SEO for Solicitors & Law Firms in the UK

The online market for solicitors & legal services in the UK is one of my favourite to target as an SEO consultant. This is because the stakes are high; the sub-markets are varied and plentiful & the clients are appreciative.

Practice Areas I Offer SEO Consulting For:

  • Alternative dispute resolution (ADR)
  • Commercial law
  • Construction law
  • Contract law
  • Corporate law
  • Criminal law
  • Domestic, EU and international competition law
  • Employment law
  • Environmental law
  • Equity and trusts
  • Family law
  • Immigration law
  • Insurance law
  • Intellectual property (IP) law
  • Litigation
  • Personal injury law
  • Private client law
  • Property law (commercial)
  • Property law (residential)
  • Shipping law
  • Sports law
  • Tax law
  • Tort law

What follows are the most valuable keyword search terms in the United Kingdom in the solicitor & legal services sector on Google. I have taken the average search volumes in the last 12 months & multiplied them by the suggested PPC bid per keyword according to Google Adwords. [personal injury claims]; [personal injury solicitors] & [personal injury lawyer] have a collective monthly value of over £300,000 or £3,600,000 per year.

Around 36% of searchers end up clicking on the #1 organic search result – although this can only ever be an approximation – thus you could roughly expect a hypothetical website which ranks #1 for 365 days for [personal injury claims]; [personal injury solicitors] & [personal injury lawyer] to gain exposure with a market value of loosely £1,296,000 per annum. All three of those search terms are attainable in my opinion.

The incumbent #1 for [personal injury claims] is in the UK (on Google). They have achieved this with a total of 2924 words of text content – of which perhaps 2,250 words are main body text content. In fact if you exclude stop words (such as ‘the’, ‘and’, ‘but’ etc) they only have around 1422 total words and just 633 unique words. Impressive enough – but highly, highly beatable.

Here is a listing of words used in their body text 15 times or more:

  • injury 45
  • claim 43
  • accident 42
  • compensation 30
  • claims 25
  • injuries 23
  • accidents 22
  • personal 22
  • work 17

What this tells me from an experienced SEO perspective is that these guys know what they are doing – to a degree – see the major keywords are used and proportionately frequently but not so much as to appear to be keyword stuffing to Google. Just about right – again, impressive enough but beatable to be sure.

Additionally the content on the page and in the navigational menus on their site offer a near exhaustive exploration of the personal injury claims space, covering (and I am including only a sample list for the purposes of brevity here):

  • Serious Injury Claims
  • Asbestosis
  • Head and Brain Injury Claims
  • Repetitive Strain/Whiplash/Back Injury/Knee/Car Accident/Passenger Accident Injury Claims
  • Bicycle Accident Claims
  • Work Accident Claims
  • Industrial/Factory/Scaffolding Accidents
  • Medical Negligence Claims
  • Care Home Negligence Claims
  • No Win No Fee Solicitors
  • Making a Claim
  • Am I Eligible?
  • Compensation Calculator
  • The Claims Process

The two word phrases used 15 or more times on the page are limited to:

  • personal injury 21
  • injury claims 15

The three word phrases used 10 or more times on the page are limited to:

  • no win no 12
  • personal injury claim/s 12
  • win no fee 11

Below are the aforementioned most valuable search terms in the broad legal space on Google in the United Kingdom. For the purposes of brevity I have limited the list to those terms with a market value of £10,000 or more per month & a suggested Cost Per Click of £40.00 or more.

Keyword Monthly Searches Suggested bid Market Value
injury lawyer 3600 £63.61 £228,996.00
personal injury claims 3600 £51.33 £184,788.00
injury claims 2400 £62.57 £150,168.00
personal injury solicitors 1600 £44.08  £70,528.00
personal injury lawyer 880 £58.01 £51,048.80
personal injury lawyers 590 £47.36 £27,942.40
accident lawyer 390 £45.22 £17,635.80
car accident lawyer 260 £43.23 £11,239.80

Largest United Kingdom law firms by Revenue

  1. DLA Piper International LLP; Partners: 716; Revenue: £1,566.29M
  2. Clifford Chance LLP; Partners: 577; Revenue: £1,350M
  3. Allen & Overy LLP; Partners: 525; Revenue: £1,280M
  4. Linklaters; Partners: 442; Revenue: £1,267M
  5. Freshfields Bruckhaus Deringer; Partners: 428; Revenue: £1,245M
  6. Norton Rose Fulbright; Partners: 909; Revenue: £1,152M
  7. Hogan Lovells; Partners: 804; Revenue: £1,098M
  8. Herbert Smith Freehills LLP; Partners: 450; Revenue: £815M
  9. Cameron Mckenna (Scotland) LLP; Partners: 3; City: Aberdeen; Revenue: £753.3M
  10. Ashurst; Partners: 242; Revenue: £586M

Additional Legal Industry Resources

The City of London Law Society

Solicitors Journal

Black Solicitors Network