The Ultimate Guide to Law Firm SEO for Lawyers

by | Nov 16, 2022 | SEO

Search engine optimization (SEO) is a marketing tactic you should use for your company regardless of the industry you work in. When properly executed, it’s a long-term investment that will aid in the expansion of your company. Although SEO for law companies is occasionally perceived as being more challenging, it is really not that different.

Although there are other effective marketing avenues for expanding a legal business, law firm SEO is one of the best.

Why is SEO the most worthwhile investment?

Even while it might not show benefits right away, its effects are cumulative. Consider how long it would take a plant to develop into a flower or tree. It boosts your website’s trustworthiness and generates organic traffic. In other words, you receive qualified leads that may ultimately result in clients for your business.

Let’s define attorney SEO first, just to be clear, before learning about its fundamentals.

What is Law Firm SEO?

SEO for lawyers includes all the methods you can employ to raise the rating of your website on search engine results pages (SERPs). It increases the visibility of your website and expands its user base.

On-page optimization for law firms focuses on delivering legal content that prospective customers would be interested in learning more about. It also includes link development, off-page optimization, and citations from authoritative websites. The final component of SEO is technical optimization, which concentrates on the appearance, functionality, and user-friendliness of the site.

Why Is SEO For Law Firms Necessary?

Alongside brand awareness, law firm SEO is crucial if you want your company to reach as many members of your target market as you can. In many instances, organic traffic has shown to be significantly more productive than Paid ads or social media advertising.

To get answers to those questions, the majority of individuals use search engines such as Google or Bing.

Most likely, a person seeking legal counsel will use Google to learn more about, for example, labor law. They will then begin looking for local legal firms that can advocate for them or assist them with their issue.

That prospective customer should be able to find you on the top page of Google if you practice estate law and have a solid SEO plan in place. Your Google My Business listing, which links to your website, can be visible to them. Or they might stumble across a blog post you’ve published about estate law and decide to use your services after that.

Whatever the case, the key takeaway is that by using law firm SEO, you may more efficiently market your legal services to those who require them.

It is insufficient to set up your website and hope to god for leads given the vast number of legal experts in the world.

You must take action in this regard.

The answer? Law firm SEO.

SEO Content Production

One of the main elements to appearing highly on SERPs is producing high-quality content for SEO. Here are three stages to creating content that your intended audience will wish to read and that high-authority sites are likely to cite.

Keyword Research

Researching keywords is the first step to ranking on Google. We cannot emphasize enough how crucial this is for lawyer SEO.

To increase the reach of your content, you should be aware of the keywords that are pertinent to it. The title, description, body, URL, and tags of your article should all contain these keywords.

This facilitates the reading and indexing of your material by search engines. When people search for these words, good keyword research helps your content show up on the first page of results.

Content Organization

You should organize your material after selecting your keywords. It might be better to split up long passages of material into smaller, more manageable chunks for individuals to read.

Try to make your sentences brief and your terms basic. This lowers the bounce ratio for your content and keeps visitors on your page longer. Hemingway is one tool we like to use to make blog content more readable because it instantly identifies writing errors.

Ensure the blog’s title, meta description, and the first one or two paragraphs of material all contain the keywords. They should also be used in the body and titles of your blog. Avoid keyword stuffing, though, since you can face consequences.

In order to make your blog/article more interesting for readers, you can also wish to include photographs or other visual components. Instead of including these features “only because,” be sure they enhance the value of your blog.


Only one thing left to do is sell the high-quality content that has been produced and is intended to rank. Put it on social media and in your weekly email to broaden its reach. You can also leverage your connections to help you spread the content. In the legal sector, updating your email signature with each new post you publish is another popular strategy for increasing blog traffic.

Backlink Building in the Legal Industry

Backlinks, like content marketing, play a major role in expanding the reach of your company. This off-page SEO pillar aims to get reputable websites to connect to your website or content. It thus improves your reputation and renders you more trustworthy.

Strong backlinks can be built for your website in a variety of ways. You can create in-depth content on a subject to encourage links from other sources. Or you may contribute to other legal websites’ blogs as a guest author. You can also choose to link to your work in forums or postings on social networking sites.

Whatever method you select, just ensure to do it correctly. Avoid link schemes that could affect your website, your brand, and your rating.

Writing blog entries with your expert commentary on recent cases is one of the most efficient strategies to naturally create backlinks for your law business. These kinds of articles are straightforward, simple to write, and an undervalued sort of material in the market. Other legal businesses and websites will consume your content and cite it in their own writings because there are so few law blogs providing content of this kind. All of the law firms that Watermark Design does marketing for are advised to try this, and we have had fantastic success with it.

Local SEO for Law Firms

Making use of your Google My Business (GMB) page is crucial for legal firms. This is a simple, free tool that has the potential to increase organic traffic to your website.

Fill out the form with as much information as you can. Be succinct, but ensure your intended audience can grasp the services you are providing.

One thing very important for local SEO for lawyers is to utilize Google posts. It informs Google that your business profile is active. Additionally, your ranking rises as a result. Your posts could include everything from client testimonials to event updates. It doesn’t need to be extravagant. Simply put, it must be pertinent to your business.

The Bottom Line on Lawyer SEO

To inform potential clients about the legal services you may provide, use SEO for lawyers. Given how fiercely competitive the legal sector is, you must work extra hard to convince potential clients to work with you.

The majority of lawyers don’t have the time to dedicate to SEO, so consider asking a digital marketing specialist for assistance. If you don’t have much time to spend, consider hiring law firm SEO experts like Watermark Design.

Need help with your SEO for your law agency? Contact us for a free audit to get started.

Mark Haugtad
Mark Haugtad

Owner / Web Designer / SEO Enthusiast

Mark, founder of Watermark Design. With over 10 years of experience in Web Design & Development, Wordpress Services, Search Engine Optimization (SEO), Web Hosting, and Logo Design. Mark has always wanted to provide better quality service, affordability & support to local businesses. At Watermark Design, he performs in-depth research and collaborates with his talented team to give businesses advice they can trust. When Mark is not working you can find him hanging out with his wife, five children enjoying the Minnesota outdoors; hunting, fishing and camping.

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