How To Do Keyword Clusters for Law Firm Marketing

How To Do Keyword Clusters for Law Firm Marketing

Welcome to Best Law Marketing’s comprehensive guide on creating keyword clusters! In today's digital landscape, SEO (Search Engine Optimization) is the name of the game, and keyword clustering is one of the strategies quickly gaining traction. It's crucial to harness this technique, especially for law firms aiming to stand out in the crowded online marketplace.

What are Keywords for SEO?

Keywords for SEO refer to the relevant keywords, terms, or phrases people enter into search engines, such as Google, Bing, or DuckDuckGo. These keywords represent what users are actively searching for online. By understanding and strategically utilizing relevant keywords, businesses and website owners can optimize their online content, ensuring it's discoverable by users and ranks well on search engine results pages (SERPs).

Understanding Keywords for SEO:

Core Keywords

Core keywords are usually single words or very short phrases that capture the essence of a topic. For instance, "lawyer," "shoes," or "camera" can be considered core keywords.

Long-Tail Keywords

These are longer phrases that are more specific than core keywords. They often contain three or more words. For instance, "personal injury lawyer in Chicago" or "best DSLR camera for beginners."

Short-Tail Keywords

Typically, these are phrases with two or fewer words. They are more specific than core keywords but less detailed than long-tail keywords. An example would be "running shoes."

Geo-Targeted Keywords

These are location-specific and are crucial for businesses that rely on local customers. Examples include "Dentist in Dallas" or "Paris boutique hotel."

Intent-Based Keywords

These are based on the user's specific intent. For example, transactional keywords like "buy leather boots online" indicate a clear intent to make a purchase.

What are Keyword Clusters?

How To Do Keyword Clusters for Law Firm Marketing

A keyword cluster is a group of related keywords that revolve around a core topic or concept. Instead of just targeting a single keyword, the idea is to target a group of related keywords within your content. This method offers several benefits:

  • Coverage: It enables your website to rank for broader terms.
  • Relevance: Google loves content that covers a topic in-depth. Keyword clusters help ensure you're addressing multiple facets of a topic, making your content more relevant and authoritative.
  • User Experience: By covering multiple related terms, you provide comprehensive information to your users, enhancing their experience on your site.

Steps to Create Keyword Clusters for Law Marketing

Are you struggling to reach your law firm's target audience and generate leads? It's time to take a closer look at your marketing strategy. One effective method to improve your online visibility and attract potential clients is through keyword clusters.

1. Define Your Core Topics

Begin by listing out the primary services or areas of law you practice, such as personal injury, family law, or intellectual property. These will serve as your core topics.

2. Keyword Research

For each core topic, use keyword research tools like Google’s Keyword Planner, SEMrush, or Ahrefs to find related keywords. Think about different aspects or queries related to the main topic. For instance, under "personal injury," you might find "car accident lawyer," "slip and fall cases," or "compensation claims." This will help build your keyword list.

3. Analyze Keyword Data

Using the same keyword research tool, look at search volume, competition, and relevance to your practice. Not every keyword you find will be worth targeting, so prioritize those that have the potential to drive quality traffic to your site.

4. Group Them Together

Cluster the related keywords together. For instance, under the core topic "family law," you might have clusters such as "divorce," "child custody," and "alimony."

5. Create Content

Develop content addressing each cluster's keywords. This doesn't mean you should shoehorn every list of keywords into one piece; rather, ensure that your content speaks comprehensively about the topic at hand. This might be in the form of blog posts, detailed service pages, or FAQs.

6. Internal Linking

Create a web of internal links between the content pieces in a cluster. This helps distribute authority across the cluster and can boost the chances of ranking multiple pages for various terms.

7. Monitor & Adjust

SEO is an ongoing process. Track how your pages are ranking for their targeted keywords and make adjustments as necessary. This may involve adding new keywords to a cluster or creating new content to address emerging terms.

How Will Keyword Clustering Help My Law Firms SEO?

Keyword clustering is more than just a buzzword in the digital marketing realm. It's a strategic approach to SEO that can offer law firms significant advantages in their online marketing efforts. Let's delve into how keyword clustering can boost your law firm's SEO:

Comprehensive Topic Coverage

Depth Over Breadth: Instead of creating multiple superficial pages targeting individual keywords, clustering allows you to address a broad topic in-depth. For law firms, this means that a potential client can get a comprehensive understanding of a legal issue, such as "divorce proceedings," by reading content that covers all related subtopics like "child custody," "alimony," "division of assets," and more.

Improved User Experience

Meeting Diverse User Needs: Different users have varied queries related to the same topic. By clustering, you can answer a wide range of questions, ensuring your visitors find exactly what they're looking for. A satisfied visitor is more likely to stay on your site longer, engage with your content, and eventually convert into a client.

Boosted Content Authority

Holistic Content Strategy: Google rewards content that offers valuable insights on a given topic. By addressing all the subtopics within a keyword cluster, you position your content as authoritative and comprehensive, leading search engines to view your pages more favorably.

Enhanced Internal Linking

Boosted Page Authority: Within a keyword cluster, subtopics have a natural interrelation. This offers a golden opportunity to create internal links between the content pieces in that cluster, spreading page authority and improving the overall SEO health of your site.

