How accurate is Google Keyword Planner for law firm keywords?

Studies show that 91% of Google Keyword Planner search volumes are overestimations compared to actual Search Console data, with 54% being dramatic overestimations. For law firms, this inaccuracy is compounded by local search variations and the grouping of similar legal terms.

Should we stop using keyword research tools entirely?

No, but use them as directional guides rather than absolute truth. Keyword tools are most useful for discovering topics, validating ideas, and prioritizing content schedules—not for precise traffic predictions. Combine tool data with Search Console insights, competitor analysis, and client feedback for better decisions.

What's more important than search volume for law firm SEO?

Conversion intent and local relevance matter more than raw search volume. A keyword with high commercial intent can achieve conversion rates exceeding 13% in some practice areas, while high-volume informational keywords might convert at less than 1%. Focus on terms that indicate readiness to hire.

How do AI search engines change our keyword strategy?

AI search engines prioritize comprehensive, authoritative content over keyword density. Focus on creating detailed, expert-written content that answers client questions thoroughly. Include structured data, clear formatting, and credentials to increase your chances of being cited in AI-generated responses.

What metrics should law firms track instead of search volume?

Track conversion rates by traffic source, cost per qualified lead (not just cost per click), time to contact from initial search, client lifetime value by acquisition channel, and brand mention frequency in AI responses. These metrics directly correlate with revenue, unlike search volume estimates.

10 - 2025 - Intercore Technologies

How are we supposed to trust search volume?

Law Firms: How Are You Supposed to Trust Search Volume? The Hidden Truth About Keyword Data That’s Costing You Thousands in Wasted Marketing Spend Table of Contents The Uncomfortable Truth About Search Volume Data Why Traditional Metrics Are Failing Law Firms Real Alternatives to Search Volume Dependency Building Trust Signals Beyond the Numbers The AI […]

Day: October 13, 2025

How are we supposed to trust search volume?

El Segundo Headquarters

Marina Del Rey Office