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Ubersuggest for lawyers

SEO for Law Firms and Lawyers

Get your firm found on Google and in ChatGPT. See which practice areas you can actually rank for, and what each one is worth.

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A lawyer reviewing their site in Ubersuggest

Search demand: lawyer

246K$37.22 a click · SD 85

Site issues & opportunities

Know exactly what to fix

Prioritised for your website

  1. 1Build a practice-area page for car accident cases — $200.93 a click, and only SD 40 to rank
  2. 2Publish a fees and free-consultation page: "personal injury lawyer fees" is SD 10 and nobody credible owns it
  3. 3Give every office its own location page — that is the page directories cannot copy
Move ahead of competitorsWho ranks for lawyer near me
  • avvo.com788.4K
  • findlaw.com357.1K
  • robinsonandhenry.com7.1K
DirectoriesAn actual lawyer
2.4M+
Active users
100M+
Keywords tracked
50K+
Websites audited
4.5★
Trustpilot score

What to fix first

Avvo and FindLaw rank for 1,145,554 keywords between them. The first individual firm on page one for "lawyer near me" ranks for 7,096. That gap is the directories' entire business model, and it is beatable locally.

The directories on page one rank for 1.1M keywords between them. Ubersuggest turns that gap into a list you can work through.

Audit

See what is broken and what it is worth.

Solve

Work the list in impact order.

Write

Publish the pages the market is searching for.

Grow

Watch rankings and AI citations move.

Next actions

1 quick wins3 high impact

Ordered by what moves the needle against what it costs you.

OpportunityImpactEffortAction

Build a practice-area page for car accident cases — $200.93 a click, and only SD 40 to rank

highmediumSolve it

Publish a fees and free-consultation page: "personal injury lawyer fees" is SD 10 and nobody credible owns it

highlowSolve it

Give every office its own location page — that is the page directories cannot copy

highmediumSolve it

Add an employment law page at SD 26, the softest high-volume practice area in your market

mediummediumSolve it

Complete your Avvo and FindLaw profiles, then link them to the matching practice-area page

mediumlowSolve it

5 of the opportunities Ubersuggest finds for a site in this market. Add your domain to see yours.

Content SEO

Draft

Car accident lawyer near me

165K searches a month · $200.93 a click · SD 40

  • What it covers

  • What it costs

  • How to choose

  • Book a visit

Outline generated from the keywords above

Search demand for lawyer

Twelve months of search demand. Rank tracking follows your own positions once you add your site.

Sep 2025Aug 2026

Demand is highest in Mar 2026 at 368K searches and lowest in Jun 2026 at 165K. Publish before the peak, not during it.

Data: United States, September 2026

Keyword ideas for law firms and lawyers

A click on "motorcycle personal injury lawyer" costs $347.15 and "car accident lawyer near me" costs $200.93. Legal is the most expensive vertical in paid search, which is exactly why ranking organically is worth the work.

Near me

Local intent. These are the searches the map pack answers. Showing the top 5 of 6.

KeywordVolumeSDCPC
attorney at law near me60.5K69$27.26
lawyers near me60.5K66$27.26
law firm near me49.5K48$11.68
lawyer near me40.5K53$20.59
legal offices near me22.2K57$17.71
1 more keyword hiddenSign up to unlock

Service pages

One page each. This is where most of the money is. Showing the top 5 of 15.

KeywordVolumeSDCPC
personal injury lawyer near me301K64$151.27
car accident lawyer near me165K40$200.93
family lawyer near me135K86$26.66
criminal lawyer near me90.5K34$45.77
employment law attorney near me60.5K26$22.85
10 more keywords hiddenSign up to unlock

Cost questions

Answer these honestly and you pre-qualify the caller.

KeywordVolumeSDCPC
personal injury lawyer cost4.4K12$34.46
family lawyer near me free consultation4.4K79$10.08
free consultation personal injury lawyer3.6K46$253.97
personal injury lawyer fees3.6K10$134.72

Data: United States, September 2026

Neil Patel
Ubersuggest breaks down everything you need to fix in priority, from how easy it is to implement to how much traffic you’ll get from fixing it.

Neil Patel, Co-Founder, NP Digital

For a lawyer, that list opens with one thing: build a practice-area page for car accident cases — $200.93 a click, and only SD 40 to rank.

A focused first 90 days can change the picture

Search discovery takes time. Google usually needs days to weeks to re-crawl a page you have fixed; the AI assistants tend to catch up over two to four weeks. Ninety days is long enough for both.

MetricDay 0Day 90Change

Site health score

5884+26

Keywords ranking

112390+248%

Organic visitors

6402,180+240%

Illustrative, not a forecast. Results depend on your site, your market and how much of the plan you actually work through.

How law firms and lawyers actually win search

Choose the practice area you can actually win

Difficulty varies enormously inside legal, and firms consistently pick the hardest door. "Family lawyer near me" sits at SEO difficulty 86. "Employment law attorney near me" sits at 26 with 60,500 searches a month, and "estate lawyer near me" at 22.

If you practise in more than one area, start where the difficulty is low and the intent is high, build authority there, and come back to the contested terms with a site that has earned the right to compete for them.

The fees page nobody has written

"Personal injury lawyer fees" has an SEO difficulty of 10 and a $134.72 cost per click. A difficulty that low next to a CPC that high means one thing: advertisers are paying heavily for traffic that nobody has bothered to earn organically.

