would be to Google prospective keywords and see where you and your competitors rank on the list.

A few other Google tools you can use are Google Search Console, which can help you monitor and understand the keywords for which you already rank; Google Ads Keyword Planner to help you generate a list of basic keywords; and Google Trends, which can show you how a keyword or search term has performed over a certain period of time.

Optimizing your content for search engines, especially in the competitive law firm landscape, remains a crucial strategy for enhancing visibility and attracting potential clients. It’s important to note, however, that simply incorporating these keywords into your content isn’t a one-size-fits-all solution. Effective SEO requires a nuanced approach that includes thorough keyword research, which may look different for every firm.

Georgie Palm is Poston’s director of content client services. She is based in Minneapolis, MN.