Better Content Organization

Streamlined Site Architecture: Keyword clustering organically leads to a more structured site layout. A well-organized site makes it easier for search engines to crawl and index your content, potentially improving your SERP (Search Engine Results Page) rankings.

Protection Against Algorithm Changes

Resiliance: Google's algorithm is continually evolving. A diversified keyword strategy, like clustering, offers a safety net. Even if one keyword sees a drop in rankings due to an algorithm tweak, your content may still perform well for other related keywords.

Opportunity for Rich Snippets

Enhanced SERP Presence: By covering a topic in-depth, there's a higher likelihood that a portion of your content can be featured as a rich snippet on Google. These snippets can greatly improve click-through rates.

Reduced Keyword Cannibalization

Avoiding Self-Competition: With individual keyword targeting, there's a risk that multiple pages on your site compete for the same keyword. Clustering helps ensure that each content piece targets a unique set of related keywords, thereby reducing this risk.

Why Choose Best Law Marketing Instead of Doing Keyword Clustering On Your Own?

Navigating the complex world of SEO, especially for specialized sectors like law, requires expertise, experience, and a deep understanding of industry nuances. While keyword clustering can certainly be undertaken in-house, here's why choosing Best Law Marketing could be the better move for your law firm:

1. Expertise in Legal Marketing

Specialized Knowledge: Best Law Marketing has specialized experience in legal marketing. This means we don't just understand SEO; we understand legal SEO. The nuances, the terminology, the client journey—our strategies are tailored for the legal sector.

2. Time-Efficient

Focus on Your Core Strengths: As legal professionals, your time is best spent on your cases and clients, not on the intricacies of digital marketing. By outsourcing to Best Law Marketing, you can focus on what you do best, while we handle your online visibility.

3. Access to Advanced Tools

State-of-the-Art Resources: We invest in the latest SEO tools and technologies, ensuring that your keyword clustering and overall SEO strategy is based on comprehensive data and cutting-edge methodologies.

4. Continuous Monitoring and Optimization

Adapt and Evolve: SEO isn't a one-time task. It requires continuous monitoring, adjustments, and staying updated with the ever-changing search engine algorithms. At Best Law Marketing, our job is to keep a pulse on these changes and ensure your content strategy remains optimized.

5. Comprehensive Strategy

More Than Just Keywords: While keyword clustering is crucial, it's just one part of the larger SEO puzzle. We offer a holistic approach, from backlinking strategies to on-page optimization, ensuring that every SEO aspect is covered.

6. Reduced Costs in the Long Run

Economies of Scale: Building an in-house team, acquiring tools, and dedicating resources to continuous learning can be expensive. Outsourcing to Best Law Marketing provides access to a team of experts and resources at a fraction of the cost.

7. In-Depth Reporting

Transparent Metrics: We believe in transparency. Our regular reports provide insights into your SEO performance, keyword rankings, and website traffic, helping you understand the ROI of your investment.

8. Collaborative Approach

Your Partner in Growth: At Best Law Marketing, we view ourselves as partners in your growth. We work closely with your team, understanding your goals and tailoring strategies that align with your firm's vision.

Contact Best Law Marketing

Keyword clusters can drastically improve your law firm’s online visibility. By focusing on groups of related keywords, you can provide more value to your audience, make your website more relevant in the eyes of search engines, and improve your chances of ranking for multiple terms. Remember, thinking holistically about topics rather than just individual keywords is key. Happy clustering! Contact Best Law Marketing today.


Why are keyword clusters important for SEO?

Keyword clusters help in:

  • Improving content relevance by covering a topic comprehensively.
  • Enhancing the chances of ranking for multiple related keywords.
  • Boosting internal linking opportunities within the cluster.
  • Offering better user experience by providing exhaustive information on a single topic.

How is keyword clustering different from traditional keyword research?

Traditional keyword research often focuses on finding individual high-volume keywords to target. Keyword clustering, on the other hand, is about grouping related terms around a core topic, ensuring content depth and breadth.

How does keyword clustering help with content creation?

Keyword clustering provides a structured framework, guiding content creators to cover all aspects of a topic. It ensures comprehensive content that addresses multiple user queries related to the core topic.

Does keyword clustering affect the backlinking strategy?

Yes, comprehensive content covering a cluster can be seen as more authoritative and valuable, potentially attracting more backlinks. Moreover, within a cluster, there's a natural opportunity to create internal links between related content pieces.

Can keyword clustering help with voice search optimization?

Absolutely! Voice searches are often more conversational and specific. By covering a topic in-depth, keyword clustering can help in addressing the long-tail and conversational queries typical of voice search.

Is keyword clustering only for blog posts or articles?

No. While often associated with blog content, keyword clustering can be applied to any web content, including landing pages, product descriptions, FAQs, and more.

How often should I revisit and update my keyword clusters?

SEO is dynamic, with user behavior and search algorithms constantly evolving. It's advisable to periodically review and update your keyword clusters, at least annually or whenever there's a significant shift in your industry trends or business focus.


August 14, 2023
Best Law Marketing
Best Law Marketing will help you get more quality leads online. We are constantly refining our digital marketing approach to keep up with the latest in technology, tactics, and industry trends that maximize case opportunities.
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