These days, having a robust online presence is essential for family law attorneys who want to successfully grow their practice. And at the heart of this we have keyword research.
Keyword research is the foundation of a successful search engine optimization (SEO) strategy for family law firms, enabling you to connect with the right clients at the precise moment they need your services. We call this inbound marketing.
In this article we will look into the importance of keyword research, providing you with the tools and strategies to enhance your firm’s visibility and attract your ideal client base.
Understanding the Mindset of Your Potential Clients
Potential clients facing sensitive family law issues often turn to search engines as their first point of contact.
They’re not searching for general legal terms; they’re seeking solutions to immediate, often emotionally charged situations.
Understanding their search intent allows you to tailor your online content accordingly and target people who really need your help.
For example, someone navigating child custody disputes may be more likely to search for “experienced child custody lawyer near me” rather than simply “family lawyer.”
Similarly, individuals facing the financial complexities of divorce may search for “affordable divorce attorney [city name].”
But additionally many potential clients start their search by trying to get an answer to a question like “do I need to hire a divorce attorney?”.
By harnessing the power of keyword research, you can uncover these specific search terms. And if you rank for them, its easy to put yourself in front of potential clients with a need for your services. But how do you know what topics to cover?
Tools like Google Keyword Planner or AHrefs provide insights into popular search phrases, their volume, and competition levels, informing your content strategy that you can utilize to answer burning questions from your potential clients.
The Power of High-Value Keywords
A well-balanced keyword strategy incorporates both high-traffic terms and niche, long-tail keywords. The problem is that everyone wants to rank for the highest value keywords. This makes them the most competitive and thus hardest to rank for.
High-traffic keywords like “divorce lawyer” or “child support attorney” offer broad visibility but come with increased competition. Long-tail keywords, such as “high-asset divorce attorney” or “grandparents’ rights lawyer,” are more specific and attract clients with complex legal needs.
The key is to strike a balance. Optimize your content for a mix of popular and long-tail keywords to maximize your reach and attract clients who align perfectly with your firm’s expertise.
Now lets look at 3 essential tools for content strategy creation based on keywords for family lawyers.
Long Tail Keyword Examples for Family Law and Divorce Attorneys
This is the part most attorneys actually want, so here it is. Below are realistic long tail keyword examples grouped by practice area. These are illustrative search phrases, not pulled volume data, so treat them as a starting list to validate in your own tools and adapt to your market. I use [state] and [city] as placeholders to show where you localize each phrase.
A quick note on how I think about these. Most of these are informational, question style searches, which makes them perfect for blog posts and guides. The ones that read like someone ready to hire, such as “divorce attorney [city],” belong on a practice area page instead. I cover that split further down.
Divorce
- how to file for divorce without a lawyer
- how long does a divorce take in [state]
- how much does a divorce cost in [city]
- can i get divorced if my spouse doesnt agree
- what are the grounds for divorce in [state]
- do i need a lawyer for an uncontested divorce
- what happens to the house in a divorce in [state]
- how is debt divided in a divorce
- difference between legal separation and divorce in [state]
Child Custody
- how is child custody determined in [state]
- can a mother move away with the child after divorce
- what is the difference between legal and physical custody
- how to get full custody of my child in [state]
- can i change a custody agreement in [state]
- what do judges look for in a child custody case
- at what age can a child choose which parent to live with in [state]
- how does a custody schedule work for a newborn
Alimony and Spousal Support
- can i get alimony after a 5 year marriage
- how is alimony calculated in [state]
- how long do you have to be married to get spousal support in [state]
- can alimony be modified after divorce
- does cheating affect alimony in [state]
- how to avoid paying alimony in [state]
- do i have to pay alimony if my spouse cheated
- how long does alimony last in [state]
Property Division
- what is considered marital property in a divorce
- how is property divided in a divorce in [state]
- is [state] a community property state
- how to protect assets in a divorce
- who gets the 401k in a divorce in [state]
- is an inheritance considered marital property
- how is a business divided in a divorce
- what happens to a house owned before marriage in a divorce
Paternity
- how to establish paternity in [state]
- what rights does a father have if not on the birth certificate in [state]
- how to get a paternity test ordered by the court
- can a father get custody if paternity is established
- how does paternity affect child support in [state]
- can a mother deny a paternity test in [state]
- how long do you have to establish paternity in [state]
Prenuptial and Postnuptial Agreements
- do i need a prenup if i own a business
- what should a prenuptial agreement include
- is a prenup enforceable in [state]
- how much does a prenup cost in [city]
- can you get a prenup after marriage
- what is the difference between a prenup and a postnup
- can a prenup be challenged in court in [state]
- do prenups protect future earnings
How to Find These Keywords Yourself
You do not need a big budget to build a list like the one above. Here is the order I work in.
