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Discover the power of keyword intent and organic keywords for family lawyers

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As a family lawyer, understanding the keyword intent and organic keywords is essential to improve your SEO strategy. Keyword intent refers to the purpose of a particular search query, while potential customers use organic keywords. By understanding and optimising these two, you should see an impact on your search results.

In this blog post, we will discuss the following:

  • The importance of organic keywords
  • The four significant types of keyword intent
  • How to find the right keywords to gain organic search results?
  • How to use them in your SEO work?keyword intent for lawyers

Key takeaways from this post

  • Optimising keywords by their search intent and focusing on organic keywords can improve Google’s search engine rankings and client acquisition.
  • Finding the best keywords by using keyword research tools. (Seranking.comGoogle Search Console, and Google Ads Keyword Planner)
  • Clustering keywords based on their search intent can create relevant user content.


What are organic keywords, and why do they matter for law firm SEO?

Organic keywords are words or phrases users type into search engines to find information on a particular topic. Strategic keyword optimisation as part of your SEO plan can help you rank higher on the search engine results page (SERPs). It can also help you to reach a wider audience of potential customers.

Using relevant keywords when creating high-quality content can drive more organic traffic to your website.

Understanding keyword intent

Keyword intent is the specific purpose or goal behind a user’s search query. It plays a critical role in content creation and SEO. By understanding the different types of user intent, content can be optimised to meet users’ needs. The four main types of keywords based on search intent are:

(NOTE: When we target keywords, we assign a monetary $ symbol next to each specific purpose. This is as follows:

$ = Poor sale value

$$ = Below average sale value

$$$ = Average sale value

$$$$ = Above average sale value

$$$$$ = Excellent average sale (take more holidays and buy your favourite yacht value. )

Navigational: refers to users searching for specific websites or pages. To optimise content for navigational intent, it’s essential to ensure that the website’s structure is. It should be easy to navigate, and the pages should be organised for easy access. Branded keywords can be used to target navigational intent.

Example: It could be a law firm’s name, practice, or a specific legal service. (Shanahan Family Law)

Search intent: They already know what they want. They are looking for a specific page on your site.

Monetary value to Family Lawyers: “$”, “$$”

Informational: refers to users looking for information on a particular topic. Content that caters to informational intent should be organised in a clear and easy-to-read format. It should also use keywords that reflect the user’s query. Providing clear and concise answers to their questions can help optimise content for informational intent.

Example: “child custody laws in Australia” or “how to file for divorce in Australia.”

Search intent: Looking to learn more about a topic.

Monetary value to Family Lawyers: “$”, “$$”

Commercial: refers to users in the research phase when looking for products or services. Content optimised for commercial intent should provide details about products or services. Also, explaining why they are the best option for users is essential. This may include service comparisons, reviews, and other relevant information.

Examples: “Family law firms and lawyer reviews,” “Best family law firms in Australia,” or “Compare family lawyers in Melbourne.”

Search intent: research phase & may buy on the recommendation.

Monetary value to Family Lawyers: “$$$”, “$$$$

Transactional: refers to the stage when users are ready to buy or avail of a service. Content should be optimised by using specific keywords related to products or services. It should also include a clear call to action and simplified purchasing processes to encourage users to take action.

Examples: “hire a family lawyer,” “book a consultation with a divorce lawyer,” or “family lawyer fees in Sydney.”

Search intent: ready to avail your services!

Monetary value to Family Lawyers: “$$$”, “$$$$”, “$$$$$”

Furthermore, long-tail keywords consist of three or more specific keyword phrases. It tends to have a lower search volume but higher conversion rates. By targeting long-tail keywords, you can attract more qualified leads. Since they are more likely to align with the specific intent of user searches.


Finding the right keywords using keyword research tools

Finding the right keywords is crucial for any digital marketing strategy. That is why keyword research is essential for SEO. By doing this correctly, you can identify the most relevant and high-performing keywords to target for your content. These recommended keyword research tools are available to find the right keywords for your website. (, Google Search Console, and Google Keyword Planner.)

Block of Keyword on yellow background.First, we will talk about; this comprehensive SEO tool offers a keyword research feature to your website traffic to help you discover keywords with high search volume, keyword difficulty, and other vital metrics. It provides insights into keyword trends and competitor analysis. It can also allow you to track your website’s rankings for specific keywords.

Next is the Google Search Console, a free tool by Google that provides valuable data on how your website performs in Google search results. It shows you the keywords driving traffic to your site, their rankings, and the click-through rates. This information can guide you in identifying the keywords that are already driving traffic to your site. You can also use this to optimise your content accordingly.

And the last is the Google Keyword Planner, another free tool by Google that helps you discover new keywords and get search volume estimates. You can input your seed keywords and get a list of related keywords with their monthly search volume, competition level, and other metrics. This tool can be valuable in finding new keyword ideas and understanding the search volume for different keywords.

Investing time and effort into keyword research can significantly impact your website’s performance.


Keyword clustering and its benefits for law firm’s website

Keyword clustering is the process of grouping keywords based on their semantic meaning. This approach helps develop a more comprehensive content strategy and enhance user experience.

Clustering keywords based on their search intent is a powerful technique for targeting users’ needs and interests. By grouping related keywords, you can create more relevant content tailored to various keywords.



Understanding keyword intent and optimising your content with organic keywords is essential. Recognising the various types of keyword intent, focusing on organic keywords, and using keyword research tools to identify keywords, can improve your website’s search engine rankings and visibility, attracting more potential clients.

Always remember that as the online legal market gets more competitive. As a lawyer, you must invest time and resources into creating a strategy that fits your firm and business goals.

If you need help optimise your SEO strategy for your law firm’s website or clients, contact us today for a consultation. We offer the best SEO tactics to help you optimise your website and convert visitors into clients.

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