What we measure about law firm search.
We do not publish opinion pieces about search. We publish what we measured. Every figure on this blog comes from the same keyword research we run for client markets, with the source and the month named, so you can check it or argue with it.
Research, not commentary.
Every number on this blog was measured, not estimated. The figures come from the same keyword research we run before quoting any market, and each post names its source and its month.
Where the numbers come from
Search volume, cost per click and competition are pulled from Google Ads data through DataForSEO, for the United States, in the month named on each post. Nothing here is estimated from a tool that models traffic, and nothing is rounded to look better than it is.
What we will not do
We will not publish a client result we cannot source, invent a case study, or dress a guess up as a finding. Where we have no data, the post says so. Where a number surprised us, the post says that too, because the surprising ones are usually the useful ones.
Why so few posts
Because each one is a piece of original research, and there is no point publishing weekly filler about a topic nobody searches. The long tail of informational queries in legal marketing barely exists. What does not exist, we do not pretend to serve.
Latest posts
What a personal injury click costs in nine US markets
We priced 45 search terms across nine states in October 2026. The top bid runs from $1,000 in Austin to nothing at all in parts of Delaware, and the pattern is not the one most firms expect.
Being writtenWhy Lowell is harder to rank in than Boston
Boston draws thirteen times the search volume and less than half the competition. In Massachusetts, and in three other states we measured, the fight gets harder as the city gets smaller.
Being writtenWhy a motorcycle click costs four times a car accident click
In Austin a motorcycle collision click runs $423 and the broad injury term $114, at almost identical competition. The bidding is the market telling you what it thinks those files settle for.
Being writtenWhat the map pack is worth when the whole state has 590 searches
Delaware is the smallest market we measured and the most contested per search. When three results are close to the entire opportunity, profile work stops being part of the strategy and becomes the strategy.
Being writtenWhy ChatGPT does not cite your firm, and what it cites instead
We asked ChatGPT with web search live and read every source it returned. Not one was a firm or agency website. Here is what it quoted instead, and what that means for where your effort should go.
Being writtenSource for every figure on this blog: Google Ads search volume and bid data via DataForSEO, United States, October 2026, across the 9 markets with city pages on this site. Page last reviewed October 29, 2026 by Roger Aguiar.
See what’s holding your law firm back in search.
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