- Google autocomplete. Start typing a seed phrase like “how is child custody” into Google and read every suggestion it offers. Those are real searches people make.
- People Also Ask. Run one of your seed searches and expand the “People Also Ask” box. Each question is a long tail keyword and often a heading for your post.
- Related searches. Scroll to the bottom of the results page. The related searches block gives you the next layer of phrasing your clients use.
- Ahrefs or another keyword tool. Use Ahrefs Keywords Explorer or Google Keyword Planner to check volume, difficulty, and to spin off more variations from a single seed.
- Your own intake calls. This is the source most firms ignore and it is the best one. The questions clients ask you on the phone are usually the exact phrases they typed before they called. Keep a running note of them.
If you want a deeper walkthrough of how this fits a full program, read my guide to the best family law SEO strategies.
Turning Keywords Into Pages That Sign Cases
A keyword list is only useful once it becomes the right kind of page. The thing that decides which page type to build is search intent, meaning what the person actually wants when they search.
- Informational intent goes on a blog post. When someone searches “how is alimony calculated in [state],” they are learning, not hiring yet. Answer the question fully and earn their trust. One post, one primary long tail keyword, plus a small cluster of close variations that share the same intent.
- Commercial intent goes on a practice area page. When someone searches “divorce attorney [city],” they are ready to talk to a lawyer. That phrase belongs on a local practice area page built to convert, not on a blog post. Pair it with my local SEO strategies for divorce lawyers so the right people find it.
Match the page to the intent and your blog stops being a content treadmill and starts feeding signed cases into your practice areas. If you want help mapping your keyword list to the right pages, that is exactly the kind of thing I work on in my one on one consulting.
Essential Keyword Research Tools
- Google Keyword Planner: A free, valuable resource for initial keyword research. It provides insights into search volume and keyword ideas.
- Ahrefs Keywords Explorer: This premium tool offers in-depth analysis, including click potential and keyword difficulty, helping you choose the best terms for your strategy.
- SEMrush: User-friendly for both beginners and experienced marketers, SEMrush provides comprehensive keyword analytics, competitor analysis, and helps you identify untapped keyword opportunities.
Now What Do You Do With Keywords? Seamless Keyword Integration
Once you’ve identified your target keywords, it’s time to integrate them strategically throughout your website. Here’s how:
- Titles and Headings: Place keywords prominently in your page titles and headings (H1, H2, etc.) for increased search engine visibility.
- Body Content: Naturally weave keywords into your text, ensuring relevance and a seamless reading experience. Avoid keyword stuffing, as it can harm your rankings.
- Image Metadata: Optimize your image file names and alt text with relevant keywords to improve your image search rankings.
- Topical Relevance: Create a page geared towards specific practice areas and keep sub topics in the same folder.
Beyond Your Website
Extending your keyword strategy beyond your website is like casting a wider net in a sea teeming with potential clients. Your Google Business Profile becomes a beacon for those searching locally, drawing them in with carefully targeted terms.
Social media bios transform into magnets, attracting individuals who resonate with your niche expertise. Paid ad campaigns act as precision lures, hooking the exact clients you’re equipped to serve. By neglecting these platforms, you’re leaving valuable client leads to drift towards your competitors.
- Google Business Profile: Optimize your profile with keywords relevant to your location and areas of practice, boosting your local search visibility.
- Social Media Bios: Include key terms in your LinkedIn, Facebook, and Twitter bios, making it easier for potential clients to find you.
- Paid Ad Campaigns: Choose the right keywords for your PPC ads to target your ideal client and drive qualified leads.
TLDR;
Keyword research is a continuous process that demands your attention as your website and practice evolve. By understanding client search intent, balancing high-traffic and long tail keywords, employing the right tools, and strategically integrating keywords throughout your online presence, you can significantly increase your visibility and become the go-to family law firm for the clients you serve best.
Start with the practice area lists above, validate them against your own intake calls, and build a page for each one that matches the searcher’s intent. That is how a keyword list turns into signed cases.
Casey Meraz is the founder of Juris Digital, Casey Meraz Consulting, Local SEO Experts and the author of How To Perform The Ultimate Local SEO Audit. He has written two books on SEO and has spoken at many digital marketing conferences. Casey is widely recognized as a Local SEO Expert.