By Tim Absalikov
Founder and Acting CEO at Lasting Trend
Tim is an expert in technical SEO, on-page optimization and linkbuilding. He has over a decade of experience in Digital Marketing for B2C companies in US and Europe.

September 21, 2018

Are you looking for more clients to help grow your law firm? If so, it’s time to invest in law firm SEO and hire an expert in-house or online. A law firm SEO expert can ensure your website employs current strategies to get noticed online. This article helps you to understand the process by describing, in detail, the following:

  • The real face of law firm SEO and what makes it different
  • Comprehensive law firm SEO tips with a step-by-step guide to producing great, optimized content
  • On-page SEO techniques suited for law firms
  • Tailored off-page law firm SEO services

Ready to get going, learn about SEO services for lawyers and generate more business through your website?

The Real Face of SEO for Law Firms

The American Bar Association and census figures show that, in New York alone, there are 117,035 lawyers! Competing with 117,034 other lawyers is a huge challenge. How is it possible to stand out from the crowd?

For one, you have specialist areas of law. Additionally, proximity to clients is still going to have an impact even in a densely populated area. These factors can help you to carve out a niche, but you’re still likely to be facing stiff competition. Granted, we have selected this example from the extreme end of the spectrum. In any case, even outside of New York, Florida, California, and D.C., you can face a large body of competition in any city.

Bear in mind that, to get noticed, you need to be landing in the top 10 search results – the first page on google. Statistics show that only 5% of users keep looking on to the second page. That means that if you’re outside that first page on Google, you might as well not even exist.

Also, consider that much of your competition is already invested in lawyer SEO marketing. Attorneys commonly use a specialized SEO company for law firms – this can make it even harder to climb up those rankings. These rival firms are likely to be competing for the same keywords as you, further driving your law firm down the list if your SEO strategy isn’t up to the task.

Your goal is to hit number one in as many Google searches as possible, and you’re probably looking for the best law firm SEO company to make that happen. Although reaching the top is a major challenge, below we’ll reveal some of the techniques we used to get an average New York City law firm onto the first page and send their organic search traffic skyrocketing, increasing it up to 20 times.

Law Firm SEO Tips: How to Design Awesome Content

Even with the best SEO, law firms need to produce good content if they want to generate business. Good content has the right structure and all the necessary information a user needs, providing a user experience that’s meaningful and productive. If you can provide a good user experience, you have a better chance of converting traffic into contracts.

These are the key elements of great content for a good user experience:

  • Clarity and Readability – This doesn’t necessarily mean making content more concise. The important thing is that the content is well laid-out, with clear headings, sub-headings, and other cues to help your site visitors scan and understand the content easily.
  • Information Architecture – Present content in a way that makes it accessible. This is related to the previous point but with a greater focus on hierarchy. Is the content on your page presented in a way that indicates the importance of each part? Does your content look appealing, and is it clear where a user should be looking? Modern web design factors the user experience in, rather than just a standard-fit aesthetic. You need a web design that mirrors and enhances your content.
  • User Focus – UX principles have helped web design, adopting principles from phone apps and various methods of interaction. The key to UX is putting the user first – consider who your user is, what they need, and how they can use your website comfortably.
  • Optimization for Conversion – The essential reason for using SEO for law firms to drive traffic to your website is to convert it into business. Your website needs to direct people towards your key contact channels with a clear call-to-action and value proposition that is prominent and visible right when your user needs it.

Create a plan for each piece of content

Simple example – we’re creating a plan for a blog post. It needs to follow a specific agenda, for example:

  • A definition of the given subject (for instance, a specific law or topic)
  • The types of cases surrounding that law
  • The most common signs indicating a legal scenario
  • A description of protection offered by Federal and State law
  • Describe what the person should do in that circumstance – include your call-to-action if appropriate
  • Offer some case studies of famous examples
  • Add an FAQ for an additional source of traffic
  • End with a summary that ties into who you are, the value of your law company, and a call-to-action
Create a plan for each piece of content law firm seo expert

This is a basic template that offers a good base from which you can work. We've used this strategy for our client: New York employment attorney. However, every post can be different, and it is important to include variety in your content strategy.

