Best SEO Keywords For Your Personal Injury Law Firm




personal injury law firm seo keywords
Photo by Joel Durkee on Unsplash

When it comes to selecting the best keywords for your Personal Injury Law Firm, you want to be selective in what you target.

For example, the best case scenario is for your firm to target keywords which will not be overly competitive but highly profitable for the types of personal injury cases you specialize in.

In the real world however, Personal Injury Law Firm SEO is highly competitive, so if you’re located in a major city for your region, it’s highly probable your competition has already targeted many of the profitable keyword terms already.

This is why hiring a Law Firm SEO Expert can be invaluable to your overall success with ranking on page 1 of the search engine results page.

Not only can an SEO Expert help you strategize the best keywords to prioritize, they can help you produce an overall campaign to create a better SEO strategy than your competition.

It all starts with targeting the right keywords and topics that your ideal client is actively searching for on Google, etc.

The overall process for targeting personal injury keywords looks like this:

1) Align your most profitable or desired types of personal injury law cases to the common topics/keywords people searching are familiar with.

2) Use a keyword tool to gather additional ideas on search volume and intent.

3) Check out the competitiveness of each keyword with a keyword tool like Ahrefs, SemRush, etc. Favor keywords with a low competition score.

4) Use the Google Adwords keyword tool to see the PPC cost, a higher cost-per-click generally means that keyword most likely converts better.

5) Lastly, finalize a list of blog topics to write about that match the intent of your target keywords

I’ll explain this process in more detail in the sections below.

Making a List of Your Most Profitable Types Of Cases

Depending on the size of your law firm, the amount and types of cases you specialize will vary greatly. Not to mention, your geographic location and the time of year will also make certain types of cases more popular. Like in the Winter time and it rains more, a Slip and Fall accident is more likely outside, than in the Summer.

Before you do any keyword research it’s good to think about how the time of year and seasonality of your location impacts the types of personal injury cases your law firm will work on.

Make a list of those types of cases and prioritize the most profitable ones first. Then, Align Profitable Practice Areas To Common Keywords (Topics)

Personal Injury Lawyer Practice Area List of Examples

If you are a small law firm or just getting started as a personal injury lawyer, it may help to reference this list below for the most commonly searched practice areas for a personal injury law firm.

Even if you are an established personal injury law firm, you might find it advantageous to research additional practice areas to target if there’s a huge demand to service it and it’s an easy keyword or topic to rank for.

Example List of Areas to Target for Personal Injury Law

  • Personal Injury Law
  • Medical Malpractice
  • Wrongful Death
  • Motor Vehicle Accidents
  • Construction Site Accidents
  • MBTA Accidents
  • Gas Explosions
  • Bicycle Accidents
  • Dog Bites and Dog Attacks
  • Truck Accidents
  • Motorcycle Accidents
  • Premises Liability Accidents
  • Pedestrian Accidents
  • Spinal Cord Injuries
  • Train Accidents
  • Product Liability
  • Defective Medical Devices
  • Brain Injuries
  • Burn Injuries
  • Head Injuries
  • Bus Accidents
  • Snow and Ice Accidents
  • Escalator and Elevator Accidents
  • Food Poisoning
  • Swimming Pool Accidents
  • Liquor Liability or Dram Shop
  • Laser Hair Removal Injuries
  • Chemical Exposure Accidents
  • Nursing Home Abuse and Negligence

SEO Keyword Tools For Doing Further Keyword Research

There are many tools for doing keyword research that will help you find profitable legal keyword examples which your personal injury law firm can target. Some keyword tools like Ahrefs, SemRush, and UberSuggest are easy to use and to sign-up for, they will also give you an estimated measure of how competitive each keyword is.

There are several options for using keyword tools and we’ll explain each one in more detail below!

As we review each keyword tool below, remember to take the list you started in the previous section that has your law firm’s practice areas (that you want to target keywords for) and input those various terms into one of the below keyword research tools of your choosing.

Then, take notes of the keywords that look the most promising to you by looking at the actual search data that each tool/method provides to you below.

A perfect example of a good personal injury keyword is this:

If one of the search tools below shows you a keyword term with a high search volume of 100 (500 is better) or more and it has low competition, it might be worth targeting.

Please note: You don’t need to use all of the tools/strategies mentioned below, but I would recommend at least one search tool like Ubersuggest, Semrush, or Ahrefts followed by Google AutoSuggest and Related Searches at a minimum.

