Law Firm SEO For Lawyers And Law Firms

A graphic simulating law firm SEO

When you need a law firm, you need the best one possible, and pronto! With a good amount of competition and a big focus on quality, law firm SEO is extremely important in this industry. Whether you’re looking for some help with the SEO for your law firm website, or you want a complete guide to law firm search engine optimization, we’ve got you covered!

SEO is one of the best marketing methods for lawyers and law firms. Even though you can see good results on social media, or with PPC ads, the chances are it’s costing you a lot of money or a lot of effort.

In this guide you’ll learn:

  • What’s the difference is between law firm SEO and search engine optimization for other industries?
  • Why all law firms should invest in SEO for their business
  • What results search engine optimization can get you
  • How to do law firm search engine optimization yourself!

At SEOhdear, we’re not very sales-oriented but if you would like to outsource the SEO for your law firm website, then we’d be more than happy to help!

We offer both affordable options focussing on consulting and helping you get the best SEO results for your law firm. We also offer the option to completely outsource your search engine optimization or even your entire website.

This ensures that you don’t have to worry about your online marketing and can focus on alleviating the worries of your clients.

Enough sales mumbo-jumbo! Let’s get on with the guide.

A graphic with google logo's and scales of justice to symbolize law firm SEO strategy

Law firm SEO compared to search engine optimization in other industries

Law firm SEO has a few differences compared to SEO in other industries. The first being that you are focussed mainly on local clients. On top of this, as you build your reputation your client-base may shift somewhat into a larger region.

This means you need to do SEO on both local and “less-local” level. It doesn’t mean that SEO is any harder though, it just takes a special kind of approach.

Apart from this, competition is fierce. Because there are a decent number of lawyers in almost all places, search engine optimization for your law firm is a bit more of a challenge than some less-competitive industries.

Now that you know what the difference is between SEO for law firms and other industries, it’s time to answer the question of why you should invest in SEO as a lawyer or attorney.

Why all law firms should invest in SEO for their business

Let’s cut straight to the chase, most people who are looking for a lawyer or attorney are going to do a google search. As well as searching through a nice selection of options, they will also be very interested in the quality of your law firm.

This is the main reason why good SEO is so important.

Good SEO will cover both your online presence and your reputation. This won’t only impact the number of new clients you have coming in, but also the trust these clients will have in your services.

Search engine optimization can have a big impact on your law firm and is certainly something you should invest your time or money into.

What results can you expect from SEO for your law firm?

The results that you get from your law firm SEO vary a lot depending on how well it is done and what area you operate in.

That being said, SEO can have a huge impact no matter where you’re located or what you’re focussed on.

Say you can go from 600 monthly website visitors to 3000 and increase the percentage of these visitors calling you from 1% to 2%.

You’ve just gone from 6 new leads per month to 60!

These numbers vary depending on the industry you operate in. However, if you’re currently not fully utilizing your options regarding SEO, then you are sure to see a big impact on your business.

Graphic with law books and question marks meant to represent the question of what SEO for your law firm can do for your business

How to do law firm search engine optimization yourself

If you want to learn how to boost your law firm’s search engine results, then you’ve come to the right place.

In this section we’re going to cover:

  • keyword research
  • Optimizing your law firm’s website for the search engines
  • google my business
  • Getting authoritative and industry-specific backlinks to your website
  • Getting reviews for your law firm
  • Improving your local visibility
  • Putting it all together into a law firm SEO strategy

Note: If you don’t have a basic understanding of SEO, then make sure to read our guide on SEO basics! This will help you to understand the terms and concepts better during this guide.

Keyword research for your law firm

Without the right keywords, you won’t know what you need to target. If you’re not placing yourself in front of people who are actively looking for a lawyer or attorney, then you’re not going to get very good results.

When it comes to keyword research for your law firm, there are a few things to keep in mind…

  1. Are you only targeting local clients or also larger statewide or even nationwide clients?
  2. What industry does your law firm operate in? (what’s the niche?)
  3. What will your target audience be searching on google?