Pro Tip: Search your targeted keywords on Google and check the first page of results. Click into those links and explore them for inspiration in your content creation strategy. Keep in mind that the top three results account for 65% of traffic, so give those three the closest analysis.

Analyze your competition

Visit websites that do well with similar keywords to the ones you choose for your SEO. When reading, ask yourself the following questions to develop your law firm SEO strategy to compete against them:

  • How logical is the content?
  • How difficult is it to read?
  • Do they use keywords, and how often do they use them?
  • What is included in the title tag?
  • Do they use subheadings, and how do they use them?
  • What types of media (text, audio, image, video) do they use?
  • What does the call-to-action say?

Start creating

When you create your own content, consider assembling material you like from your competitors and other sources. Assemble all the content and analyze the information it communicates. Organize the content and rewrite it, adding your own original ideas, or write new content according to your plan.

Pro Tip: Never steal content from others. Use what you like as inspiration, rewrite it in your own words and always try to add something new. Analyzing your competition will help you to find gaps in the work of others, which you can fill in your content to get an edge.

On-page SEO techniques suited for law firms

SEO for law firm websites is entirely different to other forms of search engine optimization. Even though law firms, like many others, typically target clients from within their local area, the enormous supply of lawyers creates an additional challenge.

Keyword Research

Getting the best results possible hinges on optimizing your website for the best available keyword terms. This is a vital part of law firm SEO services, which a law firm SEO company can help with, and focuses on the terms your potential clients use to find their legal services. These keywords need to meet several important requirements:

  • They must be clear and relevant to the services you offer, as well as your geographic location.
  • They must have a high search volume, which implies a greater potential to drive traffic to your site.
  • They must be clear and relevant to the services you offer, as well as your geographic location.
  • They must have a high search volume, which implies a greater potential to drive traffic to your site

Keyword Differences

There is many different types on keywords based on intent: commercial, informational, navigational, transactional. For law firm marketing we recommend to concentrate only on 2 types of keywords: informational and commercial.

“Commercial” Keywords

These keywords exist at the bottom of the sales funnel, which means they are used when someone is looking for legal service right away.

Intent: Looking to acquire your services. Keyword Examples: “Hire a personal injury attorney in NYC,” “labor and employment lawyer in NYC.”

“Informational” Keywords

These words are at the top of the sales funnel, which means the user may or may not need your services in the future.

Intent: Looking for information related to their problem. Keyword Examples: “How long will my personal injury case take,” “non-compete agreement in NYC.” Since “commercial” keywords are more likely to generate business directly, they should be your main priority. However, a completely sales-focused website is unlikely to project authority and professionalism to a visiting user.

For this reason, it is important to maintain a balance in how you use them in your law firm SEO strategy. In general, “commercial” keywords are better for landing pages, which describe specific services. “Informational” keywords, on the other hand, fit better with blog posts that can go into more depth on a specific subject.

Putting Keyword Knowledge into Practice

Say, for example, that your specialist area of law is personal injury. You might want to target the query “how long does a personal lawsuit take?” Your first step should be to find the relevant keywords for that article. To accomplish that, you need to do the following:

Conduct Initial keyword research

  1. Open a new incognito window and run a Google search.
  2. Use the search term “how long does a personal lawsuit take?”
  3. Press Enter to retrieve the results.
  4. Use commercial software, such as SEMrush, Ahrefs or MOZ, to extract all the keywords into a spreadsheet.

Include location-based keywords

Typically, lawyers serve clientele that are local to facilitate easy face-to-face meetings and other travel requirements. Potential clients naturally use these terms in their search queries. For example, a New York City resident is more likely to use “personal injury lawyer NYC” rather than a generic “personal injury lawyer.”

Pro Tip: Use variations of geographic tags to account for all possible searches and help find gaps in the law firm SEO race in your area. As an example, a potential client in New York City might also search: “NYC,” “New York,” and “NY”.

