Definition
Search intent is the goal behind a search query: whether the person wants information, a specific website, to compare options, or to take action such as hiring a lawyer. Google ranks pages that best match the dominant intent of a query.
Why it matters for law firms
'How long does probate take' and 'probate lawyer near me' need different pages. A practice area page will struggle to rank for an informational question, and a blog post will struggle to rank for a hiring query. Matching intent is often the difference between page one and page three.
Example
An estate planning firm tries to rank its service page for 'what is a living trust'. The results are all explanatory guides, so the firm publishes a dedicated guide and links it to the service page instead.
How to improve it
- Check what already ranks for a query before choosing the page type.
- Use service pages for hiring intent and guides for question intent.
- Link informational content to the matching practice area page.
- Do not target the same keyword with multiple pages.
Need help with this?
Law Firm SEORelated terms
Further reading
Law Firm SEO Strategy
Aditya Chauhan
Head of SEO, PageOne Lawyers
Last updated September 26, 2026