Once you know this, you can start listing keywords (make sure to check out our massive guide on keyword research to learn how to do this effectively!). When you’re focussing on your local keywords, make sure to include both search terms that are location specific, as well as general search terms.

Search terms like “law firm Paris” or “lawyer Miami” are location specific. Google is quite clever though, and if you search for “law firm” you will usually get local results anyway. This is why you should target both.

On top of that, you have search terms like “local lawyer” or “law firm near me” which indicate someone is looking for something nearby.

By mixing a nice variety of these different keywords you should be able to target a decent number of monthly searches in total.

Someone performing law firm SEO keyword research using ubersuggest to search for the keyword: "law firm near me"

^^^ As you can see, there are still a lot of people who search for localized search terms, even though google localized general search terms.

One of the best free keyword research tools is Ubersuggest.


Optimize your website

Optimizing your website doesn’t have to be hard to do, but for some of the things, it may be worth getting an SEO agency to do anyway.

The learning curve can be quite steep for some things and doing it yourself could cost you more time than you’d spend in money to get it done professionally.

We’ve added a checklist so you can hand it off to an SEO agency or go through it yourself.

  1. Improve your websites loading speed
  2. Make your website easier to navigate
  3. Check to see if all information is on your site that a visitor may need (if not, add it!)
  4. Make sure your contact information is clearly stated on each page where your visitor may need it.
  5. Make sure you have nice and authentic images on your website
  6. Make sure the area you operate in is clear. If you operate locally to make sure to add your location anywhere where it’s applicable
  7. Add a clear call to action on your website so people can contact you easily
  8. Add optimized meta descriptions, alt text, and title tags into your site
  9. Make sure your technical SEO is up to speed

If you want more information on on-page SEO optimization, check out our guide!

Someone using google page speed insights to optimize their law firm's website for SEO

^^^ As you can see, google page speed insights shows you exactly what you can do to improve your website’s speed. You can use this to optimize your site yourself, or check if your SEO agency/developer is doing the right work!

Setting up your law firms google my business

Setting up your law firms google my business is an important part of your local SE strategy. Google my business shows up in the google map results of searches.

This is often at the top of the search results when it comes to location-specific searches. On top of this, a lot of people will click through to the google maps box and actively search for businesses there too!

Setting your google my business up is easy. Just follow the steps and you should be set up in no time!

Some things to keep in mind:

  • Make sure to be thorough when adding in your information. Fill everything in and don’t leave any blanks if you want the best results from your google my business profile.
  • Add in some nice pictures of your team to make your listing more personal
  • Add some pictures of the physical location to make it easier for people to find!

Image of local law firm SEO in action as someone searches for 'law firm San Francisco.'

^^^ The google my business results show at the top of the search results when you search for “law firm San Francisco.

Getting reviews for your law firm

On your google my business listing, you can get reviews. These show extremely clearly when people search for something.

These reviews are extremely important when it comes to law firms, as the difference between a good lawyer and a terrible lawyer can make or break someone’s life.

Asking your past and current clients for reviews will normally result in a handful of new reviews for your business. This will make a world of difference when compared to a listing with no reviews.

Try to implement some sort of system to encourage your clients to leave you reviews on google my business, as well as Yelp and other popular directories.

Tip: Always respond to your reviews to show that you care and are an active business!

The yelp search resilts for "law firm New Jersey" to indicate that it's an important part of lawyer SEO

^^^ as you can see, a law firm with good reviews demonstrates authority and trust as a law firm. The same is true on google my business.

Creating content for your law firm website

Creating content should be a breeze if you know your target audience as well as your keywords.

There’s a lot of helpful information you can give as a professional, that will help out your website visitors. This is always your main goal when it comes to creating content.

Your main goal is to make a difference with your content by helping your reader out. After that, your goal is to optimize the content for the search engines by sprinkling in a handful of keywords, some nice pictures, and some internal and external links.

By covering certain legal topics in your blog posts, you build trust with your audience. This also allows them to see your expertise within a field.

