A law firm's practice list describes the work it does. A prospective client's search describes what they are trying to understand or resolve. Those two descriptions can be surprisingly far apart. Before choosing which searches deserve attention, a growing firm needs to connect its services with the questions people actually bring.
Consider a hypothetical estates firm in Ottawa that wants more estate administration work. “What does an executor do?” and “estate administration lawyer Ottawa” could both matter to that firm. They suggest different needs, however, and neither phrase proves that someone is ready to become a client. That distinction should shape the research.
Start with the work you want
Write down the services the firm wants to grow, the places it serves, and the capacity available. For our hypothetical firm, searches about preparing a will would deserve a different priority from searches about administering an estate. Both concern estates, but only one matches the stated growth focus.
Listen before choosing terminology
Ask the people who answer inquiries which questions recur and how callers describe their situation. Collect common wording without names or matter details. Compare everyday expressions with professional terms. Google's guidance recognizes that readers use different language and that its systems can match related searches without every exact variation appearing on a page.
Identify what the person needs next
“What does an executor do?” suggests someone seeking an explanation. A search naming a service and city may suggest someone looking for help. Treat these as clues. Group related questions by the need they express, and distinguish learning about a problem from comparing available firms. Useful early questions can still deserve attention.
Put relevance beside the numbers
A broad term with substantial search activity may include people outside your service area or seeking different work. A narrower local phrase may fit better. Compare estimated search volume only after checking the service, location, and likely purpose. A larger number cannot establish whether the people behind it are relevant to your firm.
Use your existing visibility as evidence
Google Search Console shows queries associated with your site's appearances and clicks in Google. Review them for useful wording and unexpected topics. These records reflect where your site already appears; they cannot reveal the full market. An absent phrase is a reason to investigate further, rather than proof that nobody searches for it.
Finish with a short, ranked list of client needs, representative searches, and reasons each deserves attention. Mark what is supported by actual inquiry language, what comes from search data, and what remains a hypothesis. That gives the firm a practical basis for choosing its next marketing priorities.