Unleashing the Power of Precision: Long-Tail Keywords & Legal SEO

Date: July 11, 2023

In the competitive world of online marketing, search engine optimization (SEO) plays a vital role in driving organic traffic to your legal website. To stay ahead of the game, you need to employ effective strategies that set you apart from the competition. One such strategy is the utilization of long-tail keywords. In this blog post, we will explore the concept of legal SEO and the importance of long-tail keywords in driving targeted traffic to your legal website.

What Are Long-Tail Keywords?

Long-tail keywords are longer, more specific keyword phrases that are used to target niche audiences. Unlike broad keywords, which are usually short and generic, long-tail keywords are more detailed and often contain three or more words. For example, instead of targeting the keyword “business lawyer,” you can focus on a long-tail keyword like “best business lawyer in New York City.” These keywords are highly specific and help potential clients find exactly what they’re looking for.

The 80/20 Rule: Maximizing Results with Minimal Effort

The Pareto Principle, also known as the 80/20 rule, applies to legal SEO. It suggests that approximately 80% of your website’s traffic will come from just 20% of your keywords. While it is important to optimize for popular keywords, it’s equally crucial to tap into the potential of long-tail keywords to capture the remaining 20% of traffic. Long-tail keywords provide a more focused and targeted approach, leading to higher conversion rates.

Should You Use Long-Tail Keywords?

Incorporating long-tail keywords into your legal SEO strategy can provide numerous benefits. Firstly, long-tail keywords have lower competition compared to broad keywords, making it easier to rank higher in search engine results pages (SERPs). By targeting these niche phrases, you can reach your desired audience more effectively and increase the chances of conversion. Additionally, long-tail keywords often indicate higher intent, as users who search with specific phrases are usually closer to making a decision about utilizing your services.

What Is the Biggest Advantage?

The biggest advantage of long-tail keywords is their ability to target highly specific audiences. By understanding the intent behind a user’s search query, you can tailor your content and optimize your website accordingly. When potential clients find your website through long-tail keyword searches, they are more likely to be interested in your services, leading to a higher conversion rate. Moreover, long-tail keywords can help you establish your authority in niche areas of law, positioning you as a thought leader in your field.

Do Long-Tail Keywords Have Higher CTR?

Long-tail keywords tend to have higher click-through rates (CTRs) than broader keywords. When users search for specific phrases, they have a clear idea of what they’re looking for, and they are more likely to click on search results that align with their intent. By using long-tail keywords, you can attract highly relevant traffic, resulting in a higher CTR. Although the overall search volume may be lower, the quality of the traffic generated by long-tail keywords is often superior.

Voice Search Optimization

With the increasing popularity of voice assistants like Siri, Alexa, and Google Assistant, optimizing your legal website for voice search has become crucial. Voice search queries are often more conversational and tend to be longer, resembling long-tail keywords. By incorporating long-tail keywords into your content, you can align with the natural language used in voice searches, increasing the chances of your website being featured in voice search results. This can be particularly advantageous for local legal services, as voice searches often include location-based queries like “find an elder law attorney near me.”

Targeting Localized Audiences

For legal professionals operating in specific geographic areas, leveraging long-tail keywords with a localized focus can yield exceptional results. Incorporating location-specific terms in your keywords, such as city or neighborhood names, enables you to target potential clients who are actively searching for legal services in their area. This localization strategy helps you stand out from national or global competitors and ensures that you attract relevant traffic that is more likely to convert into clients.

Creating Relevant and Engaging Content with Long-Tail Keywords

Long-tail keywords not only benefit your website’s SEO but also play a crucial role in creating relevant and engaging content. When you use specific keywords, you can tailor your content to address the exact needs and concerns of your target audience. By providing valuable information that directly answers their queries, you establish yourself as a trusted authority and enhance your chances of converting visitors into clients. Additionally, long-tail keywords can inspire ideas for blog posts, FAQs, and other informative content that resonates with your audience.

Monitoring and Analyzing Performance

As with any SEO strategy, it is essential to monitor and analyze the performance of your long-tail keywords. Regularly reviewing your website’s analytics and tracking key metrics such as organic traffic, CTR, and conversion rates can provide valuable insights into the effectiveness of your long-tail keyword strategy. Identify which long-tail keywords are driving the most qualified traffic and generating conversions. This data can guide your ongoing optimization efforts and help you refine your long-tail keyword strategy to maximize results.


In the realm of legal SEO, long-tail keywords are a powerful tool that can significantly enhance your website’s visibility and attract qualified leads. By leveraging the 80/20 rule, you can maximize the potential of your SEO efforts and tap into the vast opportunities that long-tail keywords provide. So, if you’re looking to outperform your competition and generate high-quality leads, it’s time to embrace the precision and effectiveness of long-tail keywords. Incorporate them into your SEO strategy and watch your legal website soar to new heights. 

Reach out to 9Sail’s experienced SEO team to learn more about how we can take your keyword strategy to the next level.