When someone’s stressed out about visas, green cards, or deportation, guess where they go first? Google. And if your firm isn’t popping up when they hit that search button, you’re missing out — big time.
Let’s break down how your immigration law firm can climb to the top of search results and stay there — all thanks to keywords.
Google = Gatekeepe
Type “immigration law attorney” into Google. Boom — in under a second, you’ll see hundreds of thousands of results. The top few? They’re either paying to be there or they’ve nailed their SEO game.
So how do you get there? Two words: Keyword strategy
What Even Are Keywords?
Keywords are the words people type into search bars — and they need to match the content on your website. If someone searches “help with green card after divorce” and your site talks about exactly that, you’ve got a good shot at showing up in their results.
Why does this matter? Because most people only click on the first few results. If you’re not there, you’re invisible.
SEO + Keywords = Your Website’s Power Couple
Search engine optimization (SEO) is how you increase your visibility in search results. There are two sides to it:
- Organic SEO: This is all about creating helpful, keyword-rich content that matches what people are searching for. It’s free — but it takes time and consistency.
- Pay-Per-Click (PPC): You pay to show up for certain searches. It’s faster, but it costs money.
Either way, keywords are the fuel. No keywords, no traffic.
Location, Location, Location
Most people aren’t just searching “immigration lawyer.” They’re typing “immigration lawyer near me” or “immigration lawyer Los Angeles.” That’s where local SEO comes in — optimizing your site so it shows up for nearby users. (We dive deeper into that here.)
Know Your Keyword Types
Not all searches are created equal. Here’s the breakdown:
- Head terms (1–3 words): Broad stuff like “immigration attorney.” High traffic, low conversion.
- Body terms (4–6 words): More specific, like “spouse visa processing time.” Medium traffic and better lead quality
- Long-tail keywords (6+ words): Super specific, like “can I stay in the U.S. after H1B ends?” These people are ready to hire. Less traffic, but higher conversion.
How to Find the Right Keywords
Here’s how to start building your list:
- Listen to your clients. What are they always asking you? Use their questions as inspiration.
- Spy on your competitors. Check out what topics other immigration law firms are covering.
- Hang out in forums. Sites like Avvo or Justia are full of real questions from real people.
- Use Google like a pro:
- Start typing a query and look at autocomplete.
- Check out “People also ask” and “Related searches” sections.
- Use Google Trends to see what’s hot and where.
- Set up Google Search Console to track what keywords are already bringing people to your site.
Let’s build your growth engine together.
Ready to grow?