Writing client-relevant content doesn’t have to be a guessing game. The data is already there. All you need to do is log in.
There is a simple yet powerful tool that many marketers in law firms seem to ignore: Google Search Console (GSC). It’s free, intuitive, and full of actionable insights. And it can make editorial calendar planning for marketers and even partners an easy, data-driven exercise.
Google Search Console 101
GSC shows what users type into Google before landing on your firm’s website. It provides information like:
How often your site’s pages appear in search results (impressions)
How many people actually click through
Which pages are most visible
…and more.
In short, it’s a direct way to understand what your audience is actually looking for.
Why Search Behavior Matters
GSC is the easiest way to compile a list of topics that resonate with your audience. You can:
See which pages are performing well
Identify which practice areas are gaining traction and which ones need a boost
Discover posts that show up frequently in search results yet fail to convert impressions into actual clicks.
Here is how you can put this information to work:
1. Check the Performance report.
Sort by queries to see which search terms are bringing people to your site. If a term has lots of impressions but few clicks, that’s your golden opportunity. It means people are interested, but your headline or snippet isn’t compelling enough. Do some tweaking thee.
2. Filter by specific pages.
Select a URL – say, your IP or M&A page – and see the search terms leading users there. You’ll discover the language clients actually use. For example, “remote work rules in Poland” versus the more lawyerly “cross-border labor compliance.” Tailor your content to match your prospects’ wording and pain points.
3. Spot “near-miss” queries.
Add the Position parameter to your dashboard to identify queries ranking between positions 7-8 and 20. Google typically shows around 10 results per page. And let’s be honest: many of us don’t even scroll to the bottom of Page 1. A single focused article answering one of these queries in plain English can push your page to with Page 1 or to the the top of Page 1 of search results. Even in-house professionals don’t want to read an article full of unnecessarily complex legalese. Keep it to the point. Speak your audience’s language.
Turning Insights into Editorial Calendars
Once a month, export your top 20 or top 50 queries (depending on how niche or generalist your firm is) and look for patterns. You’ll start noticing recurring themes – maybe a spike in searches about remote work clauses in employment contracts or growing interest in ESG disclosures. These are all ready-made topics that reflect what your audience is actually thinking. No guesswork required.
Don’t overlook the GSC tool thinking it’s for SEO professionals. It’s a window into your target audience’s intent. So next time you’re brainstorming content ideas, just open your GSC dashboard and just listen to your audience.
By Saida Ayupova, Founder, Five-o-eight
