Search for “immigration law attorney” on Google and you'll see nearly 163,000 results in under a second. The top spots? Reserved for firms paying to advertise. But just beneath the paid listings are the organic results—those earned through strong search engine optimization (SEO).
So, how does your immigration law firm rise to the top of the non-paid search engine results page (SERP)?
It all starts with keywords.
Keywords are the phrases people type into Google, and they need to appear strategically on your website to help your firm show up in relevant searches. If someone searches “green card lawyer in ” and your site includes content with that phrase, there’s a better chance you’ll appear high in the results.
This matters because studies consistently show that most users click one of the first few results on the page.
In fact, 90% of people say they’re likely to click on the top links they see.
That’s why an effective keyword strategy is essential. It’s the foundation of your digital marketing, supporting both SEO and content marketing. Without the right keywords, your website might never be found by the clients who need you.
Think of keywords as the fuel that powers your law firm’s visibility online.
Without them, even the best website can come to a standstill.
Keywords: How Immigration Law Firms Get Found Online
When someone searches for an immigration lawyer online, you want your firm to show up at the top of the results. That’s where keywords come in. Keywords are the phrases people type into Google, like “family-based green card lawyer” or “immigration attorney near me.” They’re also the terms you strategically include in your website content and ad campaigns to match what people are searching.
There are two primary methods firms utilize to increase visibility:
- SEO is about improving your website’s visibility in organic search results—the unpaid listings on Google. To rank well, your site needs to include helpful, keyword-rich content that answers the kinds of questions potential clients are asking. For example, a well-written page about asylum eligibility, written in plain English and optimized with relevant keywords, is more likely to appear in results for someone searching for that topic. SEO takes time, but it’s essential for building long-term visibility and credibility.
- Paid strategies, like pay-per-click (PPC) campaigns, also rely on keywords. You bid on terms like “immigration lawyer NYC,” and when someone searches that term, your ad may appear at the top of the page. You only pay when someone clicks the ad. This approach can deliver faster visibility, especially when paired with a strong landing page.
Keywords are the common thread between your organic SEO efforts and your paid advertising. Used strategically, they connect you with the people actively searching for your services—whether they’re trying to learn more or ready to hire right now.
Types of Keywords (& Why They Matter)
Not all keyword searches are created equal, and not all long phrases necessarily indicate that the person is ready to hire. When building your SEO or advertising strategy, it's essential to understand how different types of keywords align with the client journey and your funnel.
Head Terms
Short, broad keywords like “immigration lawyer” or “green card attorney” are often associated with strong buying intent. While they lack context, many people searching for these terms are ready to hire—they just want to find the right lawyer. That’s why these keywords are highly competitive (and expensive in paid search). They’re bottom-of-funnel in many cases, especially in the legal field, where urgency is common.
Body Terms
These four- to six-word phrases add context, e.g., “immigration attorney near me,” or “lawyer for H1B visa transfer.” They signal a more focused search and often appear mid-funnel. The searcher may be narrowing down their options or trying to evaluate which lawyer to choose. These terms often strike a balance between volume and intent, making them valuable for both SEO and paid campaigns.
Long-Tail Keywords
Long-tail searches, such as “Can I stay in the U.S. if my visa expires during divorce” or “How long does it take to get a green card after marriage,” are usually top-of-funnel. These are research-oriented questions from people still trying to understand their problem. They’re not looking to hire—yet. However, this is where high-quality blog content, FAQs, and resource pages shine. Ranking well for these terms establishes authority, fosters trust, and attracts potential clients to your business early. With effective content and remarketing strategies, you can convert them over time.
Key Insight for Immigration Law Firms
Don't assume short = casual or long = committed. In legal marketing, many ready-to-act clients use short, high-intent searches. At the same time, long-tail keywords often fuel your blog and SEO content strategy—not to immediately convert, but to educate and capture attention early. The best-performing marketing strategies invest in both: head terms for conversion and long-tail content for nurture and trust-building.
How to Find the Right Keywords
Finding the right keywords starts with clarity about your goals. Are you marketing your firm broadly, or promoting a specific immigration service, such as asylum applications or business visas? Your keyword strategy should align with what you’re offering, who you’re trying to reach, and what makes your firm the right choice.
Once your objective is clear, keyword research begins. You can use tools like Google Keyword Planner, SEMrush, Ahrefs, or Ubersuggest to identify what people are searching for—and how competitive those terms are. These tools help uncover high-volume terms, related questions, and search trends specific to your market and location. By focusing on the right mix of high-intent terms and educational long-tail keywords, you can build a strategy that drives both traffic and conversions.
Beyond using SEO tools, there are practical, research-driven ways to identify keywords that reflect your audience’s real concerns and search behavior:
Start with Client Conversations
Think about the questions your clients ask most often. If people regularly express concerns about green card requirements, DACA’s future, or deportation risks, those are likely strong topics to explore in your keyword research. Real client language often mirrors search behavior.
Study Competitor Content
Visit competitor law firm websites to see what topics they’re targeting. Their blog titles, FAQs, and landing page language can reveal keyword opportunities you may be missing.
Browse Legal Forums
Platforms like Avvo, Lawyers.com, and Justia are gold mines for seeing what real people are asking. Look for common themes in immigration-related questions—these topics often translate well into long-tail keywords and blog content.
Use Google’s Built-In Features
Google’s search engine itself can help you uncover keyword ideas:
- Autocomplete: Start typing a phrase like “green card divorce…” and see what populates. Suggestions like “alimony” and “and remarriage” reflect common queries.
- People Also Ask: This box provides related questions based on user interest (e.g., “What happens if a green card holder gets divorced?”).
- Related Searches: Found at the bottom of the results page, these show additional keyword variations.
Activate Google Search Console
This free tool shows which search queries bring users to your site, how often your pages appear (impressions), and how many clicks those searches generate. It’s essential for understanding what’s already working and where to improve.
Explore Google Trends
Enter a phrase like “green card” to see interest over time, regional popularity, and related searches such as “green card renewal fee 2022” or “travel visa.” This helps you identify seasonal spikes or emerging topics worth targeting.
