What Types of Keywords Exist for Injury Law?
Digital marketing for personal injury lawyers is full of different techniques, our personal favorite is search engine optimization (SEO) of course. And you may be asking yourself, “What do I need to do to improve my website’s ranking on search engines?” And the answer is keyword research!
But what are the right keywords to target? Personal injury law firms should consider targeting keywords that potential clients would likely use when searching for legal representation.
For example, words like “injury law firm” ” car accident attorney,” and ” slip and fall lawyer.” By using these and other relevant keywords on your firm’s website, you can improve your site’s ranking and attract more personal injury leads.
But those terms are obvious, and everyone and their dog is targeting those terms. So how do you compete against those with millions in marketing budgets as a smaller injury firm? By expanding your keywords beyond the standard “accident lawyer near me” terms.
Using keyword research tools like Google Keyword Planner, SEMRush, or even Google Search itself, you’ll be able to find a large selection of keywords that’ll be perfect for your firm. You’ll also get a lot of insights from Google Search Console and Google Analytics if you have these on your website (you should!)
We’ll break down the different types of keywords in personal injury lawyer SEO, how you can find them, and how you can capitalize on these terms to steal a large chunk of the target market away from those big-time law firms who only focus on the main, generic keywords!
1. Long-Tail Keywords and Questions
Long-tail keywords are keyword phrases that are relatively specific and usually consist of three or more words. For example, a long-tail keyword for a personal injury lawyer might be “personal injury lawyer on contingency” or “how do I file a personal injury lawsuit?”
Long-tail keywords tend to be less competitive than shorter, more general keywords, and they can be a great way to get your website to rank higher in search engine results pages (SERPs).
A great focus when researching long-tail keywords is customer questions. You’ve likely heard the same questions asked by potential clients over and over. Why not write a FAQ section or blog post on each? If they’re asking face to face, you can bet they’ll be asking online as well.
Long-tail keywords are extremely important in SEO strategies for smaller law firms. With proper keyword research, you can find terms without much competition, but plenty of search volume. This also gives you a better chance at staying high up in the rankings.
Think about it, what happens when a firm focuses entirely on “accident lawyer”, because that’s where they rank highest, suddenly loses their position for that term? They lose everything. But if you have 100 different long-tail terms you rank for, the likelihood of losing ALL of your rankings is significantly lower.
2. Local Keywords
Local keywords are search queries that include a location, such as a city, state, or country. For example, a local keyword for a personal injury lawyer might be “car accident lawyer in Albuquerque” or “workers comp injury rules in New Mexico”.
Local keywords can be especially useful for personal injury lawyers who want to attract clients from a specific geographic area, which is pretty common for law firms.
It’s not enough to just throw the city name in your content most of the time either; sometimes you need to write content on the area itself. How does your firm interact with the community? Is there any industry-relevant news happening in your city? Either of these would prove to Google that you’re engaged with the area, and your search rankings will benefit.
3. Negative keywords
Negative keywords are words or phrases that you do not want your website to show up for in SERPs. This type of keyword is more for paid search advertising, Google is smart enough to not rank you in the Google search results for “car accident lawyer” when your content doesn’t talk about car accident cases (if you happen to not handle those types of cases).
The best thing you can do for negative keywords in SEO is to keep a list of any words that are close to your services, but you don’t want to show up for and give that list to your writers. Most firms won’t really need to focus on negative keywords outside of paid advertising like Google Ads, or Google AdWords, whatever they call it these days.
4. LSI Keywords and Related Keywords
LSI (latent semantic indexing) keywords are words or phrases that are closely related to your main keyword. For example, an LSI keyword for a personal injury lawyer might be “medical malpractice attorney” or “accident lawyer”.
Including LSI search queries on your website can help search engines to better understand the content on your website and can therefore help you to rank higher in SERPs. It also helps make your content more complete in the eyes of Google.
If you have a page about personal injury in general, but describe every possible type of injury case, you likely have a more complete and unique page than competitors, and Google will notice that and rank you higher!
5. Brand name keywords
Brand name keywords are simply the name of your law firm or business. For example, if your law firm is called “Smith & Jones,” then “Smith & Jones” would be a brand name keyword. Including your brand name in your SEO can help you to rank higher for searches of your firm’s name and can also help to build brand awareness.
This usually comes naturally unless you have a very common name for your legal practice. If you do, you might need to use your firm’s name in your content more than the average competitor. “Smith & Jones” in New York might have a few options, so make sure you come up first by using your brand in page titles and content when implementing calls to action.