Use Semantic-related words

These are related to your main keyword, and Google expects to see them on a page when it is generating results. Find these by typing your main keyword into Google and scrolling down for the “related searches” section. These hints from Google reflect real behavior of users and can be included to enhance SEO on your article.

Organize keywords

Extracting keywords can produce a list of thousands, which makes it hard to filter them down according to your exact needs. Filter them down according to the following criteria:

  • Relevance to your topic
  • Search volume (more searches mean more potential, so aim for at least 75-100 per month)
  • Keyword difficulty (the lower, the better – don’t aim for anything rated with a difficulty much higher than 70)
Organize keywords law firm seo

Once you have narrowed down a list of 10-15 keywords that reflect your idea for a blog post, you can select a primary keyword for your content. Make sure to use variations of high-volume keywords.

Pro Tip: To narrow down keywords more easily, sort the keywords by volume and difficulty to get the most appealing words. You can use a spreadsheet program for this purpose and utilize filters to sort them by volume or keyword difficulty.

Create a title tag

A title tag is an HTML element that specifies the exact title of a web page. Search engine results and tab headings show this title, as well as social sharing functions.

For a good title tag, try the following method:

  • Enter a major keyword in an incognito search in Chrome
  • Copy all the title tags on the first page into a spreadsheet and look for commonalities
  • Highlight these common elements (paying attention to the top three results, which get 65% of traffic) and incorporate them into your own tag

Use keywords for different types of content

With your compiled list of keywords, you want to find optimal places on the page to include them. A law firm SEO expert makes sure that the keywords are in parts of the page that most closely relate to them. Include your main keyword in the following page elements:

  • URL –
  • Page title – “Personal Injury Lawyer in NYC”
  • <H1> tag – “How to find a good personal injury lawyer in New York”
  • One image title – “personal injury lawyer NYC”
  • One image alt tag – “New York personal injury lawyer”
  • The rest of the content – Throughout the piece, at least 2-3 times

Create subheadings

A good option for subheadings is to incorporate long-tail keywords into question-like subheadings. Long-tail keywords are longer keyword phrases that are similar to full clauses or sentences. The Keyword Magic Tool on SEMrush can make extracting long-tail keywords relatively easy.

Add examples and an FAQ section

Sharing a real example from your firm’s experience adds additional interest and authority and projects a professional image. Likewise, an FAQ builds trust with a customer and helps to answer their questions, getting them ready to follow your call-to-action.

Pro Tip: FAQ sections often contain many common phrases, sentences, questions, and word combinations that might tie into your main keyword. These are essentially semantic related words that improve your credibility in the eyes of both Google and your target audience.

Tailored off-page law firm SEO services

You can have the best content out there, but professional SEO services for lawyers also incorporate link building to get real traction on the site. Without including backlinks to your site in your law firm SEO strategy, it is next to impossible to rank high in a Google search. Below are some suitable law firm SEO strategies to try for link building:

  • HARO - It stands for “Help a Reporter Out” and it helps journalists and other media personnel to find sources for their stories quickly. When you sign up for their daily emails, you receive three emails per day with different requests. If you write a good response that beats out the competition, you could earn yourself a media mention.
  • Quora - This is a high-visibility Q&A site that you have probably already encountered online. Use the Google search command “site:” followed by your main keyword to see possible questions that relate to your content. Write a helpful response and include your link at the end, then hope your answer is up-voted to improve your visibility on the site.
  • Link Outreach - This can be an effective method, but it requires that you build up a contact list of potential clients. Always link to a specific piece of content that can help someone on the receiving end of the outreach piece. Don’t try to send someone to your homepage, because the chances that they might follow that link are low.
  • Internal Linking - This can help to share link equity and ranking signals. A good general strategy is to link from your blog posts to your landing pages, using the power of your informational traffic to fuel your commercial rankings.
  • Guest Posting - This is a surefire method to place a quality backlink to your site. Make use of Google search terms to find opportunities for writing guest posts. Terms such as “accepting guest posts” and “write for us” are good places to start. Ideally, you should write this content yourself. Outsourcing it could diminish the message and might limit the potential of your guest post.

