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Creative Resources

Free information on all things creative in the legal world. here you will find tips and tricks and social media how-tos, among other interesting content.


What are keywords?

Keywords are words and phrases built in your website’s text that allow people to find your site via search engines.

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Really though, what are keywords? 

The keywords on your page must be relevant to what people are searching for so that you have a better chance of being found online. For example, if a customer is looking for a marketing company that caters to law firms, they might search using the words: law firm marketing, law firm website, attorney website development, you get it. Potential clients type these keywords into a search engine and - if you have those keywords on your site and a great SEO score - wha-la! 

Why do keywords matter?

Keywords are especially important for anyone trying to grow their business online. They are the link between the digital content you are putting out and what customers are looking for. Driving organic traffic to your website, which will allow you to rank higher on search engines, depends on two things: keywords and SERPS (search engine results page).

If you are looking for more on search engine optimization, head to What is SEO and why is it important for legal websites? Part of our must-haves basics for SEO for websites is a site description. A site description appears below your site title when visitors search your keywords

In that same post, we go over content creation and using keywords strategically. The text used on your site should match the search terms people are using to sites like yours.

Two things to keep in mind: 

1. You can’t use just any keyword.

The right use of keywords can help your law firm website appear on SERPs for relevant searches, but misusing them can negatively affect your website’s SEO. Using too many keywords, also known as “keyword stuffing,” is also not beneficial. Keywords should appear naturally in a sentence and within the context of the content you are discussing properly index your content for return on SERPs

2. There are some words you should stay away from. 

When it comes to legal marketing, there are certain ruls around language and claims an attorney can make. Certain language is prohibited in attorney website marketing; subjective terms like “expert,” “specialist” or “specialized” should be avoided. This also applies to ebooks you author. False or misleading statements on attorney websites are forbidden. Impermissible self-laudatory statements on attorney websites usually include words like “best,” “better” or “cheapest.” Statements like these that compare an attorney’s services to another are not allowed--unless they can be factually backed up by verifiable data. 

How do you determine what keywords to incorporate? 

If you’re wondering how the keywords “legal marketing, lawyers, attorneys” rank, there are a ton of tools for that:

  • Google Trends visualizes how trends change over time. This tool can help attorneys find the most common relevant search terms in their region. For example, if you’re searching for a certain word but another word that means the same thing is more popular for your region, these tools will suggest that word to increase website traffic. It will show the relative popularity of that word for the past year and other related queries.

  • Wordstream Free Keyword Tool can help you discover and export new keywords and performance data to help navigate your SEO strategy.

  • Wordstream Law Keywords allows you to search the popularity of the keywords. 

Once you’ve decided on what keywords you want to use, it’s time to put them to work! Some things to also consider: do SEO keyword research more than once, update and expand your SEO keyword list every so often and don’t target keywords that are too popular because they are too competitive.

Remember Placement matters

It’s good to insert them in high-profile places on your law firm site. Keywords might provide SEO value when they are placed in title tags, alt tags, and headings. Throwing keywords in random places defeats the purpose of using them at all because then search engine users can’t see them. 

Avoid creating a single page for every one of your keywords or try to cram everything onto a handful of pages with keyword stuffing. The best choice would be keyword grouping and organization. By dividing your keywords into small groups of related keywords, you’ll cut down your workload and still create targeted specific pages!


Checkmark Creative is a creative marketing boutique that caters to law firms, legal professionals and other medium-to-large organizations. We do creative marketing, branding and social media, flawlessly. You have a firm to run, let us check-off the creative marketing and communication to-dos!