Home SEO/SEM What’s Legislation Agency Search engine marketing?

What’s Legislation Agency Search engine marketing?


  1. Law firm SEO defines
  2. How legal SEO works
  3. Why is Law Firm SEO Important?
  4. The basics of law firm SEO
  5. Complete Guide to Search Engine Optimization for Law Firms

The success of your law firm depends on attracting new clients and providing excellent service to existing clients. However, winning customers – especially in a highly competitive market – is not always easy.

You need to stand out from other law firms and attract clients who are already looking for services like yours.

Enter: Search Engine Optimization (SEO).

SEO records people who use search engines – namely Google – to find information, products and service providers. Law firms can use SEO to their advantage when it comes to generating website traffic and attracting new clients online.

This guide will walk you through what SEO is for law firms, the basics of SEO for law firms, and how to start (or improve) your legal SEO strategy.

Law firm SEO defines

Law firm SEO (also known as “lawyer SEO” or “legal SEO”) is the practice of increasing your law firm’s visibility on search engines.


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The associated law firm SEO strategies and techniques are used to rank your law firm’s website at the top of organic search results and to help you attract more potential clients.

Many lawyers want to get a first page, and especially a first placement, on search engines like Google or Bing, but struggle to achieve it without effort.

With SEO, you employ a variety of tactics to improve your rankings, generate traffic, and convert that traffic into new customers.

How legal SEO works

Most of us have used Google to search for information or businesses online. People also do this to seek legal services.

With SEO, you improve your law firm’s chances of being found by people searching for the services you offer.

SEO makes it easy to “read” your website through search engine algorithms.

They essentially make it easier for these algorithms to scan your website for content, understand the content, display it in search results, and display the right page at the right time for the right user.


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An effective law firm SEO strategy uses a variety of methods, tools, and tactics to improve your search engine rankings. Some of them are:

  • Target the right keywords (search terms) on your website.
  • Optimize your website so that you can navigate search engine bots more easily.
  • Creating SEO friendly content to generate traffic.
  • Make sure your website is optimized for mobile users.
  • Create high quality links back to your website.
  • Optimize your local offerings to attract local customers.
  • Generate positive reviews for your law firm.

Some elements of legal search engine optimization have the ability to increase their benefits over time.

For this reason, most experts recommend a holistic, ongoing SEO strategy to either maintain or increase traffic and keep your customer pipeline full.

Why is Law Firm SEO Important?

Once they understand the principle of search engine optimization, most lawyers decide that they want to improve their rankings in organic search.

However, the advantages of SEO go far beyond the mere ranking. SEO can serve your law firm in many ways.

Law firm SEO is important as it not only increases your law firm’s visibility in searches, it also increases your brand authority and overall reputation.

This can help you attract even more customers online and offline.

Some of the advantages of the law firm SEO include:

  • Increase keyword rankings in search engines.
  • Drive organic traffic to your website.
  • Improving the overall authority of your website.
  • Generate positive PR.
  • Attract positive customer reviews.
  • Improve your website traffic.
  • Increase in conversions / lead generation on your website.
  • Gaining new partnerships and networking opportunities.
  • Landing functions, interviews, speaking events and more.

The basics of law firm SEO

If law firm SEO seems complicated, fear not. There are many steps you can take to improve your law firm ranking, increase traffic, and attract more clients to your law firm.

Everything starts with the basics.

Keyword research

Most SEO strategies start with keyword research as you need to figure out what terms your target audience will use to find law firms like yours.

While you might have a good guess as to what potential customers are looking for, it’s always best to look at the data.

You can use keyword research tools like SEMrush or Ahrefs to find keyword suggestions, compare search volume (how many users search for that term), and analyze the level of competition (how many websites rank for that term / your likelihood of to rank for this term)).


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This will help you determine which keywords in your content are worth targeting.

Website optimization

Once you’ve established what keywords your prospects are looking for, it’s time to optimize your website for those terms and use search engine algorithms to make it easier for you to analyze and index your website.

This involves a mix of technical and on-page SEO, the tasks like creating a sitemap for your website, using your keywords in your page titles and descriptions, optimizing your website for mobile search, improving your website’s loading speed and bug fixes can include links (404s) and more.

You can do many of these tasks yourself or you can hire a professional to help you.

Especially when it comes to technical SEO, it can be helpful to have a web developer and an experienced SEO specialist by your side.

Local SEO

Most law firms serve a specific area of ​​service that is limited to a specific location. For this reason, legal search engine optimization is required when it comes to targeting searchers in your service area.


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You want to reach potential customers who can actually work with you. Local search engine optimization involves optimizing your website for geo-specific keywords as well as creating profiles in local lists.

Google My Business, Yelp, and Bing Places are just a few examples of online offers that you can use to update your business information and attract customers from local search.

Submitting your law firm’s information to legal directories is another part of this step.

Content Marketing

Content is a powerful tool for ranking your website and converting passive readers into paying customers.

While content alone won’t make your website successful in SEO, it is important to have engaging, SEO-friendly content if you are looking to start new business for your law firm.

Your content marketing strategy will most likely include creating service pages, web pages, and blog articles for your website. The goal is to optimize each content with a target keyword to attract users who search for those terms.


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This is only the tip of the iceberg when it comes to SEO content. Make sure to read Chapter 4: Creating a Law Firm Blogging Strategy.

Link building

Search engines examine incoming links (backlinks) to determine the authority and trustworthiness of a website. One way to look at backlinks is to have your website be a great source of information for users as a vote of confidence from other websites.

Some websites will naturally link to your website, while in other cases you may want to create more targeted links.

Their goal is to gain high quality, relevant links to your website through articles, guest posts, interviews, infographics, directories and more.


Reviews are very important to law firms – not only when it comes to SEO, but also to help build trust with potential clients. It’s normal that the more positive reviews you have, the more likely other people will want to work with you.


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Many law firms ask their clients to leave reviews on Google, Facebook, Yelp, etc. However, you can always be more focused with your efforts to generate reviews.

There are a few ways to get reviews from customers to improve your SEO. We’ll cover this in Chapter 6: 5 Ways to Generate Positive Customer Reviews for Your Law Firm.

Complete Guide to Search Engine Optimization for Law Firms

We’ve put together in-depth guides on each of these six essentials so you can take the steps today to see SEO succeed.

From content marketing to local SEO to link building, you’ve got the tactics and tools you need to improve your law firm’s online presence and create a steady stream of new leads for your business.

Download the Law Firm SEO: The Complete Guide now.

Selected image source: Paulo Bobita