from 67 reviews on Google
from 67 reviews on Google
Did you know that the majority of your potential clients are searching for legal help online before picking up the phone? That’s right! 68% of all online activities begin with a search engine (and 46% of all those searches being local searches). For this reason, SEO is the key to making sure your law firm appears at the top of Google results instead of being buried beneath competitors, because, let’s face it, nobody looks past the first page of Google.
This guide will walk you through everything you need to know to optimize your website, outrank your competition, and generate high-quality leads for your local SEO campaign. Yes, you absolutely should have an SEO campaign built out for your law firm.
Check out our e-book for more information to help your law firm! But first, check out this video about our Free SEO Authority Scan Tool!
We don’t have to tell you how competitive the legal space is. It’s like a morning commute to the office. There’s traffic, heavy traffic, and everyone on the road is trying to make it to their destination first. Of course, we all know that not everyone can be first. Being first or one of the first takes preparation and strategy. You must anticipate obstacles like higher cost-per-click (CPC) rates, strict and ever-changing Google guidelines and its constant search algorithm updates. But the planning will be worth it since ranking high means:
When someone types “DUI lawyer near me” in Google search, you want to show up in the Local 3-Pack in its search results. This feature displays the top three local business listings relevant to a user’s search query, along with a map. It’s a big part of Google’s search engine results page (SERP) for local searches.
For the best SEO for law firms, you should work with an SEO agency with a portfolio of law firms as clients. This way you can leverage their experience and expertise to optimize your SEO strategy as they’ll ensure you don’t fall behind in search. You can schedule a call to find out more about our Local SEO packages.
Local citations are online directories where your NAP (business name, address and phone number) and other contact information for your business is listed. This is important to expand your reach on Google since these act as backlinks (links to your site from other websites). However, what we are specifically recommending is our Criminal Defense Lawyer Citations, a next-generation search intelligence platform built on a network of 300+ AI-optimized directories. To be found on Google Maps, the most prominent features of our network are the Schema markup and dofollow backlinks. Incredibly with this, you can get citations for your law firm that are high DA backlinks that will give juice to you unlike typical nofollow backlinks.
We don’t just list your business. We also structure and optimize it for AI search. Since Search is evolving with Google’s Search Generative Experience (SGE), ChatGPT, Siri, and Bing Copilot changing how users find answers, our platform ensures your business is structured, indexed, and discoverable in this new AI-driven landscape.That’s a game changer when it comes to local citations! Before you know it, after starting with a DR between 5-29, you’ll have an impressive backlink profile (actual client data) like the one below.
And here’s more!
Simply building a website for your law firm won’t cut it. Each page on your law firm’s website should target a specific keyword or topic. An SEO + web design agency can and should do that.
Key Elements to Optimize:
According to Moz, Google is the preferred search engine in the world because it gets you the results you’re looking for after typing in your query in less than one minute. We would argue that you get it within seconds. That’s instant gratification, which is what most consumers are looking for as technology continues to get faster.
Also, since Google uses mobile-first indexing, your site must work on smartphones and other smart devices. Your web developer should check this to make sure it is working properly after optimizing your site.
Like we mentioned, it is important to have a knowledgeable and dependable web developer or web dev team that can ensure your site is working optimally.
Content is one of your strongest SEO tools. A blog shows Google that your site is active and knowledgeable. You want to aim to be one of the experts in your industry, which Google will favor in search results. As a matter of fact, according to Demand Metric, companies that blog have 434% more indexed pages than those that don’t. So, how can you get your law firm’s blogs going? Here are some ideas.
Use your keyword research to create helpful, informative blog content. Diversify your content marketing strategy with different formats, including:
By creating a variety of content types like those listed above, your law firm can maximize its reach and engage with different segments of your target market. Diversifying content helps them stand out in a saturated online environment. When done strategically, incorporating various forms of content into a digital marketing strategy can drive traffic, boost engagement, and ultimately lead to higher conversion rates.
Then, you’ll want to optimize the post by including your target keyword strategically. The target keyword should appear in the page title, URL, opening, and closing. You would benefit by also including the keyword in the image file name and alt text to appear for image searches. When creating blog content for your law firm, provide readers with helpful, actionable content. Add your EAT (expertise, authority, trustworthiness) to the post to boost your firm’s credibility.
Establishing yourself as a thought leader within the industry can help you attract new clients to your firm. It can also boost your organic rankings as more people begin to rely on your content.
Make sure to end each post with a call to action to generate leads.
Use schema markup (like FAQPage or Article) to help Google understand your content and display rich results.
Once you begin creating content for your law firm’s website, share it! Add a lead magnet to your website to attract email subscribers. Then, send a weekly newsletter featuring your latest blog posts. Tease your content to generate more clicks and website traffic. Reformat your blog content for social media as well. As people respond to your posts, comment back! Keep people engaged and aware of your law firm’s successes. You can also take it one step further and syndicate your blogs.
According to Internet Live Stats, Google receives more than 13 billion search queries per day. Keeping this huge stat in mind, your law firm should be intentional with keyword research. You can start by understanding what your clients are typing in Google search. Use tools like:
Determine what keywords you want to rank for on search engines like Google. The keyword list you develop will inform your content marketing strategy.
Avoid only targeting high-volume keywords like “lawyer” — this is too broad. Focus on specific, intent-driven searches.
Most law firms serve clients in a specific geographic area. Local SEO ensures you show up in Google Maps and “near me” searches. Why does that matter? According to Uberall, 93% of mobile users are likely to click on the first set of results when doing a “near me” search. That’s massive! Here’s what you need to do to even show up for a near me search.
Positive reviews can strengthen your credibility. Future clients might feel more inclined to contact you after reading reviews. And ultimately, your Google Business listing will help you generate more website traffic. Of course, that is if your listing is active.
If you don’t measure it (SEO), you can’t improve it.
These mistakes can either get your listing suspended, which is a death sentence if you want to gain new clients, or keep you lost in Google. If you follow the steps above and directly below this, you can’t go wrong. You can also click on our e-book for more tips!
SEO is complex, and the legal industry is one of the most competitive niches. If you don’t have the time or expertise, consider hiring our SEO agency that specializes in law firms.
You don’t have to develop your SEO strategy alone. To use the best SEO for law firms, contact a reputable agency like ours. We have helped law firms specializing in all practice areas in the past and presently. You can leverage that experience and expertise to optimize your SEO strategy to ensure you never fall behind the latest SEO marketing trends.
Legal SEO isn’t a one-and-done project. It’s an ongoing strategy, a long game as we like to say. The payoff is worth the investment because organic leads cost less and convert better than paid ads. We have nothing against paid ads, but that’s typically a more immediate solution, but not necessarily long-term.
If you take the time to implement even a few of the steps in this guide, starting with keyword targeting and local optimization, your law firm will be on the path to higher visibility, more inquiries, and long-term success.
Ready to get started? Pick one step from this guide, apply it this week, and build momentum. SEO is a marathon, but every mile brings you closer to dominating your local legal market. And did we mention checking out our new ebook?
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