SEO Tips for Law Firm to Supercharge Business

When it comes to SEO, most industries have a lot in common — at least when looking at the broad picture. When you get down to more nitty-gritty specifics, though, an industry-specific focus might come in handy.

To illustrate how this might work, we’ll use the example of SEO for legal firms to walk through how to inspect a website for industry-specific openings that may be exploited to make a site more SEO-friendly.

Law Firm SEO Keyword Research

First, it’s critical to review the site to ensure appropriate keywords with a commercial purpose. For example, “personal injury attorney” before the name of the state, or “[state] legal services.” Sites may rank faster and convert more often if they include these sorts of phrases; even more significantly, people who use them are generally

If you’ve covered your business purpose bases, it’s also critical to include keywords with instructional intent, such as “how” or “why,” which are frequently employed in beginning articles. These are great candidates for optimized blog posts.

A few keywords don’t begin with “how” or “why” that can also be used as blog topic suggestions. Here are some examples and their monthly search volumes:

  • Florida marijuana laws (8,100 monthly searches)
  • Florida cell phone laws (5,400)
  • Florida divorce laws (5,400)
  • Florida labor laws (4,400)

There are several tools to utilize for keyword research and search volume tracking. These are some of the ones we recommend:

  • Ahrefs
  • Google Keyword Planner
  • KWFinder
  • SEMrush
  • SpyFu
  • Wordtracker

Free trials are often available with these tools, allowing people to test them out and pick the most suitable one for their needs.

Law Firm SEO Content Creation

It’s critical to keep writing and posting new material. Google’s “freshness” ranking signal will favor sites with frequently updated content, as well as ongoing postings, which equals continual chances to improve traffic on relevant phrases.

These research-focused phrases may not always have a large number of monthly searches, but they are very targeted, making them perfect for conversions. For example, “how to pick a competent personal injury lawyer” is a search term that 40 people conduct each month. With this keyword, the blog post’s title has almost written itself!

Yes, these are worldwide statistics, so not everyone who types that phrase into Google is looking for an attorney in a certain state. Even when people outside of the attorney’s specialty look at the article, it may improve engagement metrics – something that Google uses to rank material.

Because of the role that engagement metrics can play in Google rankings, this means that law firm SEO strategies should focus on multiple audiences, such as:

  • Potential legal clients
  • Seo services might be required by website visitors who do not need anything now but will in the future.
    • Contribute to the site’s engagement metrics simply by reading the content
    • Recommend this article to your friends and family members who may be looking for legal assistance.
    • Share it on social media, broadening the reach of the content
    • Link to the content, increasing the website’s authority

Keep in mind that Google likes long-form content, so think about things that can help people with legal issues.

Bonus Tip: How you arrange your material on your site is also significant. As a one-time suggestion, place the services section of the main navigation bar to the far left. These are pages that you want to rank highly, and placing them in such a prominent location is beneficial for sending more authority signals to Google and other search engines. Here are some additional bonus

Local SEO

Make sure that each office location has its own custom optimized page, not simply the main one. Because you want to appear in Google’s coveted local search three-pack for all relevant places, rather than being hidden somewhere in the listings where a potential client would need to click the “More Places” link to find your firm, make sure to

To reverse engineer what’s going on with local search rankings, here are items to check and fix, as necessary:

  • To get your Google My Business (GMB) account, go to create/claim your Google My Business (GMB) listing and double-check that the information is correct and complete.
  • Verify your listing.
  • Ensure that the law firm’s website and accompanying schema match what’s on GMB, including the name, address, and phone number (NAP).
  • Address any issues. GMB is a digital equivalent of the Yellow Pages, with errors causing a slew of difficulties.
  • Encourage clients that are pleased with their legal services to post positive online reviews of the firm. You may also pay an internet reputation management firm to increase the number of law firm evaluations.
  • Never encourage fake reviews or write one yourself.
  • It is bad practice to write or urge a poor review about a competitor’s legal firm.

Law Firm SEO Link-building

Like any other business or organization, having a good SEO strategy for legal practice is critical. One of the more straightforward ways to get these is to get your firm listed in lawyer-specific directories, including these:


Consider what organizations the law firm is connected with, such as local, state, or national organizations. Can you be included on those sites if you link back to your website?

When looking for inbound links from potential sources to your site, ensure they’re relevant with an appropriate domain authority (DA) score. You can find a site’s DA score at, either with a paid subscription or, for limited usage each month, for free.

Keep an eye on the law firm’s legal standing, as well as those of its competitors. What matters most is how the company compares to direct rivals in terms of quality. Is it true that your law firm only practices in Florida and has a DA score of zero? As the SEO effort progresses, does the DA ranking for your business improve?


This post focuses on legal firms, but any industry’s strategies described here may be used. As a result, modify as needed, and keep track of progress indicators like how many visitors come to the site each day, which pages receive the most traffic, and changes in DA scores (both yours and those of your competitors).

Google Analytics and the Search Console have a large amount of intelligence available, so build strong baseline reports as well as monthly follow-up reports. Then, continue to modify your plan as you get more insight from your findings, fine-tuning it and, hopefully, witnessing increases in traffic, conversions, and customers.


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