How To Do SEO for Law Firms?

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How To Do SEO for Law Firms?

Online advertising is not cheap in today's digital world.

This especially goes for Google Ads in the legal industry when the keyword: "Offshore accident lawyer" is over $800.00 per click!

If a strong online presence is paramount for every business, how is it possible when advertising is so expensive?

Thankfully, Search engine optimization (or SEO) can help you achieve more visibility and success. But what exactly is SEO for law firms, and how can it benefit your practice?

In this blog, we'll dive into the fundamentals of SEO. We explore its importance in the legal industry and shed light on its cost-effective nature compared to other marketing strategies. We'll discuss the basics of search engine optimization, demystifying key concepts to ensure a clear understanding.

Throughout this guide, we'll unveil a strategic roadmap tailored specifically for law firms, covering essential tactics and best practices to elevate your online presence. Whether you're a solo practitioner or part of a larger firm, optimizing your website for search engines is essential for attracting new clients and establishing credibility in your field. So, let's delve into the world of SEO for law firms and unlock the potential for growth and success!

Why is SEO Important for Lawyers?

Standing out from the crowd is essential for success.

With the rising costs of traditional advertising, many law firms are turning to digital marketing strategies to expand their reach and attract clients. One such strategy that has proven to be highly effective is search engine optimization (SEO).

Bidding for Google ads can cost tens, hundreds, or even thousands of dollars per click. This exorbitant expense can quickly drain marketing budgets without guaranteeing significant returns.

Enter SEO for law firms: a more long-term and cost-effective alternative that offers many benefits. 

SEO Marketing For Law Firms: Main Benefits

Long-Term Cost-effectiveness:

Unlike paid advertising, SEO allows law firms to organically improve their website's visibility in search engine results pages (SERPs) without the need for hefty ad spend. By optimizing your website's content and structure, you can attract targeted traffic without breaking the bank.

Ability to attract new clients:

With the majority of individuals turning to search engines like Google to find legal services, having a strong SEO presence ensures that your firm is discoverable by potential clients actively seeking legal assistance.

Increased exposure and visibility:

By ranking higher in search engine results, your law firm gains increased exposure to a broader audience, leading to more inquiries and potential clients.

Improved local search result rankings:

Local SEO tactics can help your firm appear in the coveted "local pack" – the map-based results that appear for location-specific searches. This visibility is particularly valuable for law firms targeting clients in specific geographic areas.

Enhanced online credibility:

A well-optimized website with high-quality content and authoritative backlinks signals credibility and expertise to both search engines and potential clients, instilling trust and confidence in your firm's capabilities.

Building an Overall Professional Image

A strong SEO presence also elevates your firm's perception for customers. Ranking prominently in search results reinforces your firm's legitimacy and professionalism, distinguishing it from competitors.

How to Have the Best SEO For Law Firms?

Optimize Quality Content

In the realm of SEO for law firms, content always matters. 

Good content serves as the foundation upon which your website's visibility and credibility are built. But not just any content will suffice – to truly optimize your SEO efforts, focus on creating content that's thorough, accurate, and up-to-date. Whether it's informative articles, insightful blog posts, or engaging videos, ensure that your content provides value to your audience.

Expert-written content should be presented in a user-friendly manner. Your content should not only demonstrate your firm's expertise in legal matters but also be easily digestible for your audience. Incorporating SEO copywriting techniques such as strategic keyword placement, compelling headlines, and engaging meta descriptions can further enhance the visibility and relevance of your content in search engine results.

Demonstrate E-E-A-T

In the world of SEO, E-E-A-T means: Experience, Expertise, Authority, and Trustworthiness

E-E-A-T holds significant importance. These principles serve as signals to search engines about the quality and reliability of your website's content. To bolster your law firm's SEO efforts, showcase these qualities prominently throughout your website and online presence.

Here are some examples to demonstrate E-E-A-T properly:

  • Feature bios of your attorneys highlighting their years of experience and areas of expertise.
  • In bios for your team, mention accurate educational background and affiliations.
  • Showcase client testimonials and case studies demonstrating your firm's authority and success in handling legal matters.
  • Contribute guest posts or provide expert commentary on legal topics across reputable online platforms

Be Extra Wary of Your Money, Your Life Topics (YMYL)

Be cautious when creating content for your law firm's website.

This is because law and legal services are clear Your Money, Your Life (YMYL) topics. Other topics in this category include personal finance, safety, and health.

YMYL topics are scrutinized more carefully by Google and search engines. This means that misinformation on any law firm's website can drastically harm SEO.

Be wary of content that:

  • Claims false experience/education levels.
  • Contains fake/false reviews.
  • Overpromises without proof or credentials.
  • Contains legal advice that's misaligned with your location (like US Law vs Canadian Law or misaligned state/provincial laws).
Pro Tip: Ensure your content and website copy are expertly proofread and corrected before publishing on your site to follow the best law firm SEO practices.

Prioritize Local SEO:

Given the localized nature of legal services, prioritizing local SEO is best for law firms looking to attract clients within specific areas.

