The keywords your clients search,
state by state.
Pick your practice area and state. You get the keywords clients search in that state and, for each one, the page worth building to win it. Search volume, difficulty and Google Ads CPC appear here once licensed data is connected — never guessed.
Pick a practice area and state to see the keywords clients search there.
Where these numbers come from
Volume, difficulty, CPC and competition are licensed search data — the same class of data Semrush and Ahrefs sell.
They are not estimates, and they are not generated by AI. A language model does not know how many people searched for something last month; asked anyway, it produces a confident-looking guess. When our data provider is unreachable this tool shows “—” rather than a number, because a wrong figure you plan around is worse than no figure.
Volumes are state-level, not national. “Car accident lawyer” in Michigan is a different market from Texas, and a national average helps neither. Ask for the free audit and we'll add city-level breakdowns, your current rankings, and which of these you can realistically win first.
Keyword research for lawyers in three steps
Pick a practice area and state
Choose from 7 practice areas and any US state. The keyword list is built for that state, because a car accident search in Michigan is a different market from Texas.
Read the list
You get the searches clients use for that practice area in that state, with a one-line suggestion for the page or section that would win each one.
Turn it into pages
Group the keywords by matter, give each group one page, and put the place in the title. The guide below walks through it step by step.
From a keyword list to pages that rank
A keyword list is only useful once each keyword has a home. Give every matter the firm takes its own page — divorce, child custody and child support are three pages, not one — and add the city or county you serve to the title. Questions people ask before hiring belong in guides that link to those pages.
The full method, with the free data sources and the bar rules on words like “specialist”, is in keyword research for lawyers and law firms. To see how it comes together for one practice area, look at family law and divorce SEO or personal injury SEO, and check titles with the SERP simulator.
Free for law firms
The 40-point law firm SEO audit checklist (PDF)
- 40 checks across 5 pillars: Map Pack, organic, AI visibility, E-E-A-T, content
- The 7 critical checks flagged, so you know where to start
- A scoring sheet and tick boxes to run it with your team
Law firm keyword tool questions, answered
What does the law firm keyword tool show?
For a practice area and US state, it lists the searches clients use and suggests the page or section to build for each. Search volume, keyword difficulty and Google Ads CPC come from licensed data and appear once that data is connected; until then the tool shows a dash rather than a guess.
Which practice areas does it cover?
Personal Injury & Car Accident, Family Law & Divorce, Criminal Defense & DUI, Estate Planning & Probate, Immigration, Employment & Workers' Comp and Bankruptcy & Debt.
Why doesn't it show search volume right now?
Real search volume and CPC are licensed data. A language model cannot know how many people searched for something last month, and a made-up number you plan around is worse than none, so the tool leaves those columns empty until the data source is connected.
How do I find search volume for free in the meantime?
Google Ads Keyword Planner is free inside an Ads account and gives ranges. Your own Google Search Console shows the searches your site already appears for, and your Google Business Profile performance report lists the terms people used to find your profile.
Is the keyword tool free?
Yes. No signup, no email. If you want the list turned into a plan for your firm, ask for the free tear-down at the bottom of the page.
Want this turned into a plan for your firm? Send me your URL.
I'll match these searches against your pages and the firms outranking you, and send back which to win first — within 24 hours.
Or book a 30-min call