Write the honest version. What a contingency fee actually means, what percentage you take, what happens to costs if the case is lost, what a client pays if they switch firms. Prospective clients are searching for exactly this and finding either silence or evasion.

Location pages are the one thing a directory cannot copy

Avvo ranks for 788,441 keywords and FindLaw for 357,113. The first individual firm on page one for "lawyer near me" ranks for 7,096.

That gap looks hopeless until you notice what the directories are missing: an actual office, actual attorneys and actual outcomes. A page for one practice area in one city, with named attorneys, case results and local court knowledge, outperforms a templated profile on the searches that produce enquiries.

What a $200 click tells you about your market

"Car accident lawyer near me" costs $200.93 a click. "Motorcycle personal injury lawyer" costs $347.15. Those are the highest advertising prices in any consumer vertical.

Read them as a valuation rather than a cost. Competitors have calculated that a single case is worth many hundreds of dollars of ad spend to chase. Every organic ranking you hold on those terms is that spend you no longer have to make, compounding for as long as the page ranks.

Audit your website now. Fix it today.

Four steps, and three of them are already answered for a lawyer. You only bring the domain.

01

Add your website

Set up in a few minutes.

02

Confirm your topics

Pre-filled from this market's real search data.

Topics

attorney at law near melawyers near melaw firm near melawyer near melegal offices near me

Language and location

English · United States

03

Check your competitors

The domains already ranking for your market, not a guess.

  • avvo.com

    directory

  • findlaw.com

    directory

  • robinsonandhenry.com

    business

EN-US market

04

Track your AI prompts

4 prompts selected — the questions your customers actually ask.

  • How do I find a good lawyer near me?

  • What should I look for when choosing a lawyer?

  • How much does hiring a personal injury lawyer cost?

  • Is it worth paying more for a lawyer, or are they all the same?

Data: United States, September 2026

Ubersuggest analyses your site and tells you what to do

Add your domain and the same reports behind the lawyer data on this page point at your own site: what you rank for, who is beating you, what is broken, and which assistants mention you.

The Ubersuggest dashboard, showing an AI summary, SEO indicators, AI visibility and traffic charts

The Ubersuggest interface. Figures shown are from a sample account, not from this industry's data.

Your Ubersuggest data inside your marketing workflow

Ask Claude, Cursor or ChatGPT about your own lawyer keywords, audits and AI visibility without leaving the tool you already work in.

  • Claude
  • Gemini
  • ChatGPT
  • WordPress
  • Perplexity
  • Windsurf
  • Cursor

One platform, instead of an agency retainer

Agencies in this market quote $2,000 to $5,000 a month. Ubersuggest gives you the same data they work from, and tells you what to do with it.

Compare plansStart 7-day free trial

  • Keyword research and rank tracking

  • Site audit with prioritised fixes

  • Competitor and backlink analysis

  • AI Search Visibility across ChatGPT, Gemini and Google AI Overview

  • Content SEO drafts and the WordPress plugin

Built for owners who do it themselves

Trustpilot

4.5 rating

across 553 reviews on Trustpilot

The Best Deal In SEO

Best deal for anyone doing SEO. All the tools at half the price with incredible education.

Awesome customer service

Spent hundreds on other tools. Ubersuggest has given me what I needed at an affordable price!

Way more affordable

Switched from Semrush. Same data quality, fraction of the cost, easier to use.

Using for two years

Whenever I contacted support, they always provided excellent support and resolved issues fast.

Outstanding Services

Very satisfied with the tools and support. Extremely helpful for my work.

Just love it

Way more affordable than other tools. Great customer support and always new features.

Read all reviews on Trustpilot

Questions lawyers ask before spending on SEO.

01Is SEO worth it for a law firm?

Paid clicks in legal run from $27 for a generic "lawyers near me" to $347 for motorcycle injury. Every organic visit you earn is a click you did not buy, which is why firms with strong practice-area pages spend less per case than firms that only run ads.

02Which practice areas are easiest to rank for?

In this market, employment law (SD 26), estate (SD 22) and motorcycle injury (SD 24) are far softer than family law (SD 86). Start where difficulty is low and intent is high rather than fighting for the most contested term.

03Should I hire a legal marketing agency?

Legal marketing agencies typically charge $3,000 to $10,000 a month. Most of that budget goes to practice-area pages, location pages and directory profiles, all of which you can plan yourself once you can see the same keyword and competitor data they are working from.

04How do I outrank Avvo and FindLaw?

You usually do not beat them on generic national terms, and you do not need to. Directories are weak on specific local intent, so a page for one practice area in one city, with real attorney bios and case results, outperforms their templated listing.

05How long before a law firm site ranks?

Local and long-tail practice-area terms often move within one to three months. Competitive head terms like "personal injury lawyer near me" at SD 64 take sustained work over two or three quarters.

06Do AI assistants recommend individual law firms?

Mostly they cite directories and legal publishers, because those are the sources they were trained to trust for legal questions. Tracking which sources get cited for your practice area tells you whether a client asking ChatGPT would ever hear your firm's name.

07What is the single highest-value page to add?

A fees page. "Personal injury lawyer fees" sits at SD 10 with a $134.72 CPC, meaning almost nobody has written the honest answer, and the people searching it are ready to hire.

See what your lawyer market looks like.

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