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A Comprehensive Guide for Getting Clients Using SEO for Lawyers in 2023

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Law firms must pay attention to their online presence in today’s digital age. A well executed SEO strategy is the key to attracting more clients, increasing visibility, and staying ahead of the competition. But where should you begin?

In this comprehensive guide, we’ll explore the ins and outs of SEO for lawyers, providing actionable tips and strategies to help your law firm website rise to the top of search engine results pages.

Key Takeaways A Comprehensive Guide for Getting Clients Using SEO for Lawyers in 2023

  • SEO for lawyers is essential to increase online visibility, attract potential clients and improve website traffic.
  • A successful SEO strategy includes keyword research, content creation and building links while considering user experience.
  • Hiring an experienced SEO agency can provide specialised knowledge & resources to optimise a law firm’s website.



Understanding SEO for Lawyers

As most consumers look for lawyers online, law firms must rank high in search engine results pages (SERPs) to attract potential clients. This is where search engine optimisation (SEO) comes into play.

SEO for lawyers involves:

  • Creating content that is relevant to the user’s search query.
  • Optimising your law firm’s website structure and navigation.
  • Building links from other websites.

By implementing a comprehensive SEO strategy, you can improve your law firm’s visibility, improve search engine rankings, attract potential customers, and boost organic website traffic.

What is Law Firm SEO?

Optimising a law firm’s website to rank higher in search engine results is called SEO. This process can increase organic traffic and potential clients for the law firm. To achieve success in organic search traffic in this area, a law firm must engage in the following activities:

  • In-depth keyword research
  • On page optimisation
  • Off-page SEO
  • Citation building
  • Google Business Profile Optimisation

Using relevant keywords,geo-modifiers, and clear calls to action on every page is essential. A blog is beneficial for law firms to improve their search engine ranking.

By focusing on research based terms and continually posting new content, Google rewards your site with a higher “freshness” ranking. Landing pages are also helpful, as they give an overview of your services and link to specific pages for each specialty.

It’s crucial to stay up-to-date with the latest SEO trends and techniques. This is to maintain a competitive edge in the evolving digital landscape.

law firm seo

Key Components of Law Firm SEO

Keyword Research

Keyword research is the foundation of an effective law firm SEO strategy. It helps uncover the top rankings for terms potential clients use when seeking legal services. This involves identifying words or phrases commonly searched by your audience.

Potential clients may submit queries about their legal situation, such as “How can I file for a divorce?” or queries with transactional intent, such as “Hire a criminal defence lawyer”. By targeting these search intent, you can optimise your law firm’s website to rank for your local audience.

Various tools can help you conduct keyword research, such as SEranking and UberSuggest.

Block of Keyword on yellow background.

Content Creation

Content creation is an integral part of law firm SEO. It involves crafting informative and engaging content that showcases your law firm’s expertise and authority. By targeting a range of keywords within the same category, you can ensure your content reaches as many people as possible when they are searching online.

One approach to creating content is to generate content that responds to search queries associated with your primary target keyword above. This can include:

  • Blog articles that address common legal questions
  • In-depth guides on specific practice areas
  • Other types of content that provide value to your target audience

In addition, consider producing content for external sites, such as:

  • eBooks
  • Guides
  • Reports
  • White papers

These types of content can generate high calibre backlinks and further establish your law firm’s authority in the legal industry.

Link Building Strategies

Link building is a crucial component of law firm SEO, as it helps increase your website’s visibility and authority in the eyes of search engines. For lawyers, effective link-building strategies include:

  • Directory links
  • Creating content that encourages backlinks organically
  • Investing in campaigns to increase the number of backlinks to your law firm’s website.

One strategy to consider is building citations in legal directories, which can enhance your law firm’s online visibility and help boost local search rankings.

Additionally, off-page citations can make your law firm’s contact information visible to search engines and potential clients, thus facilitating long-term SEO success.

Another approach is leveraging platforms like HARO (Help a Reporter Out) to provide quotes that offer a unique and captivating perspective on pertinent legal subjects. Doing so can build credibility, create backlinks, and increase online visibility.

link building - backlinks

Technical SEO

Technical SEO for law firms is a process that involves optimising site structure, improving page speed, and implementing schema markup. This is to achieve higher search engine rankings and a better user experience.

By focusing on these technical aspects, you can ensure your law firm’s website ranks favourably in search engine results and provides a seamless experience for users.

Staying current with the latest technical SEO trends and techniques is essential to maintain a competitive edge. In some cases, it may be advisable for law firms to outsource their technical SEO to a specialist to ensure it is implemented.

Optimising Site Structure and Navigation

A well-optimised site structure is crucial for user experience and search engine bots’ effective crawling. By utilising the structure, you can ensure that all pages on your site are easily accessible to search engine crawlers.

Poor site structure can lead to Google’s inability to crawl and index your web pages, resulting in lower search engine rankings.

Additionally, consider implementing schema markup for legal services. This is essential to help search engines understand and display relevant information about your law firm’s services.

Enhancing Page Speed and Mobile-Friendliness

Making your law firm website fast and mobile-friendly is crucial to improve user experience, organic search rankings, and conversion rates. Most people search online using mobile devices, so ensuring your website is easy to navigate on all screen sizes is essential.

