The Best SEO Keywords For Your Personal Injury Law Firm

seo keywords personal injury law firm

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 that 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 having 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 legal SEO expert help you strategize the best law firm keywords to prioritize, but they can also 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 keywords looks like this:

  • Align your most profitable or desired types of personal injury law cases to the popular topics/keywords people searching are familiar with.
  • Use a keyword tool to gather additional ideas on search volume and intent.
  • Check out the competitiveness of each keyword with a keyword tool (or Google AdWords keyword tool) to see the PPC cost; a higher price means it most likely converts better.
  • Finalize a list of blog topics to write about that match the intent of your target keywords

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

Making a List of Your Most Profitable Types Of Personal Injury Cases

Depending on the size of your law firm, the amount and types of cases you specialize in will vary greatly. Not to mention, your geographic location and the time of year will also make certain kinds of cases more popular.

An example would be: 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 Target 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 and Methods For Doing Further Keyword Research

There are many tools for doing keyword research to find profitable legal keyword examples your firm can target. Some tools like Ahrefs, SemRush, and UberSuggest will also give you an estimated measure of how competitive each one is.

Take the target list you started in the previous section with your law firm’s practice areas for which you want to target keywords for. Now input those various terms into the below keyword research methods/tools of your choosing.

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

For example, using one of the simplest research methods you can type your term directly into Google search. Then, look for the related search terms at the bottom of Google. If you see something that’s a match, it means people are searching for it, so it’s worth writing down for a topic to target.

Likewise, if one of the search tools below like SemRush shows you a keyword term with a high search volume of 100 (500 is better) or more and has low competition, it might be worth targeting as well, especially if it has a high Cost-Per-Click price.

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

Here is a list of the most common ways you can research personal injury law firm topics and keywords.

Google Search Console

Google Search Console is free and provided to you directly from Google. It’s a webmaster tool that gives you a lot of information about how Google crawls and indexes your website. One of the biggest features it provides is an actual list of what legal 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 topics and keywords 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 of their initial search. If you see a term that looks good for your law firm’s 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 a suggested search term. If you see any good suggestions add those to your target keyword list.

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 ideas for your law firm’s target keywords, saving you valuable time.

Google Adword 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 set up, you’ll be able to use Google’s Adwords keyword tool and see search volume, competition, and the pay-per-click cost. 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 SEO campaign.

SemRush or Ahrefs

SemRush and Ahrefs are two top-rated 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 a report on what your competition is ranking for.


If you are looking for a free tool and 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.

The tools Ubersuggest, SemRush, and Ahrefs, will allow you to do this. We highly recommend you take advantage of this feature and take any suggestions you can from the tool to compile into your targeted keyword list.

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 law firm keyword research strategy described in the previous section, 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 obvious high intent keywords because they are legal services based by location. The Google ad bidding prices are normally in the hundreds of dollars per click for big cities too.

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

In the examples above, you’d want to map these to your homepage or legal services pages depending on the actual service being offered.

Then for the informational keywords that contain terms like “How To” or “Best of” you would just create blog posts to attract that user’s click to read your article, then lead them to your services.

A complete 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.

For many local based search queries, Google can and will use Geo-Location data to show your website for being the correct resource for that query.

More examples for mapping keywords to topics and then creating headlines and articles for your website’s content can be found here:

Final Thoughts

We hope you found the information in this personal injury law firm keyword research article helpful. Using all the suggestions, methods and keyword tools in this article will help you find the best possible search terms for your Personal Injury Law SEO campaign.

If you need further help with any part of your law firm’s SEO Strategy for research or content production, feel free to contact us for help.

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