Here is a list of the most common methods available for doing keyword research.

Google Search Console

Google Search Console is free and provided to you directly from Google. It’s a webmaster tool which provides you with a lot of information about how Google crawls and indexes your website. One of the biggest features it provides is an actual list of which keywords you are indexing for and your average page rank for each. As you review the list of keywords it provides to you, extract out keyword ideas that you can target.

Google Related Searches

Google related searches are not an actual tool or utility. It’s a feature that’s built directly into the bottom of each search page on Google. It’s there to help users find alternatives to related searches others are doing for the same topic or subject. If you see a term that looks good for your personal injury law firm SEO keyword list, jot it down.

Google, YouTube, Bing, DuckDuckGo AutoSuggest Feature

When you search for a topic or subject on Google, YouTube, Bing, and DuckDuckGo, sometimes you’ll be presented with an auto-suggested search term. If you see any good suggestions, make sure to add those to your target keyword list. You can see an auto-suggested keyword by typing in a potential search term partially, then seeing what the search recommends.

Answer The Public

Answer the Public is a website that curates search queries from the auto-suggest and related search queries from Google, YouTube, and other highly searched websites. It takes our previous ideas of gathering related and auto suggested search terms and combines them into a simple interface. When you type in a topic on Answer The Public, it will give you an excellent list of personal injury ideas for your target keywords, saving you valuable time.

Google Adwords Keyword Tool

To access this keyword tool from Google you will need to set up a Google Ads Account first. You won’t be required to actually run the ads though. Once you have the account setup, you’ll be able to use Google’s Adwords keyword tool and see search volume, competition, and the pay-per-click cost for various legal keywords. If you see people paying a high cost-per-click, it’s a good sign you’ll want to target that legal keyword in your Personal Injury Law SEO campaign.

SemRush or Ahrefs

SemRush and Ahrefs are two very popular SEO Tools for small businesses, marketing agencies, and large businesses. One of the main features is providing keyword information like suggestions, search volume, and PPC bidding information. It also has extended keyword suggestions for topics and can even give you an estimated report on what keywords your competition is ranking for.

There’s a lot of functions that SemRush and Ahrefs can perform to help with your SEO Campaign, so it’s best you research these tools further on your own to see if they are worth the investment or not.


If you are looking for a keyword tool that is a cheaper alternative to SemRush or Ahrefs, then Ubersuggest is it. You’ll be able to do plenty of keyword research and get suggested topics for your law firm’s SEO project.

One Big Take Away! The nice thing about some of the keyword SEO tools we’ve mentioned here is the fact that they have extensive indexing information of the web. Including your competitor’s rankings and their most popular keywords and pages which are ranking high. I highly recommend you take advantage of this feature! It’s included on Ubersuggest, SemRush, and Ahrefs.

Finalize Your Topic and Keyword Research: Some Example Personal Injury Lawyer Local SEO Keywords

If you’ve gone through the process of creating your targeted keyword list with the strategy and method we’ve described in the previous sections, you should start noticing some local keywords that look like the following.

Personal Injury Lawyer (your city name)

Car Accident Attorney (your city name)

Truck Accident Lawyer (your city name)

Head Injury (your city name)

In these examples, they are obviously high intent keywords because they are legal services based by location. That means that the Google AdWord bidding prices are normally in the hundreds of dollars per click for big populated cities (towns and cities with smaller populations should be cheaper.)

With such high bidding prices, these types of keywords are very valuable to target, for your law firm’s SEO campaign!

Remember! Good keyword analysis involves mapping those search terms to topics which will attract someone to click to your landing page. Whether it be your homepage, services page, or a blog article you wrote.

In the example keywords above, you’d want to map these to your homepage or legal services pages.

For informational keywords that contain terms like “How To” or “Best of” it’s best to create blog articles on those topics. Then, in your article, pitch your various legal service offerings, etc.

A full example of an informational keyword is a term like “How much is a car accident attorney”. You’ll want to map that keyword to a topic that discusses how much you charge for being a car accident attorney in your city or state.

That way Google can use Geo Location data (or a city or state name) to map to your website for being the correct resource, so a searcher can find and read your article.

Final Thoughts

I hope you found the information in this article helpful. Remember, creating a keyword strategy for your Personal Injury Law Firm’s local SEO campaign can take some effort. It’s one of the hardest tasks to complete when you are planning your campaign.

If you need any help or have questions about your law firm’s SEO campaign, feel free to comment below or contact me. Thanks!


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