Most Common Questions About Law Firm SEO

Q: What are the key ways in which SEO can benefit law firms?

A: Lawyer SEO marketing provides a low-cost way to drive traffic when compared to Google Ads and other pay-per-click advertising. Side note, there are some ways to improve law firm PPC as well. Although, people may trust organic search results more than ads. In this way, well-executed SEO can also provide you with greater credibility. SEO helps your law firm stand out from the crowded market and can massively increase your traffic. Increasing traffic is a critical step in generating sales – SEO could help your business to grow.

Q: Do law firms need SEO?

A: As with all products, visibility online is a key way of driving business development. Increasingly, people go online and use a search engine to find services, local or otherwise. Since most people do not extend their search past the first page of Google results, poor SEO could limit the online presence of your business. Like all companies, good SEO helps your potential clients to find your website. In a competitive market, law firms need SEO to achieve visibility among the crowd.

Q: How can I get my law firm to the top of Google rankings?

A: There is no simple, unchanging answer to this question. Search engine algorithms change and grow more complex as time goes on.

These are some important factors to consider when trying to achieve a first-page ranking:

  • User experience (UX)
  • Content quality
  • Backlink count
  • Mobile friendliness
  • Loading time

However, these alone don’t provide a comprehensive answer to this very complex (and probably unanswerable) question.

Q: Why should I care about title tags, headings, and meta descriptions?

A: These elements are part of HTML code and your page layout. Google prioritizes these as part of its algorithm when generating search results. Including your keywords in these elements helps you to achieve higher rankings in Google searches, and is an important part of any law firm SEO strategy.

Bonus: Site Structure

Structuring your website well can require a little work, but it is an effective way to improve both user experience and search engine optimization for your site.

Broadly, it is possible to divide law firms into three website categories for lawyer SEO marketing:

  • Single Service - This might be a law firm that focuses exclusively, for example, on immigration service. In this case, it can be effective to use a domain that exactly matches your target keyword, such as “” Individual pages of your site should then focus on the niche services you provide, and these can help you to gain high ranks in very specific searches.
  • Multiple Service - If your law firm provides personal injury, real estate, and divorce law services, it is best to use a branded domain name such as “” Then, use service pages for each of your main areas, and create sub-service pages, branching deeper into the niche offerings of your firm. This way you can still capture specific search efforts while generating presence in all your main areas.
  • Multiple Location - In the case your firm has offices in multiple locations, you need to adjust your law firm SEO tactics slightly. Add an additional layer in your site directory for each office. Although this can result in more work, it is a necessary step for achieving good rankings in local searches. You need to rewrite content for each location to avoid penalties to your search ranking due to duplicate content.

Bonus: Optimize for Local Searches

Set up and verify your “Google My Business” page. After signing up, Google sends you a postcard in the mail. On the card, you can find your verification code to confirm your registration and begin to show up in localized searches. Optimize your page by filling in all the available options with particular note to the following:

  • Use your main keyword in your page name for a huge ranking boost
  • Write a 150-200-word description with direct links to your service pages
Optimize for Local Searcheslaw firm seo

Once set up, clients can review your business, which helps visibility and promotes customer faith in your business. Consider outsourcing your listings on local citations and directories, as it takes a long time to complete this mind-numbing work.

Growing Your Client Base With SEO

Outranking your competitors in the highly-saturated law firm marketplace can be a challenging task. The factors involved range from choosing the right keywords to law firm website design.

It is vital to pay attention to the latest trends in SEO and hire the right SEO company for your law firm that can manage the details for you. Effective SEO can drive organic traffic and ultimately get more potential clients looking at your offerings, which puts you in a great position to generate new business.

The right law firm SEO tactics not only increase traffic but help drive traffic that converts into contracts. The complexity of law firm SEO results from the need to adapt to the latest Google algorithm changes constantly. Doing this takes a lot of time and investment, and in many cases, hiring law firm SEO experts is the best choice for your business.

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