Tip: Use easy-to-understand language in your blog posts and website content! As a law firm, you need to be professional, so slang isn’t the way to go either… Make sure you use simple and professional language when writing your content.

Another great tip is to work on your branding. Create a content style sheet and try to create a brand personality. If there’s one thing that convinces people to go with one business over the other, it’s a brand!

A graphic with links and the scales of justice to indicate keyword research to improve your SEO for your law firm

Getting authoritative and industry-specific backlinks to your website

If you were only allowed to do 3 things to improve your SEO, then building backlinks is definitely going to be one of these!

However, backlinks is a delicate subject, as there’s a fine line between building backlinks and building spam.

Always go for high-quality links and stay away from low-quality links like blog comments and low-quality directory submissions.

While keeping this in mind, there are a few things you need to focus on when building backlinks:

  • Industry relevance

Ideally, your backlinks will be coming from sites that are relevant to your industry. This doesn’t mean that your backlinks need to come from other law firms though.

Legal blog and niche pages are also great places to get links from. These are on topic and will have a much bigger impact than random sites that aren’t.

  • Location relevance

If possible, you want the text surrounding the link, and/or the website the link is coming from, to indicate where your business is located.

Local news sites are great for this, but also local (high-quality) directories will work well here.

  • Authority

You need to get links from sites that have some trust and authority. Websites that have more trust and authority pass on more power when they link to you than sites that are less authoritative.

Check out our guide on link building if you’d like more info on this topic!

Chess pieces with graphics of puzzle pieces on either side to indicate SEO strategy for your law firm

Building a law firm SEO strategy from all this info

This is all well and good, but putting all this info together into a solid law firm SEO strategy isn’t so simple. There’s a lot you need to get done and a plan will help you to develop something actionable.

There are 3 steps to creating a good SEO strategy for your law firm. We’re going to go through each step here, briefly.

Step 1: Where are you now?

In this step, you judge your current position. You need to know what your current search engine rankings are and what things you still need to improve.

Some things you need to check in this part are:

  • Where are you currently ranking, and for which search terms (this can be checked in your google search console or using a specially designed SEO tool)
  • What directories am I currently on? Which ones should I be on?
  • How many links do I currently have? What’s the quality?
  • What are my options for building links in the future?
  • What options are there to expand the content on my site?
  • Is all the information that a visitor needs, displayed on each page?

Once you know where you are and have done some research, you can now move on to step two.

Step 2: Developing SEO strategies and tactics and actionable steps for your law firm

This step starts with setting some goals for your SEO efforts. Where do you want to be in a year? How much traffic do you want to get on your website?

Tip: Make sure the goals you set are specific, measurable, attainable, relevant and time-based. (SMART-goals!)

After this, there are a few more questions you need to get clarity on…

  • What are the different things we need to do to reach these goals?
  • Who is going to be doing each?
  • What type of content are we going to create?
  • When is each task going to be done? (weekly planning/ 90-day plans etc)

Now that you have all of this sorted, you are in a great position to start improving your SEO. There is still one small step missing though…

Step 3: When are you going to review progress and edit your law firm SEO strategy?

You need a set bi-weekly, monthly or bi-monthly time when you are going to see how you are doing, what the progress is and if anything needs to be edited. This is extremely important, as otherwise, you aren’t improving your SEO efforts.

Questions included here are:

  • Are we making progress?
  • Is everything being completed as per the plan?
  • Do we need to increase or decrease the workload?
  • Would it help if we brought someone else into our SEO strategy?
  • Is there anything that isn’t working?
  • What’s working really well?

The more you do this, the better your team will get at SEO!


You’ve learned what the importance of SEO is for your law firm, as well as how to develop a law firm SEO strategy for your business. If you encounter any problems with implementing this guide, feel free to leave a comment with a question or send us a message!

If there’s anything you feel we’ve missed, then please let us know. We’re always looking to provide more value to our readers.

Good luck implementing this guide into your business and thanks for taking the time to read this article, we really appreciate your time and interest.

Leave a Reply

Your email address will not be published.