SEO for Lawyers – Law Firm Search Engine Optimization Guide

In our modern world where the internet is almost everything, even a law firm has to move up with the times and make themselves available online. So in a sense, today’s service providers, including those in the legal industry, have to rev up their gears and include an active website their clients can visit.

But with almost every business flocking towards the internet world, ranking up on search engines can be equally hard. This is where SEO for Lawyers comes in to help your law firm get the needed online boost and get to the top spots of every search engine.

What is Attorney SEO?

The internet does not only give each business a chance to make themselves visible, but it also created a profound way of creating competition. It includes law firms who are vying to maintain their visibility and get potential clients.

An attorney SEO is based on the precept of using the right elements to make a website stay afloat and move up on website rankings. This is one crucial need for every business and service provider as it entails an increasing growth and backs your finances.

Nonetheless, some of the crucial elements needed to help your law firm’s website gain traction include:

  1. Targeting Specialised Keywords. 

This is one of the most utilised strategies to promote a website surface when potential clients search for related queries. Targeting specific keywords include strategies like using location-specific keywords for location-based searches, the use of associated words specific to a practice area, and purchase-intent or high-intent keywords.

  1. Using Content to Bolster Credibility.

Using optimised content has done wonders for every business in the modern world because they boost your firm’s credibility and create stronger relationships. A website that can demonstrate your legal experts will be able to reach more audiences and connect to more people.

  1. Using Schema Mark-up.

A schema mark-up is a microdata that allows you to use structured information through the use of semantic vocabulary. It is typically a code that will enable a search engine to understand your website’s content. provides a list of schema types in that LegalService and Attorney schema types will be suitable for Law firms. Use this schema SEO to improve the search visibility of Law firms.

  1. Acquire Backlinks to Boost Search Rankings.

One of the proven techniques in the online world is to prioritise acquiring links from top domain sites with heavy traffic. Building backlinks will drive website visits and inform a search engine or your website’s credibility to sustain your results placement.

  1. Pick the Right Niche Category from GMB. 

Google My Business page allows firms to get more results from their local market because they can choose the right category placement, which attracts potential clients. This means choosing the right niche for your firm, including the use of proper practice expertise.

An In-Depth Law Search Engine Optimisation Guide

If your website has been more of a liability than an asset to your legal firm or you are struggling to get high-quality organic leads, optimising your website will help grow your practice. For example, a potential client might query for “lawyer near me” and your site pops up on the first page.

Ranking on the top spot does not mean you are employing exclusionary practices, but it is more attuned to how your firm implements effective SEO strategies. Although there are countless ways to improve your website’s ranking, some proven methods are either get a partner SEO Company or develop an SEO strategy based on proven concepts.

Here are some SEO guide to help build a good foundation for your law firm’s website:

  • Pick the right law firm keywords. Believe it or not, the right keywords always have an impact on a business website. This is because Google and other search engines follow a strict algorithm to understand a user’s search intent better. It includes simple words to complex conversational searches.

Search engines like Google also regularly update their system including advanced contextual signals, resulting in an AI-driven ranking. Therefore, using the right keywords on your website makes it easier for Google to understand and get to the top spots.

  • Discover how to overlook your competitors. One of the most significant loopholes to a law firm’s low web ranking is thoroughly examining a competitor without focusing on what your firm has to offer. By digging deep into a competitor’s website, you are also delving into the pitfalls that often happen to the most eCommerce website.

Taking ideas and modifying them to fit your specific practice and expertise might be a good idea in the first place, but distinguishing where the boundaries lay often becomes hindered. Nonetheless, creating unique content and focusing on what your services are will help your firm’s website stand out.

  • Make technical SEO improvements to your website. One of the common faults of any website is being complacent with the content once everything is launched on the web.Information often becomes outdated, and services that have evolved are left in hindsight. 

Making technical SEO improvements such as making your website mobile-friendly, optimising your XML sitemap, utilising a better SEO strategy, and speeding up your website helps to remove further compromise, which affects its ranking.

Small Efforts that Makes a Difference to Your Law Firm’s Website

Most often, small efforts prove to have the most significant impact on your law firm’s website. These processes do not involve too much overlay and can be done on a gradual basis. Some of the proven ways to make a significant impact on your website include:

  • Optimising your existing web pages for search engines.To remove any additional expense, you can optimise your current web pages, so they become visible to a search engine. It includes employing all the proven techniques like using related keywords, creating quality content, and using backlinks.
  • Optimise your law firm’s local SEO properties, social media and GMB included.The effects of social media can be felt even on the back ends of the business. Nonetheless, using social networking sites to improve your visual presence is one way of harnessing success. Google My Business helps you manage your firm’s online presence throughout the platform and enhances your Google visibility.
  • Build out missing web pages.One damaging move your law firm can make is to have an incomplete website. This damages your credibility and makes your firm appear unworthy of trust. Building out missing web pages or taking down non-essential ones will help streamline your offerings and provide your potential clients with a cohesive platform they can always rely on.
  • Create SEO-friendly content, including blog posts. In today’s online market, where competitiveness speaks volumes, utilising every avenue to reach your potential clients is a must.SEO-friendly content generates an audience, and blog posts allow visitors to read through a related article, which often entails a call-to-action. 
  • Build links back to your website. Backlinks are proven ways to connect your business with other sites and redirect visitors to your pages. Visitors often crawl through websites when they are looking for a specific query. Harnessing the advantages of link building will allow you to generate the needed website visitor, an essential gauge for search engines.
  • Track, gauge, and analyse.When you find it hard to rank your firm’s website, using web analytics will help you track, measure, and analyse its performance. Aside from that, analytics tools will give you an idea of what your system lacks and how to move from there.
  • Tweak your law firm SEO campaign as based on analysis.Web analytics is a powerful software that allows you to gain a better insight into how your law firm’s website is performing. By using an in-depth system analysis, you will be able to tweak your approaches and create an ideal way of tackling errors and issues faced by your law firm’s website.

Creating a good website for your law firm involves more than just design and launching it on the web. Surprisingly, this is where most legal entities fall on because they believe that their services are enough to create a substantial following among their specific areas and specialties.

As a modern service provider, having an excellent online presence spells the difference from a humdrum legal entity to one that has prospects for better success. Using the web to reach a wider audience is what most companies and those related to public service are going for this day and age.

Not only does it give you the benefits of making your voice heard, but utilising a proper SEO technique gives you a higher ROI for your investments. A performing website equates to better revenue, giving your law firm the exposure it needs to gain traction and longevity.


Search engine optimisation is not just a buzzword for e-commerce, but it is a universal online world that speaks volumes when it comes to website performance and business visibility. SEO is the Holy Grail to all websites, helping their business regardless of nature – e-commerce, law, and otherwise – get sustainable growth and increase business potential. Law firms employing a good SEO strategy are guaranteed to have sustainable operations and a strong following, not just for their expertise but their trustworthy and credible name.



Linda Adams

Linda Adams is a partner at The Trispective Group and the co-author with Audrey Epstein, Abby Curnow-Chavez and Rebecca Teasdale of The Loyalist Team: How Trust, Candor, and Authenticity Create Great Organizations. For more information, or to take a free team snapshot assessment, please visit,