Start by optimizing your website for location-specific keywords and phrases relevant to your target audience.

For example, incorporate city or region names into your website's content, meta tags, and title tags to improve your chances of appearing in local search results.

Leverage local business listings such as Google My Business to enhance your firm's visibility in local search. Ensure that your profile information is accurate and up-to-date, including your firm's address, phone number, and business hours.

Pro Tip: Encourage satisfied clients to leave positive reviews on your Google My Business profile, as these reviews can significantly impact your firm's reputation and visibility in local search results.

Focus on Quality Link Building

Backlinks remain a crucial factor in SEO success. Good quality link-building signals to search engines like Google the authority and relevance of your website's content.

To improve your law firm's SEO rankings, focus on acquiring quality backlinks from authoritative sources within the legal industry.

How to Do Link Building For Law Firm SEO:

  • Contribute guest posts or provide expert commentary on legal topics for reputable websites and publications.
  • Participate in industry-specific forums and online communities where you can share valuable insights and establish connections with other legal professionals.
  • Explore partnerships with local organizations, universities, and bar associations to gain backlinks from trusted sources within your community.

Do Your Keyword Research

Keyword research lies at the heart of effective SEO strategy, helping you identify the terms and phrases your target audience is using to search for legal services online.

Begin by understanding the search intent behind relevant keywords and phrases – are users seeking information, looking for legal representation, or ready to hire a lawyer?

Read Also: How to Write a Blog Post that Ranks?

How to Do Proper Keyword Research?

Your keyword research should be tailored to the unique needs and preferences of your target clientele within the legal industry.

Use tools such as Google Keyword Planner, SEMrush, MOZ, or Ahrefs to identify high-volume, low-competition keywords relevant to your practice areas.

Consider long-tail keywords and localized variations to capture more specific search queries and improve your chances of ranking higher in search results.

Here's a quick example:

Ranking for the keyword "law firm" is very difficult, although it has a higher search volume.

However, by simply including a location - like "Toronto Law Firms" - the competition lowers to a manageable level. Plus, people who are closer to you are more qualified clients anyway!

Law firm SEO, Law Firm keyword research, SEM

Analyze keyword competition and ranking factors to prioritize your SEO efforts effectively.

Focus on optimizing your website's content around targeted keywords that offer the best balance of search volume and competition, allowing you to maximize your visibility and attract qualified leads to your firm's website.

Fix Technical SEO Problems

In addition to optimizing your website's content and local SEO efforts, addressing common technical SEO issues is essential for maintaining a strong online presence and improving your firm's search engine rankings.

What is Technical SEO?

Technical SEO encompasses a wide range of elements. Here are a few examples:

  • Website structure
  • Broken links: URLs that no longer work.
  • Page loading speed (slower is worse)
  • Mobile-friendliness
  • Duplicate Content: When 2 or more pages have similar content, Google can mark it as Duplicate Content. This can poorly impact SEO rankings website traffic and credibility.
  • Missing title tags: This is an HTML element that gives search engines and users an overview of what your page is about. This appears in search results and on the browser tab.
  • Robots.txt errors: This file tells the Google search console not to crawl certain pages and block other elements from Google. Technical SEO errors can arise from an outdated or incorrect file.

How to Fix Technical SEO Problems on a Law Firm Website

An SEO expert can quickly identify and address common technical SEO issues within your content management system (CMS).

This may include fixing broken links, resolving robots.txt errors, eliminating duplicate content, optimizing page loading speeds, and implementing proper metadata optimization practices.

It's best to get a frequent SEO audit of your website. This can be done every quarter or even monthly for technical SEO issues using tools such as Google Search Console, Screaming Frog, and SEMrush.

By prioritizing technical SEO best practices, you can ensure that your law firm's website remains accessible, user-friendly, and optimized for search engines and prospective clients.

Benchmark & Monitor SEO Progress

It's essential to track and measure your progress over time as you implement and refine your law firm's SEO strategy.

This helps gauge the effectiveness of your efforts and identify areas for improvement. Key performance indicators (KPIs) such as organic search traffic, keyword rankings, conversion rates, and backlink profiles can provide valuable insights into your site's SEO performance and overall success.

Our team at Choquer Creative uses tools like Google Analytics, Google Search Console, and SEO platforms like SEMrush to monitor your site's performance metrics and track changes over time. You can set up custom reports and dashboards to visualize your KPIs and identify trends or spikes that require further investigation.


Mastering SEO is imperative for all websites including for legal services.

By optimizing content quality, demonstrating expertise, prioritizing local SEO, link building, conducting thorough keyword research, maintaining a Google My Business profile, addressing technical SEO issues, and monitoring progress, law firms can significantly improve their online visibility and attract more clients.

Start Ranking in Local Search Results with Law Firm SEO Services

Don't let your firm fall behind – invest in SEO today to stay ahead of the competition. Choquer Creative offers affordable, value-packed monthly SEO Packages tailored to optimize websites of all sizes. Contact us now to elevate your law firm's SEO strategy and unlock its full potential.

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