Additionally, you can monitor a set of performance metrics called Core Web Vitals. These metrics measure a website’s download speed and the user’s ability to interact with it.

website speed

Implementing Schema Markup for Legal Services

Schema Markup is an additional HTML markup that can enhance your website in local search results. If you add schema, search engines can better understand and show important information about your law firm’s services. This will help people seeking legal assistance find your firm online. is a web page markup that facilitates interpreting structured data on the page. Implementing this can be a complex process. In many cases, it may be necessary to seek the help of an SEO specialist to ensure it is accurately executed.

Local SEO for Law Firms

Law firms can use local SEO techniques to improve their visibility in local search results. This involves optimising their Google Business Profile and creating citations in legal directories. By doing this, they can rank higher in search results and appear in the top three results on Google’s SERPs for local searches.

Optimising Google Business Profile for Lawyers

As a lawyer, you can improve your visibility in local search results and attract potential clients by optimising your Google Business Profile. To do this, ensure that your profile has accurate information and choose the right primary business category. This will help boost your local rankings and prevent local competitors from getting free clicks from top positions on Google’s SERPs.

Also, creating location landing pages for law firms with multiple locations is crucial. These pages should include the location of each office, contact details, and content for each location.

It’s essential to respond to all reviews. This shows that your company has a real person in charge of the review process and helps keep you in the reviewer’s thoughts.

Building Citations in Legal Directories

Citations are essential to local SEO, as they render your law firm’s contact information visible to search engines and potential clients, facilitating long-term SEO success.

When constructing citations in legal directories, it’s essential to focus on directories with high domain authority and emphasise quality over quantity.

Measuring Law Firm SEO Success

Analysing SEO success enables us to evaluate the SEO approach’s proficiency and identify improvement areas. It’s important to track key performance indicators (KPIs) such as organic traffic, keyword rankings, and conversions.

Utilising analytics tools, such as Google Analytics and Google Search Console, provides valuable insights into website performance and user behaviour.

Tracking Key Performance Indicators (KPIs)

You can track specific goals using measurable metrics to improve your business or project. This process is known as tracking KPIs. Monitoring metrics like organic traffic, keyword rankings, and conversions is essential for SEO. These metrics help you determine which areas need improvement and make data-driven decisions.

Tracking these KPIs allows you to evaluate your law firm’s SEO strategy and make necessary adjustments. For example, suppose your organic traffic is increasing, but your conversion rate remains the same. In that case, your website content is not engaging or converting visitors into clients.

You can use different analytics tools like Google Analytics, SEranking, and more to keep track of your law firm’s online performance. These tools can help you monitor your KPIs and gain valuable insights.

key performance indicator (KPI)

Utilising Analytics Tools

Utilising analytics tools involves leveraging software or platforms to gather, organise, and assess data from various sources to gain insights and make informed business decisions. These tools may include:

  • Data modelling
  • Social media analytics
  • Predictive analytics
  • Web analytics
  • Customer analytics
  • Business intelligence tools

Using these tools, businesses can analyse data to identify trends, track performance, and optimise strategies for better results.


By employing analytics tools, you can monitor your website’s performance, user behaviour, and other critical metrics, allowing you to discern trends, refine content, and enhance user experience. Some popular analytics tools include:

  • Google Analytics
  • Search Console
  • Adobe Analytics
  • Mixpanel

In addition to providing insights into your law firm’s online performance, analytics tools can also help you identify potential areas for growth and pinpoint areas that need improvement. By leveraging these tools, you can make data-driven decisions about your SEO strategy and better allocate resources to maximise your law firm’s online visibility and client acquisition.

Hiring an SEO Agency for Law Firms

Benefits of Hiring an SEO Agency

There are several advantages to hiring an SEO agency for your law firm. This includes access to specialised knowledge, time savings, and a data-driven approach to optimising your online presence.

By leveraging the expertise of an SEO agency, you can ensure your website is optimised for search engines, allowing you to focus on other aspects of your business.

SEO agencies also utilise a data-driven approach to optimisation, which involves monitoring KPIs and using analytics tools to measure the success of your law firm’s SEO initiatives.

seo agency

Evaluating SEO Agencies

When evaluating an SEO agency for your law firm, it’s essential to examine the following:

  • Track record, case studies, testimonials, and relevant expertise
  • Performance, accomplishments, and missteps, including their search engine rankings, organic traffic, keyword optimisation, on-page and off-page optimisation, and their communication and reporting skills
  • Successful SEO campaigns, such as enhanced organic traffic, improved rankings and conversions, in their case studies and testimonials
  • Evidence of effective keyword optimisation, on-page and off-page optimisation, and clear communication and reporting

By thoroughly assessing these factors, you can make an informed decision when choosing an SEO agency for your law firm.

Additionally, when evaluating an SEO agency’s relevant proficiency, consider the following factors:

  • Their experience in the legal sector
  • Their comprehension of the most recent SEO trends and methods
  • Their capacity to provide customised solutions for your law firm’s specific requirements

By selecting an agency with a proven track record, you can ensure they can deliver results for your law firm’s unique needs.

Before deciding, you should contact a few agencies, request a quote, and engage in at least one call to discuss your needs and goals. This will allow you to make an informed decision and choose the best SEO agency for your law firm.


In conclusion, SEO is critical to a successful online presence for law firms. By focusing on keyword research, content creation, building links, technical SEO, and local SEO, you can enhance your law firm’s visibility in search engine results and attract more potential clients.

Hiring an SEO agency can provide your law firm with specialised knowledge, resources, and experience, ensuring your website ranks favourably and attracts more clients.

By following the strategies and insights presented in this comprehensive guide, you can develop a winning SEO strategy for your law firm and enjoy the benefits of increased visibility and client acquisition.

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