Google Keyword Planner shows you which search terms people type into Google, how often they search for them, and how much competition exists for those terms.
For a family law solicitor considering whether to publish content about parenting orders or property settlement, the Planner reveals that "family lawyer near me" receives roughly 10 times the monthly searches of "parenting order solicitor". That information shapes what you write about and how you structure your service pages. Before you invest time creating content or redesigning your site, you need to know what your potential clients are searching for. Google Keyword Planner provides that data without requiring a paid advertising campaign.
Accessing Google Keyword Planner Without Running Ads
You can access Google Keyword Planner with a free Google Ads account and view search volume data without spending money on advertising. Google prompts you to create a campaign when you first set up an account, but you can skip this step or pause the campaign immediately after setup. Once inside the Google Ads dashboard, navigate to Tools & Settings, then select Keyword Planner under the Planning menu. The tool remains accessible whether or not you run active campaigns, though search volume ranges become more precise once you have spent on ads.
How Search Volume Data Informs Content Priorities
Search volume indicates how many people search for a specific term each month in your selected location. Consider a conveyancing practice deciding whether to create a detailed page about off-the-plan purchases or contract reviews. The Planner might show that "conveyancer Sydney" receives 2,900 monthly searches while "off the plan conveyancer Sydney" receives 170. Both terms matter, but the volume difference tells you which topic deserves a dedicated service page and which might work better as a blog article or section within a broader page.
When you apply these insights to website content for solicitors, you create pages that align with actual search behaviour rather than assumptions about what clients need. A personal injury firm might assume clients search for "compensation claim lawyer", but the Planner could reveal that "no win no fee lawyer" receives five times the volume. That finding changes how you position your services and which terms you emphasise in headings and page titles.
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Using Keyword Planner to Compare Locations
The location filter in Keyword Planner lets you compare search demand across different regions before expanding your practice or targeting a new area. A wills and estates lawyer operating in Melbourne might discover that "estate planning lawyer" receives consistent monthly searches in both inner Melbourne suburbs and the Mornington Peninsula, while "probate lawyer" shows stronger demand in the CBD. This comparison helps you decide whether to create location-specific pages or a single service page that targets the broader metro area.
For practices considering website upgrades for lawyers, this location data determines whether your site structure should include separate suburb pages or whether a single service area page will capture the available search volume. If your target suburbs show minimal individual search volume, creating separate pages for each location often dilutes your authority rather than strengthening it.
Interpreting Competition Levels and Commercial Intent
The competition column in Keyword Planner reflects how many advertisers bid on a term, not how difficult it is to rank organically. A term marked as high competition indicates many firms pay for ads on that search, which usually signals strong commercial intent. When someone searches "conveyancer quote" or "family lawyer consultation", they are closer to hiring than someone searching "what is family law". Terms with high competition and significant search volume typically convert better because the searcher has moved beyond research and is evaluating specific providers.
This distinction matters when planning content for lead generation for lawyers. A page optimised for "employment law advice" might attract visitors, but a page targeting "unfair dismissal lawyer" captures people further along in their decision process. The Planner's competition data, combined with the suggested bid range, helps you identify which terms indicate ready-to-hire intent.
Building a Keyword List for Your Practice Area
Start with a seed term related to your primary service, such as "immigration lawyer", and enter it into the Discover New Keywords section. The Planner generates hundreds of related terms, including variations you might not have considered. You might discover that "partner visa lawyer" and "employer sponsored visa lawyer" each generate substantial search volume, while "migration agent vs lawyer" reveals a common comparison search that could inform a blog topic.
Export the full keyword list to a spreadsheet and filter by search volume and relevance. Group related terms by intent. Some clusters will suit service pages, others will work better as blog content, and some will reveal gaps in your current website development for solicitors approach. A commercial litigation firm might find that "debt recovery lawyer" and "breach of contract lawyer" both generate enough volume to justify dedicated pages, while "statute of limitations NSW" fits better as an article that builds authority and captures early-stage research traffic.
Matching Keywords to Existing and Planned Pages
Once you have a filtered keyword list, map each term to a specific page on your site or identify terms that require new pages. A property law practice might already have a page titled "Commercial Property Services" but discover through the Planner that "commercial lease lawyer" receives three times the search volume of the broader term. That finding suggests either retitling the existing page or creating a new page focused specifically on lease work, depending on how your services are structured.
This mapping process often reveals that your site structure does not align with how clients search. You might have a page covering "business law" when the Planner shows separate demand for "partnership agreement lawyer", "shareholder dispute lawyer", and "business sale lawyer". Each of those terms represents a distinct client need and may warrant its own page if search volume justifies it. The Planner provides the data to make that decision based on demand rather than guesswork.
Refining Your Approach with Negative and Question Keywords
The Planner includes question-based searches, which often indicate research intent. Terms like "do I need a lawyer for conveyancing" or "how much does a family lawyer cost" rarely convert immediately, but they provide opportunities to answer common questions and build trust. These keywords suit blog content or FAQ sections that bring visitors to your site early in their decision process, positioning your firm as the logical choice when they are ready to hire.
You will also encounter irrelevant terms that share words with your target keywords. A criminal defence lawyer searching for "assault lawyer" might see results for "personal injury assault claim", which targets a different practice area. Note these terms and exclude them if you later run paid campaigns. For organic content planning, they simply remind you to be specific in your page topics and headings to avoid attracting the wrong audience.
Applying Keyword Data to SEO and Site Structure
Keyword Planner data directly informs how you structure your site and optimise each page. If the tool shows that "divorce lawyer Northern Beaches" receives consistent monthly searches, that term should appear in your page title, at least one heading, and naturally throughout the content. The goal is not to repeat the phrase excessively, but to signal clearly to both Google and visitors that the page addresses that specific search.
When combined with broader SEO for lawyers strategies, this data helps you prioritise which pages to create first and which terms to emphasise in each section of your site. A firm offering both family law and estate planning might discover that estate planning generates twice the search volume in their target area, suggesting that service should feature more prominently on the homepage and receive more detailed content development.
Call one of our team or book an appointment at a time that works for you to discuss how keyword research can shape your website strategy and improve your visibility in search results.
Frequently Asked Questions
Can I use Google Keyword Planner without paying for ads?
Yes, you can access Google Keyword Planner with a free Google Ads account without running paid campaigns. The tool remains available whether or not you spend on advertising, though search volume data becomes more precise once you have an active campaign history.
What does the competition level in Google Keyword Planner indicate?
The competition level reflects how many advertisers bid on a term for paid ads, not how difficult it is to rank organically. High competition usually signals strong commercial intent, meaning the searcher is closer to hiring a service rather than just researching.
How should I use search volume data to prioritise website content?
Search volume shows how often people search for specific terms each month in your selected location. Higher volume terms typically justify dedicated service pages, while lower volume terms may work better as blog articles or subsections within broader pages.
Should I create separate pages for each suburb if search volume is low?
Not necessarily. If individual suburbs show minimal search volume, creating separate location pages often dilutes your authority rather than strengthening it. A single service area page targeting the broader region may perform better when local search demand is limited.
How do I know which keywords indicate someone is ready to hire a lawyer?
Keywords with high competition and commercial terms like "consultation", "quote", or specific service requests typically indicate higher intent. These searchers have moved beyond general research and are actively evaluating providers, making them more likely to convert into clients.
